Change The World Or Go Home Psfk

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Change The World(or go home)

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We Give Inspiration To Make Things Better

So hands up here who thinks it’s their job to change the world? When I started to thinkabout this presentation for the Future Trends 07 presentation a few weeks ago I dug up thetitle for the deck and I thought to myself ‘bloody hell, I proposed that’… because when Ifirst look at the title I feel like it’s not my place to make such grand statements - but then Ilook at it again, I think to myself, ‘yeah - that’s what I want to do’. I do all these things tomake things better.

Inspiration To Make Things Better Via Our Daily Website

Inspiration To Make Things Better At Likemind

Global Question:

“How would yourebuild your cityfrom scratch?”

Inspiration To Make Things Better At Our Conferences

Creative ideas forchange

Inspiration To Make Things Better ThroughOur Trends & Innovation Consultancy

Inspiration To Make Things Better WithOur New Research Company: Peep

There Is A Radical Shift In Consumer Attitude

What is the impactof my consumption?

- on me?

- on the world around me?

What Trends Drive Our Concern For Consumption?

Here’s 5:

1. Good Food

2. Craft

3. Pro-Service Anti-Product

4.Local

5. Taking Control

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Good Food

The direct effect from consumption

What Is Good Food?

The cupboard at PSFKHQ every morning

The Only ‘Good’ Choice?

The only cereal wechoose:

Has Sugar

Has Salt

Has Carbs - 12% DV

Less ingredients

No Colorings

No Sugar Substitutes

No Corn Starch orSyrup

Redefinition of what is‘good’?

What Is Good Food?

Have You AskedMichael Pollan?

Corn is killing us.

Jones Soda

In February 2007,Seattle’s Jones Sodadrops corn-fructoseand opts for PureCane Sugar

Dogmatic NYC Hotdogs

New York hot dogswith great ingredients

Calexico, NYC

Good Food isappearingeverywhere… like thisMexican food stand inSoho

Shake Shack

People line up for anhour to get this ‘goodburger’ and shake

In-n-Out Burger

‘Good’ fast food:

How you like it &freshly prepared.

Pret A Manger, London

Good food is foodwithout a Best Beforelabel - I.e. Today

Doughnut Plant, NYC

Food with history withstory. Giving us backthe decision aboutwhat to eat.

Innocent Drinks Festivals

The UK drinkscompany hasdeveloped a culturearound theirsustainable productionvalues and healthylifestyle.

Trader Joe’s

Better food at the rightprice drives retail.

The line at Trader Joe’sNYC starts at the frontdoor.

Wholefoods

Constant pursuit ofgood food.

Fresh’n’Easy

Tesco thinks there’s a gapin the US market

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Craft

People are reusing, reclaiming, recycling,reducing and redesigning

Craft Night, London

Craft is global.

Second Hand, Beijing

Brand conscious youthin Beijing have begunto embrace secondhand clothing becausethey trust thatbranded items aremore likely to beauthentic in secondhand stores due tostore owners'dedication to qualitychecking.

Bar Knitting, San Francisco

Hunga-Munga Art Parties, London

Craft Magazine

Championing the Craftmovement

Handmade Nation

A documentary inwhich one womantravels across thecountrydocumenting thenew wave of craftin America.

Pricked: Extreme Embroidery Exhibition

48 artists from 17countries at TheMuseum of Art andDesign in NYC.

Etsy

93,000+ sellers of craft

goods.

Make Magazine

Craft is not justknitting.

Bike Culture

Craft can be culture.

Bike movement is acraft movement.

Cut and Paste Design Contests

Live craftcompetitions.

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Local

People seek to source from local providers

Time Magazine

Organic vs Localdebate

Local Wine?

Better to drink Frenchwine in Miami than it isto drink Californian

- drvino.com

Farmers Markets

Bionade, Berlin

Germany offers aserious contender inthe Soda market

Hamburg Only Music

A music store inHamburg only sellsmusic from Hamburgartists

Trans-Seasonal, Australia

No longer a need forwinter wardrobe inSydney - motivated(partly) by globalwarming

American Apparel

Made In Downtown LA

Taking local, global

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Pro-Service Anti-Product

A move to maximize the use and lifetime of a product

Micro-Rental

Zipcar

Flexcar

Philly CarShare

Project Better Place

Pay for the electricity,not the car.

