success is... - DENTSPLY Friadent

concerned with megatrends. Megatrends are particularly large and sustained change
processes. They affect all areas of human life: technology, culture, social relations,
work and consumption. They mark a change that lasts for at least half a century.
WHAT MEGATRENDS ARE INFLUENCING OUR LIVES?
MR. HORX Globalization is certainly the greatest force for change that we can
place in this category. Many economic processes are being reorganized on international
lines. The far east will develop into the central economic power by 2050 and
many jobs from the industrial era secured by the welfare state will be forced into
global competition.
Megatrend no. 2: the “silver revolution”, aging, which is not really aging but a
change in forms of behavior. People remain younger while their life span increases.
No less exciting is the “female megatrend”, the feminization of society, which can
be traced back to the 1960s, and is radically changing sexual relationships and
with it the form of the family and everyday lifestyles. Health is another megatrend,
because the idea of health is changing all social relationships. You only have to
think of the change in attitude to smoking with increasing prohibitions on smoking,
or the boom in organic foods, which is related to increased health consciousness
and also includes environmental considerations.
ARE THEIR COMPANIES THAT ARE LIKELY TO PROFIT?
MR. HORX Initially all companies that consciously and quickly work with these
trends and consistently implement innovation. European companies that have
intelligently and consistently globalized themselves are the winners of today.
Technical companies that develop products not only for men interested in technology
but also for a new generation of women will be successful on the world
market. Companies that develop new products in the field of health, wellness and
fitness will also do well. Consumer companies that understand that innovation is
more than bringing pseudo-products on the market but drive more radical innovation
that appeals to people. Everyone is talking about cheap markets and the drop in
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Photo: Klaus Vyhnalek