BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS. Spreker: Aljan de Boer Moderator: Mascha Buiting

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1 BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS Spreker: Aljan de Boer Moderator: Mascha Buiting

2 2 WIE ZIJN WIJ? Vragen of support over dit webinar: +31 (0)

3 3 SPELREGELS Duur: uur Vragen: stel ze via de chat-functie Doe mee! Samen maken we dit webinar Opname: komt na afloop beschikbaar Enquête: ontvang je direct na afloop; vul deze ajb in! Vragen of support over dit webinar: +31 (0)

4 BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS

5 Aljan de Boer Brand Strategist GREAT TREND! AND NOW WHAT?

6 Great trend! Now what?

7 MACRO TRENDS SOCIOCULTURAL TRENDS Changing needs and behavior of people. PRODUCT / MARKET TRENDS

8 OUR SOCIOCULTURAL TRENDS Changing needs and behavior of people. GENDER TRENDS GENERATION TRENDS SOCIETAL TRENDS SOCIETAL TRENDS WOMEN BABY BOOMERS age GENERATION X age COMPLEX WORLD VISUAL CULTURE MEN MILLENNIALS age DIGITAL TEENS age CONNECTED SOCIETY QUEST FOR HAPPINESS

9

10 Utrecht University

11 There are so many trends, I can hardly keep up.

12 CREATE CONTEXT!

13 WEBINAR FONDSENWERVING BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS WOMEN COMPLEX WORLD GENERATION X MILLENNIALS age age 21-36

14 WEBINAR FONDSENWERVING BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS WOMEN COMPLEX WORLD GENERATION X MILLENNIALS age age 21-36

15 COMPLEX WORLD GENDER TREND

16 COMPLEX WORLD - DRIVERS OVERVLOED

17 UNCERTAIN ABUNDANCE COMPLEX WORLD TIMES - DRIVERS -- DRIVERS

18 COMPLEX WORLD - DRIVERS

19 Consumers are confused, because there are Too many products Too many stores Too much marketing COMPLEX WORLD - DRIVERS

20 CONFUSED? KEEP IT SIMPLE!

21 APPLE MEN Apple embraces simplicity as its one of their main core values.

22 UNILEVER MEN Unilever plans to cut down their SKU s.

23 ALS Simple and straightforward communication to fight amyotrophic lateral sclerosis (ALS)

24 GREENPEACE Simple and straightforward communication of Greenpeace.

25 COMPLEX WORLD - DRIVERS ONZEKERHEID

26 Welcome to the information age newspapers a day! COMPLEX WORLD - DRIVERS

27 COMPLEX WORLD - DRIVERS

28 UNCERTAIN COMPLEX WORLD TIMES -- DRIVERS

29 COMPLEX WORLD - DRIVERS

30 So consumers feel that we have: Too much information A lot of bad news Too many societal challenges

31 LACK OF TRUST? BE TRUSTWORTHY authentic - transparent - local - personal

32 AIDS FUNDS First World Problem Pills are 100% placebo and 100% of the profit goes to Aids Fonds aim to provide HIV medication to people who can t afford it. Medication for medication that is.

33 hode Island Community Food Bank Launching a food brand called nothing to collect money for people without food on their plates.

34 TONY S CHOCOLONELY COMPLEX WORLD - LACK OF TRUST Tony s Chocolonely aims to develop 100% slave-free chocolate.

35 TOMS MEN Brand TOMS One for One philosophy shows they care: for every pair of shoe or glasses sold, one is given to a child in need.

36 Goede doelen gaan het in de toekomst verliezen van commerciële partijen als Tony s Chocolonely en TOM s Shoes. EENS ONEENS

37 Wat is je grootste doelgroep? A - Babyboomers (56-76) B - Generatie X (36-56) C- Millennials (21-36)

38 WEBINAR FONDSENWERVING BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS WOMEN COMPLEX WORLD GENERATION X MILLENNIALS age age 21-36

