new body culture chapter one the fu tu r e i s now

By kenneth @ ftmResearch & buddha jeans™

mega trends towards 2020

boards by kenneth @ buddha jeans™

research & sources*

• research by kenneth lyngaas & krish

pawar research interviews & dialogs

with leading people across branches

and industries.

• Innovators, politicians, science

architects brand managers, creative,

thinkers, economics linkedin special

forums

• twitter, slideshare, facebook –

google – yahoo answers, you tube,

tree hugger, wilkapedia, blogs &

internet

• databases – books Karma Tashi ling

Buddhist community, Gandhi

foundation and WGSN

• magazines & statistics national

sources (various sources), trend

forcasting companies & agencies

• special interviews Varner retail group,

L’Oreal, Lacombe, inspectorate

legislation office Norway

• Snøhetta architects, Lucy seven

tattoo studios, Elexia training & spa

group, Oslo west, studies of religions

Oslo universities

• vg digital national newspaper, brand

republic, Telenor mobile division, Levi

Strauss Europe co,

Please the full presentation of the reality check is released on Slideshare and www.buddhajeans.com

f t m R e s e a r c h

• Kenneth Lyngaas founder of

ftmResearch, buddha jeans and

ftmLyngaas

• Publishing Head of trend research Levi

Strauss Europe, Middle East & Africa

1997 – 2001

• Responsible for mega trends research

2000 Levi Strauss, Middle East &

Africa

• project lead new packaging and

label system Levi Strauss 2000 global .

Recycled denim paper labels, denim

paper, business cards

• Manual & label /packaging design by

(Mark Farrow @ farrow design) and

kenneth Lyngaas (Levi Strauss Europe

Middle East & Africa) project lead

• Founder of Pro Rib Boats, disco brand

entertainment, lyngaas publishing &

buddha Jeans Company

• The future is now & research will be

published march 2012 , digital format

• kenneth lyngaas will be available for

mega trend creative workshops from

15th of February – April

what i s happening i n the wor l d?

mega trends what now?

The reality checks give us the foundation to predict certain directions that makes an impact and make an influence in our lives. The main question: how are the consumer affected by these happenings and directions? how does the new consumer look like? the new business, opportunities and treats?

the green movement are gai ni ng i ncredi bl e growth and l ead to a new s us tai nabl e wor l d order . green thi nk i ng i s not onl y a par t of a mega trend

i s a new way of l i vi ng

mega trend the s us tainable new wor l d order

mega-trends from long term to fads

Product level

product group level

brand level

reality check

mega trend

to understand the model

a merge of technology, social values, politics,

problems, possibilities and threats create a dynamic

map the field where the lines cross over the next circle

indicates often new eras of business opportunities

g

n g

new business concepts evolves

where the circles connect concepts

evolve

Bio – nano – digi - mania

Sustainable product design

global warming

the green wave

the s ol ution

concept cars green & sustainable product design a mega trend

introduction

inner & outer flow

body art & tattoo

the inner fashion

new fabrics in fashion

the way we eat

future medicine

smart drugs

biological drugs

Smart drugs

anti-aging drugs

Future of make up

research and make up

future sports

inner training

yoga meditation

job & education

summary

biological drugs

content new body cul ture

the new body culture

• body culture is in fact very

important, in every aspect.

• we use the body to get the

most out of life. as the human

lifespan increase we need to

keep it shape.

• we have new medicine,

surgery, implants, electronic

devices that help us in daily

life.

• still the body is a spiritual

place that needs to be taken

care of.

• it's our home, an expression

of who we are; from the inner

we establish a certain style &

fashion that reflect us.

• from body art trough fashion

as an extended depot. our

skin is a blank canvas ready

to be explored.

The new body cul ture

new body culture

• We look at the body differs from

the south to the north. North has a

rugged and close to nature

behavior,

• while the south has a sensual

body and gender.

• In the East it’s holistic

• while in the west energetic and fit

• the mind is no longer the electric

center for the world of mind, but

also organic center.

