Megatrends in Megacities: Pandu Brodjonegoro, PT. L'ORÈAL, Indonesia





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Published on Aug 5, 2013


NAME: Pandu Brodjonegoro
TITLE: Product Manager
CITY: Jakarta, Indonesia

1. If you think of your job: Where do you see yourself in 5 years time?
At the moment, L'ORÈAL Indonesia is in an investment period. So if I stay, I could see myself in a regional hub. This would mean I do the same job for several countries -- also still "L'ORÈAL Paris" which means hair care, shampoo, styling etc. -- however, for far more than 240 million people.

2. Imagine 2018 - 5 years away: What scares you most?
I am scared about diseases through modernization incl. western lifestyle such as HIV. Furthermore, I am skeptical about property values: Buying an own decent house in the city...very difficult. In terms of technology I am scared about us, human beings, being dependent on technology. With all the gadgets we are little robots.

3. Again, 5 years into the future: What's your greatest hope?
Jakarta should have a decent public transportation system! Bureaucracy and politics should be optimized and Asians will be seen as more important in the future.

4. What is it that you do to make sure that you become fit for the future?
Firstly, I am ware what's going on in the world. Indonesia is pretty predictable. Our trends come from USA, and once you have convinced Jakarta the rest of the country takes over the new behavior. Secondly, I am networking on a general basis. In the future there will be less barriers - I am looking forward to it.

5. What would you say: What object, what device is the best symbol for "future"?
Mobile phones.

6. What stresses you most in your everyday life?
Traffic jams. There is not really a big thing...on a bigger picture people are stressed because of their kids' schedule, food, how to pay their bills incl. fuel (which went up enormously). They are stressed because of their jobs.

7. What products or services will your company offer in 5 years?
Time is the new trend. At the moment we communicate our products with "beauty" and "beautyness" - both is connected with effort, time, and energy. Tomorrow, we will change towards "instant" meaning less time, maximal benefit! So people are beautiful with less time and less effort...

8. What should the ideal manager, what should he or she be like to be fit for the future?
At the moment, we are organized a bit horizontal by the company structure of itself. In the future, there will be more dotted lines and matrix organizations. Specifically a supervisor as a person should be more updated than me -- what's going on, what are the mega trends? He or she should guide me through this change.

9. What roles do Asian mega cities play within a global economy?
If you see Indonesia, there are only 5 big cities. Mega trends come to Jakarta, the "Big J" - and then they are being adopted by the 2nd tier cities. This is probably the same in other countries.

10. In your eyes: Where do you see Germany in this context?
Germany is different -- it is boring, has high technology, tough people, static habits and at the same time they are market drivers. Germany is a giant country which is changing the entire world or at least Europe. It is an influencer of the global economy.

Background Information:
Mathias Haas, known as THE TRENDWATCHER (DER TRENDBEOBACHTER), is currently on his way through Asia on his "Asian Mindset Tour". The expert on trends, who is not only a well known keynote speaker but also an innovative workshop facilitator, is discovering new and observing existing trends in places where many of them originated:
Mega Cities. 5 cities in 5 weeks, representing 50 million people - out of which at least 5 per city give an inside view on their lives & attitudes, their views on trends and perspectives in their regions, businesses or industries.
Mathias Haas is now in Jakarta, Indonesia - stop number 3.
To learn more about the man who is not actually a futurist or scientist, but a pragmatic and charismatic speaker and moderator, check out http://www.trendbeobachter.de/english as well ashttp://www.play-serious.org/english

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