Describing the four dimensions, Kjaer said the social dimension was made up of caring companies, patchwork communities, time management and communication between people. The scientific dimension consists of technology, health concerns, political correctness and new economies. The spiritual dimension is made up of spiritual needs, and the emotional comprises personal designs and people's effort to achieve "self-actualisation".

She said the scientific and social dimensions had been occupying designers' minds for a long time, but using only two dimensions was "a traditional way of thinking" in the modern era. Adding emotional and spiritual design factors will help companies meet the demands of consumers in all of the various groups.

Consumers will then not only learn the functions of particular products, but will also have feelings towards the goods they buy. She cited as an example Nike's "just do it" campaign, which it uses to communicate with its target market as well as convey the properties of its products. Kjaer said the most important thing for designers to know was who were they designing for and the behaviour of their targeted group. They should produce meaningful products that can sustain their value for as long as 10 years, rather than pursuing the "meaningless" practice of producing many collections a year simply for the sake of looking fashionable.

Kjaer said designers should be aware of the four distinct consumer types that will emerge before 2010. She named the groups as "the freestyles", "the happy Bohemians", "the caring explorers", and "the spiritual tourists".

The freestyles are consumers who consider their jobs as their lifestyles, as well as people who are always on the move. Products that match this group should be innovative, have value-added content, and create a new experience for consumers.

The happy Bohemians are consumers who like to spend time with their families and like to play. Products for this group should have strong emotional content focused on life and families.

Caring explorers are those who like to explore and are sensitive consumers. They have inspired many recent businesses related to eco-tourism, as they like to preserve natural resources, Kjaer said.

Finally, spiritual tourists were those who created their own destiny and rely on emotions rather than logic. Moreover, they don't believe that money can create happiness. Products for this group should be something that can create happiness or self-satisfaction, like spas and yoga classes.

Nitida Asawanipont

 The Nation