• this is interesting, because it

opens for a whole new world of

chemical, bio, brain food, nano,

smart drugs.

nature & nude l ook

the inner & outer flow

The Buddha observed that basic experience does not divide into inner and outer; rather the inner flows into the outer and the outer flows into the inner. It is only by some Cartesian method of systematic Doubt that an inner world of ideas and perceptions is separated from an outer world of physical things *

body ex pos ure i n our envi ronment i n changes

tribe space

Familien

public space

inner space

Camelon – sex – stylish - genderless situation depending alone or with others

Adapt – formal- sex Impress – uniform - leadership

Acceptance – follow – impress – provoke experiment - style

Accptance – provoke Please – situation dependent

Genderless – comfort Experiment – try new

we adapt chameleon type of fashion as we meet more new people in less time than ever • Juxtaposes of styles in tribes

makes us extremly style adaptive

• The modern society get less family oriented as more people live in single housholds for a longer time

• Our friends style influence and get more important than ever

• Gender changeability • We dress more alike even we

say that we are individual

body exposure in our environment

Inner – outer -body fashion

body – mind – spirit template to explore ageless – anti age altering drugs- skin care increase of body form - modifications body upgrades gender changeability anorexia – bulimia – surgery control of body mass

overweight – lifestyle – class

tattoo – symbols – abstract –

retro meaning - complex –

true art intelligence upgrade

software

smart drugs gene doping –

replaceable genes

precision – design –

engineering

new renaissance man

the new renaissance human

new renaissance

human

template explore

ageless anti age

body upgrade

genger changeability

control body mass

lifestyle management

tattoo symbols art

tattoo fashion

intelligence upgrade

gene doping

design engineering

new renaissance human

tattoo goes art

tattoo fashion symbols

• The inner meaning and the sociology approach • Lack of modern society ceremonies • Statement include a rite tattoo – • Forever-ness– pain – belonging • Belonging as a result of popularity • Belonging a fashion viewpoint • Not standing out of the crowd • Accepted in the society • Cultural deviance

trends l arger tattoos

fas hion tattoo

• increase in popularity – a wave of

bodily fashion

• first wave of modern tattoo 1900 -

a signal of belonging – symbol -

protection - reminder of position -

(boat type) & travels (japan)

• 2nd wave 60’s with the movie

easy rider, - biker culture

• motorcycle clubs - state a

belonging to a tribe

today

• increase popularity amongst girls

• trends are larger tattoos – story of

belonging- enemy or friend

• growing body fashion culture

• iconic celebrities as David

Beckham makes tattoos more

acceptable in society

• tv programs as miami inc.

new fabrics in fashion

new fabrics

grow able garments

programmable garments

programmable garments

programable garments

spray on clothing

nano clothing

eco cotton

transformable clothes

Programmable garments

• digital devices – Bluetooth – cameras – plastic pads – i

pads charges batteries - plug ins keyboards - helmets

• rec digital inside garment – around – in fabrics

• recognize & identify wearer – military purposes

• Embedded video

• open doors contact networks

• thieves protection

• take pulse – measure blood-pressure recognize &

identify wearer military purposes

Programmable garments

s pray on cl othing

applies to the naked body, non- woven fabrics

r e m o v e a b l e – s h a p e s t a y s s a m e – n e w u s e a b l e

h y b r i d t h i n k e r s f r o m d i f f e r e n t r e s e a r c h ( M I T ) ,

c o s m e t i c s c o m p a n i e s a c r o s s m e d i c a l s e c t o r

Grow able garments

• Removable – shape stays same – new useable Synthesis of biological systems can make it possible to design fabrics and materials.

