Unconsumption
Dr. Nita Rollins
Futurist, Resource Interactive
Unconsumption
Unconsumption
 Actions and forces that reduce
                SXSW
                From:

      a consumer f...
No Shortage of Scholarship
No Shortage of Scholarship
RI TREND MAP
                            2009-2015




Macrotrend
Consumer
Digital
Sociocultural
Brand/Industry Vertical
RI TREND MAP
                            2009-2015




Macrotrend
Consumer
Digital
Sociocultural
Brand/Industry Vertical
RI TREND MAP
                            2009-2015
                                     Scarcity &
                       ...
RI TREND MAP
                            2009-2015
                           Recessionary       Scarcity &
              ...
“Our carbon footprint is directly tied
to our consumption, whether that’s tied
to our consumption of energy or a consumer
...
THE LOST DECADE?
Median household income in 2008 slipped to $50,303 from $51,295 in 1998.
                                ...
Goodwill stores open at least a year rose
7.1% in the rst three months of 2009
over the same period a year earlier.
      ...
...is the number-one clothing site on the Internet
...sold $7.1 billion worth of apparel products sold last year
...has 90...
570 cities
50 countries
20 billion page views per month
More traf c than either eBay or Amazon.com
Bartering increased 100...
Traditional jobs grew by 3.7% between 1998 and 2007. Jobs
in the clean energy economy grew by 9.1%.
                      ...
?
Of 4,000 consumers




                                                    ?
 surveyed worldwide,
 almost 1/3 said they
  ...
Of 4,000 consumers                                      “That’s wildly out of




                                        ...
Are marketers focused on
this alternate economy and
         ecosystem?
Some are...
“Unconsumption is a word used to describe everything
that happens after an act of acquisition.
Unconsumption is an invisib...
H&M Outed for
                Destroying Unsold Apparel

PARADOX?        SOURCE: NYT, Jan 2010




conspicuous
UNCONSUMPTI...
Haul Vlogging
  PUBLICIZING AND
    CATALOGING
   CONSUMPTION


GEN Y:
The prematurely affluent generation




            ...
Haul Vlogging
  PUBLICIZING AND
    CATALOGING
   CONSUMPTION


GEN Y:
The prematurely affluent generation




            ...
ARTISTIC
 INVENTORIES
   EXAMINE
CONSUMPTION
  & IDENTITY
ARTISTIC
 INVENTORIES
   EXAMINE
CONSUMPTION
  & IDENTITY




                “And nally, as many have already
           ...
ARTISTIC
 INVENTORIES
   EXAMINE       Made me wonder, "what if everyone
CONSUMPTION    sold all their stuff at the same t...
ARTISTIC
 INVENTORIES
   EXAMINE
CONSUMPTION
  & IDENTITY
ARTISTIC
 INVENTORIES
   EXAMINE
CONSUMPTION
  & IDENTITY




                “And nally, as many have already
           ...
ARTISTIC
 INVENTORIES
   EXAMINE       Made me wonder, "what if everyone
CONSUMPTION    sold all their stuff at the same t...
ARTISTIC
 INVENTORIES
   EXAMINE             Made me wonder, "what if everyone
CONSUMPTION          sold all their stuff a...
consumer
ACTIONS
    1 Reduce
    2 Reuse
    3 Recycle
    4 Refuse
    5 Make
    6 Sell
    7 Swap
digitalconsumer
       FORCESACTIONS
RADICAL TRANSPARENCY    1 Reduce
  DISINTERMEDIATION     2 Reuse
    FREECONOMICS    ...
consumer
                                                      ACTIONS
PRIMARY RESEARCH




                              ...
consumer
                                                      ACTIONS
PRIMARY RESEARCH




                              ...
Swap


  c    c
digital
       FORCES
RADICAL TRANSPARENCY
  DISINTERMEDIATION
    FREECONOMICS
   NETWORK EFFECT
  DEMATERIALIZATION
digital
       FORCES
RADICAL TRANSPARENCY
  DISINTERMEDIATION
    FREECONOMICS
   NETWORK EFFECT
  DEMATERIALIZATION
RADICAL
                                                                              TRANSPARENCY

                      ...
DISINTERMEDIATION




Over the last year, the
number of registered
members on Etsy has more
than doubled to 3.75
million.
...
DISINTERMEDIATION
                            material culture meets
                               counter culture

Over ...
FREECONOMICS




“Free has a powerful
hold on the psyche.”
 Chris Anderson, Free: The Future of a Radical Price
“Companies like Facebook,
  Twitter, Ebay and Apple--
    but not Google--will
 dominate the future of the
               ...
Hussein    DEMATERIALIZATION
Chayalan
Hussein    DEMATERIALIZATION
Chayalan    atoms mix with bits
Hussein                       DEMATERIALIZATION
        Chayalan                       atoms mix with bits



