Change The World Or Go Home Psfk

Slide 1: Change The World (or go home) www.psfk.com

Slide 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.

Slide 3: Inspiration To Make Things Better Via Our Daily Website

Slide 4: Global Question: “How would you rebuild your city from scratch?” Inspiration To Make Things Better At Likemind

Slide 5: Creative ideas for change Inspiration To Make Things Better At Our Conferences

Slide 6: Inspiration To Make Things Better Through Our Trends & Innovation Consultancy

Slide 7: Inspiration To Make Things Better With Our New Research Company: Peep

Slide 8: What is the impact of my consumption? - on me? - on the world around me? There Is A Radical Shift In Consumer Attitude

Slide 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?

Slide 10: Good Food The direct effect from consumption www.psfk.com

Slide 11: The cupboard at PSFK HQ every morning What Is Good Food?

Slide 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?

Slide 13: Have You Asked Michael Pollan? Corn is killing us. What Is Good Food?

Slide 14: In February 2007, Seattle’s Jones Soda drops corn-fructose and opts for Pure Cane Sugar Jones Soda

Slide 15: New York hot dogs with great ingredients Dogmatic NYC Hotdogs

Slide 16: Good Food is appearing everywhere… like this Mexican food stand in Soho Calexico, NYC

Slide 17: People line up for an hour to get this ‘good burger’ and shake Shake Shack

Slide 18: ‘Good’ fast food: How you like it & freshly prepared. In-n-Out Burger

Slide 19: Good food is food without a Best Before label - I.e. Today Pret A Manger, London

Slide 20: Food with history with story. Giving us back the decision about what to eat. Doughnut Plant, NYC

Slide 21: The UK drinks company has developed a culture around their sustainable production values and healthy lifestyle. Innocent Drinks Festivals

Slide 22: Better food at the right price drives retail. The line at Trader Joe’s NYC starts at the front door. Trader Joe’s

Slide 23: Constant pursuit of good food. Wholefoods

Slide 24: Tesco thinks there’s a gap in the US market Fresh’n’Easy

Slide 25: Craft People are reusing, reclaiming, recycling, reducing and redesigning www.psfk.com

Slide 26: Craft is global. Craft Night, London

Slide 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

Slide 28: Bar Knitting, San Francisco

Slide 29: Hunga-Munga Art Parties, London

Slide 30: Championing the Craft movement Craft Magazine

Slide 31: A documentary in which one woman travels across the country documenting the new wave of craft in America. Handmade Nation

Slide 32: 48 artists from 17 countries at The Museum of Art and Design in NYC. Pricked: Extreme Embroidery Exhibition

Slide 33: 93,000+ sellers of craft goods. Etsy

Slide 34: Craft is not just knitting. Make Magazine

Slide 35: Craft can be culture. Bike movement is a craft movement. Bike Culture

Slide 36: Live craft competitions. Cut and Paste Design Contests

Slide 37: Local People seek to source from local providers www.psfk.com

Slide 38: Organic vs Local debate Time Magazine

Slide 39: Better to drink French wine in Miami than it is to drink Californian - drvino.com Local Wine?

Slide 40: Farmers Markets

Slide 41: Germany offers a serious contender in the Soda market Bionade, Berlin

Slide 42: A music store in Hamburg only sells music from Hamburg artists Hamburg Only Music

Slide 43: No longer a need for winter wardrobe in Sydney - motivated (partly) by global warming Trans-Seasonal, Australia

Slide 44: Made In Downtown LA Taking local, global American Apparel

Slide 45: Pro-Service Anti-Product A move to maximize the use and lifetime of a product www.psfk.com

Slide 46: Zipcar Flexcar Philly CarShare Micro-Rental

Slide 47: Pay for the electricity, not the car. Project Better Place

Slide 48: 451 bike stations by 2008. Velib Bike Sharing

Slide 49: Modern timeshare Fractional Ownership

Slide 50: Belgian community product share service. Zolik

Slide 51: Taking Control Digital community fuels consumer control www.psfk.com

Slide 52: We’ll decide what’s good or bad - no more critics. Yelp

Slide 53: We’ll invest our money without the need of a bank. Zopa

Slide 54: We’ll support without charity. Crowdfunding

Slide 55: We’ll shop en masse. Crowd Shopping Online, China

Slide 56: This collaboration lets people share cars and parking spaces. ParkAtMyHouse

Slide 57: We’ll do the jobs we want, how we want them, where we want them. Bedouin Workers

Slide 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

Slide 59: What is the impact of my consumption: - on me? - on the world around me? Radical Shift In Consumer Attitude

Slide 60: And The Problem Is As Businesses… …we’re trying to replace consumption with ‘good’ consumption or offset the guilt www.psfk.com

Slide 61: The (RED) clothes are in the basement while the brand is on the window. Bolt-on strategy. Good Consumption? (RED) at the GAP

Slide 62: TOMS Lifewater Bolt on donation strategy. Guilt Offsetters: TOMS, Life Water

Slide 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

Slide 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

Slide 65: Green Is Not A Trend: It’s An Issue

Slide 66: Industry Got Us Into This Mess Can Industry Get Us Out? www.psfk.com

Slide 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

Slide 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?

Slide 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

Slide 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

Slide 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

Slide 72: So The Good News If there is an economic reason to Change The World… www.psfk.com

Slide 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!

Slide 74: The Question To Ask During The Conference What can I take home to inspire my team to make things better? www.psfk.com

Slide 75: Is It Your Job To Change The World? piers@psfk.com maria.vrachnos@peepinsights.com www.psfk.com

Slide 77: Appendi: Applying Consumption Concern

Slide 78: Brief: Double Global Sales of Converse Products Example of idea PSFK pitched Anomaly & Converse www.psfk.com