The Progress Index


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The Progress Index

  1. 1. The81% of people Index report for Progress 29–09–2011 Johnnie Walker An Independentsurveyedbelievesuccess inlifeis having the meansto give back to others76% say thatthe journey ismoreimportantthan the goal42% saymaterialgoodsdon’t signifysuccess
  2. 2. p4 1 overviewp9 2 The new stages of Progressp17 3 The new Personal economyp24 4 games, goals, greatnessp26 5 Collaborative Arts and Culturep32 6 Progess Futuresp36 7 Country snapshotsp48 8 Bibliography and sourcesThis document As part of our continuing commitment to sustainability, this document is designed to be easily read and shared in a digital format. If a print version is required, the recommended setting is to print double-sided in a landscape format, bound on the short, left-hand side.About us Future Poll is the research division of The Future Laboratory, one of europe’s foremost consumer research, trends, insight, forecasting, and brand innovation consultancies. Via its online network, Ls:n global, it speaks to 300 clients in 14 lifestyle sectors on a daily, weekly and monthly basis.Contact For further details about all of our services visit, or contact and one of our team will call you back. The Future Laboratory: 26 elder street, London, e1 6BT, United Kingdom Phone +44 20 7791 2020 Fax +44 20 7791 20212 every effort has been made to ensure accuracy of copy and to secure approval and accreditation for all images. © 2011
  3. 3. Introduction Introduction globally, men and women are reconsidering what personal progress looks like and reassessing what achievement means. Turbulent times mean traditional models of success are becoming less relevant. Today, personal, individual and collective progress are interdependent. enabled by digital connectivity and empowered by global change, a generation is emboldened by a new sense of collective responsibility.3 The Progress Index — An Independent report for Johnnie Walker
  4. 4. 1 overview Around the world, people are redefining the meaning of success and achievement. opulence and excess are ceasing to denote personal progress. our survey sees recognisable shifts in attitude towards achievement, with many cultures beginning to prioritise collective progress above personal progress.Kunsthalle Athena,Greece. A flexible artcentre dedicated tovisualizing contemporaryculture throughco-production. Exhibit -Lets Make Lots Of Moneyby Matthieu Laurette.Photo by Robert Pettena4 The Progress Index — An Independent report for Johnnie Walker
  5. 5. 1 overview methodology 1.1 the new stages of progress This report by Future Poll, the research division of The Future Laboratory, This report sees the way the world measures success can was commissioned by Johnnie Walker be divided into three stages. stage one’s status symbolists to investigate how the concept of subscribe to a traditional framework of personal progress, personal progress is changing and where material goods and ‘not what you know, but who you will evolve in the coming decade. know’ signify success. A combination of quantitative and stage Two’s Ambitious Altruists still see material success as qualitative research and analysis underpins valuable, but for them philanthropy and cultivating personal this report, spanning extensive desk and relationships start to take precedence. stage Three’s visual research, expert interviews and a Co-operative Collaborativists are working towards ambitions consumer survey to expand on key themes. starkly different from those of status symbolists. They measure their achievements by the positive effect of their Eleven surveys, conducted in July 2011, actions on others. polled the opinion of more than 11,000 respondents aged 25–45, living in Brazil, Bulgaria, China, Greece, Lebanon, South 1.2 the progress index Africa, Spain, Thailand, Vietnam, the United Kingdom and United States. Ten of Thailand, China, Lebanon and Vietnam are the status the surveys were conducted online, with symbolists of our international sample, placing importance participants recruited using a random on traditional signifiers of success. sixty four per cent of stratified sampling method. They were Thai respondents believe success in life is based on wealth, sourced from eRewards’ online panel and for example, while more than one in five (21%) of Lebanese are incentivised for their participation in respondents believe material goods do not signify success. the survey, to help ensure reliable levels of response and that time is given for greece, south Africa, Bulgaria, Brazil, the UK and Us are considered responses. The survey in Lebanon the Ambitious Altruists. These countries largely believe was conducted via in-person interviews (55% of greeks, for example) that material goods do not and respondents were recruited using a signify success. stratified opportunity sampling method. Respondents are evenly spread between the The only Co-operative Collaborativists in our survey are the ages of 25 and 45 and the global sample spanish: 68% of those surveyed believe goods do not signify comprises a 60:40 male-female split. success, higher than any of the other markets. Unless otherwise stated, all statistics within this report refer to this survey, and should be credited thereafter as ‘Future Poll for Johnnie Walker, 2011’.5 The Progress Index — An Independent report for Johnnie Walker overview — Key Take outs
  6. 6. 1 overview 1.3 optimism index 1.6 collaborative arts and culture Times are tough: more than half of our international sample digital democratisation, collaboration and co-creation are believe that achieving success will become more difficult in opening up the arts to people and areas where access to the future. however, there are some that see brighter days culture may once have been limited. In our survey, better ahead – Bulgaria and Brazil, for example, are among the more access to arts and culture was seen as making success optimistic nations in our survey. increasingly achievable for 33% of Brazilian respondents and nearly a quarter (23%) of respondents in Vietnam. 1.4 the new personal economy 1.7 progress futures Instability and hyperconnectivity are fuelling cultural change. new collaborative business models, social and environmental As a generation of digital natives comes of age in the next innovations and entrepreneurial thinking are transforming how decade, they will become leaders of a world where the ability people achieve success. Laurence Kemball-Cook’s Pavegen, to collaborate – virtually, across borders and eventually with for example, sources kinetic energy from pedestrian footfall. digitally connected things – will be the biggest signifier of Meanwhile, community projects that galvanise local action success. The shift from ‘me’ to ‘we’ that this report has to solve social issues are becoming ubiquitous and family is identified will gather momentum, influencing businesses, increasingly the new bottom line: nine out of 10 people believe communities and culture across the globe. success in life is about security for their family. 1.8 country snapshots 1.5 games, goals and greatness Key data from each of the countries in our survey: Brazil, games will soon become one of the primary methods we all Bulgaria, China, greece, Lebanon, south Africa, spain, use to measure our progress. Learning, collaborating and being Thailand, Vietnam, the United Kingdom and United states. rewarded by games will have a greater effect on our daily lives than the rise of social media.6 The Progress Index — An Independent report for Johnnie Walker
