1. Life in 2025: The Anchored

Life in 2025: The Anchored

Editor’s note: This is the third post in Mikael Ericsson Björling’s series on understanding emerging lifestyles in the Networked Society. Links to the previous posts follow below.

The Anchored are the people steadily rooted in the middle class, which was once the result of the 20th century industrialization. In 2025, they are still living in the traditional industrial economic system. While they used to be employed in the manufacturing industry and related sectors, in the 21st century they have migrated increasingly to the service sector.

the-anchored

A majority of the Anchored hold jobs in retail, sales functions, the catering industry, transportation, logistics, healthcare, customer service functions, and IT service functions. Some still work in the manufacturing industries and in civil servant positions, but they are significantly fewer than before due to a decreased need for traditional labor in these sectors and, in the case of government, due to significantly weaker finances.

The Anchored are the people in the Networked Society who most hold on to traditional, 20th century values. Due to their diminishing financial means, they are increasingly consuming only basic, automatically manufactured products in most categories, while saving up to acquire one or a few more goods loaded with material status.

The Anchored:

  • work within the traditional industrial economic system
  • value traditions and stability
  • focus on material status
  • divide life into work and leisure
  • save up to acquire a few goods loaded with material status
  • focus on affordable experiences.

Explore more about The Anchored here.

Related:

 

Written by Mikael Eriksson Björling

Mikael is Senior Lead Designer at Ericsson UX Lab and an Ericsson Evangelist. He was previously Director at the Networked Society Lab. His specialty is in understanding how consumer behavior, emerging technologies and new industry logics are shaping the future society and in the intersection of these areas build great user experiences. Mikael believes that with the ongoing digital transformation we have a great opportunity to shape a better world. Mikael joined Ericsson in 1998 and is based in Stockholm. You can engage with him on Twitter at: @mikaeleb or at LinkedIn.

Comments

You must accept cookies to be able to make a comment.