11. Mobility
More time spent for transportation during work and private life
Rising wish for individual mobility services that are publicly available
Growing number of people relocating more often and farther away
Rising number of migration flows
12. Urbanization
Increasing number of people living in urban areas
Decreasing average household size
Greater anonymization of society and need for new social safety nets
More agricultural usage in urban areas of developing countries
13. New Social Structures
Merging of real and virtual relationships and lifestyles
More people connect in online communities of shared interests
Personal relationships and communities change more frequently
People have fewer close friends and more acquaintances/loose contacts
14. Social Responsibility
Stronger request for corporations to fulfill obligations of society
More importance on showing social/environmental impact (CSR reports)
Increasing desire for fair-trade products
Increasing image impact of good-cause initiatives for firms
15. Burden of Aging
Aging of society and labor force in developed countries
Growing cost pressure on public health sector
Increasing willingness of healthy and consuming elderly to spend
Increasing need for firms to cover aging-induced costs of society
16. New Working
Increasing workload leads to growing convenience shopping
Increasing flexibility of business resources such as labor and IT
Increasing demand for job hopping and shorter employment cycles
Growing decentralization of firms into networks of autonomous units
17. Scarcity of Talent
Increasing requirements for new skills that employees need for working
Scarcity of skilled labor in developed countries
Greater need to build international workforce
Rising number of highly educated employees in developing countries
18. Female Shift
Increasing influence of women on family consumption decisions
Increasing number of women working
Increasing number of highly educated women in workforce
Growing demand for work-and-family programs
19. Personalization
Increasing demand for personalized product and service offerings
Decreasing willingness to accept concessions in product choice
Growing demand for personally influenced items (crowd sourcing)
Growing desire for unique products
20. Entertainment Society
Increasing demand for entertaining and unconventional points-of-sale
Growing importance of experience as added value to products
Growing number of people playing games online