Thriving into the Future : Trends Driving Change Annimac Global Political Economic Social & Cultural Trends 2005 Speaker

Rate of Change  15 seconds - new web site  15 minutes - new technology  15 days - new product / service Amount of change now in one day Grandparents had in one year Younger means faster

Driving all Drivers of Change Technology by % of job types do not exist now because 80 % technology not thought of yet

Likely jobs in next 10 years : Director of Emerging Thought Chief Zookeeper - of people Creative Undertaker Thought Jockey Chief Imagination Officer Hacker Relations Manager Valuer of Intangible Assets * Human Interface Manager * * Exists 2003

Changing Nature of Work Co opitalism Sustainability  Project based Team based  Relationships  One off alliances - consortia  Globally networked  Fast flat skill decision making  Value driven

Changing Nature of Employment Casualisation  Contract - Part time  Self employment - options  Five Career changes  Multi skilled employees  Small businesses  Increase in low income jobs  SOHO : small office home office  Global networks - local identity

Generations Baby Boomers b 1945 – 60 age fewer males Generation X 1960 – largest number DotComs 1975 – – 30 first wired gen Ferals 1990 – fewest - ½ GenX

Baby Boomers Downsizing lives Empty nesters Retired or part time workers Sense of community Material status Male Identity from job Seek new safe experiences Security conscious Health conscious Defer to authority Love / hate change

Impact for Marketing Baby Boomers  Winding down : leisure indulgence  Downsizing everything : minimalising  Make own decisions – think edge  Respect rank : professionalism  Steady relationships loyalty  Need  relationship continuity  organising : options  safe familiar experiences  positive group identity

Single Childless Net Dating Varied lifestyles Varied workstyles SOHO Risk takers Fast decisions Materialism assumed Environmental values Personal journey Expect & accept change Generation Xers 30 – 45 Clone of Boomer or DotCom values

Impact for Marketing Generation X  Individual attention  Fast action  Short term pitch - staging pitch  Results oriented  Need  choices  short term immediacy  complete – stand alone  skills oriented  demand quality of experience

DotComs 15 – 30 Own path Temporary pairing Group socialising Internet relationships No careers No home I.d. from activity Wired Immediacy Multi channeled Multi actions Planetary group mission Cluetrain Manifesto Temporary deference Need change

Impact for Marketing DotComs  Passionate involvement – value driven  Team oriented + personal relationship  Personal commitment  Short term fast involvement  Multi channel activities & options  Results oriented - no spin  Need  choices transparency  mutability build for change  flexibility  innovation  real positive outcomes

Ferals 0 – 15 Wild Child No limits No boundaries Planetary mission create sustainable world Parallel universes Wired Unlimited mind channels Global i.d. from self values Future jobs unimportant Non consumers No deference Respect when needed Live change & ignore barriers

Impact for Marketing Ferals  Influencing marketplace  Committed to healthy sustainable world  Expect freedom to create  Creating new relationships & patterns  Virtual world  Need  personal power - demand trust  clear values - spin detectors  no rules no hindrance  ICT resource access  multi channel everything

Trends Forecast Summary  exponential rate of change  younger generations drive change  personal communication → telepathy  paradigm shift in values → feminine  QBL - how things are done = profit  relationships key for all success  open options for Work / Life styles  less governance more community power  individual responsibility ! Virtual world emerging !

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