  7. 7. 1 overview 1.9 expert list Brad Armitage, south Africa: Journalist, consultant and Zeina Daccache, Lebanon: An actress, director, drama entrepreneur. Armitage is a contributor to gQ and Monocle, therapist, psychologist and activist. In 2009 daccache directed has developed a luxury range of beers under Collective Twelve Angry Lebanese, a drama starring the inmates of são gabriel and continues to work in the realm of roumieh prison. It won the People’s Choice Award at dubai brand development. International Film Festival 2009 and first prize at dox Box International documentary Festival 2010. Dr Mark Ashwill, Vietnam: A previous director of World Language Institute (Us) and founder of Capstone Vietnam, an Ze Frank, Us: An online performance artist, composer, overseas study service. Ashwill’s book Vietnam Today gives humorist and public speaker. seen as a main influence on a profound insights into the most important cultural influences generation of digital native YouTubers, Frank crowdsources an in Vietnam. entire section of his online show: using collaborative tools, he invites viewers to select the words and props. Rachel Botsman, global: social innovator and author of What’s Mine is Yours: The rise of Collaborative Consumption. Laurence Kemball-Cook, UK: Inventor of Pavegen, an Botsman writes, consults and speaks about the power of energy-harvesting paving system that generates power collaboration and how sharing through current and emerging whenever a pedestrian walks over it. network technologies will transform business, consumerism and the way we live. Steven Keil, Bulgaria: A sofia University lecturer, accomplished speaker and entrepreneur. Keil’s goal is to Sebastian Deterding, global: A researcher and designer create companies around big social and environmental goals. working on user experience, persuasive design, video At TedxBg in sofia, Keil talk called for a return to play to games and gamification. his Phd at the research Centre revitalise the economy, education and society. for Media and Communication at hamburg University looks into the use of game-design to motivate user behaviour in Sotiris Milonas, greece: entrepreneur and creator of non-game contexts. green hotels, a website devoted to green hotels and green travel in greece. It’s said to be the first network of greek eco-hotels and it ranks lodgings based on criteria proposed by the International Tourism Partnership.7 The Progress Index — An Independent report for Johnnie Walker
  8. 8. 1 overview Martin Raymond, UK: Co-founder of The Future Laboratory. Stan Stalnaker, global: Founding director of hub Culture, a raymond is an acclaimed author with titles including creATe, social network service that operates Ven currency and is the The Tomorrow People and The Trend Forecaster’s handbook, first to merge online and physical world environments. the definitive work on trends and the trend-forecasting arena. he is also a regular contributor to the BBC, ITV and Channel 4. Bernardo de Tomás, spain: Founding partner and investor at okuri Ventures, Tetuan Valley, Arbco and Tailored Market Paijit Sangchai, Thailand: Ceo and founder of Flexoresearch. Monitor. okuri Ventures is a professional services firm, focused sangchai has developed a series of blended enzymes that can on aiding and investing in startups. recover fibre from laminated paper, which were previously hard or impossible to recycle. For every 300 tons, sangchai Eric Whitacre, Us: A classical composer who, in 2010, produces 270 tons of recycled pulp. encouraged a collaborative culture by creating a crowdsourced virtual choir of 185 singers from 12 countries. This year’s Ana Santi, Brazil: Commissioning editor of leading trends and Virtual Choir 2.0 is an order of magnitude larger, with 2,052 fashion magazine drapers and santi is also singers from 58 countries. the founder of influential blog Born In Brazil.8 The Progress Index — An Independent report for Johnnie Walker
  9. 9. 2 The new stages of Progress ‘What does success look like?’ motivational speakers, sports coaches and management consultants are fond of asking. It’s a technique designed to get individuals and teams to visualise their goals and imagine achieving them. 81%81% in ourinternationalsurvey believethat success inlife is havingthe means to giveback to others9 The Progress Index — An Independent report for Johnnie Walker
  10. 10. 2 The new stages of Progress 2.1 introduction 2.2 but what form does this progress take? eighty one per cent of international respondents believe that This report finds that the way people across a country think 76% success in life is having the means to give back to others. about progress can be described in one of three ways. They identify a discernable shift in many cultures: what people think seventy six per cent of respondents in our international survey constitutes success and progress is changing. say that when it comes to achievements in life, the journey is more important than the goal. Across the world, many people are asking the same question. What individual success and personal progress looks like for people across the world has changed. In the wake of social and political turbulence, as a result of increased digital connectivity and alongside the rise of a new middle class in key markets across the world, traditional models of progress are becoming less relevant. new models are emerging. Individuals are measuring their progress in life against new criteria. ostentatious wealth and conspicuous consumption are no longer straightforward signifiers of success, while dog-eat- dog competitiveness no longer characterises the path to achievement. Instead, a move from ‘me, me, me’ to ‘we, we, we’ is discernable across different cultures and countries.76% say when Individual societies’ customs and traditions may differ, butit comes to one idea is shared across the world: people need to feel thatachievements in they are making progress in their lives. In our internationallife, the journey survey, 96% of respondents said that ‘It is important for meis more important to continually improve as a person’.than the goalBicicloteca. A tricycleadapted to functionas a mobile library,created by the Instituteof Green Mobility inBrazil. Books arereceived by donation andstamped to remind thereader to pass them on,creating a continuouscycle of reading10 The Progress Index — An Independent report for Johnnie Walker
