For (future) supervisory boards in particular, the most important learning from the collaboration with the Zukunftsinstitut in 2022 was that change, whether digital, organisational or social, has long since ceased to be a purely technological process, but rather a socio-technical one. People are (finally) playing the leading role again in this volatile system.
The transformation of markets and opportunities is creating many new options. However, it also requires companies and managers who are able to realise these trends and opportunities in their operational business.
On the one hand, this requires sustainable relationships with customers, suppliers and partners and, at the same time, motivated employees and a common goal in order to realise the full potential of innovative strength and creative drive. Successful managers know how to use the human factor effectively to unite all their stakeholders in a stable identity, motivate them and master change together.
What are personas and what benefits do they offer?
Personas are the creative tools for implementing the human factor. They describe ideal-typical personalities of players in markets, organisations and social systems and provide insights into fields of action, patterns of need and motivation of the stakeholders involved. Personas thus give your partners a face for the business models of the future, bringing them to life and making them holistically tangible.
On this basis, all future decisions can actually be orientated towards people:
- They provide orientation for strategies and transformation processes
- They provide know-how to attract the best employees for your organisation
- They show products and services that people want to opt for
- They help to shape relationships with customers
- and much more…
Incidentally, personas are already an important basis for successful brand and service concepts. Feel free to ask the relevant colleagues in your company about this
Five future personas for digital transformation
Using its scientific approach of analysis and trend monitoring, the Zukunftsinstitut has identified the five most effective future personas for a sustainable digital future and described them with a personal statement:
- The Gameworker
“Life is like a game. I want to reach the next level as easily as possible.” - The eco-hedonist
“We have to bring ecology and enjoyment, learning and doing together! That’s what I’m campaigning for.” - The happy family member
“I do everything I can to have the freedom to experience happiness in the family.” - The slow transformer
“I like it when things move. Just not something new every day, please.” - The economist
“For all my love, it has to be worthwhile for everyone so that the future is better than the past.”
In the next five issues, we will look in detail at which value systems are assigned to the different personas and how they can be used for motivation and transformation.