As part of the global future agenda programme we are adding in an extra event in Singapore on 3 July. This is focused on the future of identity and draws together different issues raised about this and related topics from several strands of the future agenda events to date. The aim of the event is to critique, enhance, add and build a clearer view of how our views of identity and loyalty, especially to sport and faith, will change over the next decade and what will be some of the key impacts and implications. This documents is the starting point for this discussion.

1. The
Future
of
Iden.ty
|
Singapore
|
3
July
2015

2. Context
As
we
increasingly
build,
share
and
adopt
mul.ple
iden..es
in
our
ever-­‐more
blurred
work
and
social
lives,
who
we
are
has,
for
some,
becoming
increasingly
complex.
Understanding
how
this
is
changing
is
of
interest
to
many.

3. Future
Agenda
The
Future
Agenda
is
the
world’s
largest
open
foresight
program
that
accesses
mul.ple
views
of
the
next
decade
so
all
can
be
beKer
informed
and
s.mulate
innova.on.

4. Looking
Forwards
Organisa.ons
increasingly
want
to
iden.fy
and
understand
both
the
an.cipated
and
unexpected
changes
so
that
they
can
be
beKer
prepared
for
the
future.

5. FA
1.0
Top
Insights
for
2020
From
the
2010
program,
52
key
insights
on
the
next
decade
were
shared
widely
via
books,
cards
and
online
and
have
been
extensively
used
by
organisa.ons
around
the
world.

6. Future
Agenda
in
Numbers
The
first
Future
Agenda
programme
engaged
a
wide
range
of
views
in
25
countries.
Future
Agenda
2.0
is
doubling
the
face-­‐to-­‐face
interac.on
and
significantly
raising
online
sharing,
debate
and
discussion.
Future
Agenda
1.0
1
HOST
16
TOPICS
25
COUNTRIES
50
WORKSHOPS
1500
ORGANISATIONS
Future
Agenda
2.0
40+
HOSTS
21
TOPICS
50
COUNTRIES
100
WORKSHOPS
2500
ORGANISATIONS

7. Future
Agenda
2.0
Topics
The
second
version
of
the
Future
Agenda
program
is
taking
place
during
2015
and
is
addressing
20
topics
via
100
events
in
50
countries
with
around
35
core
hosts.
Ageing
CiNes
Company
ConnecNvity
Data
EducaNon
Energy
Food
Government
Health
Learning
Loyalty
Payments
Privacy
Resources
Transport
Travel
Water
Wealth
Work

8. The
Process
20
ini.al
perspec.ves
on
the
future
kicked
off
the
Future
Agenda
discussions
taking
place
across
5
con.nents
from
Feb
to
July
2015.
These
are
ini.al
views
to
be
shared,
challenged
and
enhanced.
Ini.al
Perspec.ves
Q4
2014
Global
Discussions
Q1/2
2015
Insight
Synthesis
Q3
2015
Sharing
Output
Q4
2015

9. The
Future
of
IdenNty
From
the
discussions,
many
issues
are
seen
as
significant
for
the
next
decade.
A
number
of
these
relate
to
the
changing
nature
of
the
iden.ty
and
how
it
impacts
how
we
behave
and
are
treated.
This
will
be
built
upon
on
July
3rd

10. Knowing
The
Unknown
By
2020
people
and
connected
objects
will
generate
40
trillion
gigabytes
of
data
that
will
have
an
impact
on
daily
life
in
one
way
or
another.
This
data
will
make
known
about
us
things
that
were
previously
unknown
or
unknowable.

11. Deeper
vs.
Wider
RelaNonships
Social
interac.ons
broaden
through
extended
access
but
may
also
become
more
superficial:
A
divide
grows
between
those
establishing
rela.onships
purely
on
data
and
those
basing
connec.ons
on
emo.ons.

12. Cocktail
IdenNNes
The
need
to
differen.ate
between
real
and
virtual
disappears
-­‐
who
you
are
ceases
to
use
a
singular
iden.ty
as
we
manage
mul.ple
iden.ty
por`olios.

13. Human
Capitalism
There
is
an
increasing
pressure
to
move
to
a
new
form
of
capitalism,
one
with
a
more
human
side
to
it
that
reconnects
with
the
need
to
create
and
distribute
wealth
for
the
benefit
of
society
rather
than
for
the
benefit
of
a
select
few.

14. Peer
Power
Aggrega.on
occurs
in
hotel/peer
review
sites
alongside
integra.on
with
consumers’
personal
trusted
networks.
This
gives
guests
advice
they
can
trust
and
greater
consistency
of
ra.ngs
globally.

