The book presents 6 trends in consumption, 6 major companies and 60 photographs taken in 24 cities located on 5 continents which bear witness to the changes occurring in everyday life: a course plotted by Future Concept Lab, that involves a whole new vision of the global concept, providing a map of the advanced present and possible future in Europe: spontaneous innovation, everyday relationships, the quality of the land, the importance of taste and the body, conviviality and the relationship between the generations.
The macro socio-economic and political dynamics presented constitute the new platform of advanced thinking for company marketing efforts and the basis of the 6 trends in consumption analyzed: Convivial Shared Consumption; Arch-typical consumption, Transitive consumption and Transitional Products; Consumption of the Vital Memory, Occasional Consumption and DecontrActive Consumption.
The 6 company case histories constitute as many successful examples of applications involving the proposed trends in as many areas of everyday human life: Eckes in the culture of drinking; illycaffé in the realm of food habits; Nokia in the sphere of interpersonal communication; Swarovski in the world of luxury products, Wella in the domain of physical beauty; and Whirlpool in the area of domesticity.
European Asymmetries – The 6 trends of consumption that are shaping the New Europe
Publisher: Libri Scheiwiller (November 2002)
Language: English, Italian