  11. 11. 2 The new stages of Progress stage one: the status symbolists This is the traditional ‘fortune and fame’ idea of personal Businesses measure how well they’re doing by the people they progress. An individual’s achievements can be reflected by benefit, as well as the profit they make. People take intrinsic his or her material possessions: sports cars, multiple homes pleasure in leisure activities that also help to build communities. and designer labels are the ultimate in social capital. Personal There’s a new currency around successful parenthood. success at any cost characterises both male and female mindsets, and celebrities and Ceos are the cultural and The careers people choose, and the lifestyles they aspire to, financial power-brokers. show a move away from traditional structures that measure success by the size of your office or even your pay packet. The acquisition of wealth, defined social-positioning and The idea of exclusive value – that the rarer something is, the conspicuous consumption are at the heart of this stage. more valuable it is – moves instead towards an idea of inclusive People like to show their success in life by flaunting their value: the more people use something, the more valuable it is money and showing off the fruits of their achievements. to everyone. stage two: the ambitious altruists from me culture to we culture This is a more considered and self-aware concept of personal progress. People take a longer-term view of what progress in Across the world, we can already see their life means: some material status symbols are still valued, evidence of the beginnings of this move but personal relationships and philanthropy begin to be from a Me Culture to a We Culture valued more. In this way of thinking, personal achievement is linked to a • In our international survey 88% of respondents say that they achieve wider social awareness. It’s less about simply ‘making it’ and more by working together than alone more about ‘giving something back’: the Ceo-philanthropist is the person others look up to. People begin to measure their progress in terms of the respect they get from their • Nearly one in three in our survey (31%) say they will international be able to peers. status symbols begin to include a person’s networks, call themselves successful when they experiences and knowledge. can help those around them to succeed stage three: the co-operative collaborativists • Only one in five (21%) say they would be willing to have personal success at the expense of others stage Three is subtly but importantly different from stage Two. Instead of working hard to achieve success in order to give something back, people in stage Three measure their own • Among men, 24% would be willing to succeed at the expense of others – the success by the success of people around them. same is true for only 16% of women11 The Progress Index — An Independent report for Johnnie Walker overview — Key Take outs
  12. 12. 2 The new stages of Progress 2.3 the progress index stage one: These countries are more likely to link their personal status symbolist countries in our survey progress in life to their career success. Forty six per cent of Vietnamese, 43% of Chinese, 38% of Lebanese and 37% of In China, Lebanon, Thailand and Vietnam we can see that, Thai respondents said that one of their chief aspirations was to for a significant proportion of the population, the traditional get ahead in their careers. By contrast, people in the UK (20%) signifiers of success are still important. These are the and Us (16%) least aspired to this. countries most likely to say that material goods are what shows that someone is successful. For Thai people, owning Things are not static in any of these countries, however. There multiple properties is what shows you have made it (40%). is evidence that, for many people in these societies, there is a move towards a different set of ways to measure progress In Thailand (32%), China (32%) and Vietnam (29%), being and success. written about in the press and appearing in the media are also seen as things that signify success – much higher than the ‘Vietnam is firmly situated in stage one,’ says Vietnam expert international average of 15%. dr Mark Ashwill. ‘The economy has been on fire, with most of the increases in income and wealth occurring in the past decade or so. People who were poor not long ago suddenly 72% have more money than they ever dreamed of – almost overnight – and if you’ve got it, you flaunt it. 64% 61% ‘But there are indications that the second stage is emerging – companies setting up foundations, individuals of means 52% 50% supporting various charitable causes not limited to countryside pagodas, and so on. I think it’s a natural progression: once 42% one’s basic needs have been met and much more, what’s next?’ Zeine dacchae thinks that things are changing in Lebanon, 36% too. ‘I think more than half of our Lebanese society is in stage one. But I do see more of a civic society growing. Things are 21% 28% 25% heading in the right direction for us.’ Lebaanon ThaLiand ThaLiand Lebanon VieTnam VieTnam China China Key ‘success in life is ‘material goods do not•• Global average Countries in based on wealth’ signify success’ our survey12 The Progress Index — An Independent report for Johnnie Walker
  13. 13. 2 The new stages of Progress stage two: ambitious altruists in our survey Most of the countries in our survey are in stage Two, the Many south Africans, says Brad Armitage, are on the cusp of Ambitious Altruists. In these countries, we can see that a stage one and stage Two. he talks about the influence of ‘the significant proportion of the population is moving away from traditional Afro-notion of Ubuntu: ‘I am what I am because of considering that material goods are the only way to show how who we all are.’ education and greater employment, he says, a person has progressed in life. In south Africa, for example, will begin the shift into stage Two and stage Three, but ‘with 94% of our sample say that ‘success in life is having the means extremely high levels of unemployment in south Africa, this is to give back to others’. But it’s not all selflessness and altruism. still very much a developing trend. Material goods are still the Around one in five in the UK, Bulgaria, Brazil and south Africa, primary signifiers of success. But this is where I think Ubuntu for example, still think what car you drive is a signifier of your has implications, in that community progress and connection success in life, while in the UK 34% still judge someone’s continue to play a role in the south African psyche, no matter success by what their home looks like. what car you drive or where you live.’ For other countries, such as Brazil, less affected by global economic turmoil, experts predict an accelerated move towards more philanthropic activities. only 30% of Brazilians in our survey thought the national economy was preventing them from progressing (compared to say, greece, at 61%). With a 2011 Ipsos Public Affairs poll placing Brazil far ahead of 24 other countries in terms of optimism about the economy, 55% 55% McKinsey Consulting has predicted Brazil’s potential for philanthropy at $9.4bn per year. 49% 49% 42% 42% 39% SoUTh afriCa bULGaria GreeCe braziL UK US Key ‘material goods do not•• Global average Countries in signify success’ our survey13 The Progress Index — An Independent report for Johnnie Walker
