How can brands anticipate and prepare for consumer change?

1. INTRO CHALLENGES BRANDS SECTORS
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PERMANENT REVOLUTION
PROFITING FROM CHANGE
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
William Higham
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
CEO, Next Big Thing
ABTA Travel Convention 10/10/12 1 of 13 Change is good

2. INTRO CHALLENGES BRANDS SECTORS
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OUR CLIENTS COME FROM ALL SECTORS: MEDIA TO MUSIC,
FINANCE TO FMCG, PUBLISHING TO PERSONAL TECHNOLOGY
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
ABTA Travel Convention 10/10/12 2 of 13 Change is good

3. INTRO CHALLENGES BRANDS SECTORS
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CHALLENGES FOR THIS CONFERENCE:
HOW TO PREDICT AND ENGAGE TOMORROW’S CONSUMER.
• How might the future look, and shape the travel industry of tomorrow? CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
• Where will industry’s future growth come from? Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
• What will the customer of tomorrow look like, and what matter to them? Islington, London EC1V 1NQ
• How to connect with customers to suit ever-evolving needs and demands?
• How to generate emotional response to drive engagement and retention?
ABTA Travel Convention 10/10/12 3 of 13 Change is good

4. INTRO CHALLENGES BRANDS SECTORS
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Nothing CONTACT US
endures
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
but change
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Heraclitus, c.500 BC
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5. INTRO CHALLENGES BRANDS SECTORS
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A SELECTION OF SUCCESSFUL INTERNATIONAL BRANDS.
BUT WHAT DO THEY ALL HAVE IN COMMON?
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
ABTA Travel Convention 10/10/12 5 of 13 Change is good

6. INTRO CHALLENGES BRANDS SECTORS
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SOME MORE SUCCESSFUL BRANDS.
BUT WHAT DO THESE ALL HAVE IN COMMON?
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
ABTA Travel Convention 10/10/12 6 of 13 Change is good

7. INTRO CHALLENGES BRANDS SECTORS
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Society
Technology
CONTACT US
Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
Economy
Islington, London EC1V 1NQ
Attitudes
Other industries
Behaviours
ABTA Travel Convention 10/10/12 7 of 13 Change is good

8. INTRO CHALLENGES BRANDS SECTORS
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TECHNOLOGY
• 45% of Internet users used mobile to connect to Internet in 2011 – ONS
• By 2014, more will connect to internet via mobiles than PCs - Morgan Stanley CONTACT US
• 51% [23m] mobile phone users have used m-commerce - IAB/IMRG/AIME Telephone: 020 3539 1398
Email: info@next-big-thing.net
• Predicted 17% rise in location-based service use by end of 2012 - TNS Twitter: @Nextbigthingco
LinkedIn: William Higham
• 300bn emails pd - Mashable; 50% knowledge worker’s day is managing info – Basex Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
• E-Guides, Play & Display, Non Friction, M-Commerce, Brand Aid …
ABTA Travel Convention 10/10/12 8 of 13 Change is good

9. INTRO CHALLENGES BRANDS SECTORS
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ECONOMICS
• 98% UK mums still search for discounts post-recession: 23% do so more – OnePoll
• 1 in 5 Britons follow brands or retailers for sale news – Price Waterhouse Cooper CONTACT US
• Number of Britons wanting to go back to learning is at 20-year high – NIACE Telephone: 020 3539 1398
Email: info@next-big-thing.net
• There was a 20% increase in business start-ups in 2011 – Creditsafe Twitter: @Nextbigthingco
LinkedIn: William Higham
• 1 in 5 Britons will spend more on something they believe will last longer – Mintel Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
• Variable Value, Purposive Travel, Voluntourism, Extreme Escape, Prodsumers …
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10. INTRO CHALLENGES BRANDS SECTORS
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SOCIETY
• UK now has twice as many single parents as co-habiting parents - ONS
• 46% of families with dependent children in 2011 have just one child - ONS CONTACT US
• UK will have the most multi-generation households ever by 2020 - Future Lab Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
• Only increase in sport participation between 2008-11 was among 35-54s - ONS LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
• Men now spend longer per day on grooming than women do - Travelodge Islington, London EC1V 1NQ
• Three times as many 20-34s live with their parents as live on their own – ONS
• Jigsaw Families, Beanpole Families, Young Old, Old Young, Gender Blending …
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11. INTRO CHALLENGES BRANDS SECTORS
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ATTITUDES
• 60% of Britons suffer from General Anxiety Disorder – Anxiety UK
• 42% Brits think 2 years+ before ‘feelgood factor’ back - Mintel CONTACT US
• 92% consumers globally trust earned media: up by 18% since 2007 - Mintel Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
• Just 53% of 10k biggest sites have ‘share’ buttons – BrightEdge LinkedIn: William Higham
Office: The Hub, 5 Torrens St,
• 50% Brits self-diagnose – Reuters; Nutraceuticals $200bn 2016 – BCC Islington, London EC1V 1NQ
• 47% Britons want to spend time away from the Internet – FutureLab
• Meaning Of Life, Communal Leisure, One Night Only, Self Health, Digital Detox …
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12. INTRO CHALLENGES BRANDS SECTORS
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HUNT DOWN CHANGE WHEREVER YOU CAN.
CHANGE OFFERS OPPORTUNITIES. CHANGE IS GOOD.
CONTACT US
Telephone: 020 3539 1398
Play & Display Brand Aid Email: info@next-big-thing.net
Twitter: @Nextbigthingco
LinkedIn: William Higham
Variable Value Purposive Travel Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
Jigsaw Families Young Old
Meaning Of Life Communal Leisure
One Night Only Digital Detox
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13. INTRO CHALLENGES BRANDS SECTORS
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Thank you
Next Big Thing is one of Britain’s most respected CONTACT US
trend & consumer strategy consultancies. Telephone: 020 3539 1398
Email: info@next-big-thing.net
Twitter: @Nextbigthingco
It was founded by consumer trends expert and LinkedIn: William Higham
author William Higham in 2002. Since then, we’ve Office: The Hub, 5 Torrens St,
Islington, London EC1V 1NQ
worked with diverse blue chip clients across a wide
range of sectors: BBC to HSBC to Universal.
Higham is one of Europe’s foremost trends experts
and a popular conference speaker and media
interview subject. He is also the author of The Next
Big Thing: Spotting & Forecasting Consumer Trends
for Profit (Kogan Page, 2009).
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