Постдемографические императивы

40
Постдемографические императивы Демография мертва. Адаптируйте свою стратегию или умрите.

Transcript of Постдемографические императивы

  • . .

  • ...

    35-54 .

    NIELSEN, 2012

    POST-DEMOGRAPHIC IMPERATIVES 2

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • NIELSEN, 2014

    POST-DEMOGRAPHIC IMPERATIVES 3

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • ... , Z, (

    ).

    ADWEEK, 2015

    POST-DEMOGRAPHIC IMPERATIVES 4

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • X, Y, Z

    ,

    ,

    ,

    Z .

    .

    POST-DEMOGRAPHIC IMPERATIVES 5

    https://hbr.org/2015/05/whole-foods-misguided-play-for-millennialshttp://trendwatching.com/trends/post-demographic-consumerism/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • POST-DEMOGRAPHIC IMPERATIVES 6

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 2015

    POST-DEMOGRAPHIC IMPERATIVES 7

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 9% 18-24 - , 100% .

    YOUGOV, 2015

    POST-DEMOGRAPHIC IMPERATIVES 8

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 74% , , , , , , . , .

    MASTERCARD, 2015

    POST-DEMOGRAPHIC IMPERATIVES 9

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • - 73% .

    NY PUBLIC LIBRARY,

    2015

    POST-DEMOGRAPHIC IMPERATIVES 10

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 1. :

    2. :

    3. :

    4. :

    POST-DEMOGRAPHIC IMPERATIVES 11

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 1.

    & Other Stories . & &Other Stories () -. , , , .

    POST-DEMOGRAPHIC IMPERATIVES 12

    https://www.facebook.com/andotherstories/videos/vb.316228488429887/983992201653509/?type=2&theaterhttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 2.

    Eton - - . 2015 Eton -, 1440 19 -, - . .

    POST-DEMOGRAPHIC IMPERATIVES 13

    http://www.etonleadership.cn/en/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 3. -

    Public Dance Classics . 50 000 2015 Public Dance Classics , . , . Public Dance Classics 30 , 12, .

    POST-DEMOGRAPHIC IMPERATIVES 14

    https://itunes.apple.com/app/id955060116http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • 4.

    Lululemon & Vancouvers Stanley Park BrewingC .Lean Machine Ale, , PDC , 2015- Lululemon Vancouver's Stanley Park Brewing 80 000 Curiosity Lager, . SeaWheeze Half Marathon, . . . . Bud Light 2009

    POST-DEMOGRAPHIC IMPERATIVES 15

    http://www.stanleyparkbrewery.ca/our-beer/curiosity-lager/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • , -!

    ,

    .

    , PDC, ,

    .

    POST-DEMOGRAPHIC IMPERATIVES 16

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • ,

    ,

    .

    ,

    ,

    ,

    , .

    .

    .

    , ,

    ,

    . ,

    .

    , ,

    . .

    , , , . , !

    POST-DEMOGRAPHIC IMPERATIVES 17

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • .

    .

    FIND OUT MORE

    FREE PUBLICATIONS PREMIUM SERVICEMonthly publication featuring selected trends. On-demand access to all our trends & tools.

    A standalone, actionable opportunity.

    Static content.

    Read online or as a PDF.

    Understand the big picture of consumerism.

    Search & filter the innovation database by trend/ industry/ region.

    Download trend & industry reports or create custom PPTs.

    FIND OUT MORESUBSCRIBE FOR FREE

    TR15

    PPTPDF PPTPDF

    TR15

    Framework

    Formats

    Industry Focus

    Tools

    Framework

    Formats

    Industry Focus

    Tools

    http://www.sbtpedia.com.br/2014/06/sbt-do-bem-emissora-lanca-maquina-que.htmlhttp://trendwatching.com/subscribe/

  • . .

    , .

    !

    POST-DEMOGRAPHIC IMPERATIVES 19

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • (

    NikeID 1999 (,

    !), .

    .

    ,

    .

    ?

    - .

    ,

    .

    .

    .

    ( Netflix Spotify),

    ),

    *,

    .

    , , ,

    , .

    IMPERATIVE 1/3

    TASTE-LED TARGETINGUse technology to tailor your marketing, products and services so that no consumer experiences them the same way.

    POST-DEMOGRAPHIC IMPERATIVES 20

    https://www.kickstarter.com/projects/157718604/nextgentm-the-first-chefs-knife-to-perfectly-fit-y/descriptionhttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • : ,

    . , ...

    TODD YELLIN, - , Netflix

    POST-DEMOGRAPHIC IMPERATIVES 21

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • ... , : , , .

    , . , .

