The aim of the workshop is to analyze the processes and dynamic interactions between trends – either economical, societal or technological – and consumer behaviour. We will not only look behind the processes but explore the predictability of these phenomena; what the shifts we detect in the process imply; and as a result of this, what type of considerations are triggered in those involved. By analysing these reciprocal processes, we can relate them to regional and global milestones, and explore the topic in such depth that enables us to calibrate the reactions of the service provider to the newly emerging consumer needs.

The most important question that we seek to answer: What should be done – how and why – to reach and engage the new customer?