WPP-owned growth and business strategy consulting firm Kantar Futures is launching a programme focusing all its analytical efforts on the topic of ‘the future of consumption’.

Kantar Futures was created through the merger of the Henley Centre HeadlightVision and Yankelovich, and a later merger with youth research unit TRU. For the remainder of 2017 and 2018, all Kantar Futures work (including white papers, podcasts, videos, infographics and slide shows) will consider changes to the nature of consumers, how and what they consume and their relationships with the companies and brands that provide them with what they consume.

Topics to be explored in 2017 include:

  • New business models, not new products
  • Social not product innovation
  • Centennials not Millennials, and
  • Doing stuff, not owning stuff.

J. Walker Smith (pictured), Executive Chairman of Kantar Futures, comments: ‘The first age of consumption was an age of exploration and luxury for the few. The second was about machinery and the democratization of the marketplace. The third age will be post-industrial, high tech, decentralised, disintermediated – and mindful. It will be defined by the manifold challenges of capacity – consumers’ capacity to process myriad marketing messages, companies’ economic capacity and the planet’s capacity to provide resources, to name just a few’.

Originally posted MrWeb 17 May 2017