INDIVIDUALISATION: The way we live today is a question of creating the lifestyle we want to pursue. Wherever we look – from selfie culture to 3D printing to mass customization – the digital economy promotes the process of individualization. At the same time a new sense of community between like-minded people emerges.

NEW WORK: In the economy of the future, creative work will have a larger share than ever before. Cooperation and innovation are at the center of a new work culture that does not differentiate between private and business life (work-life-matching). Agility and the startup culture are essential factors of success.

NEO-ECOLOGY: Sustainability becomes a common standard. A growing energy demand and the resulting global warming are calling for change. Growth needs to be disconnected from resource consumption. New approaches regard the economy as circulatory.

KNOWLEDGE CULTURE: Knowledge is the fuel of our creative society; its value and demand are rising. Education is becoming more democratic (online tutorials, peer-to-peer learning), more playful (gamification) and more creative (learning journeys).

HEALTH: For most people, health is the most important value, and its significance is rising in the face of aging societies. Mental health (mindfulness) is becoming even more important than physical health. Digital tools (self-tracking) support people in their personal responsibility.

GLOBALISATION: The world is growing together. Emerging markets give rise to a young and globally oriented middle class and enormous consumer markets. This is paralleled by a process of glocalization: an innovative connection between local and global aspects in all areas of society.

GENDER SHIFT: Old role models disappear and with them traditional structures are breaking up. No matter what a person’s gender – everyone is striving for a career. Hence, everyday life is increasingly a matter of outsourcing: cleaning services or delivery drivers are only the start of an ever growing service economy.

URBANISATION: According to UN calculations, two thirds of the worldwide population will be living in cities in the year 2050. Cities provide the educated with universities and jobs. They are growing bigger and more crowded but also more intelligent (smart cities) and greener than ever before (urban farming).

SECURITY: A connected world offers more possibilities but also more dangers. Cars can be hacked, identities be stolen, and privacy violated. A rising need for security of all kinds opens up new markets.

CONNECTIVITY: The „Internet of Things” connects not information but physical objects to one another, like washing machines to smartphones. Big Data applications and artificial intelligence lead to new innovative breakthroughs.

MOBILITY: „Always on the run” is our society’s underlying principle. Mobile Commerce and on-demand services are booming. Developments like car sharing, autonomous driving and drone logistics lead to an explosion of options for consumers.

SILVER SOCIETY: People are growing older in years, but younger in behavior. Its our image of old age that is outdated. Tomorrow’s Forever Youngsters use their retirement to keep on working, studying or to travel.