  14. 14. 2 The new stages of Progress stage three: ambitious altruists in our survey The only country in our survey already beginning to enter ninety five per cent of those surveyed in spain say ‘it is stage Three is spain, where 68% of respondents indicated important for me to continually improve as a person’. that goods did not signify success, far higher than any of the other markets. seventy one per cent of our spanish sample seventy four per cent of those surveyed in spain think that, believe that success in life is not based on wealth, while a mere when it comes to achievements in life, the journey is more 12% say that owning many homes is a signifier of success – important than the end goal. the lowest for all the countries in our survey. Whatever its current economic challenges – in our survey, spain was second only to greece in saying that unemployment (55%) and the national economy (51%) were standing in the way of progress – experts point to spain’s long history of collaboration and co-operation. harvard law professor Yochai Benkler, author of The Penguin and the Leviathan: how Cooperation Triumphs over self-Interest, singles out the 95% 68% way thousands of farmers in spain have been managing their access to water through self-regulated irrigation districts for more than five centuries. dr Marta rey, assistant professor at the school of economics and Business of the University of A Coruña, spain, meanwhile, focuses on the way the right to endow a foundation is protected in spain’s constitution. Today, spanish entrepreneurs are harnessing this collectivist idea of progress – what the founders of the Tetuan Valley startup school (a not-for-profit pre-accelerator programme for businesses) call ‘a state of mind’. In our ‘hyper-connected world, where flat is the norm and frontiers are just lines in a 2d map,’ says co-founder Bernardo de Tomas, what’s needed is ‘a place where you can empower your ideas with the aid of other like-minded people’. ‘it is important for ‘material goods do me to continually not signify success’ improve as a person’14 The Progress Index — An Independent report for Johnnie Walker
  15. 15. 2 The new stages of Progress 2.4 a global shift technological ubiquity We can see that this shift from a ‘me culture’ to a ‘we culture’ Access to technology is another determinant in enabling comes about from the confluence of two important global personal progress. What progress means is shifting for the forces. The combination of turbulent times and technological inhabitants of online communities, who know no national ubiquity means that across the world, men and women are boundaries. new ways to spread ideas worth sharing are reconsidering what the path of personal progress looks like emerging, both as a result of and to cater for the demands and reassessing what achievement means. of an increasingly digital planet. For 39% of our global sample, improved technological testing times infrastructure in their country has made progress in life easier: a feeling that is especially strong in Vietnam (58%), recessions, natural catastrophes and political rebellions have China (48%) and Thailand (48%). And globally, men (42%) are propelled many to pause and evaluate their values. Financial significantly more likely than women (34%) to say that better uncertainty, in particular, is driving people to reassess what’s technological infrastructure in their country has made it easier important to them. Unsurprisingly, people in greece believe to achieve success in life. The ability to share information unemployment in their country is the biggest barrier to their electronically has also proven key for people in south Africa, success (60%). half of Bulgarians, 43% of south Africans and who said email has been the most important contributor to 32% of Americans feel the same. making personal progress easier in their country (53%).15 The Progress Index — An Independent report for Johnnie Walker
  16. 16. 2 The new stages of Progress 2.5 optimism index We can see evidence of the continuing after-effects of For Brazilians and the Vietnamese (both 37%), on the other economic turbulence when we look at how optimistic countries hand, there is the belief that personal progress is easier now. are about the future. greece, for example, is still battling economic difficulties; this is reflected in the fact that 78% But does the future look brighter? For some it does. globally, of those surveyed believe it’s harder to be successful in life more than half (57%) of our survey thinks achieving success now than it was 20 years ago. will become harder. however, Brazilians and Bulgarians optimistically believe it will be easier (33%). Thai and south greece 68% African respondents are most likely to believe that achieving success will only get harder (66%). 45% thailand 39% 35% 29% south bulgaria africa us spain 46% 44% uk lebanon 36% china 32% 11% 13 vietnam % brazil harder easier greece 36% 32% 49 us thailand % south 46% 46% 45% 45% uk lebanon africa spain• Key Is it harder china 35% 20% brazil or easier to be vietnam 23% successful now, compared to 20 years ago?• Will it be harder or easier to be successful 4% bulgaria in 20 years time? harder easier16 The Progress Index — An Independent report for Johnnie Walker
  17. 17. 3 The new Personal economy Together, the turbulent times and the new digitalised democracy we live in are driving a cultural transformation. People are beginning to seek meaning outside of traditional structures and systems. And this, in turn, means that the ways in which personal progress is defined and measured are changing.I Wish This Was projectby Candy Chang,New Orleans. Chang’sproject enabledresidents of New Orleansto have input intothe neglected areasof their city17 The Progress Index — An Independent report for Johnnie Walker
  18. 18. 3 The new Personal economy‘of all the events 3.1 movers and makers that have the experts from many disciplines point to our need to find seventy nine per cent of our global survey believe mankind purpose in what we do. Mihaly Csikszentmihalyi’s work on the will come up with the solutions it needs to solve the world’s power to excite psychology of ‘flow’ has helped us understand why we are problems. In China and Vietnam, 90% of respondents agree. and engage happiest when utterly absorbed in an activity. We’re completely Forty four per cent of Vietnamese respondents, 43% of in the zone and nothing else seems to matter. he says we need Bulgarian respondents and 30% of Brazilian respondents people, the purpose, because it provides ‘activation energy for living’. In believe an increased culture of innovation in their country single most drive: The surprising Truth about What Motivates Us, dan Pink is making success more achievable. sees people placing equal emphasis on purpose and profit in important is their personal and professional lives. A new breed of pioneers, innovators and trailblazers are making progress.’ showing how the next generation of businesses combines Psychologist and director of research at harvard Business entrepreneurial spirit with collective purpose, in order to school Teresa Amabile, author of The Progress Principle, says tackle some of the world’s greatest challenges.Teresa Amabile, that what motivates people the most on a day-to-day basis ispsychologist making progress on meaningful work. ‘of all the events that ‘The recession has been an accelerator of consumer values,and director have the power to excite people and engage them,’ she says, but also an accelerator for where people are looking for theof research ‘the single most important is making progress – even if that next generation of businesses and recognising that the modelat Harvard progress is a small win.’ has changed,’ observes rachel Botsman, author of What’sBusiness School Mine is Yours: The rise of Collaborative Consumption. What matters to people is changing. And when people no longer have to fit into traditional structures of work and These three pioneers making progress across the world show success, the elements that make up their personal economy how this already is being done. change. We can see this in new collaborative business models, the new breed of innovators leading them and a growth in the importance of community collateral. wealth from waste nearly half (48%) of south Africans, more than a third (37%) Thai pioneer Paijit sangchai converts waste into wealth. of Brazilians and 34% of Thai respondents said they would his firm, Flexoresearch, has developed a series of blended consider themselves successful once they could help enzymes that can recover pulp or fibre from laminated paper others succeed. such as cigarette packets, stickers or milk cartons, all of which were previously hard or impossible to recycle. The resulting pulp can be used to produce new paper products, thus saving trees, or turned into building materials. This technique, the first of its kind, also produces clean plastic that can be recycled and used to make new products.18 The Progress Index — An Independent report for Johnnie Walker