Velib Bike Sharing

451 bike stations by2008.

Modern timeshare

Fractional Ownership

Zolik

Belgian communityproduct share service.

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Taking Control

Digital community fuels consumer control

Yelp

We’ll decide what’sgood or bad - no morecritics.

Zopa

We’ll invest our moneywithout the need of abank.

Crowdfunding

We’ll support withoutcharity.

Crowd Shopping Online, China

We’ll shop enmasse.

ParkAtMyHouse

This collaborationlets people sharecars and parkingspaces.

Bedouin Workers

We’ll do the jobswe want, how wewant them, wherewe want them.

Five Trends That Drive Our Concern For Consumption

In summary:

1. Good Food

2. Craft

3. Pro Service / Anti Product

4. Local

5. Taking Control

Radical Shift In Consumer Attitude

What is the impactof my consumption:

- on me?

- on the world around me?

www.psfk.com

And The Problem Is As Businesses…

…we’re trying to replace consumption with ‘good’ consumptionor offset the guilt

Good Consumption? (RED) at the GAP

The (RED) clothes arein the basement whilethe brand is on thewindow.

Bolt-on strategy.

Guilt Offsetters: TOMS, Life Water

TOMS

Lifewater

Bolt on donationstrategy.

The Reaction To Business: Pledge Handmade

“Buying handmade isbetter for people,better for theenvironment, andbetter for giving trulyspecial and well-crafted gifts. Theascendancy of chainstore culture andglobal manufacturinghas left us all dressing,furnishing, anddecorating alike. Theconnection betweenproducer andconsumer has beenlost. Buying handmadehelps them reconnect.We encourage allconsumers to beaware of the socialand environmentalimplications of theirpurchases.”- buyhandmade.org

But Consumption Feeds Human Desires

Consumption Feeds Human Needs, Wants & Desires

– Status

– Belonging

– Self Esteem

I don’t really have have the answers, I just know there’scomplications and more thought that needs to be put to into thisissue because …

Green Is Not A Trend: It’s An Issue

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Industry Got Us Into This Mess

Can Industry Get Us Out?

Look To The Past: William Hesketh Lever

“To make cleanlinesscommonplace; tolessen work forwomen; to fosterhealth and contributeto personalattractiveness, that lifemay be moreenjoyable andrewarding for thepeople who use ourproducts.”

William Hesketh Lever or Eric Ryan of Method?

“To make cleanlinesscommonplace; tolessen work forwomen; to fosterhealth and contributeto personalattractiveness, that lifemay be moreenjoyable andrewarding for thepeople who use ourproducts.”

Marks & Spencer

Marks & Spencermakes an eco-consciousness moveto go carbon neutral inthe next five years.

They plan to maximizetheir use of renewableenergy and only useoffsetting as a lastresort.

Ray Anderson & Restorative Business

“In 1994, I offered thetask force a vision: tomake Interface thefirst name in industrialecology worldwidethrough actions, notwords. I gave them amission: to convertInterface to arestorative enterprise;first by reachingsustainability in ourpractices, and thenbecoming trulyrestorative-a companyreturning morethan we take-byhelping others reachsustainability.”

Ray Anderson

Interface

Anderson: You Go Green To Make Better Profit

“A new and betterbusiness model is indevelopment that willengage people, creategoodwill and providebetter products.”

40% of his businessuses bio-mimicry - thereaction by the marketwas a boom in sales.

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So The Good News

If there is an economic reason to Change The World…

You have the best jobs in the world!

As trends analyst, researcher, innovation director orconcerned party it’s your job, if you accept to choose it, tocreate that change.

Your jobs it to inspire your companies. Inspire them to:

•To lead

•To be good

•To make things better

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The Question To Ask During The Conference

What can I take home to inspire my teamto make things better?

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Is It Your Job To Change The World?

piers@psfk.commaria.vrachnos@peepinsights.com

Appendi: Applying Consumption Concern

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Brief: Double Global Sales of Converse Products

Example of idea PSFK pitched Anomaly & Converse