The Trends Toolkit

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12_2014 | SMART INSIGHTS | DIGITAL CREATIVITY | KJAERGLOBAL
1) Navigating in a complex world
2) The Trend Atlas 2030+
3) Connecting the dots
4) Conclusion
5) The Trend Management Toolkit
6) Vote on the future + Q&A
Image:www.enisa.europa.eu
AGENDA - The future is not somewhere you go - you create the future

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Born in Denmark, Kjaer’s Scandinavian roots inform her value
system and she strongly believes that the business case for the
‘betterness’ will drive 21st century society. Her socioeconomic
and cultural insights span everything from money, transport,
technology and sustainability to work, health, FMCG and ‘the next
big thing’ in consumer culture.
She is head of London-based trend management consultancy
Kjaer Global, her clients include Accenture, BBVA, Dell, Ericsson,
IKEA, McKinsey, Marks & Spencer, P&G, Sony, Telefonica,
Toyota, T-Systems and Unilever. A frequent keynote speaker at
business schools and international conferences, she is a
figurehead in the global forecasting community.
Kjaer feature regularly in the world’s media and has authored and
contributed to a variety of international titles. Her most recent
book The Trend Management Toolkit on innovation and
entrepreneurship has just been published by Palgrave Macmillian.
BIO - Anne Lise Kjaer - futurist, author and founder of Kjaer Global - London
alk@kjaer-global.com

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FamilyHolidayinNorway-Photo:HaraldBrekke
Hyper-connectivity and over-consumption Mindfulness and meaningful experiences
NAVIGATING COMPLEXITY
SanFranciscoMuseumofModernArt-Rendering:Snøhetta

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4CornersHousebyAvantoArchitects
XXX
Q: HOW WILL OVERALL BUSINESS PERFORMANCE BE MEASURED BY 2030?
The focus will be on:
a) Profit
b) Planet (Sustainability) and People (Social Capital)
a) Purpose
b) By all 4: People, Planet, Purpose and then Profit
POLL QUESTION 1

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Photo:SchoolofLifeLondon
TalkhouseCoffee–Source:Brain’sCoffeeSpot
THE CAPITAL ‘P’ IN LEADERSHIP IS PURPOSE
Organisations need to rethink why they exist and why people should engage with them

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THE 4P BUSINESS MODEL
Engaging with People and Planet – with a Purposeful ethos to match – leads to better performance
RIGHT
(Intuition & Vision = The Possibilist)
LEFT
(Facts & Logic = The Pragmatist)
WholeBrainThinkingModel–KjaerGlobal©
1. SCIENTIFIC
(Profit)
2. SOCIAL
(People)
3. EMOTIONAL
(Planet)
4. SPIRITUAL
(Purpose)
2.SOCIAL3.EMOTIONAL4.SPIRITUAL1.SCIENTIFIC

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4.SPIRITUAL3.EMOTIONAL2.SOCIAL1.SCIENTIFIC
Foodie Culture Health = Wealth Good Cause
Work/Life
Balance
Brand
Engagement
Glocalisation Public
Policies
Green
Growth
Climate
Change
Hyper
Urbanisation
Cultural
Consumption
Inclusive
Design
The
Real Thing
Intelligent
Reduction
Smart Living
Rising
Economies
Happiness HuntingThe Good LifeMindfulness
Social
Capital
QUALITY OF LIFE
No Age
Society
Free-Range
Parents
Redefin
e
d
Families
Digital
Natives
Female
Factor
Global
Citizens
Active Leisure
Education 4.0
Clean
Tech
Cloud
Intelligence
The
Global Brain
Dialogue
Driven
The Big Society
Thinking
Cities
Bio
Revolution
Creative
Class
BetapreneurshipCollaborative
Communities
Innovation
Hubs
Health
Challenges
Crowded
Planet
Bio
Diversity
Turbulent
Markets
Considered
Consumption
Resource
Shortage
One Planet
Living
Radical
Openness
Purpose Driven
Leadership
Soft
Power
Lifelong
Learning
Authentic
Storytelling
UNIVERSAL AWARENESS
WELLBEING LIFESTYLE CHOICES & CONSUMPTION A BETTER WORLD
ORGANISATIONS
ENVIRONMENTPOLITICS & LEGISLATIONSECONOMICSTECHNOLOGY
COMMUNICATION SOCIAL STRUCTURES
New
Models
Enoughism
TREND ATLAS 2030+TREND ATLAS 2030+
UNIVERSAL VALUES
CARING ORGANISATIONS
MEANINGFUL EXPERIENCES
POLITICS & LEGISLATIONS ENVIRONMENT
A BETTER WORLD
QUALITY OF LIFE
TECHNOLOGY ECONOMIC DRIVERS
PATCHWORK SOCIETYMULTI-CHANNEL COMMUNICATION
POSITIVE WELLBEING
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GLOBAL SOCIETY DRIVERS
* RADICAL OPENNESS
* DIGITAL TRANSFORMATION
* SMART CITIES
* CONNECTED LIVING
* GLOBAL CITIZENS
* BETAPRENEURSHIP
* SOCIAL CAPITAL
* THE GOOD LIFE

