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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 start...
Inspiration To Make Things Better Via Our Daily Website
Global Question:

                                                “How would you
                                         ...
Creative ideas for
                                          change




Inspiration To Make Things Better At Our Conferences
Inspiration To Make Things Better Through
Our Trends & Innovation Consultancy
Inspiration To Make Things Better With
Our New Research Company: Peep
What is the impact
                                            of my consumption?

                                       ...
Here’s 5:

1. Good Food
2. Craft
3. Pro-Service Anti-Product
4. Local
5. Taking Control




What Trends Drive Our Concern ...
Good Food




The direct effect from consumption


www.psfk.com
The cupboard at PSFK
                     HQ every morning




What Is Good Food?
The only cereal we
                          choose:

                          Has Sugar
                          Has Sa...
Have You Asked
                     Michael Pollan?

                     Corn is killing us.




What Is Good Food?
In February 2007,
             Seattle’s Jones Soda
             drops corn-fructose
             and opts for Pure
      ...
New York hot dogs
                       with great ingredients




Dogmatic NYC Hotdogs
Good Food is
                appearing
                everywhere… like this
                Mexican food stand in
       ...
People line up for an
              hour to get this ‘good
              burger’ and shake




Shake Shack
‘Good’ fast food:

                  How you like it &
                  freshly prepared.




In-n-Out Burger
Good food is food
                        without a Best Before
                        label - I.e. Today




Pret A Mang...
Food with history with
                      story. Giving us back
                      the decision about
              ...
The UK drinks
                            company has
                            developed a culture
                    ...
Better food at the right
               price drives retail.

               The line at Trader Joe’s
               NYC s...
Constant pursuit of
             good food.




Wholefoods
Tesco thinks there’s a gap
               in the US market




Fresh’n’Easy
Craft




 People are reusing, reclaiming, recycling,
 reducing and redesigning
 www.psfk.com
Craft is global.




Craft Night, London
Brand conscious youth
                       in Beijing have begun
                       to embrace second
              ...
Bar Knitting, San Francisco
Hunga-Munga Art Parties, London
Championing the Craft
                 movement




Craft Magazine
A documentary in
                  which one woman
                  travels across the
                  country
        ...
48 artists from 17
                                         countries at The
                                         Muse...
93,000+ sellers of craft
       goods.




Etsy
Craft is not just
                knitting.




Make Magazine
Craft can be culture.

               Bike movement is a
               craft movement.




Bike Culture
Live craft
                                competitions.




Cut and Paste Design Contests
Local




 People seek to source from local providers


 www.psfk.com
Organic vs Local
                debate




Time Magazine
Better to drink French
              wine in Miami than it is
              to drink Californian
              - drvino.co...
Farmers Markets
Germany offers a
                  serious contender in
                  the Soda market




Bionade, Berlin
A music store in
                     Hamburg only sells
                     music from Hamburg
                     arti...
No longer a need for
                            winter wardrobe in
                            Sydney - motivated
       ...
Made In Downtown LA

                   Taking local, global




American Apparel
Pro-Service Anti-Product




 A move to maximize the use and lifetime of a product


 www.psfk.com
Zipcar

               Flexcar

               Philly CarShare




Micro-Rental
Pay for the electricity,
                       not the car.




Project Better Place
451 bike stations by
                     2008.




Velib Bike Sharing
Modern timeshare




Fractional Ownership
Belgian community
        product share service.




Zolik
Taking Control




 Digital community fuels consumer control


 www.psfk.com
We’ll decide what’s
       good or bad - no more
       critics.




Yelp
We’ll invest our money
       without the need of a
       bank.




Zopa
We’ll support without
               charity.




Crowdfunding
We’ll shop en
                               masse.




Crowd Shopping Online, China
This collaboration
                lets people share
                cars and parking
                spaces.




ParkAtMy...
We’ll do the jobs
                  we want, how we
                  want them, where
                  we want them.



...
In summary:

1. Good Food
2. Craft
3. Pro Service / Anti Product
4. Local
5. Taking Control




Five Trends That Drive Our...
What is the impact
                                     of my consumption:

                                     - on me?
...
And The Problem Is As Businesses…




 …we’re trying to replace consumption with ‘good’ consumption
 or offset the guilt
 ...
The (RED) clothes are
                                     in the basement while
                                     the ...
TOMS

                                     Lifewater

                                     Bolt on donation
              ...
“Buying handmade is
                                        better for people,
                                        bet...
Consumption Feeds Human Needs, Wants & Desires

   – Status
   – Belonging
   – Self Esteem


I don’t really have have the...
Green Is Not A Trend: It’s An Issue
Industry Got Us Into This Mess




 Can Industry Get Us Out?


