t he B OX

g OU T of
S te pp i n TRENDS collection_07/08

by Simone Pallotto
innovation strategist & industrial designer
www.coroflot.com/pallots
mega TRENDS
 adapted from Nokia Consumer trend research 2004

MEGATRENDS collection

GLOBALIZATION DEMOGRAPHIC CHANGE

The world is shrinking! Countries are aging and living longer, which affects:

2007
2007

The world is understood as global flows, global relations •education

and global economies.
•employment
The world is becoming smaller due to:
•immigration (higher)
•media
•internet
•global economies.
MEGATREND

adapted from Nokia Consumer trend research 2004 MEGATREND adapted from Nokia Consumer trend research 2004
 adapted from Nokia Consumer trend research 2004

MEGATRENDS collection

INDIVIDUALISM INFORMATION SOCIETY

Growing autonomy of the individual from collective

2007
2007

From industrial society to information society.

rules, traditions and taboos.
Networks are becoming interactive and adaptable.
Diminished meaning system leaving void in people’s
Increasingly interactive patterns of human relation
surrounding world.
foster new tech and new tech reinforces human
Free choice of lifestyles. networks.
MEGATREND

adapted from Nokia Consumer trend research 2004 MEGATREND adapted from Nokia Consumer trend research 2004
 adapted from Nokia Consumer trend research 2004

MEGATRENDS collection

FEMINIZATION
Better integration of women and
2007

feminine motivations, supported by the

blurring of gender roles
MEGATREND

adapted from Nokia Consumer trend research 2004

 adapted from Pictures of the future, fall 2004, pag.5), Siemens publisher

MEGATRENDS collection

FEWER CHILDREN MOBILITY

In the developed countries couples are People are more and more mobile

2007
2007

making less children and at older age.

Delocalization increases
(The career comes first?!)
MEGATREND

adapted from Pictures of the future, fall 2004 MEGATREND adapted from Pictures of the future, fall 2004
 adapted from Pictures of the future, fall 2004, pag.5), Siemens publisher

MEGATRENDS collection

ACCELERATED TECHNOLOGICAL ACCELERATED PRODUCT CICLES

KNOWLEDGE CREATION

2007
2007

The number of products introduced to the markets are

More scientists than ever before in the history are increasing year after year.
working on developing new technologies nowadays.
MEGATREND

adapted from Pictures of the future, fall 2004 MEGATREND adapted from Pictures of the future, fall 2004
 adapted from Pictures of the future, fall 2004, pag.5), Siemens publisher

MEGATRENDS collection

GROWING MIGRATION TO VALUED VIRTUAL COMMUNITIES

EUROPE Virtual communities are growing in significance
2007

2007
MEGATREND

adapted from Pictures of the future, fall 2004 MEGATREND adapted from Pictures of the future, fall 2004
 adapted from The Seven Megatrends, 2005, Advanced Human Technologies

MEGATRENDS collection

COMMODITIZATION TRANSPARENCY
A product or a service with the only difference, at the eyes Transparency to clients, to the markets and often to

2007
2007

of a customer, being the price is a commodity. Markets are competitors is requested by people.
filled with commodities.
Otherwise they react and look away.
The reality is that we are in a desperate “me too” economy.
The true innovators are few.
Companies tend to imitate rather than innovate.
MEGATREND

adapted from The Seven Megatrends, 2005 MEGATREND adapted from The Seven Megatrends, 2005
 adapted from The Seven Megatrends, 2005, Advanced Human Technologies

MEGATRENDS collection

CONNECTIVITY
Phones, fax and letters were used as primary form of
2007

communication. Now people want faster response, immediate

contacts with the world.
MEGATREND

adapted from The Seven Megatrends, 2005

 from Philips Design, Password issue 32_May08

MEGATRENDS collection

URBAN MILLENIUM
“According to the UN, in 2008, for the first time ever, more
2008

people will live in urban areas than outside them. And

although cities take less than 5% of the earth’s surface, they
use up to 75% of its resources.”
“New York city became the world’s first megacity= a city with
more than 10 million people”
“By 2004, the number [of megacities] had skyrocketed to 22,
and experts predict the number will jump to at least 30 by
2015. Former UN secretary General Kofi Annan was on target
when he termed this century the ‘urban millennium’ “
“
MEGATREND

Password issue 32_May 2008

MEGATRENDS collection

NANO ERA
Many companies are investing in nanotechnology, which
2007

controls matter on a scale smaller than 1 micrometer.

