Methodology for Horizons2020 (TNS Infratest) Communication scenario with two distinct future designs Life areas selected: The political arena (incl. media) Society (values, education,health, mobility..) The economy (labor market, corporate sector..) The environment (awareness, food..) Technology (general development) Definition of descriptors (metrics describing developments using pairs of terms) 116 Europ. experts selected critical (=follows different courses in development) descriptors and expressed their degree of optimism regarding the future
Scenario 1: Equality, Freedom, Modesty Predominance of the state Attitude to life: less is more, conscious life, de-accelaration Values: solidarity, sustainability Society: flexible forms of living, young aged, more modesty, provision for the future Work: high flexibility at relative security, frequent changes of jobs, lifelong learning, less work compression, good work-life balance Economy: slow growth, strong influence of governments on infrastructure and innovation funding Technology/Innovation: acceptance only after thorough checks Consumption/Lifestyle: utility more important than brand or status, booming do-it-yourself shops
Scenario 2: Speed, Networking,Risk Predominance of market and competition Economy: strong driver of society, dynamic growth, permanent change and new chances, rapid conso- lidation of globalisation Values: self realisation, personal responsibility, risk taking Society: problem of divide, high social risks, but high social permeability, high importance of networks Work: many amorphous employment contracts, lower commitment to single employer, just-in-time-work Lifestyle / awareness: speed, always-on, great experiences and consumption as values, brand names as important lifestyle elements Technology/ Innovation: highly accepted, permanent innovation
Outline Pictures of the Future I I & C, Transportation, Health Pictures of the Future II Cross-sectional areas : Materials, Services Summary We need both, Pictures of the Future and Horizons2020 Introduction Siemens: Future is a fascinating challenge Horizons2020 Two scenarios for Europe
Your consent to our cookies if you continue to use this website.