Een eerste kijk op trends

Presentatie over: "Een eerste kijk op trends"— Transcript van de presentatie:

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2 Een eerste kijk op trends
Vet ! Dorien de Jonge van Zwijnsbergen: Docent HVA en Trendadviseur

3 ……………..Eten en drinken, mode, gezondheid, schoonheid, gadgets, luxe, mobiliteit, woning en architectuur, winkels, marketing, communicatie, producten, design, media, events, TV programma’s, bankzaken, vrijetijd, rituelen, reizen……………………………………………………………………………………………..

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7 Vandaag op het progamma
Wat zijn trends De belangrijkste trends Van Mega tot micro Wie pakken ze op

8 Wat is een trend?

9 Verschil: trend - mode - hype - hit
Basis Verschijningsvormen Trends Mode Hype Rage/Hit Kenmerk Normen en waarden veranderen langzaam Iets nieuws van het bestaande Op hol geslagen mensenmassa Er bij willen horen Waarde Maatschappelijk Economische verschijning Niemand ontkomt eraan Gepaard met tijdelijke schaarste Invloed Blijvende golven Tijdelijk Kortstondig en intensief Tot iedereen het heeft Verschijningsvorm Groeiperiode Ritmisch Eenmalig Tijdelijke verhoogde vraag

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11 Maatschappelijke Ontwikkelingen die van invloed zijn op trends
Economisch Technologisch Demografisch Politiek Cultureel Sociaal Milieu

12 Trendontwikkelingen wellbeing prosperity escape transition
consciousness 70s 80s 90s idealism protest anti social status carrière individuel eyes closed curtains closed naturel personal hardening fear contrast hedonism softening social harmony balance

13 Individuele opdracht: Trend <–> onderwerp
Privacy Openbaarheid Identiteit Hoe werken we Domotica

14 Megatrends Individualisering Digitalisering Recessie Vergrijzing
mobiliteit Duurzaamheid Globalisering Feminisering Technologisering

15 Werking van trends: de trend piramide
Markt / product Microtrend 0-5 jaar Consument Maxitrend 5-10 jaar Maatschappij Megatrend 10-30 jaar

16 De Trend Piramide

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19 Vergrijzing

20 The charmed generation

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22 The charmed generation
Bijna geen schulden hoge inkomsten Vroeg met pensioen Beschermd tegen de macht van China Betaalbare woninngen. - Willen veel ondernemen, hebben geld, maar wegen wel af waar ze voor betalen

23 De tweede helft

24 Globalisering 07 - Carl Rohde V2 Summary The World is Flat:
In the book, Friedman recounts a journey to Bangalore, India, when he realized globalization has changed core economic concepts.[1] In his opinion, this flattening is a product of a convergence of personal computer with fiber-optic micro cable with the rise of work flow software. He termed this period as Globalization 3.0, differentiating this period from the previous Globalization 1.0 (in which countries and governments were the main protagonists) and the Globalization 2.0 (in which multinational companies led the way in driving global integration). Summary The World is Flat: Friedman recounts many examples of companies based in India and China that, by providing labor from typists and call center operators to accountants and computer programmers, have become integral parts of complex global supply chains for companies such as Dell, AOL, and Microsoft. Summary Hot Flat & Crowded: Thomas Friedman is about to dive into the green-tech fray. In his latest book, Hot, Flat, and Crowded, the multi-Pulitzer-winning journalist says everyone needs to accept that oil will never be cheap again and that wasteful, polluting technologies cannot be tolerated. The last big innovation in energy production, he observes, was nuclear power half a century ago; since then the field has stagnated. "Do you know any industry in this country whose last major breakthrough was in 1955?" Friedman asks. According to the book, US pet food companies spent more on R&D last year than US utilities did. "The Stone Age didn't end because we ran out of stone," he says. Likewise, the climate-destroying fossil-fuel age will end only if we invent our way out of it. But he's not suggesting a new Manhattan Project. "Twelve guys and gals going off to Los Alamos won't solve this problem," Friedman says. "We need 100,000 people in 100,000 garages trying 100,000 things — in the hope that five of them break through." Our current efforts are not only inadequate, they're hopelessly haphazard and piecemeal. Friedman argues it'll take a coordinated, top-to-bottom approach, from the White House to corporations to consumers. "Without a systems approach, what do you end up with?" he asks. "Corn ethanol in Iowa." The New York Times columnist, who keeps up a punishing travel schedule, is just back from the Middle East and London. "If you don't go, you don't know," he says. Such wanderings provided the material for his 2005 best seller, The World Is Flat. Now he has added two new terms to his diagnosis of global ills: the intertwined problems of climate change and population growth — "too many carbon copies," as he puts it. In this new world, governments and companies that take the lead will find themselves with the single most valuable competitive advantage of our time. To illustrate, Friedman tells the story of a Marine Corps general in Iraq who requested solar panels to power his bases. Asked why, he explained that he wanted to win his region by "out-greening al Qaeda." Instead of trucking in gas from Kuwait at $20 a gallon — money that fuels oppressive petro-dictatorships — in convoys that are vulnerable to roadside bombs, why not beat the insurgents by taking away their targets and their funding? Coming out months before the presidential election, Crowded is sure to bigfoot its way into the campaign. "McCain and Obama come from the right side of this debate," Friedman says. "They have the right instincts, but neither is quite there yet. They haven't yet thought it through fully." The battle over "green," he believes, will define the early 21st century just as the battle over "red" (Communism) defined the last half of the 20th.

