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FUTURE & TREND INSIGHTS 2011

THE CREATIVE SOCIETY


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

INDEX The Creative Society The Micro System The Macro System Notes

Superhuman

Competence

Imagination

03 05 18 20

Soft Power

ME New Norm

Solidarity

Harmony Disruption

Autonomy

Citizen of the

New Kinship

MY WORLD

Pioneer of Change

World

THE WORLD

FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

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FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

KEY MARKETS

Ireland

UK Germany

Spain Mexico

Brazil

LATAM: (Brazil and Mexico)

FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

EUROPE: (UK, Spain and Germany)

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FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

The Micro System: ‘My World’ the immediate ecosystem I can control EMOTIONAL DRIVERS

KEY TRENDS

SUB TRENDS

VALUE

Imagination

Soft Power

Cultural Diversity

OPENESS

cultural capital

New Narratives

EXPRESSIVE

Community

Harmony

New Kinship

Smarter Together

FUN

interactiOn

New Rituals

Meaning

engagement

Solidarity

New Norm

Voluntary Participation

GENEROSITY

systemic change

Civic Value

BELONGING

togetherNESS

VISUAL KEY

OPPORTUNITIES

The Macro System: ‘The World’ the wider macro-system I want to learn how to control EMOTIONAL DRIVERS

KEY TRENDS

SUB TRENDS

VALUE

Competence

Superhuman

Brain Boosting

excellence

standING out

Techno-Enhancement

INGENIOUSNESS

knowledge

Distruption

Pioneer of Change

Entrepreneurial Mindset

FREEDOM

FRESH IDEAS

Hacker Culture

REVOLUTION

CHANGE AGENTS

Autonomy

Citizen of the World

Flexibility

independENCE

open-mindedness

Mobility

OPPORTUNISM

FacilitatATION

FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

VISUAL KEY

OPPORTUNITIES

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“We have to prepare for the era of the creative society, where innovation and creativity are crucial, and simply having knowledge and an analytical approach is not sufficient.” Ariane van de Ven

Photo: Kjaer Global 9


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

What can we expect for the Future? In the Future & Trend Insights 2010 reports, we discussed the profound impact that the recession had on mindsets, fundamentally changing people’s aspirations for the future. The Future & Trend Insights 2011 report identifies the evolved characteristics of the society of the future, on a global scale, and the concrete implications for our key markets: Europe and LATAM. We have to prepare for the era of the creative society, where innovation and creativity are crucial, and simply having knowledge and an analytical approach is not sufficient. The problems of ignoring creativity are clear. As Roger Martin, dean and professor at the University of Toronto’s Rotman School of Management says: “We seem to be headed to a world where we’re ever-exalting analytic thinking over creativity. If anyone here thinks we’re going to fend off the challenge from India and China by being more analytical, then I have one thing to say to you: Good luck.” As the pace of change is in constant flux, with a record of innovations launched every year thanks to our newly embedded Beta mindset, people need to learn new skills that require them to be self-fulfilled and self reliant. They also need to learn how to manage information or the lack of it, and sometimes, go without any information and follow their intuition or imagination. According to author and speaker Tom Kelley, creativity means being willing to accept failure. This is a very good point because knowing what doesn’t work provides new information that we can use in our journey towards eventual success. As a leading connectivity service brand, we have the opportunity to play an instrumental role in shaping this new society. We provide the tools that people require to embrace their creativity and to have an open minded attitude to new ideas, as well as offering cultural and creative environments that are conductive to new thinking.

“As a leading connectivity service brand, we have the opportunity to play an instrumental role in shaping this new society.”

