Welcome to our Fringestream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live differently becomes the new normal? This month we explore Off the Grid, where more and more of us are making the conscious choice to free ourselves from the Social, Technological and Economic systems and structures of today.

1. BREAKING CHAINS:
STEPPING OFF THE GRID
Understanding
the
new
mainstream
thesoundhq.com

3. BREAKING CHAINS:
STEPPING OFF THE GRID
Welcome
to
our
Fringestream
series,
our
monthly
magazine
exploring
how
the
fringes
of
culture
are
shaping
mass
behaviors.
What
happens
when
fragmentation,
diversity
and
the
choice
to
live
differently
becomes
the
new
normal?
This
month
we
explore
Off
the
Grid,
where
more
and
more
of
us
are
making
the
conscious
choice
to
free
ourselves
from
the
Social,
Technological
and
Economic
systems
and
structures
of
today.

4. “OFF THE GRID”What is it? Why is it? Where is it? So What?

5. THE GRID =
WHAT IS IT?
THE ESTABLISHED.
The
familiar.
The
way
things
are
done.
Grids
are
any
systems
or
structures
Girmly
entrenched,
widely
participated
in,
and
with
a
real
opportunity
cost
to
step
away
from.
We
participate
in
dozens
of
grids
each
day.
Every
time
we
send
a
text,
ride
a
train
or
buy
a
piece
of
fruit
we’re
giving
up
a
bit
of
autonomy
to
take
part
in
a
system
much
larger
than
ourselves.
STEPPING OFF = “OPTING OUT”
Grids
are
not
new.
They’re
as
old
as
we
are.
What
is
new
is
our
ability
to
see
them,
to
analyze
the
real
cost
of
participation
and
make
a
choice
whether
or
not
to
buy
in.
We’re
watching
as
more
and
more
of
us
take
a
closer
look
at
these
previously
unquestioned
systems,
and
it
seems
the
more
we
see,
the
more
we’re
will
to
take
the
Girst
step
off
the
grid.

6. WHAT IS IT?
BROADLY ESTABLISHED SOCIAL, TECHNOLOGICAL AND ECONOMIC SYSTEMS & STRUCTURES
HOW WE POWER HOW WE SPEAK HOW WE SUSTAIN
HOW WE LEARNHOW WE SETTLE HOW WE LOVE

7. WHAT IS IT?
civilized
adj.
[siv-­‐uh-­‐layzd]
1.
having
an
advanced
or
human
culture,
society
2.
easy
to
manage
or
control;
well
ordered
STRUCTURED l SPECIALIZED l STABLE COMPLICATED l CROWDED l CLUNKY
BUILDING GRIDS IS HUMAN NATURE...
We
love
grids.
We
can’t
stay
away
from
them.
They’re
our
go-­‐to
solution
to
an
ever
present
problem
-­‐
how
to
make
sense
of
the
chaos
around
us.
Grids
exist
because
they
serve
a
genuine
purpose.
They
help
us
organize,
socialize,
allow
us
to
share
info
and
resources
efGiciently
and
predictably.
Ideally,
our
grids
exist
solely
to
make
our
lives
better,
safer,
easier,
and
a
bit
more
civilized.
...BUT OUR GRIDS ARE OUT OF DATE
The
problem
is
not
that
these
systems
exist,
but
that
over
time
they’ve
become
mismatched
with
the
people
they
were
built
to
serve.
As
we’ve
built
larger,
more
complex
grids
they’ve
become
cumbersome
and
resistant
to
change.
Ironically,
structures
built
for
efGiciency
and
organization
are
now
clearly
broken
and
unable
to
adapt.
It
seems
we’re
evolving
at
a
pace
the
traditional
systems
cannot
match.

8. THIS WASN’T AN OVERNIGHT EVENT.
It
was
slow
and
stealthy.
Born
of
thousands
of
small
tweaks,
upgrades,
and
shifts
each
individually
benign
but
adding
up
until
their
cumulative
impact
is
difGicult
to
ignore...
HOW DID WE
GET HERE?

