Sarah Davanzo discusses the rapid changes in society driven by technology, emphasizing that 47% of jobs may be automated in the next 20 years. She highlights the cultural shift towards Gen Z and Millennials, their entrepreneurial aspirations, and their unique ways of engaging with content, favoring images and short bursts of information. The content landscape is evolving, requiring brands to adapt to the preferences of this new generation of content creators and consumers.

1. Opening'Keynote'
Sarah'DaVanzo'
Chief&Cultural&Strategy&
Officer&
sparks'&'honey'
'
@culturecartog&
#Content14
@ContentCouncil

2. CULTURAL
CONTENT
CONNECTION
The Future of Content

3. Society has entered a period of
accelerated change...

4. We’ve gone from this...

5. to this
...to this.

6. Today’s changes are exponential.
Exponential
Linear

7. “47% of the world's currently existing
jobs are likely to be
automated over the next 20 years”
!
!- Wired Magazine

8. VUCA - volatile, uncertain, chaotic, ambiguous

9. TECHNOLOGY IS
DRIVING CHANGE
Vatican City 2013
Vatican City 2005

10. Google Maps launched in 2005

11. “In 2005 Facebook didn’t exist for
most people, Twitter was still a
sound, 4G was a parking space, and
‘Skype’ was a typo”
- Thomas Friedman, The World is Flat

12. 3D printing in 2005: clunky!

13. Today, nano 3D printing

14. Modular manufacturing

15. 3D printed customization

16. 3D printed beating heart

17. 4D printed “living” objects

18. 3D printing is mainstream.
Sky Mall for heaven’s sake!
]

19. Now, drones on Sky Mall !

20. Drone videography

21. Drone photography

22. TECHNOLOGY IS
DRIVING CHANGE
Drones + autonomous cars

23. Autonomous cars + oculus rift

24. TECHNOLOGY IS
DRIVING CHANGE
Oculus rift vicarious experiences

25. Oculus rift mixed reality

26. Hyper-reality 360 ball camera

27. Immersive camera

28. ©
28
Circular camera

29. Deep focus (infinite focus)

30. HD slow mo: sensory amplification

31. HD slow mo story telling

32. Braingasms
(autonomous sensory meridian response… i.e., asmr)

33. Extrasensorial

34. Synesthesia: semsory amplification

35. Sensory deprivation

37. syncing with culture

38. youthfulness

39. SCORING
ENERGY PREDICTION
LANGUAGE
INFLUENCERS
MEDIA
signals from noise

40. Burst1
Roll3
Arc
2
Swell4
Time (Prediction)
CulturalEnergy
1
2
3
4
4 types of trends

41. 9
cultural newsroom

42. Seize opportunity.
Plan for the future.
!
Design for the future.

43. CONTENT
OF THE
FUTURE

44. Crowd Funding as Content

45. Research as Content

46. ©
46
Meta Content as Content

47. ©
47
Emojis as Content

48. ©
48
Picto-Narratives as Content

49. ©
49
Pranks as Content

50. Biometrics as Content

51. “Computational Creativity” as
Content

52. ©
52
Data Viz as Content

53. 53
Live Streaming Gameplay as
Content

54. NEW NATION
OF CONTENT
CREATORS & CONSUMERS

55. A population tsunami is approaching
55
Millennials
( 20-37 )
24.5%
Gen Z
( <19 )
25.9%
Swing
( 69+ )
10.5%
Gen X
( 38-49 )
15.4%
Baby Boomers
( 50-68 )
23.6%
361,000Approximate number of babies
born in the US each day

56. 56
Weaned in a post 9/11 world in recession
73%of Americans were
personally affected by the
Great Recession
1 in 4American children
are living in poverty
43%of 7-to-13 year olds feel
school violence/shootings
will have the biggest
impact on their generation

57. Multi-generational households
57

58. Multi-racial households
58
+400%increase in multiracial
marriages (Black and White) in
the last 30 years (with a
1,000% increase in Asian-
White marriages)

59. Entrepreneurship is in their DNA
59
61%of high school students
want to be an entrepreneur
rather than an employee
(compared to 43% of college
students)
72%of high school students
want to start a business
someday (compared to
64% of college students)

60. Mature and in control
60
89.1
Teen Birth Rate
(per 1,000 women age 15-19)
72
60
40
20
1.3
80
60
40
29.4
1950 ’60 ’70 ’80 ’90 ’00 20101980 ’85 ’90 ’95 ’00 ’05 2010
Alcohol
Marijuana
Cigarettes
Cocaine
Use of Illicit Substances
(Among high school seniors)
57%of Gen Z say they would
rather save money than
spend it
25%of Gen Z teens say they
were in a physical fight in
the past year (down from
42% surveyed in 1991)
10%of Gen Z teens say they
tried an e-cigarette in 2012
(a doubling in one year)

61. Short attention spans
61
8 secis the average American
attention span
(down from 12 sec in 2000)
11%of children 4-17 years old
have been diagnosed with
ADHD (up from 7.8% in
2003)

62. 4D thinkers with 360-degree expectations

63. They communicate with symbols
image source
63

64. 64
Tech Innate: 5 Screens
Think in 4D
Judiciously Share (GeoLoco Off)
Active Volunteers
Blended (race & gender)
Togetherness
Mature
Communicate with Images
Make Stuff
Have Humility
Future Focused
Realists
Want to Work for Success
Collective Conscious
Tech Savvy: 2 Screens
Think in 3D
Radical Transparency: Share All
Slacktivists
Multi-cultural
Tolerance
Immature
Communicate with Text
Share Stuff
Have Low Confidence
Now Focused
Optimists
Want to be Discovered
Team Orientation
Don’t treat Gen Z like Gen Y
Gen Z Millennials

65. 65
!
•Communicate in images – pictures,
symbols, videos, emojis, etc.
•Tease their curiosity and pique their
interest with intrigue (surprises,
puzzles, games)
•Communicate in smaller, snackable bursts
more frequently… but also provide the
long-form reads version
•Brand marketing and storytelling/story-
doing needs to be 5-screen: phone,
computer, Tv, tablet, wearable
•Brand engagement needs to be live-
streaming
They Have a Different Relationship with Content

66. SKILLS
OF THE
FUTURE

67. FQ (focus quotient)

68. experimentation

69. flâneurship

70. instagramability

71. pivoting

72. glyph literacy

73. joy bombing

74. The content industry is both a
catalyst and mirror to change.

75. THANK YOU!

76. find me
@culturecartog