April 27, 2012

Green Affluents: The Newest Market Segment? (Co.Exist on Future-Proofing ;) Interesting take on "future-proofing" brands, below; great example with BMW. Made me think! Green Affluents: The Newest Market Segment | Co.Exist: World changing ideas and innovation "...the big insight here? With the rise of megacities, consumers will most likely drive less. But they’ll continue to search out exciting ways of getting around. By intersecting this need with BMW’s expertise in creating exciting transport, the car manufacturer is today cornering a market that to many other companies is still invisible. It’s futureproofing its brand. BMW i Brand Manager Uwe Dreher says that a surprising insight is guiding the carmaker. Dreher says that in the course of research the company conducted as part of the new sub-brand’s development process, the team discovered a group of affluent consumers—particularly in the San Francisco area—who were expressing their politics by driving seemingly downmarket cars. As Dreher said, “It seemed incongruous for someone to live in a $5 million home and drive a $35,000 Prius instead of a Porsche or Ferrari. But that’s what’s happening.” www.futureof.biz Get my free iPhone & Android apps http://mobileroadie.com/apps/Futurist Related articles "Remember, Al Jazeera can topple authoritarian regimes but cannot get carried by Comcast (and is..." (futureof.biz) "Until the late 1960s, the United States was the world's dominant manufacturing power. Today,..." (futureof.biz) Video interview with Green Futurist Gerd Leonhard, review of... (greenfuturist.com) "A new type of capitalist activist, the Charles Dickens of futurism, Gerd Leonhard is a green..." (futureof.biz) Gerd Leonhard: Cool IT leader board (mediafuturist.com) Oil Industry: Electric Cars Are No Threat (huffingtonpost.com)

Gerd Leonhard

Keynote Speaker, Think-Tank Leader, Futurist, Author & Strategist, Idea Curator, some say Iconoclast | Heretic, CEO TheFuturesAgency, Visiting Prof FDC Brazil, Green Futurist

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