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26 “40% Utrechtse bevolking bi-culturele achtergrond
“40% Utrechtse bevolking bi-culturele achtergrond.” (Hoge school Utrecht)

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30 Shanghai Tang Shanghai Tang Shanghai Tang

31 Conservering lokaal

32 Lokaal – Let me land 07 - Carl Rohde V2
LET ME LAND. This consumer trend shows us how we deal with the stark reality of uncertainty in quaint and touching ways. De Kern van deze trend: Let Me Land. Naarmate we – als Global Me’s  (het boek)  - in grote globaliserende verbanden gaan leven, wordt de eigen achtertuin, gemeenschap, provincie (dialect) of natie symbolisch belangrijker. Voorbeelden hiervan zijn te zien in de cultuur om ons heen, van muziek, film, eten tot tv. Ik Hou van Holland. The Voice of Holland.  Het Schaap met de Vijf Poten (met Jordaans dialect). Boer Zoekt Vrouw. Het gaat allemaal terug naar onze collectieve basis. Het verenigt ons en laat ons landen op zo ongeveer de enige solide (symbolische) basis die we nog hebben. Samen met voetbal en het koningshuis trouwens. Dat zie je ook terug op tv. (Dat is deels ook de aantrekkelijkheid van TV). TV gaat vaak over algemene grote delers. The core: we more and more live the Global Live (like described in a.o. the book ‘Global Me’s ‘. We live in ever growing globalised connections . As a result our own backyard, local community, province (dialect), city or nation becomes more and more our symbol of identity. The core: we more and more live the Global Live (like described in a.o. the book ‘Global Me’s ‘. We live in ever growing globalised connections . As a result our own backyard, local community, province (dialect), city or nation becomes more and more our symbol of identity

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35 07 - Carl Rohde V2 Vogue enlisted model Natalia Vodianova and actor Ewan McGregor for a mid twentieth century editorial on a marriage in mayhem. The editorial features looks from the collections of Prada, Marc Jacobs, Vera Wang, and Dries Van Noten.

36 Werking van trends: de trend piramide
Nostalgische films Microtrend 0-5 jaar Nostalgie Maxitrend 5-10 jaar Conservering Megatrend 10-30 jaar

37 Feminisering

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41 07 - Carl Rohde V2 Duurzaamheid

42 07 - Carl Rohde V2 Eco tourism strikes a chord by young people worldwide. It often has the right mix of active fun, social togetherness and doing good. It is “like sport but then with a better purpose.”

43 Duurzaamheid 07 - Carl Rohde V2
Eco tourism strikes a chord by young people worldwide. It often has the right mix of active fun, social togetherness and doing good. It is “like sport but then with a better purpose.” Type verblijf, soort hotels is ook green label. Green transportation;

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45 07 - Carl Rohde V2 Everything we buy has an environmental impact, and chucking it out before using it up makes the impact bigger than it needs to be. So we have to stop wasting and start All-Consuming. Like using that pencil to the very end and turn those unwanted bread ends into a delicious bread and butter pudding.

46 Natuur in huis! RELAX met NATUUR
Another bathroom relaxation inspired concept is the Eco Shower by Jun Yasamoto, Alban le Henry, Olivier Pigasse and Vincent Vanderbrouck. The Eco Shower gives the user the feeling of being surrounded by nature while taking a shower in a lake or a gentle stream. It’s also an environmentally savvy concept that makes the most out of the water that is used in the shower. RELAX met NATUUR

47 Digitalisatie

48 Technologisering Micro trend

49 technospeelgoed Microtrend 0-5 jaar Maxitrend humantech 5-10 jaar
Hier kunnen we nog een aantal voorbeelden van maken. Dat werkt lekker illustratief. Technologisering Megatrend 10-30 jaar

50 fabrieksrobots Microtrend 0-5 jaar Maxitrend mechanisering 5-10 jaar
Hier kunnen we nog een aantal voorbeelden van maken. Dat werkt lekker illustratief. Technologisering Megatrend 10-30 jaar

51 Mobiliteit

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55 Individualisering

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57 maatwerk, persoonlijk, single,
Media op maat,wonen op maat, persoonlijke websites, voedingsmiddelen in kleine porties, schoenen naar eigen ontwerp Microtrend 0-5 jaar maatwerk, persoonlijk, single, do it yourself Maxitrend 5-10 jaar Hier kunnen we nog een aantal voorbeelden van maken. Dat werkt lekker illustratief. Individualisering Megatrend 10-30 jaar

58 Recessie A better world

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61 Individuele opdracht: Trend <–> onderwerp
Individualisering Digitalisering Recessie Vergrijzing mobiliteit Duurzaamheid Globalisering Feminisering Technologisering Privacy Openbaarheid Identiteit Hoe werken we Domotica

62 Trend curve

63 Blijf nieuwsgierig