Why
thanks for the nice ones
now
for the first time in German version mega
Trends demography is one of the
main megatrends in the next
years megatrends we work
actually everything we do everytime
People can say to us we have to
start talking about megatrends
and megatrends in the most important
change accelerator into the
next 30 to 50 years everywhere
so important are our lives of
get up over the way to work up
to our investments, in fact
will affect and demographics
demographics changed in the next
years everything and demography is one
the central megatrends of the most important
Next year, let’s take a look
that’s 15 megatrends and demographics
is actually there in the middle
Of course, there are so many
There is a lot of communication between these
single megatrends but I would like
Today demographics talk about it
a lot of things in the next few years
will do and if we find out
want to give it over what actually
a new change happens there
is demographically very much in the center
What we will experience in the next few years
not only in Western Europe
not only in North America but also in Asia
everywhere we live is that
we from this three-phase biography
Logic that our grandparents lived
to have
which we in the sixth in the 60s
lived in the 70s still in
the 80s that we got out of this
three-phase biography logic all
sooner or earlier or later out
The going was going to be that we
childhood and youth have experienced there
not yet aware of lifestyles
but then speak between 23 18 and 60
we all actually have at least in
the western world in these acquisitions
Family lived means we had
a job
that means we are in a family
lived there at that time was in Germany came
someday other divorce
legislations there was more divorce
we have
usually a training done
have worked in a profession and it
There were relatively few unemployed in the country
70s and 80s so we
actually in this phase in
twentieth century relatively stable
could live biographies and that
actually marketing relatively
wanted standardized respond
what could be 80 percent of the people in
this phase between 18 and 60
actually wanted and wanted
we were over 60 then it was like that
said we are slowly leaving ours
memorize or postpone the acquisition phase
after that, we still have 10 15 healthy ones
but then we have to have
actually make it clear that we have that
our life is finally and
prepare us, as it were, for that
everything will go a bit slower and we will
go out of this three-phase logic and
We remember that for several years
beautiful
it is not all actually
consciously , but go out of this
Three-phase logic out and go in the
into a new world, so to speak
very strongly with demographic change too
do the production phase at german
women in their mid-70s so that
average age among women middle of
1970s at firstborn lay between
24 and 25 years today
average age of the German vw
firstborn who knows who valued was 36
would be a disaster
even worse than in japan because if you
even older than the Japanese 9:30 and we
or on the way that it turns 29
but that it is demographic change
that actually means that we have a lot
will be given to children later and we
make the reasons of certain
out so we go from this
three-phase biography logic there is am
at the beginning everything is pretty much the same
Let’s go six weeks and logic
suddenly a lot more happens and we
notice that we are different phases
experience and this first phase you
see is this phase of the post
adolescence means people between
20 and 30 years rob between 20 and 30 years
30
I do not think so
may experience because always when I’m so with
boards and so on
company speech is it so that then
always one on show or 2
we have democratic change and
one looks with 30 in the boards
or in the management positions of a
showing an excited red head
you ask me questions
So I do not do that today
when we notice demographics and
Demographic change is aging
so the society starts
actually not just at the end
we have to pay attention to it but before
front and post adolescence means in the
at the moment, 40% of us
people between 20 and 29 or 30 so
the majority here in the courtroom versa
at least once again to the parent house
back can also say that is
boomerang kids who can back again
If I’m that I’m from the late 80s
studied if I had done that
would me before how the defeat
come so the boy did study
and then somehow he sees the economy
is not so good that one has not so
I worked properly with the relationship
go back and go
so to speak with my parents
a relatively strategic alliance
that I somehow open it again
would have been a catastrophe for me
Today it is normal today
actually not only in the usa
but we notice in all modern ones
Countries everywhere where modern
States are also created in
argentina the price everywhere
have looked everywhere it is
actually so that people later
go out of the parents’ house and
at least once more actually
go back there and we have to
So we have to go to it
assume demographic change
causes people today
between 20 and 30 are completely different
needs have as the people the
20 or 30 years ago or 40 years ago
between 20 and 30 were
and that’s exactly how it is in the rush hour
life’s rushhour of life is called
So we had what these people did
between 20 and 30 above all things
Actually, they are actually trying
permanent
postponing adult life
Growing up as a moratorium I have
for still time we live in the multi
Option companies I can do that
Wait a bit longer then 30
We suddenly realize, but now it has to be
let’s go we are 30 and we want that
most money make a great job
have good dad his brother lover
good boss to do the most amazing projects
even now, it actually has to
flaps and men have that in the
also have the twentieth century
that can always do so then have
until 60 so their self-realization
but it can be done today
so that women too in this phase
want to experience family happiness most