As goods bec...
7 Ways to Reach the Unconsumer
7 Ways to Reach the Unconsumer
OFFER NO HOLDS BARRED SUSTAINABLE
MARKETING
RENT THE NEWEST, MOST COVETABLE
ITEMS
OLD IS TH...
OFFER NO HOLDS    Marks & Spencer

    BARRED
 SUSTAINABLE
  MARKETING

                 Marks & Spencer
RENT THE NEWEST,
MOST COVETABLE
      ITEMS



 “Ownership is not as
 important as it once
 was. Access is better
  than o...
SELL VINTAGE
PREPARE FOR
                                                          CSR
                                                ...
CLARIFY
                                                                    Earth 911 saw a 12% increase in
    SUSTAINABI...
PACKAGING
MIRROR CONSUMERS‘
                  DECONSTRUCTED
    DESIRE FOR
    DISRUPTION          =
                 NEW ...
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
SUPPORT SWAPPING
                 ON SITE




PROTOTYPE
thank you.
                              www.resource.com




Dr. Nita Rollins
Futurist, Resource Interactive


FOR A PRES...
Unconsumption rollins sxsw for slideshare
Unconsumption rollins sxsw for slideshare
Unconsumption rollins sxsw for slideshare
Unconsumption rollins sxsw for slideshare
Unconsumption rollins sxsw for slideshare
Unconsumption rollins sxsw for slideshare
Unconsumption rollins sxsw for slideshare
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    1. 1. Unconsumption Dr. Nita Rollins Futurist, Resource Interactive
    2. 2. Unconsumption Unconsumption Actions and forces that reduce SXSW From: a consumer footprint Dr. Nita Rollins, Futurist Resource Interactive’s RI:Lab
    3. 3. No Shortage of Scholarship
    4. 4. No Shortage of Scholarship
    5. 5. RI TREND MAP 2009-2015 Macrotrend Consumer Digital Sociocultural Brand/Industry Vertical
    6. 6. RI TREND MAP 2009-2015 Macrotrend Consumer Digital Sociocultural Brand/Industry Vertical
    7. 7. RI TREND MAP 2009-2015 Scarcity & Sustainability The Socially Conscious Web Unconsumption CSR Macrotrend Consumer Digital Locasumers Sociocultural Brand/Industry Vertical
    8. 8. RI TREND MAP 2009-2015 Recessionary Scarcity & Reality Sustainability The Socially Skeptinomics Conscious Web Lifehacking Unconsumption Stopwatch CSR Shopping Macrotrend Consumer Digital Stealth Wealth Locasumers Sociocultural Brand/Industry Vertical
    9. 9. “Our carbon footprint is directly tied to our consumption, whether that’s tied to our consumption of energy or a consumer product.” Josh Dorfman, host of Sundance Channel show The Lazy Environmentalist
    10. 10. THE LOST DECADE? Median household income in 2008 slipped to $50,303 from $51,295 in 1998. Source: U.S. Census Bureau, 2009 RECESSION AS UNCONSUMPTION CATALYST
    11. 11. Goodwill stores open at least a year rose 7.1% in the rst three months of 2009 over the same period a year earlier. Source: NYT, June 10, 2009
    12. 12. ...is the number-one clothing site on the Internet ...sold $7.1 billion worth of apparel products sold last year ...has 90 million active buyers and sellers ...did $8.7 billion in revenues in 2009 ...sells a dress and a pair of women’s jeans every 18 seconds ...sells a pair of shoes every three seconds ...sold more than $600 million of all types of merchandise via eBay mobile in 2009
    13. 13. 570 cities 50 countries 20 billion page views per month More traf c than either eBay or Amazon.com Bartering increased 100% during recession. SOURCE: Digital Journal, March 2009 “With more than 47 million unique users every month in the US alone—nearly a fth of the nation's adult population—it is the most important community site going and yet the most underdeveloped.” SOURCE: Why Craigslist is Such a Mess, Gary Wolf, Wired, 8/09
    14. 14. Traditional jobs grew by 3.7% between 1998 and 2007. Jobs in the clean energy economy grew by 9.1%. Source: The Pew Charitable Trusts’ The CleanEconomy: Repowering Jobs, Businesses and Investments Across America, June 2009 ECONOMIC AND ENVIRONMENTAL UNEXPECTEDLY COALESCE
    15. 15. ?
    16. 16. Of 4,000 consumers ? surveyed worldwide, almost 1/3 said they were willing to pay more for green products — especially for fresh and prepared foods, and large appliances. SOURCE: Boston Consulting Group survey, Jan 2010