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Arne Jacobsen, Aarhus Town House, Denmark - Photo: Harald Brekke 11


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

What characterises the creative society? The creative society thrives in a context of change and uncertainty. In a world that is constantly evolving, people require new skills that are not based on established knowledge. They need to become innovative in order to be able to seize opportunities as they come along. The creative society requires people to think for themselves and develop their own value system through the information that is now available to all of us. Millions more people are going to museums, literary festivals and operas. Others watch demanding television programmes or download serious-minded podcasts (the age of mass intelligence). Information, culture, and knowledge are becoming more widely available, making society more creative. Indeed, in 1999/2000 there were 24m visits to Britain’s biggest museums - by 2009/10 the figure was 42m. More people visit the Louvre than the Eiffel Tower. The Tate, British Museum and National Gallery each attract more visitors than the London Eye. In the UK, organisations are paying attention to this new paradigm. Janice Hadlow, the controller at BBC2 told BBC staff newspaper Ariel: “I want to see intelligence in popular programming, It’s good to see it cropping up in all sorts of different places - not just in programmes where you might expect it”. Technology is the key enabler of the creative society because it democratises content and information and enables interactivity. For instance, in 2006, the New York Metropolitan Opera started an experiment to reach a new audience. It began transmitting opera performances live to cinemas. Initially it transmitted eight operas to 935,000 people. This year, there will be 11 productions, involving 850 cinemas in 28 countries and a forecast audience of 1.2m - roughly 100,000 people per show, compared with 3,700at the Met itself (the age of mass intelligence). The creative society changes the dynamics of power, creating a bottom-up society. Phillipe de Montebello, the former director of NYC’s Metropolitan Museum said: “the public is a lot smarter than anyone gives it credit for.’” Individuals indeed, can be as powerful as organisations, as technology enables them to tap into global resources. The individuals (and their subsequent networks) that will succeed are the ones who will display creativity and innovation. In the UK alone, the creative industries contribute in excess of £50 billion to the economy each year. Within four years it is estimated that they will employ more people than financial services. We have a unique opportunity to partner with people to enable them to contribute in a way that creates self-fulfilment and self-reliance. As we enter the age of creativity, we need to become more agile to support people’s need to innovate and thrive in a globally connected society.

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Stockholm State Library - Photo: Harald Brekke 13


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

THE IMPORTANCE OF NURTURING OUR ORGANISATION CULTURAL ECOSYSTEM The UK has been building a Cultural Ecosystem around the O2 brand to ensure that O2 is perceived as an aggregator of experiences. The Cultural Ecosystem comprises elements that are core to the O2 brand DNA: Music, Entertainment, Community & Environment and Partner brands. In a creative society, it is important for an organisation to demonstrate an understanding of people’s passions, interests and commitments. The Cultural Ecosystem enables us to work according to a framework that demonstrate how those elements are inter-connected to enrich the DNA of the O2 brand but also the experiences that we create for our customers. This framework is crucial to help build deep emotional engagement with people and to turn more customers into fans. It is a concept that could be applied across Telefónica, to ensure we develop and nurture innovation in the right areas but also create a culture that our people and customers can relate to. Culture is the new capital in the creative society. Telefónica must demonstrate an understanding of it, in all its diversity to become a leading global organisation in the creative society.

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Illustration: The O2 Cultural Ecosystem 15


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

People operate within two systems in order to make sense of the world:

Superhuman

Competence Brain Boosting

As the world becomes more complex, people have different motivations depending on whether they operate within the micro-system (the immediate world around them) or the macro-system (the wider world). In order to engage with people in a meaningful manner we need to understand each system and the trends that characterise it.

Techno Enhancement

Imagination Soft Power

Cultural Diversity

Mobility

Civic Values

New Narratives

ME

New Norm

Solidarity Autonomy

Smarter Together

New Kinship

Harmony

Voluntary Participation

Citizen of the

Hacker Culture

New Rituals

Disruption Pioneer of

MY WORLD

Change

World

Flexibility

Entrepreneurial Mindset

THE WORLD

“...to engage with people in a meaningful manner we need to understand each system and the trends that characterise it.”

1 FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

Illustration: Kjaer Global 17


“Taking the time to observe the beauty in the world characterises people’s attitude to their micro-system.” Ariane van de Ven

Photo: Kjaer Global 19


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

THE Micro System “My world’, the immediate ecosystem I can control. Taking the time to observe the beauty in the world characterises people’s attitude to their micro-system.” People seek to Nurture and Protect their micro system, which typically includes their friends, family, local community and culture. Within this system, people adopt a LongTerm Mindset, where they search for Sustainable Solutions and Slow Approaches that enable them to enjoy the process of participating.