9. For the first time in history,
FACE TO FACE INTERACTION
HAS DROPPED TO THIRD
BEHIND TEXTING, IM &
FACEBOOK messaging for
those those born from
IN 5 YEARS
141.94 DAYS
OF YOUR LIFE
WILL BE SPENT ON
THE SMARTPHONE
WE’RE EXPOSED TO AT
LEAST 250 IMAGES PER
DAY ON AVERAGE
We’ve created more information
in the last 10 years than in all of
human history before that
i
In the US, Public trust in the government
remains near historic lows. In February
2014, 75% said they trust the government in
Washington only some of the time or never.
September 2014 - Americans' confidence
in the media's ability to report "the news
fully, accurately, and fairly" has returned to
its previous all-time low of 40%
Experts report that the
typical American spends
up to 25% LESS TIME IN
NATURE THAN IN 1987,
and time spent in nature
dropped by about 1%
annually since then
PLAYING OUTSIDE
DECLINED BY 50%
BETWEEN 1997 AND 2003 THE
PROPORTION OF 9-12 YEAR
OLDS WHO SPENT TIME
In 2014, 54% of the world’s
population reside in urban areas.
BY 2050, 66 PER CENT OF THE WORLD’S
POPULATION IS PROJECTED TO BE URBAN.
WE SPEND 90%
of our lives within
buildings
OFF THE GRID
1990-1999
84% of people can’t go a
single day without their
mobile device in hand
1 IN 5 CHECK THEIR
PHONES EVERY 10MINS

10. GRIDS ARE HURTING
NOT HELPING
WHY IS IT?
BUILT WITH THE BEST OF INTENTIONS
(more
choices,
more
power,
more
convenience,
more
everything!)
it
seems
our
grids
are
actually
quite
unhealthy.
They’re
restrictive,
overwhelming,
stiGling.
Opting
out
is
costly
and
difGicult,
but
we’re
starting
to
see
the
true
cost
of
participation
might
be
even
higher...
STRESSFUL
Worn
out
by
navigating
increasingly
large
and
complex
grids
STERILE
Unful8illed
by
our
new
synthetic
environments
and
interactions
SHADY
Fed
up
with
hidden
systems
operating
outside
our
best
interest

11. The
effects
of
national
economic
disparities
and
turmoil
have
trickled
down
to
our
schools
and
learning
institutions,
resulting
in
uncertain
stability.
For
Gen
Edge,
not
knowing
if
a
local
school
will
remain
open
next
semester
or
if
teachers
will
be
present
to
teach
a
lesson
has
become
an
all
to
typical
dinnertime
conversation.
Furthermore,
conventional
basics
can
no
longer
be
taken
for
granted
-­‐
i.e.
supplies,
resources,
and
extended
school
hours
for
additional
help.
UNRELIABLE
CONTEXTUAL FACTORS
We
have
never
lived
in
a
time
with
this
level
of
connection.
We
have
been
gifted
nearly
unlimited
access
to
the
world
around
us
at
any
given
time
from
any
given
place.
The
distance
between
us
and
information,
entertainment,
or
socialization
has
never
been
so
thin,
but
it
would
seem
this
gap
has
not
only
closed
for
the
better.
Unlimited
access
does
not
Gilter
itself,
and
we’re
Glooded
with
misinformation,
constant
comparison,
and
are
overstimulated
from
Girst
moment
we
wake
up
until
our
heads
hit
the
pillow.
It
would
seem
we
have
yet
to
perfect
how
to
wield
this
new
power,
and
the
impact
of
its
misuse
is
more
and
more
evident.
We’re
suffocated
by
it,
addicted
to
it,
distracted
by
it,
and
desperately
in
need
of
a
better
way
to
manage
it.
STRESSFUL
"As our need for instant gratification increases, we are becoming more impatient and
addicted to the constant stimulation. The more "sped up" we are, we develop a lower
threshold for tolerating discomfort. In those moments of poor discomfort management, we
activate the fight or flight response. Instead of saving our lives, it can contribute to insomnia,
depression, panic attacks, and a host of other health concerns."
Dr. Patricia Fitzgerald, Huffington Post
‣ Connection Fatigue - There are no lack of
studies telling us the “always on” lifestyle is
mentally, spiritually, & physically draining.
‣ Paradox of Choice - An abundance of
options in every aspect of our lives requires
enormous energy to navigate, and we’re
trained to fear making the wrong choice.
‣ Constant Change - The rules have yet to be
written on how to handle many of our new
tech and social realities, but by the time
we catch up they’ll have evolved again.