want to earn money great projects
want to do self-realization and
and so on
and that leads us to that
all so between 30 and 55 so close to
The edges of the nervous breakdown are because
just a lot of things suddenly
has to happen and should work
and we have a relative for that
limited time are available
only 25 years and that’s why we run in
this phase so hectic around and the
people who are between 30 and 55 today
need completely different products
have completely different wishes than that
People who were 30 years ago in this
age was
and when she comes back soon
to assemble your employees or
have new customers in front of you
that’s the demographic change
means we all get older at all
continents of this world feel us
but younger trend researchers call
the down- aging there is only survey in
Germany
which has revealed that the German if
they are asked average
for 10 to 15 years younger than
they are actually
[Music]
that is quite a while ago someone came
after I told that to it
I would like to say thank you very much
I’m great and I have mine right now
called woman and told her she
we do not even celebrate on the weekend
fiftieth birthday but mine
fortieth I feel so supposedly
so young and so I ‘m so
completely different needs than that
earlier was the case
and then he went a step further
and go in the time between 55
and 80 and there we find that it
a completely new life phase to us
presented by demographic convertible
but we do not know that
right how we should handle it
between 55 and 80 starts, so to speak
again led a new life and
we do not know at all
or we did not learn as we did
want to deal with it as we do with it
to handle
and we need help again
orientation and who today as products
Manufacturer as manufacturer of
services is sent
that these people are between 55 and 80
highly interesting because they are
part bridge so beautiful says so
h relatively large amount of time and involving
if you are not with the problems
have to deal of altersarmut
Ten to 15 in Germany need that
they really have that part
rizvanovic and can actually her
enjoy life
These are actually the new premium
Consumers and so we go in too
a new world in the next few years
where we live different jobs
have the job phase the wishes
which I as a post adolescent or
Emerging he was considered a boomerang kit
the wishes that I have there are
completely not according to the
But then ten years later I have
In fact, it is important that we completely
strong in different phases of life
to live in the next few years and
we will not only be in
different phases of work
but we will be ours too
Family life accordingly in the
organize differently next years
Actually it’s the same as it is here
We also see more and more notice
that actual age and felt
older people are always falling apart
the old the very old consume her
old in the reason even more so the say
I turned 70 but for myself
like 58 has nothing to do with dementia
it’s simply because they actually do that
Feeling they are also healthier
and still have some healthy years in
the next years
themselves
from this we have from the committee for the
lifestyle matrix can be developed
they are still looking at us
many different lifestyles
identify types from this one
Logical but important is that one
think again
between 20 and 30 and they can
Demographic change not easy
It will break between 20 and 30 too
in the next ten to 20 years
in fact, be that these people
just just later from the parent house
go out we do not just have that
for us or usa looked at us
but also for other countries malta
is the beautiful island i would too
do not like to go down
if I did not have 94 percent
the people between 18 and 24 go
in fact, they still actually stay
or are still at home in Italy 87
percent are still alive at the
Parents mum cooks well and there
Italian one thinks very much
Long married and when he goes out
in Germany it is exactly the same 77
percent austria 76 switzerland 75 that is
that too means demographic change
not only walls when it comes to
demographic change as a mega trend
goes after the old look but
actually look ahead there as well
because very much in the
next year happens and we notice
they too always come back then
not only boys then crawl like that
but it is also on women
return
2007 18 5 million demel r nils in the
usa were still in the parent house 2012 21.6
partly with the economic crisis of 2007
But 2008 is not
The real reason is the reason
demographic change and we can
that does not change we have in
modern states our children we
have made it so clear that
we’re grown up between 20 and 30
may postpone
and if so, what can we do
here too
You can tell my lectures if I am
tell that to my older one
People sitting together then often fall like that
Stones from the heart because of the people
But then not only my skin
back home but it is too
others like that as well
case is near and that is that
develop mega trend you can
not so easy break unmarried
stay much more common among the
Parents , of course, we are also alive
in a world of multiple threats
that too leads to that one rather then
it is actually a bit defensive
there are also eastern Germany
even more 54 percent of the parents
Life
with a shower but the decline is
clearly very important here as well
In the next few years we will too
see that more and more people are in
multigenerational house will last as well
These merching will be considered at the beginning
they look more and more in the
multigenerational house keep foot again
and organize themselves there
First, we will do more
generations have families because the
old or the older sure younger
actually feel as they are and
they just ask themselves what they are in the old age
my sense of expectation in the next
years and they will be there too
insist that I care about my children
Take care of them in the rush hour of life
are and have little time for me
but also to take care of my grandchildren
