• Slow wage growth
• Lower spending on leisure
• 68% people say cost is main
barrier to sustainable living.
• ’Aspirationals’ look for brands to provide solutions to improve their lives and
serve society and are the largest customer segment in India and China
• They trust consumer reviews and the advice of friends and family when deciding
what to buy…
• They’re very active on social media, and are the most likely group to believe we
need to “consume a lot less to improve the environment for future generations”
3. We’ll need
to ride the
• In November 2011 the United
Nations declared broadband to be a
• Over 70% of the world’s population
has a mobile phone
Over a quarter (26%) say they have skipped
meals in the past year.
One in five parents in poverty says they
cannot afford to replace their children's wornout shoes, while 80% of parents in poverty
say they have had to borrow money to pay for
food and clothes over the past 12 months.
5. The shared
‘The currency of the new
economy is trust.’
"I think there is a world market for maybe five
computers." -- Thomas Watson, chairman of IBM,
"Who the hell wants to hear actors talk?" -- H. M.
Warner, Warner Brothers, 1927.
"It will be years -- not in my time -- before a
woman will become Prime Minister." -- Margaret
How do we help others to design for an unpredictable
a structured exploration of the future to
improve decision making today
why use futures?
….joining up & building consensus
….creativity & innovation
“What’s the role of technology
in helping people lead more
sustainable lives in 2025?”
We created future scenarios to provide inspiration….
…. for generating
concepts for 2025
….these were our
top ideas, you can
summary film of
"Our failure to address environmental
issues is not a failure of information but
a failure of imagination."
Professor John Robinson
Rodrigo Bautista –
Senior Sustainability Advisor
Innovation | University of Brighton |