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.
FutureView on The Future of Consumption
The Future of Consumption Podcast
The Future of Consumption is a biweekly podcast from Kantar Futures about change, disruption, innovation and reinventing the consumer marketplace. Hosted by Chairman J. Walker Smith from Atlanta and Director Andrew Curry from London, each episode delves into a featured topic and includes regular, recurring segments spotlighting articles, news and opinions from around the Web and other Kantar thought-leaders.
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.
There are many lessons brands can learn from the digital disruption of the music industry, but the biggest lesson of all is that success in the future of consumption will require new business models not just 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.
Growing up in a time of resource scarcity and disruption has shaped Centennials’ approach to the marketplace and their broader world. Brands must keep pace with their values, beliefs and expectations to avoid being left behind.