Imagination

Their ultimate goal is Self-Fulfilment, an evolution of the pursuit of spiritual Happiness, which we discussed in the Future & Trend Insights 2010 reports. People expect to derive Meaning from the interactions they have within this micro-system. They therefore put a focus on Micro Collective Experiences that can help them achieve more self-fulfilment.

Soft Power

Cultural Diversity

Civic Values

New Narratives

Smarter Together

ME

New Norm

Solidarity Voluntary Participation

The trends related to this micro-system emerge from emotional drivers that relate to this higher-goal of Self-fulfilment.

New Kinship

Harmony New Rituals

MY WORLD

“My world’, the immediate ecosystem I can control.”

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Illustration: The Micro System 21


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

SOFT POWER In times of global financial turmoil we reinvigorate our spirits and find potential in Soft Power. Embracing, nurturing and using cultural capital as a driving force for progress is key to success in this creative society. Understanding that culture is what distinguishes us in a globalised world, and that our unique cultural make-up cannot be replicated, it becomes our currency and a source of individual and group strength.

Imagination Soft Power

Cultural Diversity

New Narratives

Technology enables us to cultivate New Narratives fuelled by imagination, satisfying our need for creativity and self-expression. Soft Power reveals the importance of implementing Cultural Diversity and of creating New Narratives to grow an inspired culture of togetherness and community.

ME

MY WORLD

EMOTIONAL DRIVER: IMAGINATION

“Imagination is more important than knowledge” Albert Einstein

In the creative society Imagination and an innovative mindset is a valued currency. Inspiration is sought out to invigorate routine or to strengthen cultural heritage through diversity.

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Illustration: The Micro System - Above - Photo:??? 23


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

NEW KINSHIP In a bid to feel fulfilled, we are investing leisure time and energy in personal relationships and this has lead to a resurgence of old-fashioned values. New ways of being together or experiencing culture are evolving thanks to technology. Using our cognitive surplus – converting our leisure time into something meaningful – has never been easier. Through New Rituals we find fresh ways of interacting with people, creating personal meaning, engagement and fun. We believe that we’re Smarter Together, and by supporting each other within our immediate environment we get better deals, have brighter ideas and create more opportunities.

Smarter Together

ME

New Kinship

Harmony New Rituals

MY WORLD

EMOTIONAL DRIVER: HARMONY We long to be in harmony with our immediate world and feel valued. With increased leisure time, people invest in personal exchanges. Positive relationships enable people to achieve Harmony with the immediate world around them and derive meaning from the interactions.

“We are befriending thousands of people online, but now we’ve suddenly realized there is an emptiness... a lack of physical contact, something that humans are hard-wired to desire.” Martin Lindstrom

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Illustration: The Micro System - Above - Photo: Harald Brekke 25


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

NEW NORM Improving our world once meant a focus on environmental issues, but now it means applying the sustainable mindset to everything we do. We recognise that this is the only way to create real systemic change. People are looking for solidarity of both responsibilities and interests, sharing a newfound belief that together we make a tangible impact on the world and at the same time become more fulfilled. To create Real Civic Values and to improve our communities and immediate society we practise Voluntary Participation. In a creative society resourcefulness is essential and we look for brands that can facilitate us in making sustainability and social responsibility the New Norm.

Civic Values

ME

New Norm

Solidarity Voluntary Participation

MY WORLD

EMOTIONAL DRIVER: SOLIDARITY In a creative society people have to be resourceful. To become more self-fulfilled they will look for brands that can become partners or facilitate real change and make sustainability the New Norm.

“Sustainability is meeting human needs without overwhelming nature or society. Sustainable development is the process by which we get there” Forum for the Future 2011

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Illustration: The Micro System - Above - Photo: Kjaer Global 27


“Displaying courage to meet the new and to accept the differences are the necessary skills to operate within the macro-system.” Ariane van de Ven

Photo: Harald Brekke 29


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

THE Macro System Superhuman

“The World’, the wider system I want to learn how to control. Displaying courage to meet the new and to accept the differences are the necessary skills to operate within the macro-system.”

Competence Brain Boosting

Within the macro system, which is characterised by fast, changing, unpredictable dynamics, people look for ways to ‘cope’ and also attack and challenge this system.

