Who will be your customers in 10 years time? What is the real
potential of the Internet for Britain? What business opportunities
will the new Britain create? What is happening to Britain in the
first decade of the new century? How will business be affected by
an ageing population, an increase in the number of single person
households, and of women who choose to live alone. How will the
economy react to the challenge of Internet technologies? Why is it
that more people now work in Indian restaurants than in
shipbuilding, steel manufacturing and coal mining combined? Britain
in 2010: The new business landscape focuses on the continuities and
discontinuities in the changing social structure of Britain. By
2010:
- Traditional family forms will no longer be the foundation of
society. This will have significant consequences for retailing,
housing, health and welfare systems and policy
- We will exercise greater choice in terms of where and how we
live and work, making traditional marketing categories
redundant
- Our lifestyles will be based on mobility instead of stability,
and our personal identities will become more fluid
- 1001 lifestyle tribes will replace age and income groups
- Self-centred, self-indulgent and hedonistic citizens will be
freed from traditional obligations, making them restless
consumers
- National competitive advantage will become dependent on
individual creativity rather than manufacturing capacity
Britain in 2010 is a landmark vision of the country's future at a
time of un-precedented opportunity.
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