Welcome to the future!
Anyone who would like to have a glimpse of the future should first have a good look at the present. And listen. Because fundamental developments usually announce themselves quietly, but assertively. We are already influencing today what a quite normal Tuesday in the year 2025 will look like: for example, with the approval of same-sex marriage or our commitment to a united Europe. Ultimately, even gaming trends can have the potential to influence our future way of life. Especially when they spread like wildfire and fascinate players all over the world.
Trend researchers observe these signals very closely. They collate numbers and data and combine them with observations and arguments of experts and trend receivers – people with a highly developed feeling and sensitivity for change. On this basis, possible scenarios are developed for our future way of life. With texts, pictures and stories, the trend researchers attempt to answer the question of what will move people in the next decade – and beyond.
The “Tuesday 2025” project brings together the findings of Audi’s trend research and sketches various future scenarios. Based on broad-based qualitative empirical research, it describes the way of life of premium automobile customers in the year 2025: how they will live, work, communicate and consume. There is a special focus on needs in the area of mobility, which are likely to impact everyday life and markets in a decade’s time and beyond.
In an increasingly complex world, it is digitization that promises simplicity. Technical solutions and algorithms simplify everyday life and reduce tasks to their essential core. Digital objects are becoming intelligent companions and our houses and apartments are becoming smart homes. This new access to data is revealing an unimagined wealth of knowledge.
Communication and interaction are becoming essential in urban areas and will be standard features of the city of the future. The participants – people as well as intelligent objects – will all be connected and will profit from a new pool of information.
How will we get from point A to B in the future? What challenges will mobility solutions need to address in the year 2025? These are the type of questions the Tuesday 2025 study aims to answers by providing a glimpse into the future development of three distinct markets and their changing customer needs.
Asia: The enormously dynamic growth is leading to some major challenges, because the pace of development is faster than the creation of the required infrastructure. In the coming years, the construction of infrastructure will be further prioritized, especially in the Asian mega-cities.
Latin America: The starkly uneven distribution of wealth will polarize society and people’s living conditions even more. Living in the suburbs will become a differentiating feature of the upper class and the aspiring middle class. Commuting to work is a daily compromise between quality of life and time management.
Europe: Growing awareness of sustainability will affect everyday life and mobility. Many cities are already working on concepts for the compatibility of individual mobility, urban development and quality of life. By the year 2025, established structures will not disappear, but high demand for the precious commodity space will be the driving factor for future developments.
Nine to five no longer fulfils the requirements of a global labor market. New working-time models and fluid ways of working are replacing old presence concepts. The complexity of working life requires more flexibility. Mobility and network structures are the critical factors for success in this new world of work.
In the future, customers will evaluate products not only in terms of their physical attributes, but increasingly also in their context. Social media and online-platforms are influencing purchase decisions more than ever before. Substance has priority over label: Brands still offer orientation, but their relevance is changing along with the shift in values. The desire for sustainability and authenticity is becoming the decisive factor.
Along with the aging of society, a new appreciation of beauty is emerging. Body culture is also spreading. Technical inventions make individual data transparent and support people in their self-optimization. At the same time, the desire for a natural life and relaxation is increasing. People want to experience things together with others from all over the world – either in person or virtually.