The Calibrated & Augmented Self

From 'Mass' to 'Me'

What Are the Opportunities For Mass Customization?

  • Ad agencies can gain a competitive advantage by using data sets and tracking personal purchasing behavior.
  • Advertisers could use Google Glass via mobile phone technology to pass on specific information to customers.
  • Manufacturers can shift their focus to equipment capability rather than safety as remote-controlled operations eliminate accidents.
  • Property companies could increase sales by using artificial intelligence (AI) and holograms to let prospective buyers view property without leaving their home.
  • Health and life insurers might have to adapt their products, or join forces, if miracle cures prolong life.
  • There will be reinvestment in developed countries with a high-skilled workforce, such as the US, as automation, the industrial Internet of Things (IoT) and 3D printing herald the decline of manufacturing in low-cost regions.

What Are the Challenges For Mass Customization?

  • TV and streaming markets could shrink with the development of VR equipment and entertainment.
  • The demand for raw materials could drop as building materials are recreated synthetically for 3D printing.
  • Pharmaceutical/biotech/healthcare markets might need to diversify as expensive and rare diseases are eliminated with gene editing.
  • Retailers might have to rethink their attitude to bricks and mortar as drone delivery causes a drop in last mile costs and delivery time frames and manufacturers engage more directly with their customers.
  • Factories could be a thing of the past if the materials for personalized 3D printers could be pumped into the home like tap water.

By 2025 what we wear, what we eat, how we shop and how we access our healthcare will be hyper-personalized.

Companies who boost their capabilities in mass customization will gain most from this new era of hyper-personalized consumerism.

Now, It’s Personal

Twenty years ago, catering to the masses were the accepted business model. Age, gender and race were, for many companies, the only demographic differentiators needed to understand their customers.

Times are changing. Companies now appreciate the need to ensure that the goods and services they provide mirror their customers’ unique individual requirements and preferences. This is reflected in consumer behavior with purchasers now expecting personalizaiton in everything they buy, from cars and computers to smartphones and shoes.

By 2025, we will be living in a world of hyper-personalized consumerism. Every facet of how, what and where we buy will have irrevocably changed. This transformation in purchase behavior will be inspired by use of big data, wearable technologies, genetic testing, 3D printing and artificial intelligence.

The opportunities these global drivers of parabolic change present are endless for businesses who are prepared. But they also represent a yardstick by which to measure those companies who aren’t equipped to face the winds of change. These organizations will surely disappear, just as the outdated model of catering to the masses has faded as a viable business strategy.

The Era of Mass Customization

There are five technologies we believe will shape purchase behavior in the years to come. These are:

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For additional insight into the forces of change impacting the future, read the full Imagine 2025 report.