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kjær GLOBAL 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL kjær GLOBAL IMAGINING THE FUTURE Ethical Consumption and The Business Case for The Good Life 03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

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TALK @ GUDRUN&GUDRUN - LONDON FASHION WEEK

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Page 1: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

kjærGLOBAL

IMAGINING THE FUTUREEthical Consumption and The Business Case for The Good Life

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

Page 2: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

OVERCONSUMPTION VS ‘THE GOOD LIFE’

Efficiency and Connectivity Happiness and Meaning

Family H

oliday in Norw

ay - Photo: Harald Brekke

SF’s Museum

of Modern Art -

Snøhetta

Page 3: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

Only 20% of brands globally are perceived to have a notable positive impact on our sense of quality of life

NEW MODELSkjærGLOBAL

Page 4: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

TREND ATLAS 2020+

DigitalNatives

Good Cause

Trend Atlas – Kjaer Global ©

2012

UNIVERSAL VALUES

CARING ORGANISATIONS

MEANINGFUL EXPERIENCES

GLOBAL POLITICS & LEGISLATIONS ENVIRONMENT ISSUES

A BETTER WORLD

QUALITY OF LIFE

Mindfulness HappinessHunting

BrandEngagement

Work/LifeBalance

SocialCapital

CulturalConsumption

Enoughism

TheReal Thing

2. SOC

IAL

3. EMO

TION

AL

4. SPIRITU

AL

1. SCIEN

TIFIC

EMERGENT TECHNOLOGIES

Internet ofThings

Clean TechBioRevolution

EmpathicLeadership

The Good Life

ConvenienceSociety

LearningCommunities

CrowdedPlanet

ClimateChange

AlternativeEnergies

ECONOMIC DRIVERS

PATCHWORK TRIBES

No AgeSociety

Global Citizens FemaleEmpowerment

CreativeClass

Free-RangeParents

COMMUNICATION NATION

DialogueDriven

Education 4.0

‘Deep’Storytelling

SocialEntrepreneurship

CollaborativeConsumption

POSITIVE WELLBEING

FoodieCulture

AlternativeTreatments

ActiveLeisure

UrbanisationBioDiversity

ConsideredConsumption

IntelligentReduction

TheBig Society

InclusiveDesign

TransmediaPlatforms

Biomimicry

CloudIntelligence

One PlanetLiving

RedefinedFamilies

HealthChallenges

ResourceShortage

Soft Power Public

PoliciesTurbulentMarkets

RisingEconomies

InnovationHubs

NewModels

GeopoliticalIssues

TotalTransparency

Page 5: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

KEY DRIVERS OF ETHICAL CONSUMPTION

* RESOURCE SHORTAGE

* TOTAL TRANSPARENCY

* ENABLING TECHNOLOGY

* GEOPOLITICS ISSUES

* DISRUPTIVE INNOVATION

* THE SHARING ECONOMY

* SOCIAL CAPITAL

* THE GOOD LIFE

Page 6: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBALME

WE

VALUE DRIVEN CONSUMPTION

EMOTIONAL – Slow LifeRATIONAL – Fast Life

GLOBAL SUSTAINERS

WELLBEING EXPLORERS

CREATIVE CLASS

SPEED HUNTERS

4 PPeoplePlanetPurposeProfit

Mindset M

ap Illustration 2012 © K

jaer Global

EMPOWERMENTEnabling Technology

COLLABORATIONDisruptive Innovation

DIVERSITYGeopolitical Issues

DIALOGUEThe Sharing Economy

AWARENESSResource Shortage

COMMUNITYSocial Capital

ENGAGEMENTThe Good Life

HONESTYTotal Transparency

Page 7: ETHICAL CONSUMPTION

kjærGLOBAL

03_2013 | LONDON FASHION WEEK | IMAGING THE FUTURE | © KJAER GLOBAL

kjærGLOBALkjærGLOBAL

Photo: Snøhetta's Norw

egian Wild R

eindeer Centre Pavilion

A true measure of a 21st century ethical brand's success is how it engages with people and the world

CONCLUSION


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