• Copy & past elements in nature for example between a spider & silkworm and grow the version (Tissue engineering)

• Silkworm = stronger than steel cable, twice as elastic • Spider silk cloth gene of a breathable, ultra-thin, light, don’t tear

and elastic makes it perfect for sportswear, protective clothes and surgical implants

• Living bacteria – cultivates and grow multiply • Create waterproof, self-cleaning & odor remover material • Grown in bio reactors not unlike farming, grow fast • Environmental friendly – less water, not destroy nature, animals

and break down without chemicals

grow abl e garments

nano technologies in fabrics

• The most innovative and future oriented product that will

be created

• This technology makes it possible repair themselves

after scratches

• The Nano technology will be able to transform the

molecular structure to make the clothes hard, soft,

stretchy or stiff

• No need to iron, reduce temperature of washing and

even unnecessary

• We do not really know how this wills affect fashion in the

future

nano technologies in fabrics

• will increase significantly the next years

• Recycle – up cycle – rework - redo – remake reconstruct

• Swap and rent clothes

• Lack of natural resources and fabrics makes 2nd hand

big business in the future

• Muliti functional clothes and objects, transfer objects

• Intelligent conducting polymers used to change size, form

• Garments that combines technology, tracksuits that uses

batteries to keep athletes warm to avoid injuries etc.

sustainable and transformable clothes

second hand clothes will increase business and be good business

new drugs & make up

new body culture

anti -aging

drugs & cosmetics

smart drugs

llifestyle related drugs

make up trends

nude & natural

look

drugs or cosmetics

what we eat

anti aging drugs

• research on non-organically that too

expensive or impossible to make

naturally

• A two directional trend one towards

the natural and the other trend

towards advanced bio technology

• modern make up are getting closer

and closer to what the large drug

companies make and the products

come now under the medical law

• to activate the ability to keep the skin

younger for a much longer. the

development in this era happens fast

• womans in their late forties will still have

the same skin as in their twenties when

the skin get activated and preserved

early

• in the future we will take our daily

needed hybrid drugs and the effect will

cure and make you look good at the

same time

the nude look

• a trend driven from natural plant extracts, truly organic, natural

and with less packaging

• use pigment in the skin to reflect the natural light and makes the

skin adapt natural tone whatever light setting

• the skin should therefore look as natural possible

• packaging that can be recycled, trade fair or look and feel

more «green» than the product is

• products that represents a clean or nude look

• key words as natural, clean, pure, organic, sustainable

Smart drugs the key to top jobs?

• It’s a coming trend as the overload of information makes

• Huge companies headhunt for future jobs candidates in

• Early university studies, this increase pressure on

• Student to perform better

• US studies approx. 25% of health student had taken neuron-

enhancing drugs (2010) Modafinil

• To combat fatigue – top university students pay until

• 20.000 £ a year

• Ritalin trigger dopamine – without ADHD makes the students

alert & awake

• Increase motivation of studying, no memory loss, and no sleep

Our lifestyle is deathly

• 1 in 3 dies from a heart disease

• 1 in 7 dies from cancer

• 1 in 23 dies from stroke

• Almost 60% of the deaths in 1990’s

• were related to lifestyle diseases

lifestyle related drugs

A heal thi er di et

• The trend is towards a healthier

alternative

• People are more aware of the risk

involved with unhealthy diets and

alternatives.

• Governments from treatment to

preventions.

• Better and right food is a part of the

green & sustainable lifestyle trend

• Global resources as water and land

uses 10 more space to grow meat

than vegetables (India moves from

vegetal to meat based diet, simply

not enough land to produce)

• Almost all major fast-food chains have

an alternative menu who gives a

better and more healthy option

• Women’s in general eats healthier

and influence household

Illegal drugs ( chapter escapism)

the chapter escapism subject to be found in the chapter escapism

s ports and work out*

• increase sport and activities

related to body & mind increase

• we choose to work out the inner

body than the outer body.

• as a reaction to negative stress (

reality check)

• yoga & meditation in many

different styles and differentiations

• increase of activities in teams and

together in classes

• holistic and eastern oriented

sports and activity increases tai

chi, qigong, kung Fu

• less focus on outer body training

• less popular individual driven

sport activities

• woman in sports higher valued in

media and increase salaries and

bonuses

*sport and activites as yoga and meditation chapter the 20th century hippie the new consumer

increase body & mind sport

relevant work and education in this sector

the future is now kenneth lyngaas founder £ creative director

ftmresearch & buddha jeans™ mobile +47 47247803

mail: kenneth@buddhajeans.com blog: buddhajeans.com

Contact me