As consequence things get smaller and smaller than today.
MEGATREND
other TRENDS
 “HUMANIZED HARDWARE”
2007

The user is put first and technology second.

Water tap, UV light sterilizer and magnetic stirring zone. (The

GLOBAL

simplicity event, London, 2006. By Philips Design.)

S.
T.
Mind Storm interactive table for clubs.
PRODUCTS

impact for society

impact for TW
quantitative data
 “DESIGN FOR THE NEXT BILLION Niti Bhan and Dave Tait, having just returned from exploratory research
in Africa to understand the mindset and consumer behavior at the
CUSTOMERS” bottom of the pyramid, share their insights for designers hoping to
2007

serve this population. The research was conducted for Experientia, an

Italy-based international experience design consultancy.
Few global companies are already investing in developing ad (http://www.core77.com/blog/featured_items/design_for_the_next_billi
hoc solutions (products and services) for emerging markets. on_customers_by_niti_bhan_and_dave_tait_9368.asp _ 05April 08 )
GLOBAL

The challenge is to understand their product choices and

decision making criteria, because they are based on different
set of values than those that influence the design and
commercialization of today products.
E.
S.
LIFESTYLE

impact for society

impact for TW
quantitative data
 EDIBLE BEAUTY PRODUCTS
2007

Instead of cream eat a special caviar for your

wrinkles !
GLOBAL

T.
PRODUCTS

impact for society

impact for TW
quantitative data
 PROMPT & NUMEROUS REACTION TO
INJUSTICE
2008

“On Monday, thousands of people in 84 cities worldwide

marched for justice for Tibet - and delivered the 1.5
million-signature Avaaz petition to Chinese embassies
GLOBAL

and consulates around the globe. “

The V-day was organized by the famous political satiric comedian Beppe
Grillo. The letter V stands for “Vaffanculo” that means “Fuck”. The aim
Olympic torch snuffed out twice
P. in Paris, attacked in London. The
was to direct this insult to the Italian politicians for their bad job. The
protest was done all over Italy and in the front of the various embassies
S. protest is for the lack of human around the world.
rights respect in China, country
host of the Olympic games.
ATTITUDES

impact for society

impact for TW
quantitative data
 END OF CONSUMER CULTURE Tim Kasper _ psychologist who mapped the different types of
personal goals.
2008

Consumption fills some sort of temporary void In our lives. presented the
Even thought prosperity is raising, satisfaction is stagnating. prosperity/satisfaction relation.
Too many products without real value around us.
speaks about “middle class mutinity: in many countries
WEST

Probably we are shifting from extrinsic to more intrinsic the middle class is now the largest and the least satisfied, social
goals. group. Economic shifts leave the middle class in the same relative
position that the proletariat used to occupy.”

S.
ATTITUDES

impact for society

impact for TW
the stuff money can’t buy is
the really priceless stuff!
quantitative data
 MASS DESIRE
2008

That’s cool, I want it!

Certain brands shape the appetite of the consumers, Apple Mac Air

through well designed attractive products & services

together with ad-hoc marketing campaigns.
GLOBAL

S.
T. Mini Cooper
ATTITUDES

impact for society

impact for TW
quantitative data
 “FREE LOVE” Free Store in Brooklyn: you drop stuff,
others pick it up. For free.
2008

“The ongoing rise of free, valuable stuff that’s

available to consumers online and offline. From
AirAsia to Wikipedia, and from diapers to music” Lauda Motion lets customer rent a car for
1E. Per day.
GLOBAL

Qtrax lets u download legally music for

free.
E.
S.
ATTITUDES/MRKT.

impact for society

impact for TW
quantitative data
 “VIDEO NATION”
2007

With Youtube consumers started to prefer video as a

medium to be informed and inform. Sharing is the key.

