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Loic Lisa Manoj
MEGA-TREND > A CO-CREATED REPORT BY LEADING CREATIVE THINKERS AND AGENCIES AROUND THE WORLD.
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skin, the ultimate layer
choice fatigue, creative consumption
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EDITO CONSCIOUS CONSUMPTION, A DEMAND FOR VIRTUE. For most of the 20th century, Henry Ford's dictum, 'Any colour - so long as it's black,' defined the relationship between producers and customers. Twentieth century marketing techniques were first developed for the emerging mass markets of the 1920s and 30s, and reached their apex in the 1950s and 60s. Producer domination increased dramatically after WWII, when the USA's excess manufacturing capacity supplied a grateful world with manufactured goods and iconic brands. The model of unlimited growth that both producers and marketers relied on required that people become 'consumers' who are by definition insatiable, and that the natural environment and margins of society absorb all the externalities â€“ or hidden costs - of this arrangement. Their cynical conception of the customer as 'consumer' was based on the premise that a combination of 'fear and greed' dominates people's emotional lives. This bears as much relation to the complexity of real life as does the economists' hypothesis that buyers and sellers operate rationally in perfect conditions of information and access. With this history as foundation, the scenarios in this latest Megatrend NÂ°3 'Conscious consumption, a demand for virtue,' reflect the contemporary legacy of the environmental, women's and consumer rights advocacy movements of the 1960's and early 70's. The underlying shifts in personal ethical and social values that have come to fruition in developed countries since then have converged with other factors. These include the
impact of the Japanese production quality movement that opened the path for mass customization and personalization, and the consequences of unfettered globalization that triggered the 'No Logo,' 'Real Simple' and 'Slow Living' phenomena. Today, outmoded production and marketing strategies are grappling with these changes while also being caught in a sociological pincer grip: their image of the 'consumer' is recognizable in neither the youth market and nor the emerging 40+ market (the new customer majority). As these two primary customer segments assert their autonomy and self-actualize, they insist that their lifestyles and their choices reflect their personal and cultural values, and they are increasingly voicing their demands in the marketplace. Producers, service-providers and marketers have generally had difficulty presenting a satisfactory customer offering; one which reflects their resistance to changes in values, that they do not fully understand or share, and the difficulty they have adapting their business model and conception of customers to the changing world. Most companies have been accustomed to being able to consume resources at will and impose their choices on customers albeit the environmental and social consequences of their decisions. The Mega-trend scenarios here represent eight different facets among the many of the 'conscious consumption' movement that has been 40 plus years in the making. Three of the scenarios, (1) bio-efficiency (3) integrated ethics and (7) pragmatic protest reflect the health, ethics and
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activist dimensions of customer choices. Two of the scenarios register the potential of 'cause-related marketing' strategies: (2) conscious consumption and (5) multicoloured icons. Of the others, (4) emotional intelligence is the mainstreaming of this fundamental skill, while (6) after the honeymoon explores the radical, ongoing transformation of domestic arrangements. The final scenario (8) toy food highlights the embrace of globalization while affirming difference through food. Companies that keep their heads in the sand and pretend that the storm will pass will wither away. Those who embrace change at an arms-length may still survive, but their chances are diminished. Those who passionately integrate the lessons of these scenarios will enhance their chances of prosperity.
Michael Gresty *
* Michael Gresty is Communications Director at Pompei A.D and the President and co-founder of Kinetix [business ecology]. Michael is a respected strategist and speaker on sustainability and related topics. He has extensive experience working with clients such as Praxair, Schering-Plough, Gillette, Sony, Volvo, Levi's, Herman Miller and the California Academy of Sciences. He has previously worked on large infrastructure and design projects in the USA and France, and on development of engineering software in South Africa. Mr. Gresty received his Architecte DPLG from the Ă‰cole d'Architecture de ParisBelleville. He also holds a Bachelor of Architectural Studies from the University of Cape Town.
SUMMARY CONSCIOUS CONSUMPTION, A DEMAND FOR VIRTUE Ask questions and search for answers. As the world becomes more materialistic, people will stop considering the consequences of their actions. Au contraire! We are no longer naive consumers, but aware of our own fatal overproduction and its effects! As our environment becomes more complex, more absurd, more terrifying, we set upon a quest of ethical enlightenment, to guide our decisions and the way we live. These wise paths lead us to cultivate our own values: > To be responsible in the way we make choices and go about our daily life > To be pragmatic and modest; to always maintain reality in pursuit of our goals > To experiment with the reality of intellect and emotion for a better global understanding.
SCENARIO 1 bio-efficiency
SCENARIO 2 conscious consumption
SCENARIO 3 integrated ethics
SCENARIO 4 emotional intelligence
SCENARIO 5 multicoloured icons
SCENARIO 6 after the honeymoon
SCENARIO 7 pragmatic protest
SCENARIO 8 toy food
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page 40 page 4
SCENARIO 1 BIO EFFICIENCY
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CONCEPT > Liquid gold! Water, as we all know, is and will be a major environmental issue in the coming years. Managing the rarity and guaranteeing the purity of this natural resource demands more day-to-day awareness and participation. What if light were to be seen in the same way as water? STORY LINE > It's time for Nicholas to take his shower. The first rays of sun brush against the transparent walls of the shower unit, picking out streaks of iridescent, coloured light. A gentle warmth quickly pervades the natural incubator as the shower system releases a light vapour that moistens the body. As the fine mist refreshes and perfectly cleanses his skin, Nicholas turns his back to the infrared rays of the sun. In less than ten minutes, the combined effects of light and water have refreshed and revived him. He's raring to go. THINK > Lumino-therapy, aquatherapy, luxtherapy, phototherapy, ecosystems, nano phosphors.
