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WHAT IS GAME CHANGERS?
The Game Changers series is anannual exploration of what’s driving
change in the world of brands
THE NEW MAINSTREAM
This year, we set out to determine how emergent mainstream consumer behaviours are creating
opportunities for game change by demanding a new deal in their relationship with institutions,
organisations and brands.
UNTITLED BY ELISABETH D’ORCYSOURCE: FLICKR.COM
WHAT WE FOUND3 behaviours are becoming mainstream and changing the game:
BEHAVIOUR 1People are sidestepping institutions
BEHAVIOUR 2People are making, not just consuming
BEHAVIOUR 3People are taking back their time
MACRO SHIFTSWhen our social, cultural and technological
infrastructures change at scale, so do our norms. When they change with the pace and pervasiveness
we see today, they create the conditions for new behaviours.
The majority of the world’s population now lives in cities, and
it’s growing. From youth to migrants, this fosters an environment of
stimulation, competition, opportunity but also constraint.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
SPACES
Demographic certainties have eroded - life stages blur, people are marrying later, if at all and finding
new life in older age.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
LIFESTAGES
People become more culturally omnivorous as they access and
belong to more 'cultures' through travel and technology. The 'mass' is no longer a predictable, controllable,
passive middle-ground.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
TASTES
We know the familiar story of consumers’ hyper-connection,
access to everything, technological empowerment... But the world
today is as much defined by scarcity of other resources: time, space and
the care we give to others.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Miguel Pires da Rosa, Creative Commons ©
RESOURCES
Technological change has turned consumers into agents. People don’t
just want access they want interaction.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
TOOLS
BEHAVIOURS3 behaviours are becoming mainstream and
changing the game:
BEHAVIOUR 1People are sidestepping institutions
BEHAVIOUR 2People are making, not just consuming
BEHAVIOUR 3People are taking back their time
PEOPLE ARE SIDESTEPPING INSTITUTIONS
“In a world of broken trust, I need to create the truth”
Everywhere in the world, people are questioning authority – and finding ways to side-step it. They are mobilising against the growing cost-
engineering, corruption and dis-enfranchisement of systems and society.
People question, compare, probe, mistrust, even boycott corporations – and find alternatives.
Behaviour 1
PEOPLE ARE SIDESTEPPING INSTITUTIONS
By-passing the phone companies, millions switched to Skype. Travel guides like Michelin have lost their influence to side-stepper
TripAdvisor. Zipcar side-stepped traditional car rental.
How to profit from this behaviour?
Be in the place people side-step to.
Behaviour 1
MASKED PROTESTERSSOURCE: WIKIMEDIA COMMONS
People are bypassing the mediated, top-down, received wisdom of the institutions with which they have
lost faith.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Antana, Creative Commons ©
More than ever, people question, compare, probe, mistrust, boycott
the big corporations – and then also find alternatives. Everywhere in the
world, people are questioning authority — and finding ways to
sidestep it.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Glenn Halog, Creative Commons ©
People want truth, in a democratic rather than authoritarian form. They want openness and honesty. They
want simplicity. And they want it as close to free as possible.
Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
EVERYONE SAYS:
THINK LIKE A START-UPWE SAY:
THINK LIKE AN UPSTART
PEOPLE ARE MAKING, NOT JUST CONSUMING
“In a world of free flowing ideas and opportunities, I need to make the most of what I have access to”
In an era when visibility of the future is diminished and competition to stand out and progress hots up, people don’t just want access, they want
agency. The days when consumers simply consumed are over.
People now have so many ways to create, use, adapt, mix things up, sell things, and even build their own businesses.
Behaviour 2
PEOPLE ARE MAKING, NOT JUST CONSUMING
Amazon is enabling an explosion in self-publishing. Etsy , AirBnb and Asos give people their own marketplaces.
How to profit from this behaviour?
Give people ways to make, share and sell.
Behaviour 2
HOUSE OF FRANKENSTEIN, 1944SOURCE: DOCTORMACRO.COM
The days when consumers simply consumed are over. People now have so many ways to create, use, adapt, mix
things up, sell things and even build their own businesses.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
As makers, people are looking for a different kind of fair exchange.
In exchange for their money or effort, people want a platform on which they can
make, share and even sell their ideas. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Charles & Hudson, Creative Commons ©
Technology lowers the barriers of entry and the more fluid flow of ideas and information allows people to make
connections between things and people more easily than ever.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Smithsonian’s National Zoo, Creative Commons ©
EVERYONE SAYS:
USE YOUR BRAND TO HELP YOU SELL MORE
WE SAY:
USE YOUR BRAND TO HELP YOUR CUSTOMERS SELL MORE
PEOPLE ARE TAKING BACK THEIR TIME
“In a world of hyper-connection and hyper-presence, I need to use my time on my terms.”
