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Basic Needs:
Security, social Respon-
sibility, safety
Emerging Consumer Expectations: This trend and sense of security has transferred laterally into the minds of people shaping new demands. Travellers felt satisfied knowing that security was boosted at airports but started feeling this same security is needed at home. The idea of terrorism shifted from not just airports but that it could happen anywhere. Media broadcasting images/videos of war in Iraq and people being unsafe in their homes triggered the thought that war could be closer to them than expected.
Drivers of Change:
In 2001 the terrorist attack on the WTC became known as 911. 911 took security to unprecedented levels at airports, businesses and even homes. This need for security came from a urge to maintain control in every situation; because 911 was so unexpected’.
Control drives our need for better security and drives the market to create products and services to meet those needs. Most popularly are the extensive airport checks that have caused travelling to take an average of 2 hours longer than it usually did.