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The world is quickly changing as we all adjust to the increases in commodities, the depletion of resources and the oncoming threat of global climate change. Companies need to quickly reposition themselves to become part of the solution rather than adding to the problem. This presentation is about the answer being one of shifting from a parasitic model of consumerism to mutualism.
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m e d i a g r o u p
CREATING BRAND SIGNIFICANCE
m e d i a g r o u p
CREATING BRAND SIGNIFICANCE
NO SIGNAL
“Its telling me to go on the 99. Do you want to go that way” ?
ZEITGEIST
!e de"ning spirit or mood of a period of history as shown
by the beliefs and ideas of the time
Fascism CommunismDisease Y2K
Terrorism Religion
FEAR
Human !reat Response FIGHT OR FLIGHT
Human !reat Response SURVIVAL SUCCESS
SIX BILLION HUMAN BEINGS
TODAY
NINE BILLION HUMAN BEINGS
2050 AD
Human !reat ResponseSYSTEM FAILURE ?
An ongoing commitment ?
CONSUMER CYCLE A pernicious manipulationof Human !reat Response
He’s lovin’ it
Human !reat ResponseCONSUMER CYCLE
60 million people are addicted in the U.S.Escape from today.
Escape to tomorrow.Realm of promise.
THE LI#LE DEATH . ECSTASYPoint of purchase . Point of paradiseConsume brand . Realize tomorrow
THE LI#LE DEATH . AGONYPoint of purchase . Point of purgatoryBrand consumed . Tomorrow realized
CONSUMER CYCLE REPEATS
Mesmeric rhythms of material addiction conspire to induce a sleep of reason
T!NS FAT NARCOLEPTIC MENOPAUSAL BARBIE
MID LIFE KENBUBBLE GUM ANCHOR
monsters
KNOCK OFF CK YASHMAKconfusion
CONSUMER CYCLE REPEATS AGAIN
And slowly an expansive architecture of human destiny reveals itself
CONSUMER CYCLE REPEATS AGAIN
An architecture based on the false beliefthat in"nite growth is achievable
SECOND LAW OF THERMODYNAMICS
Ma$er cannot be created or destroyedonly changed
“THE HEYDAY OF GARGANTUAN AMERICAN EXCESS IS OVER”
–Jim Farley, !e Vice President Global Marketing, Ford Motors
A SPI!L THAT SPI!LSAn architecture that exposes our existing
consumer ideology as parasitic
OUT OF CONTROLand the imperative to create a new one
TO BE ?OR NOT TO BE ?
PA%SITIC CONSUMERSFIVE BLADE %ZORS AND BLING
ZEITGEIST 7 / 10 / 2008By the pricking of my thumbs
the Sixth Extinction slowly comes
LOST
WHICH WAY ?
MUTUALISMWHY ? B%ND
Power to in&uence
MUTUALISMWHY . B%ND
Survival . Leadership . Control
MUTUALISMWHY . B%ND
Survival . Leadership . Control
MUTUALISMHOW . B%ND
Architecture . Message . Media
MUTUALISMMYTH OF ME
CONTRIBUTING TO POSTERITY
m e d i a g r o u p
CREATING BRAND SIGNIFICANCE
m e d i a g r o u p
CREATING BRAND SIGNIFICANCE
