Developing a future orientation 123Illustrative Example 6.2
New Solutions
New Solutions is one of a number of consultancy practices that employ scenario planning as a
method of creating perspectives on the future consumer environment. In one exercise the consult-
ancy explored the emerging pattern of consumer behaviour using a model with two key dimen-
sions. On one axis was a range with ‘work dominated life’ and ‘a balanced life’ at either extreme,
and on the other axis was a range from ‘acceptance of risk’ to ‘aversion to risk’ at either extreme.
Four scenarios were thus developed using these consumer characteristics, as shown in Figure 6.4.
Scenario title: The Kaleidoscope
In this scenario consumers are more self-assured and are happy to experiment and lead non-
conformist lifestyles. Success is a matter of achieving a balance in the activities of one’s life. In
this environment a diverse range of highly differentiated brands emerges to satisfy the wide
spectrum of disparate consumers.
Scenario title: The Fast Show
In this scenario consumers attempt to squeeze as much into life as possible. They are
extremely committed to both work and play. In order to achieve this full lifestyle they need
domestic services such as those offered by nannies and cleaners. The scenario envisages the
Victorian world re-emerging with a rich middle and upper class dominating society sup-
ported by a domestic service class (‘below stairs’).
The Fortress
SocietyThe Fast
ShowThe Virtual
VillageThe
KaleidoscopeAversion to risk Acceptance of riskBalanced lifeWork dominated lifeFigure 6.4
New Solution’s
four scenarios
(Continued)