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Q: WOULD YOU RECOMMEND YOUR ORGANISATION TO A FRIEND?
a) Absolutely, I share my company’s values and ethos
a) Yes, but other companies are performing much better in this field
a) I would not
POLL QUESTION 2

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RADICAL OPENNESS - Total Transparency & Reputation Management
Companies are well-placed to make a positive difference to people’s lives when they are transparent
GEfinalist-BestFortune500BrandonSocialMedia2014
beyondtransparency.org

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DIGITAL TRANSFORMATION - Easy Access & Multi-Channel
TescoHomePlusIKEAAugmentedRealityApp
Digital transformation is not a destination but a journey in which technology is key to high performance
AccentureInfographic:DigitalTransformation

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XXX
POLL QUESTION 3
Q: DO YOUR CEO AND LEADERSHIP TEAM COMMUNICATE VIA TWITTER?
a) Yes, they are engaged with Social Media
b) Some of them, but they are infrequent users
c) No, not at all and they have no plans to do so

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Cities are living, ‘intelligent systems’ fostering new behaviours, alliances and communities as they grow
SMART CITIES - Mega Cities & Real-time Solutions
CitymapperBestApp2014

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ElectroluxSmartPlate
Nest.com
Smart technology will drive a better future, inviting people and businesses to collaborate for mutual benefit
CONNECTED LIVING - Internet of Everything (IoE) & Meaningful Analytics
ConceptiWatch
GoogleGlass

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GLOBAL CITIZENS - Hyper Mobility & Talent Rally
The right talent is the most critical factor to innovation and business growth according to 97% of CEOs
1985-2010 GLOBAL WORKFORCE 2.0
2010-2020 GLOBAL WORKFORCE 3.0
Source:GlobalTalentRally,CIFS,2010

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XXX
POLL QUESTION 4
Q: IS YOUR COMPANY PREPARED FOR THE GLOBAL CITIZENS?
a) Yes, we are currently implementing a 2020 talent strategy
b) We are aware of talent shortage and have a strategy in the pipeline
c) No, we have no strategy in the pipeline

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BETAPRENEURSHIP - Disruptive Innovation & Creative Communities
Entrepreneurship is key to personal autonomy, the welfare state, jobs, innovation and competitiveness
www.ifixit.com

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Increasingly, design briefs will evolve around new innovation models incorporating the 4Ps
SOCIAL CAPITAL – Circular Economy & Sharing Communities
Source:thegreatrecovery.com2013
Photo:TowardsaSharingeconomy:CollaborativeConsumption,PublishedUK2011

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THE GOOD LIFE - Betterness & Authentic Storytelling
Photo:TheSchoolofLifeLondon
As we redefine ‘Quality of Life’, the conventional way of measuring success is being challenged

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XXX
POLL QUESTION 5
Q: HAS YOUR ORGANISATION DONE A GOOD JOB IN PREPARING YOU FOR THE
FUTURE?
a) Yes
b) No
c) They are ready but I am not
d) I am ready but they are not

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CONNECTING THE DOTS
‘ME’ Drivers
‘WE’ Drivers
GLOBAL SUSTAINERS
INCLUSIVE VISIONARIES
CREATIVE COLLABORATORS
TECHNOLOGY OPTIMISERS
THE
4Ps
MindsetMap2014©KjaerGlobal
People Planet
Profit Purpose
ENGAGEMENT
The Good Life
TRUST
Radical Openness
Emotional Touch PointsRational Touch Points
MOBILITY
Global Citizens
COLLABORATION
Urbanisation
MULTI-CHANNEL
Digital Transformation
ACCESS
Smart Living
DISRUPTION
Betapreneurship
COMMUNITY
Social Capital
TRUST
Radical Openness

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CONCLUSION
Developing future concepts that offer meaning and value – at every level – is key to success in the 21st century >>>
Photo:IBMSmarterCitiescampaignbyOgilvy

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PLAN THE FUTURE WITH MY BOOK kjær
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TOOLKIT HIGHLIGHTS
- Key trend forecasting methods
- How to spot trends
- Create your own Trend Atlas
- Using a Trend Toolkit
- Major trends to 2030+
- Future scenarios & tomorrow’s people
- Trend Management in action
- Case studies
alk@kjaer-global.com Save 30% - code: PM14THIRTY on www.pagrave.com

The Trends Toolkit

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The Trends Toolkit