Post on 21-Jan-2018
transcript
Consumers250 Request a briefing
Consumers250
2026 will be the first six-generationconsumer market
Source US Census Bureau
SilentGeneration
AlphaGeneration
BabyBoomers Gen X
Millennials Gen Z
1928ndash1945
2017ndash
1946ndash1964 1965ndash1980
1981ndash1997 1998ndash2016
14 million 43 million66 million 65 million 80 million 82 million
Request a briefing
Their journeyto 2026 will bemarked by thetension betweenaluence andinfluence
Consumers250 Request a briefing
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250
2026 will be the first six-generationconsumer market
Source US Census Bureau
SilentGeneration
AlphaGeneration
BabyBoomers Gen X
Millennials Gen Z
1928ndash1945
2017ndash
1946ndash1964 1965ndash1980
1981ndash1997 1998ndash2016
14 million 43 million66 million 65 million 80 million 82 million
Request a briefing
Their journeyto 2026 will bemarked by thetension betweenaluence andinfluence
Consumers250 Request a briefing
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Their journeyto 2026 will bemarked by thetension betweenaluence andinfluence
Consumers250 Request a briefing
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250