Delphi 2017 –Ten Years Ahead

Delphi 2017 – What Motivates People Tomorrow Social changes are making their mark. Current developments constitute a tremendous upheaval that, over the next ten years, will exert a lasting influence on people’s everyday lives, their desires, values, and their behaviour as consumers.

Managing "Dutility": Functioning within the System

The retreating state prompts an enhanced self-responsibility of the individual for health, private pensions, continuous education, etc.
"Work vs. Life" turns into a "Multi-Duty-Life": The uncommitted "self-time" is diminishing.
The result: thinking in terms of efficiency and utilitarianism at all times.
All resources are evaluated according to their utility.
People keep looking to synchronise their "life interfaces" and to find support in managing their everyday lives.
"Managing 'Dutility'" means to optimise the relation between "duties" and "utilities".

Living Substance: Back to the Essentials

In a multioptional world, consumers feel the restraint to make the right decisions. Affluence turns into a burden.
People start looking for the "right dosage": What counts in life really?
They long for continuity and reliability; they wish for concrete attitudes instead of arbitrary statements.
Consumers do not want to abandon product variety. However, they look for a clear structure and a means of orientation within the variety of options.
It is about "re-conquering" one’s own sovereignty about when and where to make a decision.
"Living Substance" means to live according to one’s inner compass.

"Embedding Individuality": Less "I" – more "We"

Individualism without compromise finds itself in a dead end. Individualisation has reached its peak. The future will be characterised by a "mature" individualisation process.
People no longer look for means of distinction, but for means of inclusion.
They are ready again to engage in social communities, however, without giving up too much personal freedom.
They seek for independence within communities, in other words, for an "embedded individuality".
"Embedding Individuality" means taking a break from the "I" and engaging in the "We".

Creating "Lifeholder Value": Shaping & Participating

People start interpreting the gaps and blanks of the retreating state as their own creative spaces: empowerment instead of accepting deficits.
They want to regain control over their own lives: "Living, not being lived".
On the way to the "lifeholder value"-project: Taking things into one’s own hand instead of waiting for others to "straighten things up".
To reach their goal of a self-determined life, people form situational alliances: cooperation, dialogue and networking are the key principles people will live by.
"Creating ‘Lifeholder Value’" means more self-determination by actively shaping one’s environment in cooperation with other.

Engaging in a Sane Society: Sustainability & Responsibility

Globalisation at one’s doorstep: global issues effect people directly (environment, dreadful social conditions). My own bargain buys may cause me to lose my job.
The meaning of sustainable behaviour is changing: It already pays off today, not tomorrow.
Off to a "Sane Society": This holistic concept of sustainability encompasses ecological (preservation of natural resources, climate protection), social (the individual is part of a global social community – fair trade, sweatshop free), and personal sustainability (improve oneself to maintain one’s personal potentials).
The "New Social Responsibility" combines public spirit and self-interest in a win-win-situation.
"Engaging in a Sane Society" means that everyone benefits from sustainability and social responsibility, last but not least I myself.