Get Generation Z moving to find meaningful experiences.
What makes life fascinating and worth living? Many things: meeting new people, discovering and learning new things, traveling to new places, and talking to strangers. Life becomes interesting and full of color when we find meaning in it, when we do things that help us grow. We become better people when we have experiences that help us to see ourselves or the world in a different way.
People are increasingly looking for meaning in everything they do. How can mobility become a meaningful experience? By “meaningful”, we mean an experience that broadens their perspective, teaches them something or improves who they are. The user would feel stimulated, empowered, or self-improved. By “mobility”, we don’t just mean public transportation, bike design, or connected cars. It’s about leaving your comfort zone and going somewhere new – and it can be done physically, virtually, or somewhere in between. Travelling to get to know a different culture, spending time in a local place you’ve never taken the time to explore before, taking a class overseas, connecting with strangers... all of these common or extraordinary adventures are mobility experiences that make life fantastic and meaningful.
Generation Z – who are currently between the ages of 12 and 18 – are growing up in a fast-paced, high-tech world. They are constantly bombarded with tweets, status updates, and pictures, always a click away from instant entertainment. But they have a deep desire to live fulfilling lives and have meaningful experiences; entertainment alone does not provide a sense of meaning to them.
Today’s Generation Z still live with their parents and have limited mobility, with few opportunities to leave their community. But in 2030, when they reach their 30s, they will be independent and may have already found their place in the world. We believe that they will continue to look for opportunities that provide them with a sense of meaning, that help them learn more about themselves and the world.
Our client is a research and innovation group that believes that the best ideas are those that resonate deeply with people, which is why they are currently looking for innovative future mobility solutions that provide Generation Z with the meaningful experiences they seek.
Wow us with your idea of a breakthrough new mobility service that provides Generation Z with opportunities to learn more about themselves and the world around them.
The solution we’d like you to invent is something that Generation Z could find exciting in 2030, as they are reaching their early 30s. As Generation Z mature and take on more responsibilities, their schedules will increasingly be dictated by their responsibilities. Their lives will run the risk of becoming monotonous and dull. Therefore, we expect Generation Z to value experiences that break up the routine, opening them up to new possibilities that keep life interesting.
Let’s picture one member of Generation Z, called Taylor. A teenager today, Taylor really likes learning through hands-on experiences. She’s a bit shy, but she connects better with people when she can work on things with them. She doesn’t like being bored, so she spends a lot of time on social media to keep herself entertained. But even though she stays entertained, she has a deeper desire to be actively involved in things – to do things like travel to faraway places to live with locals, or spontaneously join a flash mob.
In 2030, Taylor will be 30 years old. She wants a fulfilling life, so she tries to make decisions that will help her find meaning, and that will build up her relationships with others. She may have started a new type of school that focuses on teaching through hands-on learning experiences, like the ones she found valuable as a teenager. Or, maybe she has started her own company to teach DIY skills to people of all ages through hands-on workshops. She has lots of opportunities, but always tries to choose the path that will help her become a better person.
We challenge you to invent a new mobility solution for Taylor that will help her continue to grow and develop as a person, throughout her 30s and beyond.
Your idea should include:
- At least 3 of the 5 senses. Because experimenting with our senses is the key to making something meaningful.
- Providing variety of experiences instead of one-time use.
- Something new, not an evolution of an existing service.
Think about what technology could offer to make mobility a meaningful experience. Don't get bogged down with what technology does today, like inventing an app for a smartphone… Do you think this technology will still be around in 2030? There’s an unlimited playground to create your idea.
Please avoid suggesting a one-time-use solution. Solutions should help people have a variety of experiences!
These examples are only provided to illustrate today’s mobility solutions for this challenge. These examples also provide various ideas about what mobility can mean today. Keep in mind that we are interested in what mobility could be in the year 2030. Please do not use these examples in your submission or it will be rejected.
- Work-for-travel services that enable us to explore new environments for free or reduced prices by exchanging work for housing, food etc.
- Apps/ websites devoted to finding new events/ things to do:
- Social groups that enable us to meet new people who share similar interests and find new experiences that fulfill those interests:
- Virtual travel experiences:
- Augmented reality immersion experiences:
As mentioned above, these are examples of things that exist today. We’re providing them to inspire you, but you still need to project yourself into the year 2030.
We would like you to tell the story of your idea. Start with a mobility frustration that 30 year old people would feel in 2030. How could you solve this? What solution can you bring to real problems or to a small “stone in the shoe” problem? Thoroughly explain the value your solution offers and illustrate it with sketches, pictures, or storyboards.
Along with your detailed entry, please put a summary of it on the first page - the main idea detailed in three sentences and two or three key images. Our client will use your entries in a creative workshop to then turn these into prototypes, so this summary page will enable your ideas to be highlighted as they deserve. You can then go into detail in the following pages.
Please answer the followings questions in your entry:
- What is the future problem, need, or frustration you are trying to solve?
- What is your service idea? How does it work? What does it bring to mobility?
- What’s the self-improvement ingredient in it? How does it provide meaning to Generation Z?
- How is it new and different from what we have today?
- What senses are in action? (at least 3 should be involved)
- Is it a shared experience? If yes, what are the mechanics?
No good ideas are given for this contest as we do not want to influence you in any direction. Remember that we don’t just want you to project today’s mobility solutions out to 2030.
A bad entry for this contest would be: a service where people share their rides to work, because this already exists.
- #1 獎金 € 3,500
- #2 獎金 € 1,500
- #3 獎金 € 1,000
Create a presentation of your idea with visuals and text and a summary page (5 pages maximum).
The jury will select ideas that are really new and innovative - those that will stimulate 30 year-olds in 2030 and help them gain a new perspective on themselves and/or the world around them.
- Think about something really new, something that does not exist yet. Be sure to put it in the context of the year 2030.
- What matters most is your idea. Visualize the idea as clearly as you can, so that we can have a good understanding of how it works.
- Make it fun! Your solution should support positive experiences and have a positive impact on society.
- Entries should be in English.
- 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容)，請在你的媒體描述說明中註明，不管你所使用到的音樂和/或圖片是否為自己創作，請提供授權連結證明你有這些內容的使用權利。