Published in SecondSight magazine

In the coming years, disruption and transformation will continue to be part of our lives. Change accelerated by new technology will be the only constant factor. People who adjust easily to new situations will do well in the new Zeitgeist, because a flexible mindset is the necessary psychology for success. This lifestyle drives three consumer needs: the need for life values, the need for fewer obligations and the need for the best basics.

VALUES

We often have too many commitments in our lives, which hinder our flexibility. Setting priorities creates freedom, because there is less to organise, lowers our stress and give us more energy for our passions. We need to set priorities based on our life values rather than on our schedules, since creative freedom, family life, friendship and healthy living are a better compass in life. Based on these values, it is easier to say “no, we can’t” or “yes, we can”.

Setting priorities gives us time for two creative activities in daily life: daydreaming and sleeping. First, daydreaming asks us to schedule more me-time, like an afternoon a week to do nothing. Everybody can do that: just take a comfortable chair and stare outside. These moments can lead to new insights and creativity. Second, having a good night’s sleep is too often ignored in our hectic lives. A good night’s sleep helps us wake up with fresh ideas and fosters a flexible mindset.

FEWER OBLIGATIONS

If we have a big car, a high-rate mortgage, too many obligations and too much stuff, we can feel trapped by all our assets and liabilities. To stay flexible, we need fewer obligationsin volatile times, leading to four major shifts. First, a shift from owning to having access to something: why own designer clothes, a bicycle, books or a toolkit if you are not using them? Thanks to new apps, it is much easier to have access to things. Technology has created a network society where supply and demand are just a mouse click away, such as at Rent the Runway, where we can rent dresses and accessories by famous designers.

Second, a shift from fixed payments to paying per use. Why should we get a subscription or pay a monthly fee for fitness when we only go twice a month? And why pay for monthly car insurance when we only need it on weekends? Technology lets us pay per use, like Fitmob (pay as you go), Lyft (a ride whenever you need one), Coursera (take the world’s best courses for free), and Elance (find freelancers online and pay per hour).

Third, a shift from buying more to buying better. We’re pickier when we buy something: “Do I really need this? Does it have a functional or emotional value for me?” Fourth, a shift from clutter to less stuff. There’s a need to downsize, to get rid of excess stuff. Why do we need a walk-in closet full of clutter? Why do we need a garage full of things we never use? Getting rid of excess stuff makes us feel freer.

BEST BASICS

In a hectic, uncertain and complex, ever- changing world, people want to enjoy the basics things in life at a superior level. Since they have less money to spend and there are so many options, they want only the very best: the best hotdog, detox juice, freshly-roasted coffee or yoga lessons. This explains the popularity of great coffee places like Victrola, Intelligentsia, Stumptown, and Fourbarrel, and the Ace and Wythe hotels where they focus on hotel room essentials like a good bed and a refreshing shower. Then there are stores such as Uniqlo and Joe Fresh offering essential men’s and women’s clothing made from the best materials at an affordable price. People reward excellent quality and are willing to pay for it.

Companies cannot be the best at everything and have to specialise. In the food sector, which is always a trendsetter in business, the trend is focus-pocus food. It started with food trucks specialising in tacos, lobster, schnitzel, or pulled beef. Now there are restaurants and gastropubs doing the same thing, focusing on a popular product like hotdogs, cheese or eggs, such as The Fat Dog in Amsterdam, Cheese Mission in San Francisco and Egg in Brooklyn.

Specialization is also about innovating new taste combinations: that’s the pocus part. During my three-week visit to San Francisco, Los Angeles and New York, the two longest waiting lines I saw were at the Smorgasburg market for the ramen burger and at Eggslut in Los Angeles for their egg dishes. The ramen burger is a fresh, prime ground-beef chuck patty sandwiched between two craftily formed buns made from freshly-cut ramen noodles and accompanied by a special shoyu glaze and choice market- fresh vegetables. Eggslut is famous for their Slut, a coddled egg served atop a potato puree, poached in a glass jar and served with crostini. The future also looks tasty!

4 steps to build a meaningful brand
Consumenten trends 2015 - 2020
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