From CommuniTeens to Greyhoppers:
The Social Change and the New Target Groups
The megatrend individualization, powered by the internet and an erosion of the traditional moral institutions, shapes the society of tomorrow. With the increase in life options and the number of choices unusual and experimental lifestyles gain ground: "Network-families", which integrate neighbors, colleagues or therapists in their family life; Couples, which are happy not to have sex in their relationship; Old aged people, who do a restart in their life ñ going to school again, remarry, found a company in their 80s. The biography is replaced by a multigraphy. The un-normal becomes the normal. It is the long tail of society (cp. "Chris Anderson - The long tail") that characterizes the lifestyles of tomorrow. For the individual this development means an ongoing liberation. For the marketers it means a disaster, because the old characterizations of target groups - determined by income, education and age - become irrelevant.
What can marketers do about this situation? What patterns of behavior may unite the diverse cosmos of individualistic lifestyles? The speech gives an answer to these questions by presenting a new typology of lifestyle groups and showing unifying elements in separating behaviors. The content is based on a current study of Zukunftsinstitut, called Lifestyles 2020, published in June 2007.
Andreas Steinle is a partner and managing director of Zukunftsinstitut GmbH in Kelkheim/Frankfurt, a consultancy with focus on strategic forecasting, innovation management and scenario planning. The recognized expert in the field of communications is also director of the companies Future Academy, a further education for marketing professionals in trend research. Andreas Steinle is speaker at international conferences and columnist for manager magazine online, a business magazine belonging to the ëDer Spiegelí publishing house.
Before he joined Zukunftsinstitut, Andreas Steinle was managing director of Trendb¸ro GmbH in Hamburg. He is author of various studies and books covering societal and marketing trends such as ëHyper Consuming 2010í (Zukunftsinstitut 2005), ëSofortvertrauen: Die neue Moral der Netzwerkkinderí ("Instant Trust: The New Morals of the Network Generation"), Piper Verlag 2002. Before he started his professional career he studied communications at the Hochschule der Kuenste (University of Arts) in Berlin and at the University of British Columbia in Vancouver.