The future is shaped by the diversity of human needs. These are as diverse as our society and can also be found in a wide variety of forms in the future personas: from classic performance orientation to regulated stability, gamified digitalisation and hedonistic sustainability. In our final article in this series, we now turn the focus of shaping the future to the smallest unit of our society: the family.
The fifth persona of the Zukunftsinstitut finds motivation and fulfilment in her own “small” family cosmos. “I do everything I can to have the freedom to experience happiness in the family” is therefore the most important future maxim for Hannah Sorte – THE FAMILY HAPPY.
Hannah is about to enter her forties and is firmly anchored in a happy family life. Her family is the centre of her life and her safe haven in a fast-paced world. It is precisely from this model that she draws the strength and energy that motivates her for a new and self-determined future. In keeping with this, the topic of family immediately stands out as the strongest category in her value profile. And with a clarity (100 %) that we only find with similar clarity in WIRTSCHAFTSMACHER.
At the same time, Hannah develops a pragmatic curiosity for the creative spaces of a networked future from the secure safety of her emotional home base. However, the affinity for innovation in the trend profile does not mean that she consciously drives digital solutions and new technologies. But she appreciates the freedom that can be generated for her and her family in her world of values. As a family person, Hannah knows the benefits of a resilient network. This also makes her a good networker in a professional context. With empathy and emotional intelligence, she supports the ideas of work-life blending and intuitively ensures an open and trusting approach to the New Work approach.
A final look at the diversity of our persona clearly shows how different the motivations are for investing strength and energy in the future. The FAMILY HAPPY and the ECONOMIST are an almost perfect match, complementing each other in their value profiles of performance and self-development. Together they create a balance between giving and taking, between performance and enjoyment, between success and personal gain. The gender-specific division of roles can and must be constantly renegotiated.
How can you utilise and promote the family focus and the pragmatic desire of FAMILIENGLÜCKLICHEN for the working world of tomorrow in order to make your company fit for New Work and thus fit for the future?
| Employees | FAMILIENGLÜCKLICHE positions itself among its employees as an early adaptor for the working world of tomorrow. They are quick to embrace new models and recognise the potential of New Work ideas to optimise their work. However, she defines her playing field pragmatically and without risk. Anything that helps her to balance the well-being of her family with job satisfaction is very welcome. New Work is still a major challenge for most employers: when hierarchies and work locations become less important and flexibility is required at all organisational levels, a good deal of trust in the loyalty and initiative of colleagues is needed. At FAMILIENGLÜCKLICHEN, however, there is no need to worry about this. Personal responsibility and freedom of choice are her intrinsically motivated strengths in both worlds of work-life blending. What’s more, as a family person, she always puts the team first and does not have to distinguish herself as a lone fighter. |
| Customers | The purchasing power of FAMILIENGLÜCKLICHEN as a customer can best be activated through relevant solutions for family needs. Anything that provides a sense of well-being, security and companionship is a top priority for consumers in this segment. The topic of sustainability, or as it is now called in the family context: the ability to raise grandchildren, currently has great growth potential. From the perspective of society as a whole, those products and services that make it easier for FAMILY HAPPINESS to combine family and career are also consumption drivers. Efficiency and security are the decisive perception parameters that make freedom and self-development possible. |
If you would like to find out more about Hannah 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
- Personas with a future perspective (3) – THE ECOHEDONIST
- Personas with a future perspective (4) – THE ECONOMIST
- Personas with a future perspective (5) – THE SLOWTRANSFORMER
Source: Future Personas @Zukunftsinstitut