Navigating consumer needs

Understanding the zeitgeist

In your innovation process, it is important to be aware of tendencies in society. Truly understanding the zeitgeist in which we currently live will help you navigate consumer needs and use that knowledge to come up with truly ground-breaking innovations.

Multidimensional

Today, all parameters are multidimensional and layered as well as variable and dynamic. As individuals, we can be present at various levels and channels simultaneously. Virtual or analogue, real or as an avatar, cerebrally or physically, digitally or human or a mix of both, as the boundaries between man and technology continue to blur.

In addition, the world in which we live continues to add more dimensions. Digital screens throw layer upon layer over reality and allow us instant access to endless sources of information and communication opportunities. All this makes it extremely difficult to define your position and determine your direction.

The importance of context

Therefore, context is everything. Context in the sense of giving meaning, delivering a rationale, acting as a relevance filter and as delineation. But also context in the meaning of seeking common ground, a shared interest. Context as brand beacons with, of course, the accompanying perspective.

In addition, having insight into what drives us is absolutely critical. Drivers answer the question that arises as a reaction to our surroundings, the spirit of the time. Drivers are ‘the new consumer needs’, the trend beacons.

Once you have identified the brand beacons
and trend beacons, you as an individual or as an organization are able to navigate ‘the new times’.

In transition

Transition is the dominant propulsion fuel for the current zeitgeist. We are sitting at the bottom
of a deep valley contemplating the mountainous changes on either side of us. The old system is no longer compatible with ‘the new times’. We witness old systems being progressively and proactively dismantled; the composite parts are being revealed and it will soon be decided what can be retained and what will be jettisoned.

The ‘in-between-ness’

Transition, however, also gives rise to friction and clashes. The impulse towards innovation can meet with resistance, stirring the establishment into action whilst reinforcing and raising conservative tendencies.

We are straddling an in-between phase, in which most of ‘the old’ inhabits a world called ‘the past’, whilst the new one has yet to materialize. Things have not quite accelerated at a speed we would have preferred. This engenders feelings of impatience, doubt, confusion, frustration, distrust and discord.

Ocean of opportunity

The underlying sentiments of the spirit of the times are shaped by negative emotions. On the other hand, the good news is that trends, concepts and ideas can often provide positive answers to these.

In the current phase, they are often still small- scale, widely dispersed and non-cohesive, and as such, just beyond the vision or focus of most people. Or, on another level, they are highly scientific and technological and therefore not quite accessible to all. However, the new developments are convincing and full of promise and continue to multiply. An ocean of opportunity is amassing, ready to be navigated. Your brand beacons combined with the following (consumer) trend beacons can act as a compass:

Calibrate

Who am I? What position do I occupy? What is the context? Where do I want to go and at what speed? To discover an answer as a human being (or as a brand, an organization or a country) to these new questions, it will be vital more than ever to clarify your own raison d’être and significance. You need to have a clear picture of what you stand for and where you are going. Position, perspective and pace.

‘Calibrate’ mirrors the need for overview, clarity and grip. Reflection and contemplation are vital in a world that is simply flying by. Take some time out occasionally to look for peace and quiet. Filter out the irrelevant. Organize. Discover that all-important balance.  The design language this brings forth is blind and bland, silent, simple and understated, covering, noise-absorbing, abstract and almost anonymous.

Co-exist

Inequality, alienation and estrangement are the disrupting phenomena of the current times. Fortunately, we are witnessing a change in the air regarding this. There is an increased desire for the human scale, hand in hand with a need for togetherness. We are once again thinking in a more holistic manner – reflecting eco-systems, seeking out common ground. The design language this creates is about collaboration, joining, the charm of the hand- made, the analogue, the real and honest, the (re-)connection with nature.

Edit

In the world of the ‘internet of things’ and hyper- personalized information, our entire environment
is being steered, directed and managed in one way
or another. The need for surprise and wonder is increasing as a result. Relating narratives, stories, history, fantasy and imagination. We narrate our identity visually and search for meaning within the context. Carefully selected components are arranged just so that a unique image arises in a composed ‘bri- collage’ atmosphere.

The design language fitting this development
is narrative, decorative, expressive as well as unpredictable and surprising. Pop-up, mystery, surprise packages, one-off collections and a play on scarcity. 

Transcend

Inspired by the unprecedented developments in science and technology and the astonishing layering of current times, unique and unparalleled concepts are floated and realized. Extra dimensions are added due to augmented reality, and perspectives are shifting through immersive technology.

New opportunities arise with the aid of programmable materials, 3D printing, bio-hacking and nanotechnology. Solutions for some of the world’s main problems are being distilled though disruptive concepts. The matching design language is about the unknown, beyond the comprehensible, ingenious, technical, tactile, fascinating and enchanting and on occasion even surreal.

Awareness of all of these new opportunities and the underlying societal movements will pave the way for ground-breaking innovation.