Global Consumer Trends to 2006

LOBAL
CONSUMER
TO 2006
FOR THE AUTOMOTIVE,
ELECTRONICS AND TECHNOLOGY INDUSTRIES
©©Style-Vision
2001-2004
Style-Vision
2001-2004
AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
EDITO
The fast pace of technological progress has traditionally
fuelled the renewal of markets founded on intense use of
technological innovations, but such pace also harbours two
major risks: vulgarization and escalation.
Instant Vulgarization: is the permanent threat of obsolescence.
Technology is vulgarized before it even reaches maturity. Product
offers become standardised in no time and the consumer's interest
rapidly wanes in the face of such bland, uniform proposals.
Blanket Escalation: Updates, extra functions and new versions are
all understandable counter-attacks in the battle against technological
obsolescence. But are they the answer? Technological escalation
heightens the uncomfortable feeling of being disoriented, unable to
keep up with the hectic pace of progress. Lost in the jungle of
increasingly complicated products, the consumer feels out of it,
excluded from a world suddenly grown inhuman.
For companies in huge, highly competitive, mass markets - such as
cars and consumer electronics (digital photography, computers,
telephony, white goods etc.) - the above problems have some very
negative consequences. To maintain sales volumes, companies
adopt drastic strategies (massive promotional support) often at the
cost of profit margins. Such promotional efforts are only valid if the
consumer understands them and if the product and the message
correspond to the consumer's needs and interest.
© Style-Vision 2001-2004
AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
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THE 5 MAJOR TRENDS
To meet the interest of the more mature consumer whose
purchasing behaviour is more emotionally led, we invite you
to explore five avenues:
1 > Hybrid > the fragmentation and growing diversity of a globalized
world add weight to the conviction that cross-referencing points of
view and mixing ideas and practices can lead to better solutions.
2 > Anticipative > faced with multiple options, making a choice can
prove to be a stressful operation. Offering unified solutions that
harmoniously integrate distinct dimensions (pleasure, security,
comfort, etc.) reduces complexity and guarantees true psychological
well-being.
3 > Distinctive > identity is no longer perceived as a permanent
state, but increasingly as a "self" in perpetual motion. The individual's
dream is to explore the riches of spatial, temporal and/or contextual
mobility whilst feeling totally unique thanks to a thousand and one
distinctive signs.
4 > Amazing > social interaction demands constant effort from
individuals in terms of adapting and the often exhausting process of
compromise. To get the best out of life, one must allow oneself the
fun of distorting stereotypes, indulging in poor taste and revelling in
sublimated reality.
5 > Humanised > the quest for simplicity, straightforwardness and
authenticity fosters empathy with the individual's emotions and a
desire to enhance his/her well-being.
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AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
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THE 5 SCENARIOS
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AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
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SCENARIO 1 > CROSS FERTILIZATION
CONCEPT > nature science and technology are no longer domains
reserved to a certain elite. Consumers are mixing and adopting the
principles right down. Yes, ecological concern and technical progress
can be mixed together using a pragmatic approach.
• clothing > protection: covers, ponchos and sarongs in recycled PVC,
extremely simple, lightweight, protective wear that can be rolled up and
easily carried.
a
• attitude > action: working the body, keeping it supple, building its
resistance, counting on its strength in times of need.
demonstration.
• the place > pedagogical function: a multi-purpose hall currently
hosting a demonstration and videoconferences by researchers all over
the globe.
• symbol > the hand: the symbol of brotherhood and also the most
effective tool known to man. The link between humans and new
technologies.
STYLE
DIRECTION
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>
young
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p
am
ecologists
gather
before
• interior design > hybrid: high-tech meets organic in the quest for
efficiency, effectiveness and user-friendliness. This "automated" area
is entirely equipped with recycled and recuperated materials
(compressed wood, reprocessed steel, non-toxic paint). Overhead
lighting, solar heating, recuperation of saturated air, etc...
© Style-Vision 2001-2004
• lighting > subdued: like in a forest, filtering through leafy trees. Apply
this natural effect to everyday needs: lamps, virtual partitions, graphics.
• cosmetics > mildness: technology and nature cohabit harmoniously in
skincare and cosmetics: the mildness of lichen and moss in pastel
coloured pearls, powdered effect, young and healthy look.
AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
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SCENARIO 1 > CROSS FERTILIZATION
• go for hybrid: the hybrid technology used by vehicles such as the
Prius or the Matrix of Toyota seems to be the most promising ecological
transportation means of the future. The factors that will make a success
are progressively achieved: the hybrid car is now spacious, attractive
and economical.
ORIENTATION >
• explore history: what icon or body gesture could be applied or
translated into a new technology?
• allow contradictions by asking the question: what is the exact opposite
of this functionality?
• observe nature: what plant, animal, natural element could be used as
a source of inspiration, shape, process, property, component, etc... ?