SCENARIO 1 BIO EFFICIENCY > design palette
COLOURS > luminosity, transparency and clarity of white-washed colours tend to enlarge space.
MATERIALS > ultra smooth by lacquering or glazing, or with micro roughness by sanding dense and heavy materials.
SHAPES > Simple, thick lines that underline the object's volume.
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SENSATIONS > plunging into a bath of light that is a never ending resource for well-being.
SCENARIO 1 BIO EFFICIENCY > indicators 1
1 1 > Recycling shower water 1 toilets can save pure water. for A family of four can save around 30,000 liters of water annually by recycling their shower water. Rising prices of drinking water will make this a very attractive solution in the future despite the initial plumbing costs. Other worthwhile transitions for the future…streetlights with sensors designed to switch off in the absence of nearby traffic.
2 2 > The winning entry of Tokyo's designer’s week competition: Studio X from London (the Ross Lovegrove team) designed a simple-shape, small apartment interior that is multifunctional and adaptable to everyday changes. Guarantee of purity, of form and function, in the concept and in the shapes.
3 3 > Water: As science shifts to a Quantum approach and we acknowledge a global bioconnection, the medium of water stands out as potential common ground. Humans are made of 90% water; our earth is 2/3rds water. The ground breaking work of Dr. Masaru Emoto, a Japanese visionary and researcher, shows the connection between water and human emotion. His book Messages From Water explains how words can positively or negatively effect the crystalline structure of water. If we are largely water, what does this mean for our world and how are we to care for the water we have? Web: More messages in water with Dr. Masaru Emoto
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4 4 > Light: The American artist James Turrell’s work centres around the beauty and mystery of space and light. His exhibits fill monumental, church-like spaces, arousing our feelings of ritual. Places to feel spatially free. Another of Turrell’s creations, Crater Monument, is set within a large natural crater out in the open desert. Its ceiling is circular and open to the sky for day and night time viewing. Art and the art of nature is quite naturally becoming a new form of spirituality. As pollution continues to darken the night sky and dims our access to the map of the stars, artists are looking at light differently and creating spaces in honour of the sky.
SCENARIO 1 BIO EFFICIENCY > indicators 2
5 5 > NEWater Water Reclamation Program, Singapore. 1 With no natural resources of its own, Singapore has always depended on Malaysia for its water source. NEWater is a new source of raw water to supplement Singapore's water supply. NEWater is used water that has undergone a stringent purification and treatment process using advanced dual-membrane (micro filtration - reverse osmosis) and ultraviolet technologies. NEWater could be mixed and blended with reservoir water and then undergo conventional water treatment to produce drinking water (a procedure known as Planned Indirect Potable Use or Planned IPU).
6 > Waterwall Project, Australia: The Waterwall modular system is a rainwater storage solution for urban households. The beauty of the design lies in its ability to connect any number of tanks together. The interconnected tanks can be used as a fence, as a dividing wall in a garden, or to fit neatly in a narrow sideway, giving even the smallest city yards substantial water storage capability. The modules, each measuring 2400mm x 1800mm x 330mm, hold approx 1200 litres of water and are manufactured from durable, food grade polyethylene. Storm water is collected through a 200mm hole in the top of the unit, flowing down via a rooftop pipe.
7 > In Japan, the same bath, or “o-furo”, is used by every member of the family every night. They do not actually bathe, they simply relax. Toto, one of the leading Japanese bath makers, has just launched a sort of “padded” version of o-furo – using polypropylene and styrene foams, giving it a double layer of insulation. Bathtubs capable of maintaining high water temperatures, 24 hours a day, are becoming very popular among the growing consumer consciousness to save energy. The heating mechanism allows for a mere 2°C fall in temperature, sustaining the typical consumer bath temperature of 40-42C (104-108 F).
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8 8 > Semi-automatic washing machines have a bigger market (80%) in India than fully automatic machines; part of the reason being that they consume less water. After a light rinse or short cycle wash, Indian women reuse the water from the wash compartment for dirtier and heavier clothes.
MEGA-TREND > A CO-CREATED REPORT BY LEADING CREATIVE THINKERS AND AGENCIES AROUND THE WORLD. PUBLISHER
Style-Vision Base: Nice, France
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CO-EDITORS Michael Gresty
Area: Communication, Ecology and Trend research Occupation: Communication Director Base: New York USA Contact:email@example.com
Area: Trend Research and Analysis, Cultural Studies Occupation: culturalAntenna Base: San Francisco and Shanghai Contact: firstname.lastname@example.org
Area: Fashion and Internet Publishing Occupation: Managing Director Base: Tokyo, Japan Contact: www.fashioninjapan.com
Area: Human Culture & Design Occupation: Founder, Culture of Future Base: Los Angeles, California, US Contact: email@example.com
Birgit Lohmann & designboom
Mette Kristine Oustrup
Area: Design and Internet Publishing Occupation: CEO & editor-in-chief of designboom.com Base: Milan, Italy Contact: www.designboom.com
Area: Trend research Occupation: Managing Director, Style-vision Base: Nice, France Contact: firstname.lastname@example.org
Klaus Æ. Mogensen
Area: Futures studies Occupation: Futurist Base: Copenhagen, Denmark Contact: www.cifs.dk
Area: Trend research Occupation: Business Development Director, Style-Vision Base: Nice, France Contact: email@example.com
Area: Luxury Goods Occupation: Brand Semantics Consultant Base: Paris, France Contact: firstname.lastname@example.org
Area: Graphic Design, Industrial Design, Ergonomics and Branding Occupation: Founder & Director Base: Pune, India Contact: email@example.com
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