16 October 2011

Consumer futures 2020 scenarios

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Consumer futures 2020
Sainsbury’s, Unilever and Forum for the Future have jointly produced Consumer Futures 2020 as a practical tool to help organisations throughout the global consumer goods industry to prepare for the future. The project explores how consumer expectations and behaviour will change, allowing these brands to use these new insights to take the lead in driving forward sustainable consumption.

Leading brands need to take the initiative and work together to stimulate consumer pull on sustainability and make ‘sustainable consumption’ mainstream.

Consumer Futures 2020 aims to help them do this. It is designed as a practical tool to help organisations throughout the global consumer goods industry plan for the future. It contains four different but entirely plausible scenarios which explore how patterns of consumption and consumer behaviour may have changed by 2020.

The scenarios are not intended to be predictions or visions of desired futures. They look at how global trends may change our world and the consumer goods industry, and how sustainable products, services and business models could become mainstream.

In order to create the scenarios the team took what it saw as the two least certain trends with the greatest impact on the future of the consumer goods industry:

  • Prosperous vs Less prosperous – by 2020 will our economy be flourishing or subdued?
  • Do-it-yourself vs Do-it-for-me – will consumers take the initiative to satisfy their needs or expect brands to do this for them?

They used these to create a two-by-two matrix, which in turn enabled them to create the four scenarios – ‘My way’, ‘Sell it to me’, ‘From Me to You’ and ‘I’m in your hands’ – exploring how these trends could play out.

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