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The Emergence of
the New Consumer
Remko Herremans
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The Emergence of the New Consumer
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The Emergence of the New Consumer
2020
Disease #1
Depression
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The Emergence of the New Consumer
Source: Euro RSCG, 2009
Crisis?
valuesfinance
51% 49%
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The Emergence of the New Consumer
What are we looking for?
The Emergence of the New Consumer
Prosumers®
6–18 months
100%
U.S.n=1,500
Braziln=700
Francen=700
Chinan=700
Japann=700
Netherlandsn=700
U.K.n=700
20-25%
Prosumer-report Emergence of the New Consumer (2010)
● In-depth online survey (Market Probe International)
● Extensive secondary research into trends
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The Emergence of the New Consumer
Happiness
Trust
Power
Three fundamental shifts
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The Emergence of the New Consumer
Happiness
The Emergence of the New Consumer
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‘Happiness is the smell of a new car’
Don Draper, Mad Men
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The Emergence of the New Consumer
…move in the wrong
direction… 58%
focusing on things
that don’t really matter… 69%
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The Emergence of the New Consumer
…loosing our ability to
work together… 57%
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The Emergence of the New Consumer
…Recession is an
opportunity to step
back and rethink …
58%
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The Emergence of the New Consumer
…actively trying to figure
out what makes me
happy…
50%
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The Emergence of the New Consumer
Declutter my life!
50%
Groninger Museum , okt 2008
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The Emergence of the New Consumer
No bells and whistles.
68%
Fixie
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The Emergence of the New Consumer
24%
76%The live we aspire
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The Emergence of the New Consumer
HappinessMaximizing
Luxury
RightsizingReal
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The Emergence of the New Consumer
Trust
The Emergence of the New Consumer
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The Emergence of the New Consumer
…skeptical
about everything
they tell me…
87%
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The Emergence of the New Consumer
…I trust customer
reviews more than
‘expert’ reviews…
57%
The Exactitudes Project
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The Emergence of the New Consumer
…Prefer connection
with
local producers…57%
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The Emergence of the New Consumer
TrustPerfectionInstitutional
RealityPersonal
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The Emergence of the New Consumer
Power
The Emergence of the New Consumer
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The Emergence of the New Consumer
…am making an effort to improve the way I live 72%
I71%…am making an effort to be a better person
54%…am paying more attention to the
environmental impact of products I buy
65%…have a responsibility to censure unethical
companies
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The Emergence of the New Consumer
…I feel good about
reducing the amount of
waste I create
72%
Piet Hein Eek
The Emergence of the New Consumer
The Emergence of the New Consumer
The Emergence of the New Consumer
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The Emergence of the New Consumer
PowerEliteThem
PeopleMe
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The Emergence of the New Consumer
Happiness
Trust
Power
MaximizingPerfect
InstitutionalThem
RightsizingRealPersonalMe
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The Emergence of the New Consumer
Brands that seize the Momentum
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The Emergence of the New Consumer
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The Emergence of the New Consumer
Span Air
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The Emergence of the New Consumer
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The Emergence of the New Consumer
What’s your spinach factor?