Designing New Products for New Generations in a Resource Constrained World, Wine Consumption in 2025

Environmental initiatives and legislation are encouraging organisations to consider the impacts that their businesses' activities are having on the environment. Major retailers increasingly are requiring the constituents of their product supply chains to comply with internally generated environmental directives aimed at reducing carbon emissions over the full life cycles of the products that they sell. It is therefore in the interest of business to try to determine future trends in order to anticipate change and the future allocation of commercial resources. The shifting global economic powerbase and increasing environmental awareness make trend analysis an important strategic tool. Attempting to forecast market characteristics 10 to 20 years into the future is a difficult task. It is however possible to identify major trends which have the potential to take a market in a certain direction. This paper aims to describe two potential scenarios developed by Masters of Sustainable Design students at the University of South Australia, in conjunction with one of Australia's leading wine producers, in an attempt to determine what the wine buying consumer may look like in 15 years, what attitudes may influence their purchasing decisions and how wine may be marketed, packaged and consumed in a resource constrained world.