Global Consumer Moods: Life Attitudes to 2006 - Volume 3

SUMMARY

How sociological trends have concrete influences on lifestyle trends and attitudes?

Each of our reports is a collection of 32 vibrant personalized scenarios that illustrate how the consumers will behave in different SITUATIONSdepending upon their MOODS.

The scenarios are created from comprehensive research of marketing and sociological factors (market studies, expert network, professional press,etc.) as well as design directions (fairs, network of designers, catwalks, press and magazines).

The approach (MOOD SYTEM c) strongly differs from traditional methods and opens up new perspectives in trends predictions.

TRANSVERSAL - merging of industries

For the first time, our reports can be related to all lifestyle products and services. Opposed to the traditional sectarian split, we have chosento concentrate on the major cross-industrial influences affecting consumer attitudes and buying behaviour. This approach should appeal to globalplayers covering various product categories and/or highly open and innovative companies.zoom

SUMMARY TOOLS - psycho profiles & design objectives & colour orientation

Three new tools exclusively developed by Style-Vision.
The Psycho Profiles have their origin in "the big five" categories - generally considered to be the five fundamental dimensions ofpersonality. The chart provides you with a deeper understanding of the psychology behind the categorized consumer segments.
The Design Objectives contain the most important concepts to keep in mind when designing or developing future projects and services.
Colour orientation: the life attitudes, the moods of the consumers and the atmosphere of the scenarios expressed in universes of colours.

TIMEFRAME - years instead of seasons

The traditional notion of seasons - e.g. Autumn/winter - has been replaced by a more long-term view. The change has evolved through a shift awayfrom seasons in the fashion industry and the demand to increase the focus on the long-term trends. Trends, that not only last a few months, but foryears to come.zoom

STORYTELLING - scenarios & real people

We have developed a new way to describe future trends using elements from storytelling to help you not only understand the scenario logically, butalso emotionally. Each attitude has its own characters - real people acting as consumer models.

SOCIO-CONSO - storyline and background

Each scenario, e.g. 2 hours for myself, contains a socio-conso page explaining the scenario based on our research. This page can easily be printedand shared within your team.zoom

IMAGES  - all in one

Each scenario contains six images  - 3 main atmosphere illustrations and 3 design details, including colour harmonies, material and forminspirations. Please note that the main images can be enlarged and that the detail images can be moved around freely on the page.

YOU WILL RECEIVE - practical tools

Our reports are sent to you directly on CD-ROMs. For your convenience, and to save you time in preparing presentations: MS Power point and MS WordDocument formats are included. As well as this, the CD-ROMs contain all images created in-house for the reports, in hi-resolution formats forhigh-quality and printable standards.

In Volume 3 of ""Life attitudes to 2006", we pursue our exploration of the future consumer attitudes towards time through scenariobuilding. As in volume 1 and 2, we place the consumer into significant life situations. Depending upon his or her psycho profile, he or she will reactdifferently to the situation triggering a series of personalized scenarios. In Volume 3, we zoom on time selection and time duration to betterunderstand how consumers manage their perception of the length of time. The conclusion is that when time is exclusively perceived as present time mostconsumers will adapt or invent.

However, absorbed by the present moment, consumers still want to limit the power of present time. How? By selecting specific moments disconnected fromthe normal course of the time, for example at the beach (page 4), or the seminar (page 2), shopping (page5) or the bath (page 2). These situationswill convey a sense of priority. Feeling the supremacy of the present time, we can also compromise with it. Building a sustainable routine (page 3) tolive comfortably through our daily life or smoothing disturbances by developing in transit (page 7) strategies are typical situations that will revealthe increasing sense of adaptation. At last, but not at least, imagination offers us a capacity to invent our personal time. Future consumers willexpress this freedom through living art (page 6) or the old dream of a new start: upgraded living

TABLE OF CONTENTS

MOOD 1 PERFECTION:

Short extract: liquid gold! Water, as we all know, is and will be a major environmental issue in coming years. Managing the rarity and guaranteeingthe purity of this natural resource demands more actions on a day-to-day basis. What if light were to be seen in the same way?

Other scenarios:

1.1 process mapping

1.2 bio-efficiency

1.3 sustainable elegance

1.4 club Q

1.5 integrated ethics

1.6 classical schonheit

1.7 seamless travel

1.8 material life

MOOD 2 INTUITION:

Short extract: Theatre and it's audience: the often missed opportunities to add real power and legitimacy to a brand

Other scenarios:

2.1 sense the culture

2.2 stone-washed

2.3 proactive aging

2.4 low season

2.5 5 dimensional branding

2.6 multicolored icons

2.7 inverse learning

2.8 devoted life

MOOD 3 SATISFACTION:

Short extract: should we stay or should we go? New desires to escape the daily city life, but also new reasons for coming back.

Other scenarios:

3.1 happy basics

3.2 twin life

3.3 making the best of it

3.4 the making of...

3.5 involving promotion

3.6 metro disco manifesto

3.7 urban migration

3.8 fairy story life

MOOD 4 INNOVATION:

Short extract: how long can urbanism remain disconnected from earth, out of touch with nature's forces? Learn to survive in a natural environment,simultaneously nurturing and hostile, armed only with our ancestors' wisdom...

Other scenarios:

4.1 native governance

4.2 summer camp

4.3 trophy child

4.4 ego exposure

4.5 limited editions

4.6 artistic playground

4.7 male version 2.0

4.8 experimental life