Outdoor and Glamping in the future. Jesper Bo Jensen, ph.d., futurist Fremforsk, Centre for Future Studies, Aarhus, Denmark

Transcription

1 Outdoor and Glamping in the future Jesper Bo Jensen, ph.d., futurist Fremforsk, Centre for Future Studies, Aarhus, Denmark

2 Cities in the future The interweaved city a mixture of functions The company without office space The new nomads travelling from oasis to oasis The work day and leisure day as a long fractal route

3 The world economy will continue to grow

4 The new scarce good: The new luxury (Hans Magnus Enzensberger, Essay) Time: Decoupling, disconnection, having time for yourself Attention A luxury to be free of mass media, internet and cell phones Full attention to somebody present Space and room Goodbye to monkey-class, traffic jam on freeways, simplifying your life, back to nature Peace and quietness Nature and a sense of cleaness: Clean air, clean water, food without poison Safety Camping as a luxury?

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7 More leisure time = more satisfied with time use

8 Health a global trend Becoming richer and richer Our body in a runaway world the new consumption platform Health as an important issue at many agendas Family: Food diet, exercise, lifestyle optimizing your health Public services first class improvements wanted Leisure time how you use you spare time? Disconnecting, recharging, relaxing and doing what you really like to do - outdoor

9 The new consumers dual worlds High quality at low price Unique or very special items A B

10 Situational consumption

11 Conspicuous Consumption Consuming in order to show others what kind of person you are Originate from Torstein Veblen The theory of the leisure Class At that time the upper class today in our part of the world most people with even a moderate income We what to do something fancy in our leisure time

12 How are we changing our consumption patterns Small cheap discount cars affordable to everybody Airbnb, campers, cheap hotels, couch surfing Fast Food, Eat-all-youcan buffets Cheap and plenty Great cars, show off cars and more than one per person Designer hotels, ice hotels, rent an island, Glamping Gourmet bistro, gourmet outdoor Conspicuous leisure

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14 What is Glamping? Glamourous camping Mange things, but it all comes down to be outdoor and have at glamourous place to stay Big tents with luxury and fine foods preferable prepared outdoor Event camping with glamour special occasions, wedding-days, birthdays, special vacation or just something new The hole setting is a part of the experience

15 Nordic as a trend Nordic Film Noir Cuisine Nordic Noma and others stars Clean products, nature, back to where we came from Clean food, fish, produces etc. Great beaches, wind surfing at Cold Hawaii Clean energy, wind turbines Friendly and safe

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18 Consumer tendencies The green and sustainable taken for granted Nature is the new green City gardening and home grown food Greed was not so good anymore.but now we see a new beginning Escape let me get out of here Disconnected leave the digital world behind at pack for the wilderness As high as possible A triathlon passing the inlands ice in Greenland, climbing Mount most difficult Back to nature stone age food, hunting with bow and arrow

19 Back to Nature etc..

20 Please bring me home for supper! Do not make it too wild I want comfort and good times A place to sleep in a nice bed A great meal and hopefully a sip of.. Some interesting folks to talk to And an overall pleasant and great weekend, week, month or afternoon Convenient luxury

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24 Six Generations Baby Boomers Post war generation educational boom Reinventing every phase of life Rock, beat, soul Tech: The pill and rock&roll Born Generation Y The smallest gen. Fun shoppers, great social skills, Myself inc., situational consumption managing many choices , PC, cell-phone Generation Jones Recently discovered Large generation Design, ethics, idea Against divorce, pro family tech: Stereo set Born Generation Z Between war gen., Project & trophy kids Be famous, groups based Digital natives Born Generation X The so-what generation Small after the pill Selfcenteret, extrovert Personal succes, Video, workaholics, love brands Born New Millenium After 9-11 generation Cultural homogenization EU as native soil Wi Fi (Wireless internet) Født

25 Babyboomers born The huge post war generation in the western world This generation is much better educated and has much more money & wealth compared to earlier generations Digital immigrant the technologies that they are familiar with is the pill, the television and the telephone Work life They like collective system (Europeans) that ensure that everybody is treated equally Already know camping as that were where they started out in the 1950 th and 1960 th Glamping fits with high expectation in the senior phase of life

26 Born More conscious and cynical consumers and employees Design, ethics, idea Anti - divorce, like family values, society is important Rebuilding the family and the family house Interrail- generation Status, position and money A successful life is family, career and leisure all together a balanced life Glamping as a social statement how to have a good time, spend money and still be outdoor

27 Generations X born The first generation after the pill kids their parents really wanted The individual way and self-centered generation Brand enthusiasts Workaholics personal succes and status Results and salary Flexibility Check in to glamping with fancy cars and dresses outdoor Glamping as a lifestyle and a statement

28 Generation Y & Z Social shoppers shopping for fun Inhabitant of the internet and internet shopping malls: The digital natives Can t remember a life without a laptop and a smart-phone Let s find the best price of a product world wide Without the cell-phone I feel naked Social networking is a must in life Personal recognition for what I say or do What s in it for me! Personal style over Brands Loves to create their own products, music, way of doing things

29 Why Gen Y is unhappy

30 Generation Y ( ) The first online and Google it!..information, shopping, chatting, uploads of pics and videos The digital natives Personal recognition for what I say or do Back to nature do something good Likes to travel with their friend being among peers Glamping as a friends doing something special together

31 Generation Z Socialization: Kindergartens Social networking is a must in life Among Peers Personal recognition for what I say or do Building a school in Africa, teaching english in Nepal helping create recycling in the big cities Nature, plants, wood, the new natural in focus Glamping as prolonging of the youth groups they love to be in know camping from music festivals and travelling

32 Born digital Generation Z

33 Jesper Bo Jensen Fremforsk Montanagade 29E 8000 Århus C E jbj@fremforsk.dk T M