  19. 19. 3 The new Personal economy a step-change for sustainability ‘People are unlikely to change their lifestyles overnight,’ admits Laurence Kemball-Cook. ‘But, as an industrial designer, I know sustainability is very important. I wanted to create a way in which people could save energy without realising it.’ Kemball- Cook’s innovation, Pavegen, is a pavement slab, made from 100% recycled car tyres, which harvests energy. Whenever a pedestrian walks on it, 5% of the energy created is used to power its central Led light and the rest is stored in a battery (for up to three days), which can then be used for applications such as street lighting and advertising displays. ‘I can imagine Pavegen in more remote areas of India, for instance,’ he says. ‘There’s huge footfall there, but where there is power it’s polluting, fossil-fuel energy. This could be transformative.’ streets ahead When social entrepreneur Bahi ghubril became frustrated by the lack of a comprehensive, up-to-date street map of Beirut, he set out to map the city himself – walking the streets to check place names against old atlases; roads and alleyways against satellite images. on more than one occasion, he was taken away in an unmarked vehicle and questioned by the authorities about his activities, but months of pavement pounding paid off and Zawarib Beirut (Beirut Alleys) is now expanding to cover neighbouring cities. There’s also a pocket version, with eight different covers designed by local artists, and ghubril is also creating the first Beirut bus map. The project was born from a need to organise the city, but also as a socio-political project to help residents and visitors see Beirut in a different way.Pavegen by LaurenceKemball-Cook, UnitedKingdom. Pavegensources kinetic energyfrom pedestrianfootfall to sustainablycreate electricity19 The Progress Index — An Independent report for Johnnie Walker
  20. 20. 3 The new Personal economy 3.2 community is the new collateral A solve-it-yourself culture is emerging. Local heroes are not Candy Chang’s ‘I Wish This Was’ project is enabling residents afraid to take matters into their own hands, make the first step, of new orleans to have civic input in the neglected areas of or take a chance in the belief that others will follow. the city, for example, while seeClickFix helps people document non-emergency issues using mobile phones and Facebook, so ‘People are coming out of an age of hyper-individualism and they can be fixed. there is a massive resurgence of need for community,’ says rachel Botsman. ‘We are expressing ourselves by what we In Cape Town, south African design organisation and magazine belong to, versus what we individually own.’ design Indaba is challenging local creatives to submit ideas for transforming local streets – from garbage collection and crime This can be a community that’s geographically local. In our prevention to murals and vegetable gardens. Ideas are judged survey, 86% of our international sample say that supporting on criteria including generosity, feasibility and fun. And after community action to resolve local and social issues is an riots damaged cities in the UK, architects Lee Wilshire and important part of their personal progress. nick Varey launched riot rebuild, a community-driven website to coordinate the construction workers, architects and interior designers needed for repair and reconstruction.Wind and Water Café,Vietnam. Created byarchitect Vo TrongNghia to demonstratethe use of indigenousresources like fast-maturing bamboo and showhow modern architectureshould be available toeveryone in Vietnam20 The Progress Index — An Independent report for Johnnie Walker
  21. 21. 3 The new Personal economy‘there’s a huge 3.3 realising the potential of collaborative innovation ambition to use Thanks to online connections, communities can also be virtual our experts see the beginnings of a new wave of innovation technology to and global. ‘Increasingly, people look around and realise and entrepreneurialism that challenges conventions and make the world a the world isn’t that divided,’ says hub Culture founder stan looks to crowdsourcing, collaboration, customisation and stalnaker. ‘There’s a huge ambition to use technology to make conversation to find solutions to economic and environmental better place.’ the world a better place.’ issues. In this way, they say, the successes of individuals can help the progress of entire countries. stalnaker developed hub Culture to provide a communityStan Stalnaker, for people looking to make an impact on the world through ‘The only way greece can move on from our current economicfounder, Hub different technologies, inspired by ‘the idea that collectively situation is to invest in innovation,’ says entrepreneur sotirisCulture we can help each other and help those at large. The more Milonas, founder of the green hotels network in greece. people that join the network, add resources, the better we can ‘People are slowly starting to understand this and developing tackle larger projects.’ Already a global network of more than social businesses because of it.’ Milonas is among many 25,000 professionals and entrepreneurs, hub Culture combines experts who think that growing awareness of the need virtual networking and physical workspaces where people can to address global sustainability issues, coupled with local connect and work together. economic difficulties, is providing the perfect opportunity to foster change. The advent of networks, online and off, is transforming how people around the globe can achieve success and how their Ana santi, Brazilian journalist and blogger, adds that successes are recognised. In Vietnam, for example, ‘your social sustainability and business go hand-in-hand in Brazil. network is a major contributing factor to success in many ‘environmental consciousness is very important to Brazilians areas, including education, business and investments,’ says and, I think, part of this is driving the innovation in our country.’ dr Mark Ashwill. ‘Connections determine what doors can be Brazilian doctor-turned-fashion-entrepreneur oskar Metsavaht opened. With a diverse and reliable network, good things can describes this spirit as ‘the ‘Brazilian soul’ – binding our natural happen quickly.’ resources with our social and environmental sustainable- development projects is a mandate that we are given. I like In south Africa, Brad Armitage adds, technology ‘is playing to say Brazilians conquer by seducing, not by aggressively a huge role in shaping the lives and goals of south Africans. competing to be champions.’ More people have access to mobile phones in south Africa than running water: this has opened a world of communication in areas such as banking, electricity, basic sharing of information and the development of cost effective peer-to- peer communications platforms, such as Mxit.’21 The Progress Index — An Independent report for Johnnie Walker
