“Vergessen Sie Trends! – Forget about trends”, was a rather bold welcome greeting by one of the most renowned future research professionals from Germany supposedly talking to us about … TRENDS & “Future Living”!
Here’s to Matthias Horx, who we had the pleasure of listening to during an engaging conversation in front of the Wirtschaftskammer Niederösterreich audience in St. Pölten, Lower Austria last Monday, February 13, 2012.
And I must say this: I was rather surprised, and often amused, by learning what interesting peer groups we had in society. Or have you heard of “helicopter mums”, “Latte Macchiato families” and “Super Grannies” recently? ;)
MEGA-Trends: Ubiquitous, Resilient, Slow
What are the Mega Trends of present-day society?
“Womanomics” for example, is used to describe how the (economic) power in advanced societies is gradually shifting towards women. And not only in terms of employment and attaining high-level positions, but also in terms of influencing consumer behaviour and household expenditure! Here’s to us, (young) influential women in society: Wohoo!
Another mega-trend Matthias Horx described in his one hour exposé was that of HealthStyle, or the rather amusing term of moving towards “compressed morbidity”! The goal, he argued, could not be to live a 100 years, but to live a 100 years and only be sick/age-restrained in the last three of those 100 years!
Wishful thinking? Well, then try looking at things from a Possibilist’s point of view: You yourself are responsible for creating your own reality and fill your mind and action with a positive attitude and happy feelings, above all. The trend, especially concerning health, can only be achieved through a long-lasting combination of Hi-Tech & a change in attitude/behaviour.
“Nächstenliebe ist eine Konstante!”
… good news for those among you with gloomy prospects about the future: Charity & grace are set to win! yay
“We don’t need half of what we own”, or de-materialisation of possessions, is another big trend predicted for the future. To become specialised in what you do is another: The Internet allows people either to browse (and find!) the needle in the haystack, or to find constant copies of what is already out there in some way or another. So the key is to be specialised; and we will hopefully be doing exactly that by continuing to promote creative tourism as a new form of cultural tourism in the travel world of today.
Last but not least, I would like to introduce you to my favourite peer groups that I learned about during this evening lecture with Mr Horx! Where do you see yourself belong?
- Communiteens: Teenagers defining themselves via communities all over the world: Facebook, Sailing, Volunteering, etc.
- Flexible Independents: Young student population, people working in their mid 20s
- Young Globalists: Globetrotters, open-minded people in their 20s to 30s
- “Latte Macchiato Families”: young urban families conserving their lifestyle (of meeting & hanging out in bars/cafés) once they have kids
- “VIBs”: Very Important Baby Families!
- Super Daddies: careful fathers actively participating in the life of their children/families
- Tiger Ladies: powerful, influential women in their fifties
- “Silverpreneurs”: mature entrepreneurs with time, experience (and money) at their hands, often in consulting and/or project work
- Super Grannies: busy ladies offering a wealth of time and activities to their grandchildren