    17. 17. Of 4,000 consumers “That’s wildly out of ? surveyed worldwide, touch with almost 1/3 said they mainstream America, were willing to pay which mainly shops in more for green big-box stores. products — especially People don’t pay the for fresh and prepared green premium. foods, and large People in this appliances. economy buy on SOURCE: Boston Consulting Group survey, Jan 2010 price, price and price.” SOURCE: Tom Szaky, founder of Terracycle Inc.
    18. 18. Are marketers focused on this alternate economy and ecosystem?
    19. 19. Some are...
    20. 20. “Unconsumption is a word used to describe everything that happens after an act of acquisition. Unconsumption is an invisible badge. Unconsumption means the accomplishment of properly recycling your old cellphone, rather than the guilt of letting it sit in a drawer. Unconsumption means the thrill of nding a new use for something that you were about to throw away. Unconsumption means the pleasure of using a service like Freecycle (or Craigslist or Goodwill) to nd a new home for the functioning VCR you just replaced, rather than throwing it in the garbage. Unconsumption means enjoying the things you own to the fullest – not just at the moment of acquisition. Unconsumption means the pleasure of using a pair of sneakers until they are truly worn out – as opposed to the nagging feeling of defeat when they simply go out of style. Unconsumption means feeling good about the simple act of turning off the lights when you leave the room. Unconsumption is not about the rejection of things, or the demonization of things. It’s not a bunch of rules. Unconsumption is an idea, a set of behaviors, a way of thinking about consumption itself from a new perspective. Unconsumption is free.” SOURCE: unconsumption blog by Rob Walker, Tom Hosford, Steve Chaney, Brian W. Jones
    21. 21. H&M Outed for Destroying Unsold Apparel PARADOX? SOURCE: NYT, Jan 2010 conspicuous UNCONSUMPTION
    22. 22. Haul Vlogging PUBLICIZING AND CATALOGING CONSUMPTION GEN Y: The prematurely affluent generation 8,000 views to date
    23. 23. Haul Vlogging PUBLICIZING AND CATALOGING CONSUMPTION GEN Y: The prematurely affluent generation 8,000 views to date
    24. 24. ARTISTIC INVENTORIES EXAMINE CONSUMPTION & IDENTITY
    25. 25. ARTISTIC INVENTORIES EXAMINE CONSUMPTION & IDENTITY “And nally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it de ne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
    26. 26. ARTISTIC INVENTORIES EXAMINE Made me wonder, "what if everyone CONSUMPTION sold all their stuff at the same time.....?" Picture the postal deliveries, and the & IDENTITY friendliness which stuff-swapping could engender. Amazon book reviewer M. Stevens Becksvoort “And nally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it de ne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
    27. 27. ARTISTIC INVENTORIES EXAMINE CONSUMPTION & IDENTITY
    28. 28. ARTISTIC INVENTORIES EXAMINE CONSUMPTION & IDENTITY “And nally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it de ne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
    29. 29. ARTISTIC INVENTORIES EXAMINE Made me wonder, "what if everyone CONSUMPTION sold all their stuff at the same time.....?" Picture the postal deliveries, and the & IDENTITY friendliness which stuff-swapping could engender. Amazon book reviewer M. Stevens Becksvoort “And nally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it de ne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
    30. 30. ARTISTIC INVENTORIES EXAMINE Made me wonder, "what if everyone CONSUMPTION sold all their stuff at the same time.....?" Picture the postal deliveries, and the & IDENTITY friendliness which stuff-swapping could engender. Amazon book reviewer M. Stevens Becksvoort Simon Evans, Everything I Have “And nally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it de ne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
    31. 31. consumer ACTIONS 1 Reduce 2 Reuse 3 Recycle 4 Refuse 5 Make 6 Sell 7 Swap
    32. 32. digitalconsumer FORCESACTIONS RADICAL TRANSPARENCY 1 Reduce DISINTERMEDIATION 2 Reuse FREECONOMICS 3 Recycle NETWORK EFFECT 4 Refuse DEMATERIALIZATION 5 Make 6 Sell 7 Swap
    33. 33. consumer ACTIONS PRIMARY RESEARCH 1 Reduce Online Forums 2 Reuse 3 Recycle 4 Refuse 5 Make 6 Sell Dane, 24, Austinite & unconsumer 7 Swap Video Ethnography