This would not have been possible without the

GLOBAL

democratization of technology (high broadband

penetration)

S.
T. Video podcast at Core77
ATTITUDES

impact for society

impact for TW
quantitative data
 TOWARD LOCAL
http://www.wholefoodsmarket.com/products/locallygrown/index.html

”We value this natural diversity and have firm guidelines

2007

for using the term "local" in our stores. Only produce that
has traveled less than a day (7 or fewer hours) from the
farm to our facility can be labeled "locally grown."
Whole Foods Market (world's leading retailer of natural
GLOBAL

and organic foods)

S.
El.
ATTITUDES/RETAIL

impact for society

impact for TW
quantitative data
 “IMMERSIVE RETAILING”
Retailers are blurring the lines between on and offline
2007

retailing to woo customers back to the high streets.

GLOBAL

T. Cool Nokia flagship stores are popping up in capital cites

RETAILING

impact for society

The Apple store:
free lessons, free

impact for TW
internet, personal
tutors… in a nice
open space!
quantitative data
 CO-CREATION …be part of the development!

Companies are involving more the public in product

2007

development, traditionally made entirely internally.

•E.g. Nokia invites people all over the world to take part
in artistic creations, that are used as new trends;
GLOBAL

•Dell asks people to come up with concepts ideas for

future computers.

S.
T.
ATTITUDES

impact for society

impact for TW
quantitative data
 MASS CUSTOMIZATION
2007

Personalization becomes more usual.

.
GLOBAL

why not?!
S.
T.
PRODUCTS

impact for society

impact for TW
quantitative data
 I KNOW BEFORE I BUY
2007

Customers are informing themselves before buying something.
Internet is an excellent medium to exchange info.
Consumers become then networked and within a solidarity
attitude.
GLOBAL
“The customer focus model has turned... It used to be
about finding consumers willing (well, forcing, really)
to disclose something about themselves.
Now everybody is telling everybody what they're

doing, and companies need to observe and filter, or

join the conversation in a mutually beneficial way...”

S.
T.
ATTITUDES

impact for society

impact for TW
quantitative data
 120 YEARS LIFESPAM Mika Mannermaa
“Biosociety and Human Being”, April 2003
2007

R.W.Oliver (2000, The Coming Biotech Age) estimated in

the year 2025 we will live for 120 years. This would have
important personal and societal effects. Instead of three
to four generations, five to six generations of the same
family are living at the same time.
EUROPE

Time horizon of a
S. human being I
Parents
SOCIETY

Children
Grand
parents Grand children
impact for society
Grand grand
parents
Grand

impact for TW
grand
children

2000 2100 2200

quantitative data
 OBESITY RISING
People in the developed countries are getting fatter.
2007

Especially children are used to eat too much and junk

fatty food.
Moreover little physical activity is practiced.
GLOBAL

S.
ATTITUDES

impact for society

impact for TW
quantitative data
 EVERYTHING IN MY POCKET The name mylo stands
for “my life online” and
•Always connected to the web and others
2007

the communicator lets

•Always my music, video and data with me you use instant
messaging, browse the
Internet, listen to
music, send emails and
GLOBAL

view photos
concurrently.

S.
T.
PRODUCTS

impact for society

impact for TW
quantitative data
 HOME USERS
People shifted from home ownership to home using. Home is The Living Cube recognizes that people now use
2007

their living rooms for many different purposes,

now a social place where to have parties, video game playing
e.g. typing up a presentation while sitting on the
environment, working office, specialized spaces (food couch, that usually calls for a warm snack, or
preparation, relaxation, fitness, etc.). having a video game tournamement with
friends, that instead calls for caffeinated soft
GLOBAL

Living Cube (Whirlpool) drinks and quick snacks.

