a.t. kearney consumers@250 (november 2017)
TRANSCRIPT
![Page 1: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/1.jpg)
Consumers250 Request a briefing
Consumers250
2026 will be the first six-generationconsumer market
Source US Census Bureau
SilentGeneration
AlphaGeneration
BabyBoomers Gen X
Millennials Gen Z
1928ndash1945
2017ndash
1946ndash1964 1965ndash1980
1981ndash1997 1998ndash2016
14 million 43 million66 million 65 million 80 million 82 million
Request a briefing
Their journeyto 2026 will bemarked by thetension betweenaluence andinfluence
Consumers250 Request a briefing
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 2: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/2.jpg)
Consumers250
2026 will be the first six-generationconsumer market
Source US Census Bureau
SilentGeneration
AlphaGeneration
BabyBoomers Gen X
Millennials Gen Z
1928ndash1945
2017ndash
1946ndash1964 1965ndash1980
1981ndash1997 1998ndash2016
14 million 43 million66 million 65 million 80 million 82 million
Request a briefing
Their journeyto 2026 will bemarked by thetension betweenaluence andinfluence
Consumers250 Request a briefing
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 3: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/3.jpg)
Their journeyto 2026 will bemarked by thetension betweenaluence andinfluence
Consumers250 Request a briefing
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 4: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/4.jpg)
Consumers250
Massproduction
Massmarketing
Massdistribution
In the Aluence model mass marketshave thrived on three assumptions
Request a briefing
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 5: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/5.jpg)
Consumers250 Request a briefing
An emerging Influencemodel with the individualat the center will challengethese assumptions
Influence is the ability to movemarkets with the outsized powerof an individual voice
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 6: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/6.jpg)
Consumers250 Request a briefing
Demographicshifts
Hyper-connectivity
Evolvingconsumption
patterns
The drivers of change arehappening today
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 7: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/7.jpg)
Consumers250 Request a briefing
Demographic and economic trendsare challenging the Aluence model
Bigger Older More diverse
Less traditional More unequal More urban
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 8: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/8.jpg)
Consumers250 Request a briefing
Source AT Kearney NPD Survey
All generations are approachingconstant connectivityDaily connectivity by generation How often do you connect to the Internet
Constantly connected
SilentGeneration
BabyBoomers
Gen XMillennialsGen Z
292911106
Sporadically connected
7171899094
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 9: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/9.jpg)
Consumers250 Request a briefing
The signals of evolving consumptionpatterns are already here
Access over ownership Experience over ldquosturdquo
Convenienceand community Values vs value
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 10: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/10.jpg)
Consumers250 Request a briefing
The result a fundamental change
Consumers
Consumption drivers
Relationships
Business models
Marketing
Need to understand
Aluence model
ldquoI am what I ownrdquo
Value
Transaction-based
Static
One size fits all
The big trends
Influence model
ldquoI am what I dordquo
Values
Trust-based
Dynamic
Personalized
The signals
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250
![Page 11: A.T. Kearney Consumers@250 (November 2017)](https://reader031.vdocuments.mx/reader031/viewer/2022011722/5a64924d7f8b9a76568b4b5d/html5/thumbnails/11.jpg)
AT Kearney is a leading global management consulting firm with oices in 40 countries Since 1926 we have been trusted advisors to the worldrsquos foremost organizations AT Kearney is a partner-owned firm committed to helping clients achieve immediate impact and growing advantage on their most mission-critical issues For more information visit wwwatkearneycom
Request a briefing Read more insights
AT Kearneyrsquos Consumers250examines the future state of retail andconsumers For more information
Consumers250