The Future of Consumption will not be a continuation of the past or a succession of rollercoaster trends rising and falling along the rails of a fixed footing. Fundamental change is at work. Far from worrisome, though, there will be more, not fewer opportunities for building breakout brands. In white papers, podcasts, videos, infographics and slide shows, the Future of Consumption series will explore what tomorrow means for value and competitive advantage. The future is rolling in rapidly, so check back often or sign up to be notified as soon as updated thinking is available.
The Third Age of Consumption
Capacity will define the future. The age of no limits has passed. Success in the next E.R.A. will be found in Experiences, Relationships and Algorithms.
New Business Models, Not New Products
Doing things better is no longer enough. Going forward, success means doing things differently. Breakthroughs will take new business models not simply new products.
Social Not Product Innovation
Consumers value relationships with others more than connections with brands. Innovation must put first priority on the social currency people want to spend on other people.
Centennials Not Millennials
Millennials are middle-aged. Cutting-edge
cultural leadership for the future has
passed to Centennials, the first generation
of the new century.
Doing Stuff, Not Owning Stuff
Part 1 of a Kantar Futures perspective on the coming Post-Ownership Society. Experiences are key, reflecting a growing interest in decoupling benefits from products in fresh and novel ways.
Access, Not Ownership
Part 2 of a Kantar Futures perspective on the coming Post-Ownership Society. Access is key, reflecting an evolving sensibility about sharing not owning as the gateway for enjoyment.