Ritual (Whirlpool)
Ritual is a multi-functional adaptable kitchen.
A poetical solution (reminiscence of sitting
around the fire, preparing and sharing a meal)
S. for the basic functional needs around food
preparation, conservation and presentation
HOMES

impact for society

impact for TW
quantitative data

•number of hours of the day spent at home at age 65: 20 hours

•average EU retirement age: 60.4 years
 http://www.wgsn.com/members/think-tank/features/ti2007may21_020421 _ June07
HEALTHY & ETHICAL EATING
2007

The Post-Petroleum Survival

Raw food hasn't quite caught on in the UK as it has in the Guide and Cookbook
US, but special low-fat and low-carb diet menus are From a global culture addicted
beginning to make an appearance, especially in hotels. In to cheap, abundant petroleum
to a culture of compelled
bars, interest in healthy soft drinks, including functional
WEST

conservation, whether through

drinks, and low-sugar wine and champagne is gathering government directive or market
momentum. forces. The Post-Petroleum
Survival Guide and Cookbook
provides useful practical advice
The use of local, seasonal, hand-made and impeccably for preparing your family and
S. sourced ingredients - as exemplified by restaurants such community to make the
El. as Petersham Nurseries in Richmond, Surrey, - and the use transition.
of fair trade and organic ingredients, sustainable farming (http://www.newsociety.com/b
ookid/3927 _ 04July07)
and fishing methods and meat from compassionately
ATTITUDES

reared animals, are all increasingly important and

impact for society
prominent factors.

impact for TW
quantitative data
 GASTRONOMY INCLINATION
Hybrid restaurants/cooking
2007

schools/bookshops are growing in

popularity among a client group inclined to
good food.
EUROPE

Cookbook Café at the InterContinental hotel in Park

Lane, London, bills itself as an "interactive
restaurant", allowing customers to share their
Food courses at recipes, participate in creating menus and attend
P. one of the special cookery workshops run by the chefs.
l'atelier des chefs
S.
ATTITUDES

impact for society

impact for TW
Workshops for baby Food courses at the shop
cooking Divertimenti (London) quantitative data
 MOLECULAR CUISINE
Kitchens in the best restaurants worldwide are becoming
2007

more like science labs, thanks to the presence of

unconventional and special equipments e.g. liquid azoth
containers to freeze instantly food, ultra sound boxes to
process food. This is the modern cuisine.
WEST

The results are amazing.

Even 12 months in advance you have to book for a dinner in those

restaurant and the menu are not that cheap!
S. The most famous pioneers are: Dani Garcia, Ferran Adria and Anthony
T. Flinn
FOOD

impact for society

impact for TW
quantitative data
 NOT THE USUAL
Wine in sorbet format, chocolate with wasabi…
2007

Vosges Haut-Chocolat
(http://www.vosgeschoco
Food is shaped in unusual shapes, extravagant tastes late.com) is a Chicago-
are created. based company
specializing in high-end,
Food is reinventing itself in the luxury market. luxury chocolate
WEST

products. The infusions

of rare spices and
flowers combined with
premium chocolate have
resulted in multiple
exotic flavors.
S.
FOOD

impact for society

impact for TW
Wine Cellar Sorbets (http://www.winecellarsorbets.com)
quantitative data
 SELF CLEANING PLASTIC http://www.physorg.com/preview88088727.html _ 03July07
2007

PhD student Max Groenendijk of the Applied Laser Technology The secret of the Lotus
Group of the University of Twente (Netherlands) presents leaf can be found in
numerous tiny pillars
remarkable results of the lotus effect with femtosecond laser.
with a wax layer on
top. Water drops are
A plastic cup that can be reused without washing it, simply
GLOBAL

lifted by these pillars,

because contamination has no chance to stick to the surface get into a spherical
shape and can simply
not cover the surface.
Dirt gets no chance to
stick to the surface via
water.
T.
PLASTICS

impact for society

impact for TW
quantitative data
 PERSONAL COACHING MiCoach is an Adidas-Samsung
project
2008

Adidas/Samsung are in battle against Nike/Apple by

introducing their coach electronic device MiCoach.,
evidently answering to a growing interest to be at our best
physical level.
www.myfoodphone.com lets
The figure of the life-coach seem to become more common.
GLOBAL

you have the possibility to have

We really want to improve ourselves! your food analyzed for dietary
information

S.
The wines are
T. designed to pair
with the foods
PRODUCTS/ATT.

Americans enjoy
most often and to
impact for society reflect American
tastes.

impact for TW
http://www.winethatloves.com/ _ 06July07

quantitative data
 REFILLING CUSTOMERS
2008

Italian customers are buying more and more from refilling

shops, from soaps and cleaning products to dry food.
ITALY

S.
E.
RETAIL/ATT.

impact for society

impact for TW
quantitative data