  22. 22. 3 The new Personal economy But challenges remain. Paijit sangchai is hopeful for the future, but thinks Thailand could do more to cultivate entrepreneurialism and innovation. ‘The next generation are going to be the rising stars of innovation. They have better education and access to information unlike before. Together, this is a powerful combination for change.’ Brad Armitage echoes this: ‘south Africa is fertile soil for entrepreneurs. Apart from finance there are few barriers to entry, and younger generations seem a lot less risk-averse with a new, independent attitude to business. Collaboration among the smaller players and start-ups will play a role in assisting this change.’ Bernardo de Tomas, co-founder of startupbootcamp Madrid, however, warns that embedding innovation in a generation is not straightforward. ‘To encourage investment in entrepreneurs, we need continuous success stories of start-ups in spain. We also need real, hands-on training for entrepreneurs, because a good idea isn’t enough. You need guts to start or work for a start-up.’New York Pavilion byHub Culture andSportmax, New York.The Pavilion wasdesigned to enablecollaboration forthose involved in NewYork Fashion Week andas a hub for thoseinterested in the globalworld of fashion22 The Progress Index — An Independent report for Johnnie Walker
  23. 23. 3 The new Personal economy‘in times of family first uncertainty, Family is the new bottom line: 84% of our global survey say ‘There has been a big reappraisal of people’s values and that in life ‘you have to look out for number one and take care what represents personal stability,’ says Martin raymond, people return of yourself and your family’. Forty per cent of 25-29-year-olds co-founder of The Future Laboratory. ‘In times of uncertainty, to families and want most to start a family and be a good parent in the future. people return to families and to the values attached to them.’ to the values dr Ashwill agrees: ‘In Vietnam, family is the only unit you can attached trust in a society where many of the bonds of the past are fraying at the seams. Children remain the most important to them.’ legacy. This, combined with the value placed on education and the success of one’s children, explains why investment in education is so high and why parents are willing to makeMartin Raymond, so many sacrifices to ensure the success of their children.’co-founder, TheFuture Laboratory 90% 66% 51% 84% 60% ‘you have to look out ‘success ‘knowing my family ‘my family’s opinion ‘i will feel truly for number one and in life is security will be secure in the of my personal successful when take care of yourself for my family’ future is how i want successes are i have raised and your family’ to be rewarded in life’ most important’ successful children’23 The Progress Index — An Independent report for Johnnie Walker
  24. 24. 4 games, goals and greatness social networking was the technological enabler that redefined the past decade. gamification – where the mechanics behind games of all kinds are applied to the way we measure progress in our daily lives – will change the next decade even more.Urbanology by the mobileBMW Guggenheim Lab,New York. An onlinegame where people cancreate their own urbanpolicies in virtualcities. Its aim is toprovoke discourse aboutpertinent city-lifeissues like housing,health care, educationand infrastructure24 The Progress Index — An Independent report for Johnnie Walker
  25. 25. 4 games, goals and greatness In the past 10 years, social networking has radically Increasingly, gaming is becoming the default way in which changed the way we interact with each other, created a new individuals – especially generations weaned on technology transparency between consumers and brands and even helped and connectivity – measure success and rank their progress 33% to facilitate social and political change across europe and the against self-defined goals and against each other. Commuters Middle east. download brain-training apps to improve their mental prowess. Across the Us, China and India, gild – a platform In the next few years, a ‘game layer’ will be integrated which combines social gaming and career advancement for into the way we live and work, with similarly far-reaching developers – adds programming puzzles and coding tests consequences. For the Bleisure generation, who see no to job postings, ranking applicants on their scores. seattle- boundary between their business and leisure lives, game based Mindbloom’s Life game enables players to set realistic mechanics will be the essential, accepted way they measure priorities in their lives and then measure their progress against progress in their everyday lives. them – whether it’s learning a musical instrument, managing finances or building better relationships. The devices and dynamics that games use to compel us to play, replay, achieve and succeed tap into our deep-rooted urge to ‘The best games motivate us because they provide us with compete, collaborate, succeed and exert power. Importantly, challenges tuned to our capabilities,’ says leading games- games measure progress and provide intrinsic rewards designer sebastian deterding. ‘games are motivating and for success. engaging, because they deliver an experience of mastery and overcoming challenges in a limited, clear activity space.’ Partly this is because we are hard-wired to use play to help us progress, according to Bulgarian entrepreneur and academic In our international survey, respondents are most likely to steve Keil. ‘Playing is universal. We are designed by nature say that ‘better education opportunities’ (52%) and ‘better to play from birth to old age. And it’s got huge benefits. For technological infrastructure’ (38%) were the things that had33% of our example, it’s been shown that we develop better decision- most helped their own progress. education is particularlyinternational making ability and bigger emotional capacity. Play improves important in Vietnam (70%) and Brazil (60%). We can see thesurvey say our work. It stimulates creativity. It increases our openness to confluence of these factors in the way academic institutionstechnology has change and provides a sense of purpose and mastery, which are using game systems and the notion of edutainment tomade it easier to increases productivity.’ create a new framework for progressing learning. new York’sachieve success Quest to Learn school, for example, which describes itself asin their life a ‘school for digital kids’, applies game techniques to everyday learning. Universities, borrowing from World of Warcraft, are even awarding xPs (experience points) as part of their grading systems. Meanwhile, the organisers behind the forthcoming olympic games in London and rio are already looking to see how game mechanics, coupled with our urge to compete, can be harnessed to facilitate the behaviour change necessary if we are to combat global environmental challenges.25 The Progress Index — An Independent report for Johnnie Walker