 www.psfk.com
“To make cleanliness
                                          commonplace; to
                                          l...
“To make cleanliness
                                          commonplace; to
                                          l...
Marks & Spencer
                  makes an eco-
                  consciousness move
                  to go carbon neutra...
“In 1994, I offered the
                                      task force a vision: to
                                    ...
“A new and better
                                          business model is in
                                         ...
So The Good News




 If there is an economic reason to Change The World…


 www.psfk.com
As trends analyst, researcher, innovation director or
concerned party it’s your job, if you accept to choose it, to
create...
The Question To Ask During The Conference




 What can I take home to inspire my team
 to make things better?
 www.psfk.com
Is It Your Job To Change The World?




 piers@psfk.com
 maria.vrachnos@peepinsights.com
 www.psfk.com
Appendi: Applying Consumption Concern
Brief: Double Global Sales of Converse Products




 Example of idea PSFK pitched Anomaly & Converse


 www.psfk.com
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk
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Change The World Or Go Home Psfk

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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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Transcript of "Change The World Or Go Home Psfk"

  1. 1. Change The World (or go home) www.psfk.com
  2. 2. 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 think about this presentation for the Future Trends 07 presentation a few weeks ago I dug up the title for the deck and I thought to myself ‘bloody hell, I proposed that’… because when I first look at the title I feel like it’s not my place to make such grand statements - but then I look at it again, I think to myself, ‘yeah - that’s what I want to do’. I do all these things to www.psfk.com make things better.
  3. 3. Inspiration To Make Things Better Via Our Daily Website
  4. 4. Global Question: “How would you rebuild your city from scratch?” Inspiration To Make Things Better At Likemind
  5. 5. Creative ideas for change Inspiration To Make Things Better At Our Conferences
  6. 6. Inspiration To Make Things Better Through Our Trends & Innovation Consultancy
  7. 7. Inspiration To Make Things Better With Our New Research Company: Peep
  8. 8. What is the impact of my consumption? - on me? - on the world around me? There Is A Radical Shift In Consumer Attitude
  9. 9. Here’s 5: 1. Good Food 2. Craft 3. Pro-Service Anti-Product 4. Local 5. Taking Control What Trends Drive Our Concern For Consumption?
  10. 10. Good Food The direct effect from consumption www.psfk.com
  11. 11. The cupboard at PSFK HQ every morning What Is Good Food?
  12. 12. The only cereal we choose: Has Sugar Has Salt Has Carbs - 12% DV Less ingredients No Colorings No Sugar Substitutes No Corn Starch or Syrup Redefinition of what is ‘good’? The Only ‘Good’ Choice?
  13. 13. Have You Asked Michael Pollan? Corn is killing us. What Is Good Food?
  14. 14. In February 2007, Seattle’s Jones Soda drops corn-fructose and opts for Pure Cane Sugar Jones Soda
  15. 15. New York hot dogs with great ingredients Dogmatic NYC Hotdogs
  16. 16. Good Food is appearing everywhere… like this Mexican food stand in Soho Calexico, NYC
  17. 17. People line up for an hour to get this ‘good burger’ and shake Shake Shack
  18. 18. ‘Good’ fast food: How you like it & freshly prepared. In-n-Out Burger
  19. 19. Good food is food without a Best Before label - I.e. Today Pret A Manger, London
  20. 20. Food with history with story. Giving us back the decision about what to eat. Doughnut Plant, NYC
  21. 21. The UK drinks company has developed a culture around their sustainable production values and healthy lifestyle. Innocent Drinks Festivals
  22. 22. Better food at the right price drives retail. The line at Trader Joe’s NYC starts at the front door. Trader Joe’s
  23. 23. Constant pursuit of good food. Wholefoods
  24. 24. Tesco thinks there’s a gap in the US market Fresh’n’Easy
  25. 25. Craft People are reusing, reclaiming, recycling, reducing and redesigning www.psfk.com
  26. 26. Craft is global. Craft Night, London
  27. 27. Brand conscious youth in Beijing have begun to embrace second hand clothing because they trust that branded items are more likely to be authentic in second hand stores due to store owners' dedication to quality checking. Second Hand, Beijing
  28. 28. Bar Knitting, San Francisco
  29. 29. Hunga-Munga Art Parties, London
  30. 30. Championing the Craft movement Craft Magazine
  31. 31. A documentary in which one woman travels across the country documenting the new wave of craft in America. Handmade Nation
  32. 32. 48 artists from 17 countries at The Museum of Art and Design in NYC. Pricked: Extreme Embroidery Exhibition
  33. 33. 93,000+ sellers of craft goods. Etsy
  34. 34. Craft is not just knitting. Make Magazine
