The future needs change, and shaping it requires openness, the will to create and energy. Energy that comes from constructively confronting the seemingly incompatible and the courage to rethink things. Major transformations always begin with a rethink and with visions of the future that are worthwhile.
Such a mindset is exemplary for the third of our 5 Future Personas of the Zukunftsinstitut. Welcome to Team Future Marlene Gutleut – THE ECOHEDONIST.
As a committed woman in her mid-forties, Marlene knows exactly what she wants: “We have to bring together ecology and enjoyment, learning and doing!” What sounds contradictory at first glance turns out to be a sustainable philosophy of life on closer inspection. It is sustainability that provides the basis for hedonistic pleasure. In concrete terms, consumption means yes, if production is ecological, fair and sustainable. Technology is welcome if it helps us to conserve resources and assume social responsibility. (Technical assistants don’t come into her home, she prefers personal contact in her neighbourhood). For Marlene, enjoyment also takes on new aspects such as health, purpose and self-efficacy.
Surprisingly, it is not hedonism that is most strongly characterised in the value profile. Only in combination with the values “social commitment” and “self-development” can the special character of this persona be explained: Go for the good life, but with a clear conscience! Marlene’s affinity for innovation, the strongest category in the trend profile, primarily stands for new strategic thought patterns and is reflected in new models of prosperity and the approach of blue mindfulness (blue ecology).
As a committed representative of the neo-ecology megatrend with new ecological thinking based on a “Yes!” to prosperity and “Yes!” to ecological innovations, the future persona ECOHEDONIST becomes the convinced face of a sustainable transformation.
How can ECOHEDONISTS like Marlene advance the development of companies and society and how can they use their value system for corporate transformation?
| Owners: | If the owners of your company position themselves as ECOHEDONISTS, we can only congratulate you. Then you already have the most important driver on board and can take care of inspiring the other stakeholders for new visions of the future based on ecology and economy. Use these role models as driving forces and identification figures and let them take centre stage to strengthen the company’s credibility and reputation. For practical inspiration, we would like to refer you to VAUDE or Rügenwalder as best cases. |
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| NGOs: | Consumer protection organisations are your partner in crime when it comes to convincing consumers with authentic and sustainable innovations. A critical eye in the service of consumers is also the best insurance against greenwashing. When you meet ECOHEDONISTS here, honesty, transparency and appreciation are the values that help everyone involved to move forward in terms of an economically viable transformation. |
| Customers: | ECOHEDONISTS on the customer side will challenge you in the best sense of the word. As conscious consumers, they want to play an active role in shaping the products and services of tomorrow. If you get involved, you will not only receive exciting impulses and new ideas directly from the market. Jointly “developed” solutions (co-creation) also ensure the necessary relevance and acceptance, and not just in terms of pricing. One example of this is Rügenwalder, which actively and proactively involves its customers via a customer advisory board, (social) media and innovation partnerships. |
If you would like to find out more about Marlene and the other Future Personas, you can download the profiles from the Zukunftsinstitut.
Published so far:
Personas with a future perspective (1) – Change needs identity
Personas with a future perspective (2) – THE GAMEWORKER
Source: Future Personas @Zukunftsinstitut