Trajectory Trends Breakfast 30.01.14 – The World in 2014

13th Jan, 2014

The Trajectory Trends Breakfast

The World in 2014: Exploring economic growth and its impacts

Thursday 30th January 2014 – 08.30 – 09.30
Happenstance, 1a Ludgate Hill, London EC4M 7AA

The first Trajectory Trends Breakfast of the year will go beyond the latest ‘trend of the year’ headlines or even the latest gadget launches at CES 2014 to explore the dynamics of the global economy in 2014. This year is expected to be a positive year for the global economy with growth forecast in all of the major economies and regions for the first time in a number of years.

Yet there are important questions to be addressed in terms of the relative impact of growth on consumers around the world. In the UK, for example, real incomes are not expected to start to pick up until the year end – and then to take up to five more years to recover to pre-recession levels.
This apparent decoupling of the relationship between economic growth and income growth for the majority raises significant questions of legitimacy for our current economic models and for the political establishment in many countries. This is reflected in the persistence of socio-economic themes such as youth unemployment, income inequality and economic migration in many markets and is directly related to the New Morality trend coined by Trajectory last year.

The situation is complicated further by the disruptive impacts of mega-trends as apparently diverse as climate change, urbanisation, demographic change and mobile connectivity.

A further layer of complexity for consumers in 2014 is the continuing impact of the Deregulation of Life and the associated privatisation of risk. This impact is such that we can talk about the Compromised Consumer – and the opportunity for brands to impact on individual, household and community well-being by positively addressing time-pressures, anxiety, complexity and other issues.

By contrast we introduce the concept of the Uncompromising Consumer in 2014. These individuals are blending long-term technology driven trends around consumer empowerment with the recent focus on value and price to create a perfect storm of expectations around immediacy, price, value, personalisation, narrative and brand.

The market polarisation implicit in the above analysis is an over-arching theme for 2014 with impacts across all business sectors and markets including consumer technologies and much more.

As ever we don’t claim to have all of the answers – and possibly not all of the questions – but we look forward to a lively debate following an initial presentation with a range of market data and research.

To book your place simply email Sarah Morris @ sarah@trajectorypartnership.com