  35. 35. Craft can be culture. Bike movement is a craft movement. Bike Culture
  36. 36. Live craft competitions. Cut and Paste Design Contests
  37. 37. Local People seek to source from local providers www.psfk.com
  38. 38. Organic vs Local debate Time Magazine
  39. 39. Better to drink French wine in Miami than it is to drink Californian - drvino.com Local Wine?
  40. 40. Farmers Markets
  41. 41. Germany offers a serious contender in the Soda market Bionade, Berlin
  42. 42. A music store in Hamburg only sells music from Hamburg artists Hamburg Only Music
  43. 43. No longer a need for winter wardrobe in Sydney - motivated (partly) by global warming Trans-Seasonal, Australia
  44. 44. Made In Downtown LA Taking local, global American Apparel
  45. 45. Pro-Service Anti-Product A move to maximize the use and lifetime of a product www.psfk.com
  46. 46. Zipcar Flexcar Philly CarShare Micro-Rental
  47. 47. Pay for the electricity, not the car. Project Better Place
  48. 48. 451 bike stations by 2008. Velib Bike Sharing
  49. 49. Modern timeshare Fractional Ownership
  50. 50. Belgian community product share service. Zolik
  51. 51. Taking Control Digital community fuels consumer control www.psfk.com
  52. 52. We’ll decide what’s good or bad - no more critics. Yelp
  53. 53. We’ll invest our money without the need of a bank. Zopa
  54. 54. We’ll support without charity. Crowdfunding
  55. 55. We’ll shop en masse. Crowd Shopping Online, China
  56. 56. This collaboration lets people share cars and parking spaces. ParkAtMyHouse
  57. 57. We’ll do the jobs we want, how we want them, where we want them. Bedouin Workers
  58. 58. In summary: 1. Good Food 2. Craft 3. Pro Service / Anti Product 4. Local 5. Taking Control Five Trends That Drive Our Concern For Consumption
  59. 59. What is the impact of my consumption: - on me? - on the world around me? Radical Shift In Consumer Attitude
  60. 60. And The Problem Is As Businesses… …we’re trying to replace consumption with ‘good’ consumption or offset the guilt www.psfk.com
  61. 61. The (RED) clothes are in the basement while the brand is on the window. Bolt-on strategy. Good Consumption? (RED) at the GAP
  62. 62. TOMS Lifewater Bolt on donation strategy. Guilt Offsetters: TOMS, Life Water
  63. 63. “Buying handmade is better for people, better for the environment, and better for giving truly special and well- crafted gifts. The ascendancy of chain store culture and global manufacturing has left us all dressing, furnishing, and decorating alike. The connection between producer and consumer has been lost. Buying handmade helps them reconnect. We encourage all consumers to be aware of the social and environmental implications of their purchases.” - buyhandmade.org The Reaction To Business: Pledge Handmade
  64. 64. Consumption Feeds Human Needs, Wants & Desires – Status – Belonging – Self Esteem I don’t really have have the answers, I just know there’s complications and more thought that needs to be put to into this issue because … But Consumption Feeds Human Desires
  65. 65. Green Is Not A Trend: It’s An Issue
  66. 66. Industry Got Us Into This Mess Can Industry Get Us Out? www.psfk.com
  67. 67. “To make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.” Look To The Past: William Hesketh Lever
  68. 68. “To make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.” William Hesketh Lever or Eric Ryan of Method?
  69. 69. Marks & Spencer makes an eco- consciousness move to go carbon neutral in the next five years. They plan to maximize their use of renewable energy and only use offsetting as a last resort. Marks & Spencer
  70. 70. “In 1994, I offered the task force a vision: to make Interface the first name in industrial ecology worldwide through actions, not words. I gave them a mission: to convert Interface to a restorative enterprise; first by reaching sustainability in our practices, and then becoming truly restorative-a company returning more than we take-by helping others reach sustainability.” Ray Anderson Interface Ray Anderson & Restorative Business
  71. 71. “A new and better business model is in development that will engage people, create goodwill and provide better products.” 40% of his business uses bio-mimicry - the reaction by the market was a boom in sales. Anderson: You Go Green To Make Better Profit
  72. 72. So The Good News If there is an economic reason to Change The World… www.psfk.com
  73. 73. As trends analyst, researcher, innovation director or concerned party it’s your job, if you accept to choose it, to create that change. Your jobs it to inspire your companies. Inspire them to: •To lead •To be good •To make things better You have the best jobs in the world!
  74. 74. The Question To Ask During The Conference What can I take home to inspire my team to make things better? www.psfk.com
  75. 75. Is It Your Job To Change The World? piers@psfk.com maria.vrachnos@peepinsights.com www.psfk.com
  76. 76. Appendi: Applying Consumption Concern
  77. 77. Brief: Double Global Sales of Converse Products Example of idea PSFK pitched Anomaly & Converse www.psfk.com
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