Consumer of the Future

We set out to meet those that are designing how we make choices in the future—their beliefs, goals, ambitions, lifestyles and values. The goal for PepsiCo. is to remain relevant and connected. Millennials everywhere were the focus, those with optimistic expectations of reshaping the world. Two motivating drivers, empowerment and belonging, were most influential. The place where those emotions come together? Home—the place where individuals meet, a place of comfort and ease. But technology powers possibility in their lives, and so the concept of 'home' is not just about place. Physical experiences that were previously bound to home are becoming increasingly digital—movies, music, photos, news, and all manner of communication. A 'home' experience travels everywhere with this group - finding the right ways to connect at home is the next thing to unlock. We traveled the world collecting insights and ultimately crafted a well-defined profile of their consumer of the future - a profile that is more universal and less subject to geographical bias than previously believed. The final report was delivered as a dimensional installation to bring the strategic recommendations to life.