FUTURE HEADS

THE TREND FORECASTER

Health concerns have changed the face of Western culture and, as a result, products and services will focus heavily on promoting good health. Certain health issues related to stress have already reached epedemic levels: according to the World Health Organisation, 60 per cent of all diseases are stress-related. Our 24/7 society has caused work and leisure time to converge - therefore, companies are working hard to keep their employees relaxed: some have even introduced 'chill out' rooms.

Things will change for the consumer, too. It is no longer enough for products to simply have a visual 'pulling power', because desire rather need will drive consumer decision-making. Products must appeal to the consumer's intelligence and capture their imagination - this new trend is called 'emotionel consumption'. The success of Apple computers is a good example of how emotions can drive what would otherwise be a rational purchase. This level of 'interaction' with technology could develop further - for example, in the future there may be an interface that allows you to even feel the touch or the kiss of a person through your computer.

For so many years, the consumer has had to adapt to technology, and now technology is strongly focusing on adapting to the consumer. Car manusfacturers, for example, will build seats that are so comfortable it will be like experiencing a smooth-pebble massage every time you sit in them, and with the touch of a button, you'll be able to experience an infusion of your favourite smells to relax you- road-rage will become a thing of the past.

It shall be really interesting to see if all of the many predictions for the next 20 years will come true. If so, I will be 58, feeling 38 and probably looking 48. I would have changed careers at least one into another dream job - what more could I possible hope for? pdf

Anne Lise Kjaer
OneLife Magazine 11, September 2005