Unconsumption Nita Rollins SXSW 2010
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Unconsumption Nita Rollins SXSW 2010

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Resource Interactive Futurist Nita Rollins' SXSW 2010 presentation on the consumer actions and digital forces that can work together to reduce a consumer footprint; and seven digital marketing tactics ...

Resource Interactive Futurist Nita Rollins' SXSW 2010 presentation on the consumer actions and digital forces that can work together to reduce a consumer footprint; and seven digital marketing tactics for reaching the unconsumer.

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Unconsumption Nita Rollins SXSW 2010 Unconsumption Nita Rollins SXSW 2010 Presentation Transcript

  • Unconsumption Dr. Nita Rollins Futurist, Resource Interactive
  • Unconsumption Unconsumption Actions and forces that reduce SXSW From: a consumer footprint Dr. Nita Rollins, Futurist Resource Interactive’s RI:Lab
  • No Shortage of Scholarship
  • RI TREND MAP 2009-2015 Macrotrend Consumer Digital Sociocultural Brand/Industry Vertical
  • 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
  • “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
  • 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
  • Goodwill stores open at least a year rose 7.1% in the first three months of 2009 over the same period a year earlier. Source: NYT, June 10, 2009
  • ...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
  • 570 cities 50 countries 20 billion page views per month More traffic 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 fifth 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
  • 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
  • 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.
  • 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 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 finding 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 find 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
  • H&M Outed for Destroying Unsold Apparel PARADOX? SOURCE: NYT, Jan 2010 conspicuous UNCONSUMPTION
  • Haul Vlogging PUBLICIZING AND CATALOGING CONSUMPTION GEN Y: The prematurely affluent generation 8,000 views to date
  • 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 finally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it define you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
  • 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 finally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it define you.” Phil in Charlottesville, VA and proud owner of Ecko can opener
  • digitalconsumer FORCESACTIONS RADICAL TRANSPARENCY 1 Reduce DISINTERMEDIATION 2 Reuse FREECONOMICS 3 Recycle NETWORK EFFECT 4 Refuse DEMATERIALIZATION 5 Make 6 Sell 7 Swap
  • 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
  • Swap c c
  • digital FORCES RADICAL TRANSPARENCY DISINTERMEDIATION FREECONOMICS NETWORK EFFECT DEMATERIALIZATION
  • 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
  • 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.
  • 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 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.
  • 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
  • 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
  • OFFER NO HOLDS Marks & Spencer BARRED SUSTAINABLE MARKETING Marks & Spencer TAKE THE HIGH ROAD AND DO IT.
  • RENT THE NEWEST, MOST COVETABLE ITEMS “Ownership is not as important as it once was. Access is better than ownership.” --Kevin Kelly, The Technium
  • SELL VINTAGE
  • 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
  • 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 flourishing lives? Are there other definitions? Yes—too many to count. SOURCE: MIT Sloan Management Review Sustainability Initiative
  • PACKAGING MIRROR CONSUMERS‘ DECONSTRUCTED DESIRE FOR DISRUPTION = NEW KINETIC VALUE Tropicana Origami
  • SUPPORT SWAPPING ON SITE PROTOTYPE
  • SUPPORT SWAPPING ON SITE PROTOTYPE
  • thank you. www.resource.com Dr. Nita Rollins Futurist, Resource Interactive FOR A PRESENTATION OF UNCONSUMPTION, CONTACT: inquiry@resource.com