A strategic process to anticipate the digital blurring of urban work and leisure

Abstract

ABSTRACT The starting meta-trend at the basis of this paper is that lifestyles in the city will continue to “Blur” between work and urban leisure. To describe “Blur”, one might say that the integration of technology and increased connectedness into all aspects of life has led to the hyper-availability of content regardless of setting, breaking down the traditional wall of separation between work and home. Behaviours, activities, and categories will increasingly overlap and complement each other. Business categories themselves will cease to exist as such. They will increasingly blur into new blended propositions, beyond linear innovation. In this dynamic context, perceptions of value and the social construction of notions of luxury will continue to translate into people’s willingness to pay a premium, from mass luxury to high end, restructuring consumption dynamics for commodities, consumables and services at brand, innovation and proposition levels. The paper offers extensive analysis of these themes. Presenting an existing tool from a world-class research programme on urban futures plus two proprietary tools developed for the specific purpose of this paper, as based on reflexivity, anecdotal evidence and a rich apparatus of references.