Techno Enhancement

As a result of the lack in Trust which we discussed in the Future & Trend Insights 2010 reports, people do not seek trust in the world around them. They have become cynical and critical of established networks and institutions. They now adopt a more opportunistic, short-term mindset, as they aspire to Self-Reliance to achieve personal and sometimes societal gain.

ME

Mobility

Hacker Culture

In addition, as people realise that they can tap into a global pool of opportunities thanks to increased connectivity, they want to acquire new skills and become more Automous and Competent in order to succeed on a global scale. The trends related to this macro-system emerge from emotional drivers that relate to the higher-goal of Self-reliance. .

Autonomy

Disruption

World

Change

Pioneer of

Citizen of the

Flexibility

Entrepreneurial Mindset

THE WORLD

“The World’, the wider system I want to learn how to control.”

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The Macro System -Illustration 31


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

SUPERHUMAN Superhuman

Competence Brain Boosting

Techno Enhancement

Achieving self-reliance is a challenge in the current climate. People know that being good at something is not enough – they have to be great. Through excellence in a chosen specialism, and the ability to promote that knowledge, they build ‘uniqueness’ and can truly shine. Beyond skills, passion becomes the defining USP needed to succeed in the creative society. Society is just beginning to grasp the potential that new technology offers in the quest for self-reliance. Brain Boosting and Techno-Enhancement reflect people’s need to keep on learning and realise their full potential in order to seize opportunities and stand out from the crowd.

ME

THE WORLD

Photo: Kjaer Global

EMOTIONAL DRIVER: COMPETENCE

“First we build the tools, then they build us” Marshall McLuhan

Competence is a moving target, requiring people to learn and develop new skills and ways of thinking in order to realise their true potential. People constantly update their mental capabilities by mastering technology seamlessly.

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Illustration: The Macro System - Above - Photo:Kjaer Global 33


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

PIONEER OF CHANGE Lacking trust in the ‘establishment’, people aspire to self-reliance and look for tools to enable them to achieve independence from the systems and institutions they perceive as tying them down. Pioneers of Change can see the benefits or drawbacks of different local systems. They pick and choose what they want to see happen and connect with others – or act independently – to bring about change. In this do-universe, everyone is an agile entrepreneur, finding the resources necessary to ride opportunity and navigate today’s uncertain climate. The Entrepreneurial Mindset and Hacker Culture are relishing independent thought, embracing innovation and inspiring fresh business models.

ME

Hacker Culture

Disruption Pioneer of Change

Entrepreneurial Mindset

THE WORLD

EMOTIONAL DRIVER: DISRUPTION

“Be yourself. Do what matters. Start now. Engage Now. Never Stop Asking Questions.” From the pioneers of change manifesto

Thanks to connectivity and affordable technology, people around the globe can operate alone or form loose-knit alliances to become Pioneers of Change. They are creating the future they aspire to by challenging and disrupting the system they belong to.

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Illustration: The Macro System - Above - Photo:Harald Brekke 35


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

CITIZEN OF THE WORLD Success in a mobile and changeable climate is about drawing on and developing new skills. As governments and institutions fail to create necessary opportunities, individuals are taking action. Facilitated by new technology and a sense of connection in a global society they migrate for work and education, to advance careers and hunt for opportunity. The Citizen of the World embraces diversity. This open-mindedness breeds richness of experience, which is a key emotional driver in the ‘new creative’ landscape. Flexibility and Mobility are the required skills to succeed in the macro system for the autonomous and independent Citizen of the World.

ME

Mobility

Autonomy

Citizen of the World

Flexibility

THE WORLD

EMOTIONAL DRIVER: AUTONOMY

“Immigration is the sincerest form of flattery” Jack Paar

In the creative society, autonomy and self-reliance are keys to success. The Citizen of the World discovers increasing Mobility and Flexibility as they adapt to continuous uncertainty and seek out opportunities to improve and take control of their lives.