    34. 34. consumer ACTIONS PRIMARY RESEARCH 1 Reduce Online Forums 2 Reuse 3 Recycle 4 Refuse 5 Make 6 Sell Dane, 24, Austinite & unconsumer 7 Swap Video Ethnography
    35. 35. Swap c c
    36. 36. digital FORCES RADICAL TRANSPARENCY DISINTERMEDIATION FREECONOMICS NETWORK EFFECT DEMATERIALIZATION
    37. 37. digital FORCES RADICAL TRANSPARENCY DISINTERMEDIATION FREECONOMICS NETWORK EFFECT DEMATERIALIZATION
    38. 38. RADICAL TRANSPARENCY 900 of 4,500 companies delisted “Greenwashing has run its course and is on the verge of finally dying off. The death of greenwashing comes with the rise of radical transparency: either your become transparent or transparency will be done to you." Adam Werbach, Global CEO of sustainability agency Saatchi & Saatchi S
    39. 39. DISINTERMEDIATION Over the last year, the number of registered members on Etsy has more than doubled to 3.75 million. The Quit Your Day Job blog on Etsy now attracts 2 million page views a month.
    40. 40. DISINTERMEDIATION material culture meets counter culture Over the last year, the number of registered members on Etsy has more than doubled to 3.75 million. The Quit Your Day Job blog on Etsy now attracts 2 million page views a month.
    41. 41. FREECONOMICS “Free has a powerful hold on the psyche.” Chris Anderson, Free: The Future of a Radical Price
    42. 42. “Companies like Facebook, Twitter, Ebay and Apple-- but not Google--will dominate the future of the NETWORK EFFECT internet. Collecting data is less valuable than connecting people.” SOURCE: Sean Parker, Web 2.0 Summit October 2009 The Facebook Causes application has become the fastest growing consumer Internet application in history, reaching 50 million users in just two years.
    43. 43. Hussein DEMATERIALIZATION Chayalan
    44. 44. Hussein DEMATERIALIZATION Chayalan atoms mix with bits
    45. 45. Hussein DEMATERIALIZATION Chayalan atoms mix with bits As goods become disembodied, infused with slivers of mind, and packed full of bits, they will also obey the new dynamics of property. Soon enough everything manufactured will potentially become social property. Kevin Kelly, The Technium
    46. 46. 7 Ways to Reach the Unconsumer
    47. 47. 7 Ways to Reach the Unconsumer OFFER NO HOLDS BARRED SUSTAINABLE MARKETING RENT THE NEWEST, MOST COVETABLE ITEMS OLD IS THE NEW NEW: SELL VINTAGE PREPARE FOR CSR SCRUTINY CLARIFY SUSTAINABILITY MIRROR CONSUMERS‘ DESIRE FOR DISRUPTION SUPPORT SWAPPING ON SITE
    48. 48. OFFER NO HOLDS Marks & Spencer BARRED SUSTAINABLE MARKETING Marks & Spencer
    49. 49. RENT THE NEWEST, MOST COVETABLE ITEMS “Ownership is not as important as it once was. Access is better than ownership.” --Kevin Kelly, The Technium
    50. 50. SELL VINTAGE
    51. 51. PREPARE FOR CSR SCRUTINY Greenpeace’s Guide to Greener Electronics gave Dell, Apple, and Motorola “Partially Good” scores. Urban renewal Vegan-friendly clothing Organic cotton Solar electricity reduces factory footprint by 30% Fabric Scrap Recycling: 30,000 pounds per week Philanthropy: Hurricane Katrina victims received 80,000 shirts
    52. 52. CLARIFY Earth 911 saw a 12% increase in SUSTAINABILITY searches in 2009 compared to 2008, with an average of “almost 7000 daily inquiries” about Upcycle disposing of home electronics responsibly. SOURCE: sustainablog.org February 2010 The sustainability question is: How can we design and build a world in which the Earth thrives and people can pursue ourishing lives? Are there other de nitions? Yes—too many to count. SOURCE: MIT Sloan Management Review Sustainability Initiative
    53. 53. PACKAGING MIRROR CONSUMERS‘ DECONSTRUCTED DESIRE FOR DISRUPTION = NEW KINETIC VALUE Tropicana Origami
    54. 54. SUPPORT SWAPPING ON SITE PROTOTYPE
    55. 55. SUPPORT SWAPPING ON SITE PROTOTYPE
    56. 56. SUPPORT SWAPPING ON SITE PROTOTYPE
    57. 57. SUPPORT SWAPPING ON SITE PROTOTYPE
    58. 58. SUPPORT SWAPPING ON SITE PROTOTYPE
    59. 59. SUPPORT SWAPPING ON SITE PROTOTYPE
    60. 60. SUPPORT SWAPPING ON SITE PROTOTYPE
    61. 61. SUPPORT SWAPPING ON SITE PROTOTYPE
    62. 62. SUPPORT SWAPPING ON SITE PROTOTYPE
    63. 63. thank you. www.resource.com Dr. Nita Rollins Futurist, Resource Interactive FOR A PRESENTATION OF UNCONSUMPTION, CONTACT: inquiry@resource.com
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