The reality for many brands today is that the needs and wants of customers—who are constructing new, diverse, and more personally meaningful lifestyles—simply don't align with the narrative that brands have labored to build. For rising numbers of those customers, brand heritage and story have become at best irrelevant, and at worst an active

Analyze these bets through the lens of the fundamental needs and wants that underpin them, and you can draw powerful insights on where customers are headed.

Ever-intensifying expectations of high-quality products, services, and experiences, and the valid expectation that future standards will be even higher as all but the best are driven out.

Vision How are the shifts driving the trend manifested in the long-term visions of companies at the forefront of the trend? Product/Service/Experience What new products and services are emerging as a result of the trend?

But all resolved meaningful tensions and set new customer expectations (which then created new points of tension for their competitors' customers).

In today's affluent consumer societies, that drive means decision making on new products, services, and experiences becomes inextricably linked to identity. Through their consumption, your customers are pursuing nothing less than the self-improvement—physical, mental, emotional, spiritual—that can help them transform into their ideal selves.

THROW OUT THE OLD ASSUMPTIONS—ABOUT YOUR BRAND AND CUSTOMERS—THAT UNDERPINNED YOUR FOCUS. IT'S TIME TO REFOCUS AROUND MORE FLUID, MORE COMPLEX CUSTOMER BEHAVIOR.

Find clusters of multiple and diverse innovations, extract the underlying customer-centered insight, and look beyond the success or failure of a single innovation.

[1/3] Innovation Target In which area of your business will you apply the trend?