way2go! 7. Practice Pack, Arbeitsheft

10 Unit 02 It’s all relative UNIT 02 | It’s all relative Read the text about families of the future, then choose the correct answer (A, B, C or D) for questions 1–7. Put a cross ( ) in the correct box. The first one (0) has been done for you. READING 1 Meet the families of 2030: the factors shaping future generations In the world of marketing we spend a lot of time thinking about what individuals care about. How we behave and the decisions we make collectively are equally important to our quality of life and highly relevant to brands seeking to create a more meaningful connection with their customers. Married couples with 2.4 kids don’t really exist; today, only a quarter of families could be termed ‘nuclear’. Exploring the changing dynamics of the family provides a fascinating context for understanding how marketing needs to adapt to these changes.We’ve studied the influential factors that will shape the family of the future and have established a set of forces that will dramatically alter what we define as a ‘family’. Here are some of these forces: growing megacities with space becoming rare; rising demand for energy, food and clean water; changing career expectations; new definitions of the quality of life.These forces are creating a diversity of family units that are not defined by marriage or blood-ties and are unlikely to fit into any of today’s consumer segmentations. By applying these forces, we have created a future segmentation of types of families of 2030, which allow marketing experts to think about what they should be doing today to attract the customers of tomorrow. Tandem Tribes: two single-parent families sharing one family home Each one with their own private space within the house, the Tandem Tribes come together to share living space and kitchen/dining space. The single parents have a partnership of convenience, living a lifestyle that wouldn’t be possible alone, which provides a positive, flexible environment for bringing up children. A Tandem Tribe home is often part of a micro- community featuring facilities such as shared DIY tools and electric cars, all in the name of encouraging low-cost, enjoyable living. Modular Movers: nomadic professionals living in convenient high-service homes Our single-person family, the Modular Movers, live in flexible spaces around the world – because they don’t want baggage or clutter as they move from São Paulo to New York to Bangalore whenever they need to. Home is more like a hotel. They want practicality – location and convenience are more important than a feeling of ‘home sweet home’. Modular living means they choose the add-ons to their living space – whether they want a kitchen, for example, or a home office. Ruralites: hyper-connected families living in rural communities The Ruralites are entrepreneurs with comfortable, hyper-efficient and tech- orientated homes. They are close to self- sufficiency in food production and make full use of all available resources, including the production of energy, which ensures they make money from energy rather than paying money for it. Their 3D printer keeps the home working, producing replacement parts for all appliances. The environment that surrounds the Ruralites’ homes ensures that kids grow up with imaginations that work on overdrive. Nur zu P üfzwecken – Eigentum des Verlags öbv