INDICATORS > an ecological technology:
• renewable energy: the scientists of the Stuttgart University are working
towards an elaboration of synthetic fibers that will produce electricity
when worn in daylight. The younger generation will use this innovation to
transform their very t-shirts as producers of energy to their accessories:
mp3's, mobile phones, and hand-held computers. All of which is
washable in machines that use solar energy... a proof that the younger
generation is interested in renewable energy.
le
p
am
• cypress oil and diesel: according to its Japanese inventors, this
particle filter filters 90% of the polluting diesel particles. Based on
Cypress Oil (1%) and water (99%), the filter produces a steam flow that
enables to catch the diesel particles and other toxic emanations (carbon
dioxyde). Another advantage is Its cost which is 25% lower than a
traditional system.
s
© Style-Vision 2001-2004
creative remixe:
• unified extremes: Hella Jongerius, a Dutch designer, who received
the best designer award from the Salon du Meuble 2003 creates
surprising links between tradition and design. Her creations are not
nostalgic but modern. For instance the "Power patchs" are very
comfortable pillows that integrate computer screens and keyboards.
Hybrid, these cushions combine two contradictory activities: living and
working, web surfing and sleeping.
• crossing time past and time present: some technological advances
tend to tie back in with time-honored gestures: computers recognizing
handwriting, the stylus pen replacing the mouse. This simplifies things
for everyone, not least people not using the Western alphabet. Beyond
that: the strong symbolic content of the link between past and present.
Soon all over the planet: the pleasure of sending handwritten messages
by e-mail.
• blended cultures: the nationalistic emblems are often borrowed from
outside cultures: mint tea, generally perceived as the inalterable social
ritual of Moroccan society, was in fact introduced by the English in the
18th century. In Italy, coffee was only very recently decreed a national
beverage. Very often, these "emblems" of cultures becomes rediscovered by their country of origin. Young Japanese became excited
about traditional Japanese products such as green tea, antique houses
and kimonos helped by the enthusiasm shown by Western consumers.
AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
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SCENARIO 1 > CROSS FERTILIZATION
KEY WORDS >
rituals & gestures, techno handwriting , non-oral language, AsianWestern civilization, culture mining, mixed novelties,
mankind version 2.0, banal sciences, green chemistry,
new vital functions.
COLORS >
lichen, moss and colours of nature synonymous with urban
ecology.
s
le
p
am
MATERIALS >
recycled synthetic materials with reworked surfaces that are
translucent or filtering.
SHAPES >
reconciling opposites for the sake of progress: natural and artificial,
real and virtual, past and present.
SENSATIONS >
giving things a second life in order that they go further than their
first intentions.
© Style-Vision 2001-2004
AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
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SOURCES
AccentHealth Waiting Room Television Network >
www.axolotl.com (US) - Admirabledesign.com >
Joris > Webdesign à 45°
- AFP > Salon
automobile de Detroit La tendance est à l'ultraluxe > AFP (FR) - Alain Mc Kenna > La rebellion
des machines > Le devoir (CA) - Alain Mc Kenna
> Quand le passé se conjugue au futur > Le devoir
(CA) - Alain Mc Kenna > Sur les chapeaux de roue
> Le devoir (CA) - Alain Mc Kenna > Toyota 2004
Prius La bonne voie > Le devoir (CA) - Alexia
Guggemos > Avatartignolles > Jalouse (FR) altema.com > Report : Les mini-produits
envahissent notre quotidien - altema.com >Le
commerce de transit (France) - Anaïd Demir >
Juste un illusion > Jalouse (FR) - Anna Mori > le
toucher-cliquer > Technikart (FR) - Anne Marie
Fèvre > Jongerius , créatrice élue > Libération
(FR) - Anne Skare Nielsen and Henrik S.
Krietensen > Humanity Version 2.0 > The
Copenhagen Institute for Future Studies (DK) Anne Vidalei > Génération sandwich > L'express
(France) - Antonio Damasio > L'erreur de
Descartes, la raison des émotions > (Italy) - ATX
unveils first voice-activated vehicle owner's
manual> ATX Press Release (UK) - BASE Jump
FAQ - www.vertical-visions.com - Bernhard Ebel >
Why Americans Love to Buy German cars > The
Wall Street Journal Europe (UK) - Bruno Giussani
> Dial P for Pron > Time (UK) - Calvin Tomkins >
his body, himself > Matthew Barney>the
NewYorker (USA) - Catherine Francblin > Le
ludique > BAM (France) - Chantelle Fiddy >
Panjabi MC > Touch (UK) - Christian Sylt > You
can't kill the key board > Eurobusiness (UK) Citroen C air lounge > isd-up.com (FR) - Cynthia
McCracken > Understanding the female shopper 's
mystique > Retail Traffic (US) - Daniel Zimmer >
Kyoto Forum 2003 - Dany Stive > Armada , un
rêve qui flotte >L'humanité (France) - Dave Leggett
> Dave's blog > just-auto - David Cummings >
Beauty in the eye of the android > bbc news (UK) David Pescovitz> The six Technologies that will
Change the World > www.business2.com (USA).
