1. The document summarizes the key themes from the 2014 SXSW conference, including the prominence of wearable technologies and healthcare startups, but also a focus on developing for the Internet of Things and issues around privacy and security. 2. Major brands leveraged social media insights to predict future trends and engage with audiences about their visions of the future. 3. 3D printing became more mainstream with applications like 3D printed food, while privacy and personal security were emphasized by speakers like Edward Snowden.

1. LUMINARY LABS WWW.LUMINARY -LABS.COM @LUMINARYLABS
WEARABLES,
TACOS,
WEARABLE TACOS
SXSW 2014
March 2014

2. SXSW: 10 KEY THEMES
1. Wearables, But Not Really About Health
2. Healthcare Heats Up
3. Developing for the Internet of Things
4. Startups are Officially Priced Out
5. From the Big Brands: The Future!
6. 3D Printed Everything
7. The Personalization of Security
8. Lines
9. Science is Cool
10. Design Affirms its Seat at the Table

3. Wearables,
But Not Really About Health
01

4. Lots of wearables. Lots of tacos. Lots
of wearable tacos.
Ok, so there were no wearable tacos.
As Adweek wrote, "wearables are the new
social” and the 2014 SXSW was no exception.
And while health applications were the most
frequently touted, attendees gravitated more
towards this harbinger of the singularity than
they did on the potential to deliver health
outcomes.

5. Healthcare Heats Up
02

6. r
Healthcare Takes Mainstage
Health, once siloed, entered the mainstream
conversation. Anne Wojicki spoke about a new
paradigm for healthcare, Shaq envisions a
wearable that reads for insulin levels, and Marc
Cuban advised young graduates to look to careers
in personalized medicine.

7. Developing for the Internet
of Things
03

8. What’s new in digital is no longer
about the Web.
With the rise of wearables comes a
heightened awareness that digital
extends far beyond the Web. What was
once concept is now becoming reality,
and the reality of that reality, such as
issues concerning privacy and security,
were widely discussed.

9. Startups are Officially
Priced Out
04

10. Start-ups can no longer afford lodging,
and agencies are taking their place.
We met more ad people than ever, and not
a single interesting startup. With the big
brands spending more money than ever, all
major events were sponsored by known
companies.

11. From the Big Brands:
The Future!
05

12. r
Everyone's (trying to be) in the future.
Major brands, from Oreo to Miller Light to IBM are leveraging social media science to know what
is going to happen...before you do. The concepts of "the future" and "trending" are less about
certainty and more about how their brands are engaging with social media science to divine what
is next. Note that where social media science was applied to the brand itself (what are people
saying about us), today it's about the brand having the pulse on society as a whole.

13. 3D Printed Everything
06

14. 3D printing is no
longer for geeks.
From wedding cakes to
designer sugar cubes,
3D printing is going
mainstream.
In addition to a strong
presence by
Shapeways, Deloitte
showed off a Maker
Van, partnering with the
Sugar Lab to offer 3D
printed goodies. Oreo
took “what’s hot” to a
whole new level,
delivering 3D printed
cookies based on
twitter trends.

15. The Personalization of
Security
07

16. Everyone is talking about privacy and security.
Snowden’s video presence highlighted a strong undercurrent around security of information, and
one's personal information. Rather than encouraging people to stop using the Internet, Snowden
advised that everyone should encrypt their data.

17. Lines
08

18. In the past, parties ruled.
In 2014, it was about content, with the longest lines we’d ever seen to hear from 23 and me,
Snowden, and other keynote speakers.

19. Science is Cool
09

20. r Scientists were the new celebs this year.
Thousands packed into the convention center
to Neil Degrasse Tyson talk about our place in
the universe, and Adam Savage of
Mythbusters makes the case that “science is
for everybody”.

21. Design Affirms its Seat at
the Table
10

22. Last year everyone was talking about
the “Chief Experience Officer”.
This year the focus was on the “Design
Executive Officer”. In a related panel,
attendees largely felt that their
organizations aren’t equipped to deal with
the current fast pace of change, and are
looking to leadership for a new approach
to business challenges.

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