Real People, Real Brands

Real People, Real Brands

Peter Fisk

Welcome

to a new CONSUMER world

Slowly emerging ...

from the wreckage of

economic DOWNTURN

Welcome to a different world

Where people’s attitudes

and priorities

Have changed

A world that is Emerging

With uncertainty and fear

With uncertainty and fear

... but also with hope

With new challenges

With new challenges

For brands

With new challenges

For brands

and RETAILERS

AND NEW OPPORTUNITIES TOO

Global but local

Fast And sustainable

Where Expectations are high

but Loyalty is rare

And We ALL need to learn

And WE ALL NEED to learn

To THINK in new ways

And for the WORLD OF

HOME APPLIANCES?

The challenge is even greater

But so are the opportunities

If you think differently

What DO CONSUMERS

REALLY WANT?

HOW CAN WE ALL

DO MORE

HOW CAN WE ALL

DO MORE

FOR THEM?

ARE YOUR READY TO RETHINK?

Real People, Real Brands

Peter Fisk

Economic stagnation

Technology explosion

Environmental confusion

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43% trying to save

38% driven by vouchers

47% waiting for the sales

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28% have a smartphone

46% are on Facebook

64% trust our friends most

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54% want to improve home

66% pay for technology

72% want more space

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25% women are size 18+

54% want to support local

77% to work after retired

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20% grow our own veg

54% want to support local

66% more time at home

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36% play on a Wii

52% travel worldwide

74% say future is the East

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Life improving

Price driven

Convenience Wellbeing

Going out

Family living

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1. Rethinking priorities

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1. Rethinking priorities

2. Reshaping lifestyles

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1. Rethinking priorities

2. Reshaping lifestyles

3. Redefining value

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1. Rethinking priorities …

Cautious and untrusting

Relevance and choice

Human and responsible

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1. Rethinking priorities …

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1. Rethinking priorities …

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1. Rethinking priorities …

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1. Rethinking priorities …

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1. Rethinking priorities …

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2. Reshaping lifestyles …

Practical and resourceful

Time and participation

Family and friends

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2. Reshaping lifestyles …

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2. Reshaping lifestyles …

5

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2. Reshaping lifestyles …

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2. Reshaping lifestyles …

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2. Reshaping lifestyles …

3. Refining value …

Impulse and expectation

Function and emotion

Deals and vouchers

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3. Refining value …

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3. Refining value …

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3. Refining value …

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3. Refining value …

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3. Refining value …

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1. Rethinking priorities

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1. Rethinking priorities

2. Reshaping lifestyles

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1. Rethinking priorities

2. Reshaping lifestyles

3. Redefining value

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… and the outlook?

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Uncertainty

Price spikes

Inflation Fear

Debt

Discontent

Protectionism

… and the outlook?

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Uncertainty

Price spikes

Inflation Fear

Debt

Discontent

Protectionism

Time to rethink …

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Uncertainty

Price spikes

Inflation Fear

Debt

Discontent

Protectionism

Time to rethink …

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RETHINK

Volatile

Vibrant

Uncertain

Unreal

Complex

Crazy

Ambiguous

Astounding

Shifting power

Consumers in Control

Nobody is average

Meaning Talks

Money walks

Expectations

Are high

Trust

Is low

Challenging

Caring

WORLD CHANGING

WORLD CHANGING

WORLD CHANGING

Budget cuts

To

Quality of Life

British

To

Open-Minded

Nostalgic

To

Ambitious

Ford Mondeo

To

Citroen Picasso

Videos

To

You Tube

Phone Book

To

Facebook

Airtours

To

EasyJet

Disneyland

To

Center Parcs

Extrovert

To

Introvert

Indulgence

To

Happiness

Big House

To

Safe Retreat

Functional Space

To

FAMILY SPACE

AUTOMATION

To

INTELLIGENCE

SAVING TIME

To

MAKING TIME

TRANSACTIONS

To

EXPERIENCES

Cheap

To

Valuable

Challenging times

Challenging times

Changing times

Changing attitudes

Changing attitudes

Changing priorities

Stay in the old world

Stay in the old world

OR Embrace the new

RETHINKING

Priorities

RETHINKING

Priorities

RESHAPING

LIFESTYLES

REDEFINING

VALUE

REAL People

REAL People

REAL Brands