1. The Emergence of
the New Consumer
Remko Herremans
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2. The Emergence of the New Consumer
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3. The Emergence of the New Consumer
2020
Disease #1
Depression
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4. The Emergence of the New Consumer
Crisis?
51% 49%
finance values
Source: Euro RSCG, 2009
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5. The Emergence of the New Consumer
What are we looking for?
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6. The Emergence of the New Consumer
Japan U.S. Brazil China France Netherlands U.K.
n=700 n=1,500 n=700 n=700 n=700 n=700 n=700
Prosumer-report Emergence of the New Consumer (2010)
100%
● In-depth online survey (Market Probe International)
● Extensive secondary research into trends
Prosumers®
20-25% 6–18 months

7. The Emergence of the New Consumer
Three fundamental shifts
Happiness
Trust
Power
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8. The Emergence of the New Consumer
Happiness
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9. The Emergence of the New Consumer
‘Happiness is the smell of a new car’
Don Draper, Mad Men
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10. The Emergence of the New Consumer
…move in the wrong
direction… 58%
focusing on things
that don’t really matter… 69%
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11. The Emergence of the New Consumer
…loosing our ability to
work together… 57%
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12. The Emergence of the New Consumer
…Recession is an
opportunity to step 58%
back and rethink …
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13. The Emergence of the New Consumer
…actively trying to figure
out what makes me 50%
happy…
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14. The Emergence of the New Consumer
Declutter my life!
50%
Groninger Museum , okt 2008
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15. The Emergence of the New Consumer
No bells and whistles.
68%
Fixie
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16. The Emergence of the New Consumer
The live we aspire
76%
24%
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17. The Emergence of the New Consumer
Maximizing Rightsizing
Happiness
Luxury Real
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18. The Emergence of the New Consumer
Trust
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19. The Emergence of the New Consumer
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20. The Emergence of the New Consumer
…skeptical
about everything 87%
they tell me…
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21. The Emergence of the New Consumer
…I trust customer
reviews more than 57%
‘expert’ reviews…
The Exactitudes Project
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22. The Emergence of the New Consumer
…Prefer connection
with 57%
local producers…
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23. The Emergence of the New Consumer
Perfection Reality
Trust
Institutional Personal
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24. The Emergence of the New Consumer
Power
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25. The Emergence of the New Consumer
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26. The Emergence of the New Consumer
I
…am making an effort to improve the way I live 72%
…am making an effort to be a better person 71%
…am paying more attention to the
54%
environmental impact of products I buy
…have a responsibility to censure unethical 65%
companies
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27. The Emergence of the New Consumer
…I feel good about
reducing the amount of 72%
waste I create
Piet Hein Eek
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31. The Emergence of the New Consumer
Elite Power People
Them Me
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32. The Emergence of the New Consumer
Maximizing Happiness Rightsizing
Perfect Trust Real
Institutional Personal
Power
Them Me
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33. The Emergence of the New Consumer
Brands that seize the Momentum
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34. The Emergence of the New Consumer
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35. The Emergence of the New Consumer
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36. The Emergence of the New Consumer
Span Air
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37. The Emergence of the New Consumer
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38. The Emergence of the New Consumer
What’s your spinach factor?
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