GDI Trend Radar 2.08: Exclusivity for all and hyperlocality

 In Trend Radar 2.08, researchers from the Gottlieb Duttweiler Institute (GDI) describe various social developments. For example, it can be observed that the physical and digital worlds are increasingly merging: the once clearly separated spheres of the real world and cyberspace are becoming "hyperlocality". In this world, all devices and objects are networked and can be localized. Furthermore, a shift from price to value can be observed. Conscious consumers are no longer satisfied with a green dot, they want to be able to compare the entire social, ecological and moral added value of products. Thanks to price search engines such as Comparis.ch, getting a constant overview of what is on offer is now almost part of the shopping routine. However, if originally it was only about comparing prices, today more and more criteria are being added. This is why comparison services also need to become more complex. Their next generation will therefore also show what is healthier or better for the environment.
Another trend is that of exclusivity. A growing number of member-only clubs and stores can be observed; concerts and football matches are increasingly becoming VIP events. Even H&M is issuing limited collections. The basis for this "exclusivity for all" is the increasingly flat consumer world, in which beautiful things are affordable for everyone. It fuels the longing for privileges in order to stand out from the rest.
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the complete Trend Radar 2.08.