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A presentation from the keynote speech Piers Fawkes of PSFK gave at Future Trends 07 conference on why we all have the opportunity to make things better...
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www.psfk.com
Change The World(or go home)
www.psfk.com
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
www.psfk.com
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
www.psfk.com
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.
www.psfk.com
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.
www.psfk.com
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
www.psfk.com
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.
www.psfk.com
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?
Appendi: Applying Consumption Concern
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Brief: Double Global Sales of Converse Products
Example of idea PSFK pitched Anomaly & Converse
