Change The World
(or go home)
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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
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make things better.

Inspiration To Make Things Better Via Our Daily Website

Global Question:
“How would you
rebuild your city
from scratch?”
Inspiration To Make Things Better At Likemind

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?
- on me?
- on the world
around me?
There Is A Radical Shift In Consumer Attitude

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?

Good Food
The direct effect from consumption
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The cupboard at PSFK
HQ every morning
What Is Good Food?

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?

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
Cane Sugar
Jones Soda

New York hot dogs
with great ingredients
Dogmatic NYC Hotdogs

Good Food is
appearing
everywhere… like this
Mexican food stand in
Soho
Calexico, NYC

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 Manger, London

Food with history with
story. Giving us back
the decision about
what to eat.
Doughnut Plant, NYC

The UK drinks
company has
developed a culture
around their
sustainable production
values and healthy
lifestyle.
Innocent Drinks Festivals

Better food at the right
price drives retail.
The line at Trader Joe’s
NYC starts at the front
door.
Trader Joe’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
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Craft is global.
Craft Night, London

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

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
documenting the
new wave of craft
in America.
Handmade Nation

48 artists from 17
countries at The
Museum of Art and
Design in NYC.
Pricked: Extreme Embroidery Exhibition

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
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Organic vs Local
debate
Time Magazine

Better to drink French
wine in Miami than it is
to drink Californian
- drvino.com
Local Wine?

Farmers Markets

Germany offers a
serious contender in
the Soda market
Bionade, Berlin

A music store in
Hamburg only sells
music from Hamburg
artists
Hamburg Only Music

No longer a need for
winter wardrobe in
Sydney - motivated
(partly) by global
warming
Trans-Seasonal, Australia

Made In Downtown LA
Taking local, global
American Apparel

Pro-Service Anti-Product
A move to maximize the use and lifetime of a product
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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
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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.
ParkAtMyHouse

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

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

What is the impact
of my consumption:
- on me?
- on the world
around me?
Radical Shift In Consumer Attitude

And The Problem Is As Businesses…
…we’re trying to replace consumption with ‘good’ consumption
or offset the guilt
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The (RED) clothes are
in the basement while
the brand is on the
window.
Bolt-on strategy.
Good Consumption? (RED) at the GAP

TOMS
Lifewater
Bolt on donation
strategy.
Guilt Offsetters: TOMS, Life Water

“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

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

Green Is Not A Trend: It’s An Issue

Industry Got Us Into This Mess
Can Industry Get Us Out?
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“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

“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?

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

“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

“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

So The Good News
If there is an economic reason to Change The World…
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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!

The Question To Ask During The Conference
What can I take home to inspire my team
to make things better?
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Is It Your Job To Change The World?
piers@psfk.com
maria.vrachnos@peepinsights.com
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Appendi: Applying Consumption Concern

Brief: Double Global Sales of Converse Products
Example of idea PSFK pitched Anomaly & Converse
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