    TODD YELLIN, - , Netflix

    POST-DEMOGRAPHIC IMPERATIVES 22

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Spotify

    .

    POST-DEMOGRAPHIC IMPERATIVES 23

    https://press.spotify.com/it/2015/07/20/introducing-discover-weekly-your-ultimate-personalised-playlist/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Axe- , . 2015 Axe Romeo Reboot , , - ( , ..). 100 000 , , , -.

    POST-DEMOGRAPHIC IMPERATIVES 24

    https://www.axe.com.br/reboot/manuelnogueira/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • TAM Airlines . - 2015 , TAM Airlines Ownboard . Facebook Connect - , , , . ; , .

    POST-DEMOGRAPHIC IMPERATIVES 25

    https://www.youtube.com/watch?v=ZhbIQNtL8JEhttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Knewton , . 2015 Knewton . Knewton , , , , . , ( ), .

    POST-DEMOGRAPHIC IMPERATIVES 26

    https://www.knewton.com/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • :

    , ,

    .

    ,

    .

    ,

    ,

    ,

    , .

    ,

    .

    ,

    ( ,

    )

    (, ,

    ), !

    IMPERATIVE 2/3

    POST-DEMOGRAPHIC CITYSUMERSUrban-dwellers share passions, pain points, high expectations and a hunger for new offerings.

    POST-DEMOGRAPHIC IMPERATIVES 27

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Factory Fresh . Factory Fresh, 2015 , , , . - . Factory Fresh 360-500 ($56-80) .

    POST-DEMOGRAPHIC IMPERATIVES 28

    http://www.factorycateringbeijing.com/factory-fresh/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • UberRELAX . 2015 Uber South Africa Massage on the Move, . , UberRELAX Uber. 15- ZAR 200 ($16.50). Uber, , .

    POST-DEMOGRAPHIC IMPERATIVES 29

    http://blog.uber.com/uberrelaxhttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Public Transport Victoria . 2015 Public Transport Victoria . , . .

    POST-DEMOGRAPHIC IMPERATIVES 30

    https://vimeo.com/127793807http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Bybi . 2015 Pollinatorpassasjen ( ) Bybi. , , , . , , -. , Pollinatorpassasjen.

    POST-DEMOGRAPHIC IMPERATIVES 31

    http://www.pollinatorpassasjen.no/introhttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • -,

    ,

    .

    , ,

    ,

    . , ,

    ,

    , !

    ,

    .

    ,

    , (

    ).

    , . , .

    POST-DEMOGRAPHIC IMPERATIVES 32

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • KPN -. 2015 , , KPN Amsterdam Gay Pride Canal Parade. 360- , Pridestream, 67 984 128 . , , , .

    POST-DEMOGRAPHIC IMPERATIVES 33

    https://www.pridestream.org/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • LA Times , Twitter.40% 18-29- - Twitter 12% , . (Pew Research, 2014).

    2015 The Los Angeles Times , Twitter -. Twitter , Twitter, , - , . Twitter , -, .

    POST-DEMOGRAPHIC IMPERATIVES 34

    http://www.cjr.org/q_and_a/why_the_la_times_chose_dexter_thomas_to_cover_black_twitter.phphttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Always Always .

    - 2015 Always Global Confidence Teaching Curriculum: , - . #LikeAGirl , , , Always , 72% . TED : Always #LikeAGirl Unstoppable.

    POST-DEMOGRAPHIC IMPERATIVES 35

    http://always.com/en-us/about-us/supporting-puberty-educationhttp://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • Alibaba and Blued - .

    2015 . , Alibaba - Blued, -, . - - Alibaba. .

    POST-DEMOGRAPHIC IMPERATIVES 36

    http://alibaba.com/http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • NEXT!

    POST-DEMOGRAPHIC IMPERATIVES 37

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • POST-DEMOGRAPHIC IMPERATIVES 38

    ... , , , . , . , .

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • POST-DEMOGRAPHIC IMPERATIVES 39

    ! , , , . , , . , . !

    http://trendwatching.com/trends/post-demographic-imperativeshttp://trendwatching.com/trends/post-demographic-imperativeshttp://www.trendwatching.com/trends/post-demographic-imperatives

  • If you have any comments, suggestions or questions then please do let us know. Just email:

    PAUL BACKMANHead of Client [email protected]

    ABOUT USEstablished in 2002, trendwatching.com is the worlds leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts

    many of the worlds leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries.

    More at www.trendwatching.com

    Want more?

    Free Publications

    Premium Service

    LIVE: Keynotes & Workshops

    http://www.trendwatching.comhttp://trendwatching.com/freepublications/http://trendwatching.com/premium/http://trendwatching.com/presentations/