Mark was introduced by Bernie Hawke (Dunedin Public Libraries Manager).
Understanding the times and trends
Demographic and psychographic changes
Showed book How to Survive the 80s
Mark enjoys reading the past books, to see if they are correct
The paperless office – by the late 1980s…
trends – but also timeless drivers that influence us – eg humans are tactile – still want the book
More predictions:
Thanks to telecommuting: parking problems will be a thing of history
Reality: humans continue to want to gather
Labour-saving devices mean that by year 2000 the workweek will contract – 3.5 day workweek!
Points out that we cannot just use one trend to predict the future
Generational segmentation in NZ population:
Builders 1925 age 61 – 82 14%
Boomers 1945 age 43 – 61 25%
Gen X 1965 age 28 – 42 21%
Gen Y – 1980 age 13-27 19%
Gen Z 1994 under 13 18%
Generational segmentation useful as descriptors of lifestage, interests, times that have shaped people
Cited the example of a 6 year-old, who when faced wiith putting bread into a toaster, asked “Do I put this in landscape or portrait?”
Children today being raised by older parents (median age 30)
Smaller families (0.9 siblings)
Living longer (life expectancy exceed 85)
1899 NZ brought in age pension (one of first countries in world) – life expectancy was 59 
(pension 65)
Aging society (median age will reach 40)
redefined roles: 2020 I in 4 women will be childfree
multiple careers; 5 careers and 20 employers in lifetime
If we look at the growth of the number of Elvis impersonators since his death in 1977, based on current projections, by 2050 80% of the world’s population will be Elvis impersonators
tradition –> innovation (ppl look forward more than they look back)
reputation –>; recommendation (social validation – not what the company says about itself but what last 10 customers have to say – peer review more important)
sit and listen –> try and see (hands on, multi-modal learing)
long-term needs –> short term wants
content –> process
authority –> authenticity
technical - IQ –> relational - EQ
Moore’s Law
We now produce more transistors per year than we produce grains of rice
Vinyl used to be dominant mthod of music storage 40 years ago
Cassette 20 years ago
CD 10 years ago
Now mp3.
What’s next?
Acceleration of change
labels apply across all generations as we are all living in this age
4 characteristics that personify gen y and z
post life stage
50 yrs ago we had clear makers of childhood, adulthood
In the 19th century people moved from childhood to adulthood
In the 20th century childhood –> teenagehood –> adulthood
In the 21st century childhood –> tweens –> teens –> kippers –> adulthood
Extended adolescence: kid-dults – kippers “kids in parents pockets eroding parents’ savings”
post structural
old structures dont apply in 21 c
work used to be “at work”
hyperlinks now in offline world as well as online world (3g phones and fancy barcodes for links to web)
postlinear
Maslow’s hierarchy (survival, security, social, self-esteem, self-actualisation) today – self-actualisation now v important
postrational
cognitive-emotive engagement
head and heart engagement
agree-ers - head
seekers - heart
embracers – enjoy experience and relate to it - how do we ensure that our clients have the experience that embracers enjoy?
hecklers – don’t get it
messages need to reach the emotive side – not just rational arguments
need to lead
cannot just follow