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Illustration: The Macro System - Above - Photo:Harald Brekke 37


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

INSPIRATIONAL SOURCES Educating for a creative society: by Tom Peters thecreativesociety.co.uk Video: youtube.com/watch?v=h_w4AfflmeM On Kindness by Adam Phillips and Barbara Taylor. guardian.co.uk/books/2009/jan/11/ on-kindness-review From Creative Economy to Creative Society by Mark J. Stern and Susan C. Seifert. www.sp2.upenn.edu/SIAP/trfrock.html 60 innovators shaping our creative future by Thames & Hudson. thamesandhudson.com/9780500514924.html CREATIVE SURVIAL IN HARD TIME: A New Deal of the Mind Report for Arts Council England - March 2010. artscouncil.org.uk/publication_archive/creative-survivalhard-times/ CULTURAL METROPOLIS: The Mayor’s Draft Cultural Strategy: 2012 and Beyond, Executive Summary -June 2010. london.gov.uk/priorities/art-culture/cultural-metropolis Sowing the Seeds for a More Creative Society: Mitchel Resnick, MIT Media Laboratory 2010. web.media.mit.edu/~mres/papers.html Learning & Leading with Technology by Mitchel Resnick - December/ January 2007/08. web.media.mit.edu/~mres/papers.html Computer as Paintbrush: Technology, Play, and the Creative Society, Mitchel Resnick, MIT Media Laboratory 2006. media.mit.edu/~mres/papers/playlearn-handout.pdf

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Art - Photo: Harald Brekke 39


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

THE WORLD MOST INNOVATIVE COMPANIES To succeed as an organisation in the creative society, companies will need to embrace innovation. The world’s most innovative companies tend to: - Adopt a global mindset, harnessing a pool of talents from around the world. - Have a beta mindset, whereby trial and failure are encouraged. - Have a strong company culture, enabling employees to derive meaning from their everyday work and to feel like they belong to something bigger than themselves. - Nurture uniqueness and talents, by encouraging personal development and experiments. We have the opportunity to become one of these companies. We should thrive to embrace innovation and future thinking at the core of our company culture to ensure we succeed in the creative society. TOP 10 LIST 2010 1) Apple (U.S.) 2) Google (U.S.) 3) IBM (U.S.) 4) Microsoft (U.S.) 5) Toyota Motor ( Japan) 6) Amazon.com (U.S.) 7) LG Electronics (South Korea) 8) BYD (China) 9) General Electric(U.S.) 10) Sony ( Japan) The 50 Most Innovative Companies 2010: Before the world shuddered two years ago, U.S. companies dominated our Most Innovative Companies ranking, easily outnumbering corporations based outside of America. But now that the global economy seems to be growing again. businessweek.com/interactive_reports/innovative_companies_2010.html

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Google Offices by Camenzind Evolution - Photo: Camenzind Evolution 41


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

HOW TO USE THE FUTURE & TREND INSIGHTS 2011 The report comprises 7 books: • • • • • • •

The Creative Society Soft Powe New Kinship New Norm Superhuman Citizen of the World Pioneer of Change

Each report includes definitions of the new macro and sub trends, insights, facts and figures, case studies, inspirational sources and strategic implications for key markets: UK, Spain, Germany and LATAM. We hope each report will provide you with enough inspiration, information and recommendations to develop your own innovative strategies. The report was compiled using a variety of sources. We invite you to contact us if you require further future & trend insights: ariane.vandeven@o2.com For more information on related market insights, we direct you to the ekiss team: ekiss@telefonica.es or http://ekiss.intranet.telefonica/Paginas/index.aspx

Happy Trend Reading! Ariane Ariane van de Ven Head of Future & Trend Insights m: +44 (0)7545 506 389 Telefónica O2 UK ltd ariane.vandeven@o2.com We’re better, connected

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Inspired - Photo:MintPhoto 43


FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY

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CREDITS Ariane van de Ven Head of Future & Trend Insights ariane.vandeven@o2.com Design & Content Development Kjaer Global www.kjaer-global.com

This document has been produced as an internal research document and is not intended for public distribution or use. Every effort has been made to ensure accuracy of copy and to secure approval and accreditation for all images used. © 2011

FUTURE & TREND INSIGHTS 2011 THE CREATIVE SOCIETY


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THE CREATIVE SOCIETY

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