15. Up
Close
and
Personal
Consumers
are
increasingly
in
the
driving
seat
and
aware
of
the
use
of
their
data.
We
may
see
loyalty
U-­‐turn:
With
greater
transparency
in
place,
brands
will
have
work
ensure
consumer
loyalty
not
the
other
way
around.

16. Joining
the
Dots
Increasing
collabora.on
drives
companies
to
re-­‐organise
based
on
social
networks.
The
shared
economy
changes
the
shape
of
many
organisa.ons,
but
a
shia
in
the
role
of
the
company
from
employer
to
facilitator
challenges
many.

17. CollaboraNon
Time
as
a
Social
Currency
Time
spent
working
on
collabora.ve
projects
addressing
real
issues
is
a
metric
that
drives
reputa.on
and
social
status.
Individuals
seek
to
give
up
their
free-­‐.me
to
help
solve
emerging
problems
to
beKer
support
society.

18. Loyalty
Experiences
For
brands
that
aspire
to
crea.ng
customer
loyalty
in
this
disorderly
world,
there
is
a
fundamental
ques.on
that
needs
to
be
addressed.
Quite
simply,
what
will
‘loyalty’
be?

19. New
Value,
Different
Models
In
the
coming
years,
brands
will
need
to
be
disrup.ve
in
their
thinking
about
loyalty,
seeking
new
kinds
of
value
proposi.on,
exploring
different
models
and
redefining
the
very
ways
in
which
loyalty
is
conceived.

20. ConNnuous
Proof
of
Loyalty
Brands
have
to
consistently
demonstrate
their
loyalty
to
consumers
as
customer
mobility
and
switching
between
brands
increases.
Global,
regional
and
local
affilia.ons
blur
and
drive
wider
brand
consolida.on.

21. The
Voice
of
Youth
Younger
consumers
are
more
difficult
to
pin
down
but
they
are
more
willing
to
share.
Brands
can
speak
to
the
youth
in
these
terms,
crea.ng
opportuni.es
for
interac.on,
but
also
more
personal,
human,
experiences
and
rela.onships.

22. The
Composite
Consumer
Flexible
digital
iden..es
allow
consumers
to
connect
with
each
other
even
as
they
connect
with
brands.
Loyal
rela.onships
will
be
made
not
just
with
individual
customers
but
also
with
families,
couples,
and
groups
of
friends.

23. 10
Seconds
of
AYenNon
Increased
consumer
choices
and
channels
leave
brands
figh.ng
for
10
seconds
of
aKen.on.
A
new
paradigm
will
emerge,
based
on
dynamic,
fast-­‐moving,
calls
to
ac.on
rather
than
long-­‐term
rela.onships
with
delayed
rewards.

24. Loyalty
from
Top
to
BoYom
Driving
an
authen.c
loyalty
offer
will
require
companies
to
address
the
rising
promiscuity
of
employees.
Organisa.ons
will
have
to
make
a
choice
between
facilita.ng
increasingly
flexible
career-­‐paths,
or
nurturing
internal
loyalty.

25. The
Personal
Data
Dilemma
Lurking
ominously
in
the
background
there
is
also
the
ques.on
of
to
what
extent
consumers
will
allow
us
to
collect
and
use
their
personal
informa.on,
and
what
they
will
expect
in
return?

26. Inequality
On
The
Agenda
Inequality
has
become
a
concern
not
just
for
developing
countries
but
also
for
those
in
the
US
and
the
Euro
Zone:
56%
of
people
living
in
rich
countries
believe
the
most
pressing
problem
of
the
economy
is
inequality.

27. Polyamourous
Loyalty
Brands
begin
to
embrace
customer
promiscuity,
finding
ways
to
recognise
their
emergent
desire
to
build
a
patchwork
iden.ty
through
diverse
and
conflic.ng
choices.

28. The
Human
Touch
In
a
world
of
global
and
digital
marke.ng
and
consump.on,
consumers
will
increasingly
favour
those
brands
that
can
offer
more
emo.onal
engagements,
and
specifically
human-­‐to-­‐human
contact.

29. Love:
Warts
and
All
With
corporate
transparency
becoming
a
necessity,
businesses
have
to
address
it
as
both
an
opportunity
and
a
threat.
Successful
brands
will
find
ways
to
take
customers
with
them
-­‐
even
as
they
reveal
their
less
aKrac.ve
sides.