  26. 26. 5 Collaborative Arts and Culture digital technologies are also enabling people across the world to access, engage with and collaborate in the creation of a wide range of arts and culture.Virtual Choir byEric Whitacre. Whitacrecrowdsourced vocallines of one of hischoral pieces viavideo, then combinedthe video entries from185 respondents and12 countries to createa virtual choir26 The Progress Index — An Independent report for Johnnie Walker
  27. 27. 5 Collaborative Arts and Culture In our survey, better access to arts and culture was seen as ‘older generations are more limited in their use of many making success increasingly achievable for 33% of Brazilian kinds of media, while the younger generation is incredibly respondents, 31% of Chinese respondents and 23% of media savvy: it utilises new media, such as iPad, iPhone and Vietnamese respondents. computers much more than in the recent past. Through this access, young people are interacting more with fine art and Jorn Middleborg, owner of the renowned Thavibu gallery in design, also including textiles and fashion.’ Thailand, Myanmar and Vietnam, sees younger generations in Thailand and Vietnam heavily influencing the art scene through not only is the accessibility of arts and culture for a community their digital empowerment. seen as an enabler of individual personal progress, many art forms now thrive on co-creation.The Palacio de Velazquezexhibition, The ArtProject powered byGoogle. The Art Projectis a collaborationbetween Google and17 of the world’smost acclaimed artmuseums, enablingusers to explore themuseums using the sametechnology used inGoogle Street View27 The Progress Index — An Independent report for Johnnie Walker
  28. 28. 5 Collaborative Arts and Culture Immersive environments and innovative art installations collude Curator and writer Marina Fokidis is the power behind‘through new with the public as co-conspirators; new forms of culture Kunsthalle Athena, based in one of the poorest precincts of media, young move away from the traditional mould of artistic and cultural Athens, which is applying this collaborative approach to its endeavours as expressions of individual creativity and towards flexible art-centre model. This is particularly relevant for the people in more social and democratic endeavours. people of greece, says Fokidis, since ‘recent socio-political thailand are events and economic turmoil in the region have made apparent ‘Like so many different aspects of social media today,’ the need for novel, participative and co-operative initiatives in interacting more says Us composer eric Whitacre, ‘we’re unlocking people’s the field of culture.’ with fine art own creativity, or desire to join a community in a creative way.’ Whitacre’s Virtual Choir is inspired by a fan’s YouTube In Lebanon, Zeina daccache is the star of a political satire and design.’ recording of one of his choral pieces. The first version saw sitcom called Basmet Watan (The nation’s smiles). she’s contributors record vocal lines via video, working to a track also the country’s first drama therapist. ‘I love Lebanon and produced by Whitacre. The videos were then assembled to I believe in my country,’ says daccache. ‘But the war had aJorn Middleborg, create a choir of 185 singers, from 12 different countries. big effect on our society and, as a result, drug-abuse andowner, Thavibu Virtual Choir 2.0 saw 2,052 singers from 58 countries crime soared.’ Working in Lebanon’s largest prison, daccacheGallery, Thailand contributing. Ted curator Chris Anderson called it an anthem staged an original drama called Twelve Angry Lebanese with for ‘the humanising possibilities of a connected world’. 45 inmates, some of whom taught themselves to read in order to learn lines for the play. ‘It’s my passion to bring theatre to Us-based online performance artist Ze Frank says that people where theatre is most needed,’ says daccache. ‘Culture can will take up even more opportunities to explore the power live in the most forgotten places.’ of their creativity in digital and virtual spaces. Ze Frank has collaborated with his audience to create a series of projects based on shared emotions, such as pain, fear, or even the pangs of nostalgia. one of his most well-known projects, ‘Young Me, now Me’, invited participants to send photos of themselves as children, and then as adults, in the same pose. ‘Progress, as defined by an aggregation of knowledge and skills – not by material gains – is what is interesting about virtual culture,’ says Ze Frank. ‘There are untapped resources of skills and time in the virtual aggregate of the population – an obvious example is Wikipedia. A person can say, ‘hey, I can hack the things around me to shift the world that I live in’.’28 The Progress Index — An Independent report for Johnnie Walker
  29. 29. the success glossary People around the world consider patience, long-termism and intelligence to be the crucial characteristics of a truly successful person. our quantitative analysis shows an evolution of what it takes to be successful – ‘rich’ and ‘ruthless’ are conspicuously absent from this list.29 The Progress Index — An Independent report for Johnnie Walker
  30. 30. character traits for success 56% of the people in the West think being ‘Ambitious’ is a trait that characterises success, compared to only 38% of the people in the east. 56% of those in the east think ‘Patient’ and 55% ‘Long-termist’ characterise success, compared to 36% and 18% in the West. east 38% west ambitious 56% 56% patient ambitious 36% 55% long-termist patient 18% long-termist30 The Progress Index — An Independent report for Johnnie Walker
  31. 31. icons of progress We asked our survey who, alive or dead, they most admired for barack obama the progress they had made in life. The top three answers were Bill gates, nelson Mandela and Barack obama. America’s first African-American president and recipient of the 2009 nobel Peace Prize. These global leaders have all achieved success – sometimes against the odds. Bill gates dropped out of an Ivy League ‘Focusing your life solely on making a buck shows university to start up a business; nelson Mandela fought a certain poverty of ambition. It asks too little of institutionalised racism and Barack obama became the first yourself. Because it’s only when you hitch your African-American President in Us history. Through innovation, wagon to something larger than yourself that victories over oppression and unique leadership, these men you realise your true potential.’ represent progress to millions of people across the world. bill gates Founder of Microsoft, one of the wealthiest people in the world and a leading philanthropist through the Bill and Melinda gates Foundation. ‘success is a lousy teacher. It seduces smart people other notable figures named in our survey into thinking they can’t lose.’ Most admired women Angelina Jolie nelson mandela Oprah Winfrey Former president of south Africa, anti-apartheid activist Most admired revolutionary and recipient of the 1993 nobel Peace Prize. ` Hô Chí Minh ‘education is the great engine of personal Most admired sportsman development. It is through education that the Rafael Nadal daughter of a peasant can become a doctor, that a son of a mineworker can become the head of Most admired parent the mine, that a child of farm-workers can become ‘My mother’ the president of a great nation. It is what we make out of what we have, not what we are given, that Most admired scientist separates one person from another.’ Albert Einstein31 The Progress Index — An Independent report for Johnnie Walker overview — Key Take outs
