Herman Konings (consumer psychologist and trendanalyst at Pocket Marketing/nXt) loves to lurk on different generational tribes sharing the same habitat. He explores the near future of commerce, mobility and hospitality based on a combination of new research data, insights and futurist concepts. 

The Progressive province

As more people in their fifties and sixties (who are recently or almost retired) move to the city, we see that people in their thirties and forties are heading in the opposite direction, towards the suburban and rural areas. The city is becoming too expensive, too busy, too cramped, too unsafe, too unclean and too noisy for them and their families.

The creative class of yesteryear moves to the province … Rural towns get an urban make-over. What impact does this have on external and internal clients (both consumers and employees)? How will consumer habits, the work-life balance, relationships in and around the household, and suchlike things change? But also: how is the integration in the ‘original’ society progressing? Won’t the urban mindset of older Millennials (young families with skilled dual earners) clash with the more traditional habits of the ‘aboriginals’?

Recently, consumers were classified in spreadsheets by their ability to approach or experience brands, products, services and experiences. This classification is changing profoundly: scientific insights and awe-inspiring technological changes have given consumers the tools to shape the world in an intuitive. The era of one size fits (n)one has arrived. We will look at this evolution thematically and will focus on the sectors of mobility, food, retail, health, leisure and hospitality/travel.

One size fits (n)one