who have very strong needs and
the parents but often not the time and
That’s why there are always offers
more often from tourism operators oper
child grandchild grandchildren holiday and we will
See also this artwork is not only
but related to europe
North America We will see that we are in
the next years more and more
Families experience themselves in the
organize multigenerational house organize
want to be the real reason for this
Of course we all know
we do not know what we are at the pension
we do not know if our
health system in the next 20
years and even that holds
is a reason to say then pull
I’m referring to my family on mine
back home and try so
Have a good time in the next few years
so the merchinger did and the
really old then will actually be in
Families are forging a stronger life together
and there we have to go
focus
we have also the
family ministry in germany
presented
they always have the new one years ago
Man the new man with diaper
volontariat and so on and so forth
proclaimed that’s all pretty
but we actually said that
rather care about this
new family forms in the next
actually become important
For many people, family means today
So today family wants where i am
Unquestioned to the fridge, so to speak
can go and that’s a relative too
pragmatic it understanding of for
but it leads us to be and we
become these new family forms
This is a trend that needs updating
we are actually in the
we’ll adjust what we do next year
have attempted to declare a new man
It was a bit like that, too
pathetic so the family minister
said the new man is there I have
seen him and you can recognize and
So the sociologist has the men
then always so the question
replied you want more time with
his children spend years so
if they interview me and I know
exactly what interview answered politically
correct and yes I want to spend more time with
has to spend my children ulrich
Beck the sociologist said to the
German men are verbal
open-minded at the same time
behavioral stingers like to talk
like to talk about change
But you really want this one
demographic change I give them
just introduced
that’s very, very typical
example of how to border
exceeds the limits in the
the next years will blur the
people today beyond the 55 are the
they can not if we are the same
Products reach as they did before
have made twenty years because the
have experienced demographic change and
have completely different needs and
these families we talk about
also have completely different needs
that’s what family life will be like
Twenty-first century colorful
irritating boundaries are postponed
we will see that also the soccer
moms who work half-time for their children
then your children go to the sport there
someday have car manufacturers
aha said they do not buy at all
more so ours because yes because of this
life model not really
more interested in how to experience something like that
turmeric banana more and more people say
Mobility has mobility for us
do not characterize this status like that
Once upon a time that was not just saying
meanwhile, young people are also saying that
older ones, too, we become very strong
new lifestyles in the next few years
experience and also these women between
55 and 80 for the first time at least in
the western world in fact
own income own education
stands with both legs on the ground
and we found that statistical
Federal Office explains us
divorce rates among women
people beyond 55 are in the last
years have increased significantly
Why is that because that is because the
Women, so to speak, go their own way
these women in demographic change
think very carefully whether they are the
next 25 healthy years with the
types back in the jogging suit on the
spend a couch or if you want to
want to do something different so this
more flexible and they actually want it
the next years until the 80’s
but these women actively designed that
you see, too, are very interesting
become bigger and bigger as a target group
but they are from advertising me
understood so in the next few years
Please also after these women beyond
The 55 are looking at the number of late
divorced now I habs to mention
is increasing and these are ours
big joy
We started with those too
Research therefore have looked
correspondents in the usa place the order
given who looks the most
Money in the USA for surfboards
also outdated classic youth sports
Cult marketing makes you there and immediately
one always thinks as a marketing human and
we have found the most money
for surfboards in the usa do not give
which give the cray victims but it
the men are over 40 because they are
But they feel like 30 too
you see a lot of fun here with the hammer
there are people beyond that
I do not care when I’m sixty days old
officially retire
i still feel so young i feel
I still want to get fit. I want something
do something completely different
look at the numbers of the berlin
marathons on finisher men beyond
the sixty the numbers are always going
further up this is demographic
change and demographic change r
attacks because a megatrend is the whole
world takes on all ages and
That’s why we have to come along too
democratic change in the next
years of intensive employment for us
that’s easy and that’s it
I also give them my message
I do not want to give stage is not
on the classic age groups about it
there are no clues where more
people are currently staying in
which phases of your life you spend
Life-time marketing will be the future
if i have divorced berger i have
from one day to the next, completely different
needs of human life stages
understand and not so directly and and
just look at the age
That’s the trend in the next one
years in the field
Marketing becomes important and will be in
the next years but also completely
strong our world and not just ours
actually change the consumer world
Many Thanks
[Applause]
”
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