12. CONTEXTUAL FACTORS
STERILE
Not
only
is
the
sheer
size
and
reach
of
our
current
grids
overwhelming,
the
nature
of
our
interaction
within
is
lacking.
We’re
spending
far
less
time
with
the
tangible,
the
real,
the
random.
Less
time
out
in
“the
wild”,
wandering
through
nature
or
learning
the
intricacies
of
navigating
a
face-­‐to-­‐face
conversation.
Less
time
with
things
we
can
touch,
that
make
us
move,
that
move
us.
What’s
being
lost
are
not
trivial
experiences.
They’re
critical
in
our
social
development,
our
physical
health,
and
ultimately
our
ability
to
achieve
a
sense
of
humanity.
If
our
focus
and
energy
is
a
limited
resource,
we’re
far
overspending
in
areas
that
oppose
our
natural
wiring
leaving
us
feeling
a
bit
empty.
‣ Living Indoors - In a relatively short period
of time, we’ve built a dramatically indoor-
centric society, with startling low time spent
experiencing nature and our planet.
‣ Alone Together - Not only are we
distracted, but we’re losing our ability to
improv, read social cues, and make
meaningful connections with each other.
‣ Feeling Lost - The self-improvement market
is $10 billion industry in the US, showing no
sign of slowing down and fueled by repeat
purchases.
“The magnitude of these modern changes should not be underestimated. For instance, for
350,000 generations humans lived close to the land as hunter–gatherers, and for that we
had a sense of belonging, place, and feeling embedded within the broader natural world
that is an integral characteristic of those cultures.” - Chris Walker, Ecopsychologist

13. CONTEXTUAL FACTORS
SHADY
‣ Demand for Transparency - Nicknamed the
“Unreasonable Consumer”, a better-
informed public wants to see behind the
curtain before choosing to sign up.
‣ Demand for Privacy - Edward Snowden
started a public dialogue about our right to
privacy that is still unfolding.
‣ Demand for Quality - Be it the ingredients
on the label, respect on the phone, or how
a company treats its workers, the bar is
being raised for what “good” means.
“There’s some serious shit about to go down in D.C., and if you are one of the 180 million
Americans out there using a smartphone, and you are not pissed off right now, then you are
not paying attention, but you need to. They don’t give a damn about you, or about making
this industry better. They just want to jack up your bill and line their pockets. It is the same old
crap, on a different day.”
John Legere, CEO T-Mobile, June 2015
Over
the
last
few
years
we’ve
watched
as
the
demand
for
open
information
has
been
met,
and
the
stories
that
emerged
were
repeatedly
unsettling.
It
seems
the
more
questions
are
asked,
the
more
the
answers
erode
the
view
of
traditional
systems
and
structures.
We’re
in
the
the
midst
of
an
endless
Glow
of
headlines,
documentaries,
TED
talks,
investigations
and
interviews
digging
into
the
way
grids
work
behind
the
scenes,
and
there
are
serious
trust
issues
with
all
things
big.
The
beneGit
of
the
doubt
is
long
gone,
and
in
its
place
is
a
growing
group
of
skeptics
demanding
truth.
Where
does
this
come
from?
What
went
into
it?
How
safe
is
my
info?
Right
or
wrong,
the
conversation
has
turned
personal,
tension
is
high
and
the
burden
of
proof
is
on
the
established.

14. We
grew
up
with
digital
technology
and
so
we
see
it
as
all
grown
up.
But
it's
not,
it's
early
days.
There's
plenty
of
time
for
us
to
reconsider
how
we
use
it,
how
we
build
it.
I'm
not
suggesting
that
we
turn
away
from
our
devices,
just
that
we
develop
a
more
self-­‐aware
relationship
with
them,
with
each
other
and
with
ourselves
Sherry Turkle, TED Talk - Connected, but alone?

15. In
it’s
most
extreme
sense,
being
off
the
grid
can
mean
completely
detaching
from
the
structures
of
society.
However,
living
FringeStream
is
not
about
abandoning
the
big
pillars
of
life
as
we
know
it.
Rather
it’s
about
taking
these
fringe
values
and
adapting
them
to
our
everyday.
It’s
about
looking
at
stressful,
sterile,
and
shady
grids
and
making
a
choice...
The choice to cut out the unnecessary...
The choice to reconnect with what’s real...
The choice to make something your own...
And ultimately find a new sense of freedom. FREEDOM to...
WHERE IS IT?
FILTER BE REAL BE IN CHARGE
OFF THE GRID DOES
NOT MEAN LIVING ON
AN ISLAND...
IT’S AS MUCH ABOUT
THE SMALLER
EVERYDAY CHOICES

16. SIMPLER GRID
FREEDOM TO FILTER
In
a
world
where
it
is
commonly
assumed
that
more
information,
faster
must
be
better,
and
constant
connectivity
is
the
norm,
people
are
realizing
that
reducing
connectivity
and
consumption
means
reducing
stress
and
gaining
freedom...
1.
Freedom
from
the
addiction
of
technology
2.
Freedom
from
the
distraction
of
beeps
and
rings
3.
Freedom
to
be
totally
immersed
in
one
activity
4.
Freedom
to
be
more
creative
By
Giltering
out
what’s
unnecessary
we
are
free
to
live
simpler,
slower,
more
substantial,
stress-­‐free
lives.
Lite phone
The anti-smart phone. It is thin, light, lasts
20 days on a charge, and literally does
nothing but make and answer calls.
Unplugged San Francisco
A digital detox and device free party that
requires attendees to hand in their
devices at the door.
Moment iOS app
Automatically tracks how much you use
your iPhone and iPad each day, and set
limits.
Camp Grounded: A Summer Camp for Adults - where you’re required to trade in your
digital devices, schedules, and work lives for an off-the-grid weekend in the woods.