  32. 32. 6 Progress Futures What will progress mean to a new generation brought up in digital democracies, environments defined by connectivity and empowered by ‘design it Yourself’ attitudes?, Thailand.An online collaborationplatform for socialchange, which providesa place where peoplecan plan to makechange happen, fromenvironmental awarenesscampaigns to biggerpolicy changes32 The Progress Index — An Independent report for Johnnie Walker
  33. 33. 6 Progress Futures 6.1 ‘collabusiness’ will power the economy In the next decade, a generation of digital natives will come of Within a decade, organisations and institutions will be filled 50bn age. They will inhabit an open-source world, where knowledge with people for whom the idea that progress is simply about and ideas are not rare commodities but are instantly and climbing the corporate ladder will seem an archaic ambition. readily shared. As these heirs of the status symbolists and entrepreneurs and employees will expect work to fulfil their Ambitious Altruists grow up, they will find themselves as need for meaning and purpose – and begin to demand it as natural Co-operative Collaborativists. They are the generation a right. Already, the distinction between the virtual and the for whom collaboration is the biggest signifier of success. physical worlds barely exists for tomorrow’s workers. When they begin to make their mark on the world, partnership and problem-solving will become the accepted – and expected Wiki business models will radically transform mass education, – constituents of personal progress. social welfare and environmental renewal. Collaboration will be harnessed for good, based on the values of transparency, In this world, the shift from ‘me’ to ‘we’ that we have begun integrity and community. The guiding hand of gaming to identify will gather momentum, influencing businesses, psychology will co-opt and coerce, and technology will enable communities and culture across the globe. looser, more adaptable organisational structures. The development of ‘swarm intelligence’ and the ‘Internet of Things’ will raise collaboration to new levels. The ability of artificial intelligence to interact, collaborate and learn will result in the development of a parallel and global-scale network, where many people will work seamlessly in teams of thousands.The number of Ultimately what ownership, participation and progress meandevices that to people will be further redefined, as our individual know-howCisco predicts takes second place to the collective knowledge containedwill be connected within our wider networks and our ability to collaborateto the Internet effectively with 2020, whenthe ‘Internet ofThings’ will raisecollaborationto new levels33 The Progress Index — An Independent report for Johnnie Walker
  34. 34. 6 Progress Futures 6.2 art will have social value 6.3 upwardly mobile – telecommunications help communities step forward Far from being superfluous in a digitally ubiquitous world, The widespread adoption of mobile communication devices culture and the arts will be the creative capital upon which and systems will enable individuals and families in developing whole societies are formed. countries to leap the barriers to personal progress. The democratising power of technology, coupled with new Mobile and micro payments systems – such as square, the models of small-scale giving, will transform how art is created, mobile point-of-sale system developed by Twitter founder Jack distributed and accessed in the future. Traditional models of dorsey – are already revolutionising business, enabling farmers patronage and philanthropy will no longer be the only way or food vendors to take payments anywhere and becoming to finance cultural projects, as corporate sponsorships and a fast-growing source of barter and currency exchange, personal bequests are replaced by micro-giving models such particularly in emerging markets where cash may be dangerous as Kickstarter, the online pledge system that funds to carry and/or non-existent. creative projects. Mobiles are also expediting technological innovation in In a decade that will see still more turbulence and change, countries that may not have the economic infrastructure to artistic and cultural activities will become mediums for support development. Lebanese engineer and entrepreneur communities and societies to reflect, communicate and elie-grégoire Khoury, for example, has created the new co-create, particularly in developing markets where social, technology startup dermander around a panoramic photo cultural, environmental and political turmoil accompanies iPhone app, securing 200,000 downloads in its first two weeks. rapid growth. The mobile revolution will continue to facilitate distributed ‘Most things express themselves in an expression of power, access to medicine in rural areas (MIT Media Lab’s neTrA, and the art world has traditionally expressed itself through for example, is a mobile eye-testing tool that can screen monetary value,’ says Ze Frank. ‘The movement away from for common, treatable visual impairments and could help that will be when you start seeing art expressed in social areas, more than half a billion people worldwide), as well as where the power of art will manifest in the creation of social provide solutions in times of crisis. students from Thailand’s status, adding social value to people’s lives.’ Chulalongkorn University in Bangkok, for example, have already developed The Terra Project, which, in the event of a natural disaster, enables survivors to broadcast their location with one click through social networks such as Facebook.34 The Progress Index — An Independent report for Johnnie Walker
  35. 35. 6 Progress Futures • Altrupreneurs will use the power of their global networks to develop a new generation of ‘not just for profit’ business models that put making money on the same footing as creating social change and managing environmental impact. • stockbrokers will manage the flow and finances of community resources. Micro-generators in homes and businesses will sell electricity back to suppliers through the smart grid, for example, creating a new breed of community power-brokers. • digital Medicis will leave a legacy of globally funded, locally created collaborative art projects. • Value Added Taxonomists will channel the spirit of the great Victorian explorers and geographers, undertaking worldwide projects that use distributed computing power and wiki wisdom to further the progress of human knowledge. • state-Us Updaters will combine the transparency of social networking with collective altruism, as people begin to share real-time data about their community activities across all digital platforms. • sixth sensors will be engaged in continuously improving all aspects of their daily lives. They’ll do this by constantly filtering and analysing the data provided by some of the 50bn devices that (Cisco predicts) will be connected to the Internet of Things by 2020.Yiuco, Greece. Aweb-based service -the first of its kind– where people cansell things as longas they are recycled,reused, upcycled orremanufactered. Peoplecan also use thesite, named after theGreek word for piledup clothes, to sharetheir ideas for reuseand recycled objects35 The Progress Index — An Independent report for Johnnie Walker
  36. 36. 7 Country snapshots36 The Progress Index — An Independent report for Johnnie Walker