Consumer End Games 2012
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The document discusses four consumer end games for 2012: New Life, Into the Sun, Recoiling, and Holding On, each representing different survival strategies during uncertain times. It highlights evolving consumer behaviors and marketing messages that respond to these strategies, emphasizing the importance of brands meeting extreme aspirations, offering safety, and facilitating resilience. Strategies for marketers include understanding key trends, innovating, and future-proofing their offerings to align with consumer needs.
Consumer End Games 2012
- 1. End Games for 2012
- 2. End Games 'End Games' talks to the life strategies people carry inside their heads and use to take decisions End Games can be explicit or implicit; conscious or unconscious End Games come to the fore in times of uncertainty, where having a survival strategy matters
- 3. 4 Key End Games for 2012 New Life: survival lies beyond today's realities Into The Sun: survival by winning through Recoiling: curl up and wait your moment Holding On: just hang in there
- 4. New Life Into The Sun Holding On Recoiling
- 5. End Game: New Life “Fundamental dissatisfaction with life will lead many to look for tectonic shifts” For some, shift will come from real world realignment - Bloody social and political protests will reach boiling point and extremist figureheads will emerge to crystallise radicalism - New technologies will support more and more essential aspects of life, leaving few everyday needs untouched by Apps - Many brands will race to the top - meeting 'impossible', extreme aspirations: being newer, better, rarer For others, New Life means escape from real world constraints - Brands will give trapdoors to other, more exciting, Worlds - Myth-making brands and heros will give people an excuse not to think
- 6. Message to marketeers Create a New Life for me It must have cut though My aspiration knows no bounds Ensure it really, I mean really, works Allow me to dream Magic me from everyday life Release racy new emotions Be convincing so that I can follow you Think for me If I accept the cult; I am your worshipper
- 7. End Game: Into The Sun “Hard times will bring opportunities and some will fight and battle through” For some, 2012 will be a time to get real and knuckle down - Employees will be prepared to dedicated even more effort at work - perhaps at a cost to their health - No stone will be left unturned to get to the top – manipulation, physical fitness, mental alertness, laser and cosmetic treatments - Brands will do more to facilitate an 'always on' mentality and a search for perfection Some people will seek to become 'linchpins' - Putting themselves at the centre of various social networks to win 'soft power' - Becoming an information aggregator by tapping into targeted knowledge networks - Risk taking will become the norm
- 8. Message to marketeers Propel me Into The Sun Give me the tools to get things done effectively I need to get going and stay going Move obstructions out of my way Reward my success Provide information so I can 'panic early' Whatever it takes to get ahead of the others Friends must have their uses Being the best I can be Nothing sticks; problems fall like water off a duck's back
- 9. End Game: Recoiling “The world turns, but in the mean time, some will burrow deep, put up their armour and wait” For some, 2012 will be about hunkering down - In all aspects of life, don't make waves, keep heads down, let the storm pass - Importance is given to convenience, slimming down, finding stress and risk free options - Brands will give safety and security messages and guarantees of being there for the long term - Longevity, craftsmanship, quality – these customers seek solidity Home based activities are preferred - Home time is valued and indoors provides a safe haven in an uncertain world - Technology becomes even more pivotal as the way of relating to the World outside
- 10. Message to marketeers Help me to Recoil I need short cuts I'm not going to exert myself; that will leave me vulnerable I'm super sensitive regarding my privacy Spending is dangerous; I'm saving for the long-term If this will last my lifetime, I'm interested Short-term is risky I value comfort, cosiness and having my family around me Bring the World to me What is your guarantee?
- 11. End Game: Holding On “I'm in the shit; I'm going to close my eyes and hope for the best” 2012 will be menacing for many - Economically, some families and communities will fall on extreme, hard times - Resources will be managed tightly; but excesses will be necessary to let off steam - Brands will cynically play on luck, hope and naïvety People will seek 'warmth' wherever it can be found - Hand outs, freebies, playing the system, crime.....an alternative, opportunistic lifestyle will prosper - Value retail gives way to lowest possible price; quality is a luxury that cannot be afforded - Tone and feel is: “doing whatever it takes” and “trusting to luck”; miracle claims are believed
- 12. Message to marketeers Protect me as I Hold On If it costs something extra, forget it I'll stick to what I know, thank you You'll not catch me out (again) Tell me precisely what I need to do If the trial is free, why not? If I do this for you, what will you do for me? Can you offer me any shelter at all? It's good that you seem to be on my side I look for alternatives to buying stuff
- 13. New Life Into The Sun 20% 20% Indicative Consumer Penetration Holding On Recoiling 30% 30%
- 14. End Games: Market Mapping High Into The Sun Socio economic New Life axis Recoiling Holding On Low Source: Socio cultural Futures Coaching Traditional Modern Nov 2011 axis
- 15. How to Benefit in 2012 from Consumer's End Games Work with Futures Coaching: - bring brand teams up to speed with 2012's key trends - portfolio mapping vs End Games - white space analysis - marketing plan coherence - future-proof existing NPD pipeline & launch - focused innovation - senior management away days
- 16. About Futures Coaching Celebrating 5 years! Working for great clients Doing great things Anticipating * the future of retail * the future of offices * the future of banking * the future of mobility Innovating * new fund-raising offers * consumer healthcare NPD Coaching * trends training for insight teams * personal rejuvenation Speaking * engagements from Taipei to Toronto Researching * management interviews * expert in-depths * consumer focus groups
- 17. for a no obligation exploratory chat... phone chris middleton '00 33 1 3908 0542 Website: www.futurescoaching.com Blog: http://futurescoaching.typepad.com Email: [email protected]