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Wine will meet the future consumer's demand for individualised, customised products which are natural, environmentally friendly and healthy.
3. 2025 Trends Favour Wine
There is remarkable agreement amongst today's economists, sociologists and intellectuals that the world is on the brink of an era of massive and unprecedented change, a change so dynamic and far-reaching that society in 2025 will be virtually unrecognisable from today.
There will be a dramatic increase in population with a shift to Asian and Pacific Rim growth, and the Asian tigers of Japan, Singapore, Hong Kong and Taiwan will become the focus for trade and economic growth. Meanwhile, Western populations will decline and become older.
A global or 'borderless' economy will develop with increasing free trade, international business collaboration, strategic alliances and a global currency while a surge in spending will be fuelled by the maturity of the 1950s Baby Boomer generation.
Consumers will be more vigilant of corporate morality and ethics and react favourably to 'cause marketing'. Specific causes will be an obsession with healthy products and a healthy lifestyle and environmental concerns about production of consumer goods.
These high expectations will mean product quality and customisation will be of paramount importance, along with transparency and openness in marketing.
Socially, people will look for more spiritual meaning in their lives and politically they will seek more direct influence on Government. Taxation will become more indirect and governments will persuade rather than regulate.
Many of these trends favour the Australian wine industry. Wine will meet the future consumer's demand for individualised, customised products which are natural, environmentally friendly and healthy. Geographically Australia is well placed to capitalise on the Asian boom and wine meets the Asian demand for Western style products.