Mega-Trend Individualisation

Megatrend: Individualisation

Globalisation, digital connection and the growth of prosperity have multiplied the options for self-development over the last couple of decades. So much is possible now and all at the same time. The price? Solidarity and collective movements such as the workers’ movement are no longer fashionable; everyone fights for themselves alone. People increasingly find themselves in competition with others. Self-fulfilment is one thing, while self-optimisation for the system is the other side of the coin. “Yes, we’re all individuals!”, shouts the crowd in a scene from Monty Python’s “The Life of Brian”. This is a wonderfully poignant paradox that cannot simply be ignored. When searching for more individuality and originality, everyone wants to distinguish themselves from others somehow. People create their own brand identity in order to stand out from the crowd. To become unique, we often have to individualise totally normal products and services. From self-designed clothes, to media consumption, to a chosen lifestyle – many people look for distinction in niches. Companies have spotted this and are meeting the needs, wishes and preferences of consumers full on. Either customised or needs-based, individualisation is becoming personalisation as customers want to be independent and flexible, as well as individual. A welcome aspect of all this is the fact that variety and diversity is more accepted, also in terms of sexual orientation and gender identities.

These are the macro-trends of the Individualisation:


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