© Style-Vision 2001-2004
Des filtres en cyprès pour les diesel > auto journal
(FR) - Digital Joy from BenQ > amerinfo.com Emma Parket Bowles > Upwardly mobile > Tatler
(UK) - En bolig Fristaden Chrsitiana > Design
Interior (DK) - Florence Marchal > L'architecture
sexuée Thèse (France) - Florence Michel>
Technologie douce Rowenta et Seb privilégient
l'esthétique et le goût > Intramuros (FR) - Florence
Trédez > L'éthique c'est chic > Elle (France) Francis Fukuyama > Our Posthuman Future (US) Gender Blenders > The Face > (UK) - Gitte Larsen
> New consumers and new communities > The
Copenhagen Institute for Future Studies (DK) Henrik S Krsitensen > The Situal is a large-scale
Consumer of (Good) stories > The Copenhagen
Institute for Future Studies (DK) - Isabella Tree Why kids need real adventure - Evening Standard J.R. May1& E. Slanger- The psychology of high
level sport : is it extreme?-University of Nevada
School of Medicine, - Jamie Sorcher >
Techknowledge > Premiere (UK) - Jean Michel
Normand > le tuning en quête de reconnaissance
> le monde (France) - Jean Pierre Bouchard >
Toyota spécialiste des hybrides > auto journal (FR)
- Jean Pierre Dufreigne > L'asie à la folie >
L'express (France) - Jean-François Codère L'économie des mondes virtuels n'a rien de
virtuelle- www2.canoe.com - just-style.com >
Mizuno develops stress-reducing swimwear Kevin Bermaister > Kazaa looks for salvation >
CNN (USA) - Lara Corner - Slow Slower - Viewpoint - Laura Leonelli > We Crumb-gatherers
> Flair (IT) - Laure Noualhat-Ecran de fumée pour
image à traverser- Libération - Le xelibri nouveau
arrive > isd-up.com (FR) - Les mains dans le
poches > isd-up.com (FR) - Les référentiels de la
HQE - www.batiactu.com - Lothar Baier > keine
Zeit (DE) - Lotte Malgren > Dress for success > Alt
(DK) - Mariette Beyeler > Femmes et Architecture
Thèse (Switzerland) - Martin Blom Hansen > I
sandhedens tjene> Berlingske (DK) - Matthew
Beecham files exclusively from the Tokyo Motor
Show > Just auto (UK).
AUTOMOTIVE, ELECTRONICS AND TECHNOLOGY TO 2006
Maureen Ryan > Meet , mob and move on >
Chicago tribune - Micaela Ceresa > The natural
side > Flair (I) -- Michaela Ernst > Auftritt seine
tuecken > Vogue Business (DE) - Monique
Gehler > Les nouveaux nomades > Vogue
(France) - Outdoor - Bidt af gyset - I Form (DK) Pare-chocs à géométrie variable > auto journal
(FR) - Paul Murphy > A job to dye for : it's back to
black > from Ashahi Shimbun (JP) - Peg Tyre
Daniel Mc Ginn > Alpha females are the new
breadwinners > Sunday Times (UK) - Philippe
Curval > L'invisible futur > Lire (France) - Philippe
Laguë > Superluxe, grandeur et décadence > Le
devoir (CA) - Philippe Trétaik- Des boutiques
comme des musées-Elle - Pierre Saurisse >
Turbulences visuelles > BAM (France) - Rahul
Jacob Interview of Yann Martel> Strife of Pi > FT
(UK) - Raphaël Pachiaudi > La réassurance
identitaire > www.admirabledesign.com (France)
- Report of the game "Toe Jam & Earl 3: Mission
to Earth" - www.xbox.com - Ritzau - Praestoe har
gode erfaringer med nye arbejdstider - Politiken
(DK) - Rudiger Vaas> Le racines de la peur >
Cerveau et Psycho (France) - Sébastien Lubrano
> Une montre pour gentleman hi-tech > Le figaro
(FR) - Software Defined Radio (SDR)
www.sdr.com (US) - Sophie Lovell > Mobile
Home > Wallpaper (UK) - Soren Steen Olsen UFO and PeSCI : the future 's two radically
different types of work - The copenhagen Institute
for Future Studies.
- Sylvain Courage >
Génération Matrix > Le nouvel Observateur
(France) - Sylvie Briet-Je bronze au colzaLiberation - The 25 principles of 'Baubiologie'IBN Institut fur Baubiologie & Oekologie - Valérie
Coroller >Les cinq sens - Interview Matalie
Crasset > (Magazine Air France) - Véronique
Houguet > La pilule Barbie > Elle (France) Victor Carro> Free Association > Flair (I) Violette Nustal-Eloge du mauvais goût- L'express
- William Fiennes - The Snow Geese - Zaki Laidi
> Le sacre du présent > Flammarion (FR).
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