THE HUMAN INTERFACE
It used to be: “I think and therefore I am”. Then it was: “I shop and therefore I am”. Today it is: “I feel and therefore I am”. As a futurist I observe trends and their impact on human behavior and needs. The Internet is in constant flux and this digital reality is influencing our value universe and lifestyle preference. Perhaps this is key to understanding how the human interface is evolving.
CONNECTING WITH PEOPLE
Meaningful consumption and self-empowerment has become a universal goal for many. More and more people are asking: “How can I get more out of life?” There are huge opportunities in helping people achieve higher levels of meaning through what I call inspired engagement. Therefore it is important for companies to connect with people in a human-centric way.
STRIKING A HAPPY BALANCE
However contrasts do co-exist. Constantly bombarded with contradictory messages and data of whether to go fast or slow the real challenge perhaps is to understand how to strike a happy balance. Navigating these contrasting demands requires companies to engage whole brain thinking. For far to long society has banked on left-brain thinking only and it is about time we start to utilising both left (logic) and right (vision) to effect positive change.
NEGOTIATING COMPLEXITY
A key tool for this process is Trend Mapping. This is my system to negotiate complexity and decode the cultural contexts of society. The method identifies challenges and opportunities that will impact us both today and tomorrow. Monitoring trends in a whole brain manner is key to tuning into people’s real needs and wants.
THE MOST INFLUENTIAL SOCIETY TRENDS
1. ALWAYS ON – EMPOWERMENT
Always on empowers the individual and online media, shopping, banking, blogging, reviewing is the new norm. We can now manage our life, work and socialise wherever we are.
2. CLOUD CULTURE & REAL TIME – DIALOGUE
New communication channels and consumer ‘touch-points’ proliferate. Cloud culture allows ‘real-time’ exchange and communities – fostering a dialogue driven and empowered society.
3. SOCIAL ENTREPENEURSHIP – PARTICIPATION
Growth in global philanthropy and a culture of giving indicates people’s need for social participation. It is essential to nurture ethic values to create authentic caring communities.
4. HAPPINESS HUNTING – MEANINGFUL
Happiness is big business and what makes a society happy is a hot topic. It is not enough to tell people where happiness is on the map companies must facilitate ‘meaningful encounters’
PATCHWORK TRIBES
So how do these trends affect tomorrow’s people?We live in a polarised society made up of patchwork tribes who share common lifestyle and value sets across conventional geographic borders. This moves us away from traditional demographics into a more profound and holistic understanding of people and the human interface.
MEANINGFUL DIALOGUE
On a Rational level people want informed dialogue and real-time information. Conversation is essential to build confidence and empowering relationships. On an Emotionallevel social entrepreneurship fulfill people’s quest for meaning and is a natural path towards finding more happiness in life.
TOMORROW SUCCESS STORIES
IN SHORT: People’s priorities are changing – have perspective. They are already saying: “Don’t Tell Me, Show Me!!!”Tomorrow’s success stories will be those who create a culture that: – “Thinks from the outside in” and “Feels from the inside out.”
Anne Lise Kjaer – Futurist & Visionary
Sweden November 2010