30. TransacNonal
vs.
EmoNonal
Seamless
payments
will
distance
consumers
from
understanding
monetary
value.
Brands
will
have
to
reconsider
the
way
they
connect
to
customers
providing
more
holis.c
and
emo.onal
value.

31. Deeper
Loyalty
While
travellers
are
used
to
points,
many
see
the
need
for
deeper
rela.onships
with
the
hotels
they
prefer
to
visit,
rather
than
a
global
por`olio
that
share
the
same
brand.
They
seek
closer
rela.onships
around
their
real
needs.

32. Dreaming
of
Humanity
The
norm
will
be
automa.on:
machines
will
respond
to
humans
who
respond
to
machines.
Human
interac.on
will
only
be
used
to
problem-­‐solve
and
provide
more
personalised
and
premium
services.

33. Cultural
Relevant
Conundrum
In
an
increasingly
global
and
diverse
world
how
will
brands
embrace
na.onal
consciousness
and
touch
consumers
whose
na.onal
iden.ty
is
disconnected
to
where
they
live?
How
will
brands
reconnect
with
the
diaspora?

34. Skill
ConcentraNons
The
growth
of
the
nomadic
global
elite
ci.zenship
accelerates
the
concentra.on
of
the
high-­‐skill
/
high-­‐reward
opportuni.es
within
a
select
group
of
globally-­‐connected
ci.zens,
who
move
ahead
of
the
urban
pack.

35. HolisiNc
Health
Planning
There
will
be
a
wholesale
shia
in
health
focus
from
short-­‐term
problem-­‐
solving
to
long-­‐term,
healthy-­‐life
planning
and
management,
with
GPs
(ini.ally)
shiaing
their
role
to
become
whole-­‐life
health
coaches.

36. Consumer
Power
The
consumer
is
likely
to
gain
the
upper
hand
in
terms
of
the
power
dynamic
and
principles
such
as
‘great
customer
service’
will
no
longer
be
a
nego.able.

37. Culture
Shi]
The
culture
that
guides
people
through
life
today
is
a
culture
that
evolved
around
shorter
lives.
The
urgent
challenge
now
is
to
create
cultures
that
support
people
through
ten
and
more
decades
of
life.

38. Eastern
Centricity
With
China’s
500m-­‐strong
middle-­‐class
burgeoning
and
travel
barriers
diminishing,
Western
and
Eastern
cultures
meet
and
feed
off
one
another,
shiaing
global
norms.

39. Masters
of
Our
Data
In
2025
there
will
be
a
seamless
border
between
digital
and
real
where
the
digital
truth
becomes
the
real
truth.
We
should
increase
awareness
of
our
digital
shadow
becoming
‘masters
of
our
data’.

40. Millennial
Managers
As
more
digital-­‐na.ve
Millennials
take
the
lead
they
bring
different
perspec.ves,
experiences
and
expecta.ons
about
societal
challenges
and
the
role
of
organisa.ons.
This
drives
a
shia
towards
a
deeper
sense
of
purpose.

41.
Maximising
Moments
Individuals
seek
to
maximise
the
benefits
of
moments
available
to
them
-­‐
whether
efficiency,
rest,
enjoyment
or
otherwise
-­‐
regardless
of
.mespan
and
whether
the
moment
was
planned
or
enforced.

42. Age
Diversified
Workforces
The
demographic
changes
underway
are
fundamentally
altering
virtually
all
aspects
of
life
as
we
know
it.
Workforces
are
becoming
older
and
more
age
diversified
than
ever
in
history.

43. Paying
for
Privacy
We
do
not
currently
understand
the
value
of
our
data
or
how
it
is
being
used
and
so
are
giving
it
away.
In
the
future
we
might
be
willing
to
pay
more
for
our
privacy
than
the
data
we
share.

44. Chinese
Tourists
150
million
outbound
Chinese
tourists
and
a
total
of
500m
more
mobile
Asians
will
need
places
to
stay
in
other
countries
that
align
beKer
with
their
specific
cultural
norms
and
expecta.ons.

45. Hollowing
Out
the
Professions
Technology
is
challenging
the
white-­‐collar
worker
and
automa.ng
both
middle
and
high-­‐end
jobs.
The
future
will
see
fewer
accountants,
lawyers
and
doctors
and
a
hollowing
out
of
the
previously
‘safe’
professions.

46. Two-­‐Way
Trust
An
increase
in
trust
between
employees
and
employers
builds
greater
alignment
and
enables
democra.sa.on
of
the
workplace,
more
flexible
ways
of
working
and
more
effec.ve
organisa.ons.

47. Future
Agenda
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