Tomorrow People: Future Consumers and How to Read Them Today

GET TO KNOW YOUR FUTURE CUSTOMERS "The future is a profit stream waiting to happen, but it takes careful observation and anticipation to make it flow your way." Martin Raymond What would you give to see today what your customers will want tomorrow? To discover their needs, desires and chosen brands. Who will they be? How will they behave? And what will they want from your business? The future of consumer behaviour is a profit margin waiting to happen for those who read it correctly. But tomorrow's consumers want to be seen as people; not numbers, or markets to be segmented and targeted. How will your business and brand fit into their lives?  The Tomorrow People is a snapshot of tomorrow's consumers. The world they will inhabit, the lifestyles and values they will adopt and the ways they will shop. Sooner or later every brand has to interact with tomorrow’s people, so how do you equip yourself for such a world? As an individual, a brand, a corporation? By understanding the nature of trends, their dynamics or science, we can learn not only to see them, but also how to map them use them to generate products, brands and services for tomorrow's consumers. It's all about behaviour. It's not about dead data. In a provocative and insightful view of how emerging lifestyles and cultural changes are likely to impact on tomorrow's consumers, Martin Raymond alerts you to new consumer behaviour patterns and teaches you to read a market and be ready to deliver exactly what your customers want. This book will help you to read trends, interpret the discoveries that you make and plug them back into your business in a way that makes it more future-facing and customer-centric. Learn to do this and you can interact with your consumers rather than react to them. You can build a truly tactile brand. In a world where tomorrow’s answers no longer lie in yesterday's data, learn how to read people rather than reports. Read this book and get better at understanding your future customers; what they want and expect mapping, predicting and responding to market trends before your competitors connecting your brands with living people not dead data creating, developing and launching the new products, services and brands that will deliver future profits - sorting profit opportunities from potential profit failures "What Richard Pascale did in applying nature's living systems to business models, Martin Raymond does for the future of marketing and brand development.  This is the closest you will get to finding out who your customers will be tomorrow, what their aspirations and prejudices will be and how your business can provide the products and services that will capture their money."                                                                                      Director Magazine, Oct 2003 "Martin Raymond is something between scientist and a wizard: He decodes and translates tomorrow’s consumer attitudes with intelligence and wit. He uses his phenomenal cultural insight to challenge and inspire. This book will become a "must-read" for the brand architects of the future."                                   Susanne Tide-Frat

Martin Raymond is Editor of Viewpoint magazine (trend bible for the design and advertising industry) and co-founder of the The Future Laboratory, a leading futures consultancy. When not working with the Futures Lab or editing Viewpoint, Martin lectures at London College of Fashion and Central Saint Martin's College of Art. He also briefs advertising agencies on the next big cultural trends they should be plugging into, and writes for Bare, the Independent on Sunday and Blueprint. He is a regular conference speaker, and also contributes frequently to Radio 4 and Front Row, Radio 4's flagship arts programme.