We're living time-compressed, asynchronous lives where the anchor points and rituals in our lives are being eroded.
Faster and more frequent communication has pushed toomuch at us – and people are looking for ways to control that flow, to get things when they want them, where they want them, and on their terms.
Behaviour 3
PEOPLE ARE TAKING BACK THEIR TIME
We converse now much less in synchronous phone conversations, and much more in asynchronous social media. We timetable our TV via on-demand. We use technology to build walls and seams back in to focus our attention.
How to profit from this behaviour?
Let people manage their time with you.
Behaviour 3
GHOSTFACE CHILLAHSOURCE: SNAPCHAT
Faster and more frequent communication has allowed brands to push too much at us — and people are looking for ways to control that flow, to get things when they
want them, where they want them, and on their terms.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
People are managing their time and attention in entirely new ways. We
converse now much less in synchronous phone conversations, and much more in
asynchronous social media. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
A world of hyper-connection and over-stimulation has born a new skill—rebuilding the walls and seams.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Ryan Ozawa, Creative Commons ©
In exchange for data, people want freedom over their time. Today’s
consumers are better at managing their time and attention, savvier with privacy
settings and smarter at carving out spaces for immersion.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
EVERYONE SAYS:
MANAGE YOUR CUSTOMER RELATIONSHIPS
WE SAY:
LET YOUR CUSTOMERSMANAGE THEIR
RELATIONSHIPS WITH YOU
NEW MAINSTREAMThese behaviours are not fringe, they are behind a mainstream
on the move. We need to re-think and re-focus on the mainstream. The language and assumptions which surround it all too often dull our creative senses because they undervalue
people and the rapidly changing world in which they live.
Consumers no longer simply consume. They’re active, sceptical, creative,
entrepreneurial. This used to be a minority pursuit. Now technology has made it
mainstream: it’s given consumers new powers to be agents.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
This new consumer isn’t everybody, but they could be anybody…an
entrepreneurial 60-year-old in Toronto, a social networking Mum in Bombay, an
urban migrant as agile and pro-active as any tech-savvy teen.
They’re easy to spot as individuals. But
they’re impossible to predict as demographics.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Consumers are increasingly numbed by a culture of uniformity. They are more
omnivorous, lured by the distinctive not standardized. The New Mainstream values
surprise, difference, revelation and are open to who that comes from.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
FAIR EXCHANGEThese behaviours are signs that people want, and are
creating, a new kind of relationship.One of give and get.
A Fair Exchange.
People want, and are creating, a new kind of relationship. One of exchange, not of broadcast. One of give and take. One where people and companies meet as equals, where each contributes, where
everyone gains. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Bailey Weaver, Creative Commons ©
In exchange for their trust, people want new powers. They want truth, in a
democratic rather than authoritarian form. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
In exchange for their money or effort, people want a platform on which they can
make, share and even sell their ideas.Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
In this post-consumer world, brand becomes the joint property of the
company and the customer — the badge under which the customer makes things,
just as much as the company. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Gustavo Devito, Creative Commons ©
The brand gives not just products and services, but inside stories, skills, tools,
insights, guidance, marketplaces – and not just to customers, but to society generally.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
People are reshaping their relationships with companies. And it
no longer has to be a fight. New opportunities are opening up for companies to make much richer,
more human and more multidimensional relationships with
individuals. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Amidst volatility, and unpredictability, more people want interaction, feedback, and control.
They’re scrutinizing traditional authorities and demanding a new
deal in their relationship with institutions, organizations and
brands. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Some leaders are embracing the shift, finding new ways to connect
with their consumers on an individual level— but most are panicked at the thought of the
consumer now being in charge. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
In a world of sidestepping, companies gain trust by giving people a new power. Offer
your customers new ways of getting inside your business. Reveal rather than
persuade. Organize your business in a way that delivers your purpose; beyond profit.
Game Changers: The New Mainstream, October 2013 Flamingo & Wolff Olins
Don’t simply sell to people: find profitable ways to play a much bigger part in their
lives. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Let people do things on their terms, in their time: total convenience to create the
experience they want. Game Changers: The New Mainstream, October 2013
Flamingo & Wolff Olins
Giorgio Montersino, Creative Commons ©