39 GEN X YEAR OLDS

40 FORMATIVE YEARS YEARS

41 Generation X has it worse than Babyboomers and Millennials. STRESSED GEN-X - STRESSED

42 Generation X has it worse than Babyboomers and Millennials. GEN-X - STRESSED

43 GEN-X - STRESSED

44 GEN X ARE STRESSED HELP THEM TO DE-STRESS

45 HELLO FRESH Delivery of healthy products for 5 prepared meals including the five recipes.

46 OSTRICH PILLOW Ostrich pillow makes pillows to cope with our busy lifestyles and helps to de-stress.

47 WWF Just turn you donorship on and off at WWF.

48 SKEPTICAL

49 GEN-X - SKEPTICAL

50 GEN-X - SKEPTICAL

51 GEN X ARE SKEPTICAL BE PRAGMATIC

52 UNICEF Campaign by charity Unicef, explaining that likes don t save lives. COMPLEX WORLD - LACK OF TRUST

53 KWF One of the most successful events of the year.

54 WEBINAR FONDSENWERVING BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS WOMEN COMPLEX WORLD GENERATION X MILLENNIALS age age 21-36

55 Wat is je grootste doelgroep? Resultaten poll

56 MILLENNIALS years old 1. Groot (3 miljoen) 2. Vermogend 3. Invloedrijk GENDER TREND

57 MILLENNIALS years old INTERACTIVE ME-CENTRIC CONSCIOUS POSTIIVE REALISTS SMART VISUAL GENDER TREND

58 CONNECTED GENERATION SOCIETY TREND - MILLENNIALS - INTERACTIVE

59 SOCIETAL CONNECTED GENERATION TREND SOCIETY TREND - CONNECTED - MILLENNIALS - INTERACTIVE SOCIETY

60 MILLENNIALS SOCIETAL CONNECTED GENERATION TREND SOCIETY - TREND INTERACTIVE - CONNECTED - MILLENNIALS - INTERACTIVE SOCIETY

61 MILLENNIALS SOCIETAL CONNECTED GENERATION TREND SOCIETY - TREND CONNECTORS - CONNECTED - MILLENNIALS - INTERACTIVE SOCIETY

62 Do Millennials ever put down their phones? MILLENNIALS CONNECTED SOCIETAL GENERATION TREND SOCIETY - TREND CONNECTORS - CONNECTED - MILLENNIALS - INTERACTIVE SOCIETY

63 MILLENNIALS CONNECTED SOCIETAL GENERATION TREND SOCIETY - TREND INTERACTIVE CONNECTORS - - MILLENNIALS - UNCONNECTED INTERACTIVE SOCIETY

64 MILLENNIALS CONNECTED SOCIETAL GENERATION TREND SOCIETY - TREND INTERACTIVE CONNECTORS - CONNECTED - MILLENNIALS - INTERACTIVE SOCIETY

65 % van millennials dat vergroeid is met de smartphone? A - Meer dan 75% B - Minder dan 75%

66 GENERATION TREND - MILLENNIALS

67 MILLENNIALS ARE ADDICTED TO INTERACTIVITY 87% smartphone never leaves my side, night or da

68 MILLENNIALS ARE ADDICTED TO INTERACTIVITY OFFER AN INTERACTIVE EXPERIENCE, ALSO OFFLINE

69 DOCTORS OF THE WORLD Doctors of the World, a US non-profit organisation fighting Ebola, turned a Halloween costume into a donation device. Within a week it had raised enough funds to equip more than 4,600 doctors.

70 OXFAM NOVIB MEN Oxfam Novib encourages Millennials to take action against big brands.

71 IMMIGRANT COUNCIL MEN Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.

72 IMMIGRANT UNICEF COUNCIL MEN OMSCHRIJVING Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.

73 IMMIGRANT UNICEF COUNCIL MEN OMSCHRIJVING Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.

74 IMMIGRANT UNICEF COUNCIL MEN OMSCHRIJVING Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.

75 WEBINAR FONDSENWERVING BEGRIJP JE DOELGROEP BETER DOOR KENNIS OVER TRENDS WOMEN COMPLEX WORLD GENERATION X MILLENNIALS age age 21-36

76 76 TOT SLOT Wil je meedenken of ook een webinar verzorgen? Laat het ons weten! Ga naar We zijn benieuwd wat je ervan vond. Vul je de enquête in straks? Dank je wel! Vragen of support over dit webinar: +31 (0)

77 ER STAAN NOG MEER WEBINARS OP HET PROGRAMMA

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