17. AUTHENTIC GRID
FREEDOM TO BE REAL
Aside
from
the
information
overload
and
complexity
that
the
online
world
brings,
an
increasing
number
of
our
interactions
today
occur
between
screens,
placing
a
barrier
between
ourselves
and
the
physical
world
around
us.
This
expansion
of
digital
everything
has
resulted
in
a
desire
to
step
away
from
the
virtual,
and
make
efforts
to
be
present
with
ones
surroundings
and
have
tactile
experiences.
We
see
this,
for
example
in
the
resurgence
of
analog
systems
such
as
vinyl
records,
physical
books
and
book-­‐
stores,
and
hand-­‐written
notebooks.
By
being
free
from
the
virtual
world,
we
are
able
to
refresh
and
reconnect
with
nature
and
8ind
ful8illment
in
tangible,
sensory
experiences.
Soulcycle
Offers an immersive experience, that engages
all of the senses. Dim lighting, candles and
custom music set the ambience.
DUST store, Melbourne
A “multi-sensory concept label”, that stocks
products that appeal to each of the five
senses E.g.printed shirts, imported records, a
fragrance and more.
Moleskin Livescribe
Write on a real page with a real pen, but easily
store and recall notes and sketches later
through a paired app.
“
Tens
is
a
“Real life photo filter" that "lend[s] an uplifting tint to the world
beyond the lens....
The
lens
de.ines
the
ethos
of
our
brand,
summer,
outdoors
and
adventure.”
-­‐
Tom Welsh, Tens Lens

18. ‘MY’ GRID
FREEDOM TO BE IN CHARGE
Growing
awareness
as
well
as
choice
in
todays
society
means
that
within
all
facets
of
their
lives,
people
not
only
want
but
expect
higher
levels
of
customization
and
control.
Food
corporations
are
having
to
become
more
transparent
about
where
their
food
comes
from,
utility
providers
are
having
to
become
more
Glexible
with
their
contracts,
and
media
companies
are
having
to
become
more
personalized
in
their
offerings.
By
creating
their
own
more
nimble,
personalized
systems
people
are
free
to
regain
independence,
cut
out
inef8iciency,
and
have
more
assurance
in
the
end
product.
Urban Agriculture + Farming
Urban Garden NYC uses environmentally
responsible methods and strives to keep locally
grown and organic plants and garden
supplies.
Practical Home Solar Power
Time magazine states residential solar power
has hit a tipping point where it’s now an
affordable, reliable clean energy source.
Virgin Group Rewriting the Workplace
Richard Branson places vacation time in the
hands of his employees, free to take as much
as they’d like if the job is getting done. goTenna - A Brooklyn based start-up that allows your phone to work off the grid,
communicating with other connected devices without the need of a carrier service.

19. “OFF THE GRID” REALLY MEANS REDEFINE THE GRID...
SIMPLER
AUTHENTIC
MY-OWN
The
access
to
information,
technology
and
Glexibility
of
our
world
today
means
that
reconGiguring
or
redesigning
an
existing
system
is
now
easier
than
ever.
With
the
ease
of
discovering
new
ideas
and
alternatives
comes
the
desire
to
redeGine
or
build
a
new
grid
if
it
will
ultimately
improve
upon
the
current
solution.
This
is
an
optimistic
movement.
It’s
about
looking
at
something
broken
and
taking
ownership
of
the
solution.
It’s
making
the
choice
to
update
the
structures
of
society
to
match
the
evolution
of
its
people.
SMARTER
GRIDS

20. We
look
at
our
business
and
say,
‘How
can
we
remake
ourselves?’
Richard Smucker, CEO Smuckers, May 2015

21. WHY DOES
THIS MATTER?
BECAUSE YOU’RE PART OF A GRID.
As consumers continue to redefine their
relationship with larger systems and structures,
their view and usage of the brands within will
inevitably follow suit....
SO WHAT?

22. NATURE VALLEY - shows us a chilling
picture of tech addiction by asking 3
generations - “When you were a kid, what
did you do for fun?”, then encourages us
to find a park and get back outdoors.
BE AWARE, BE EMPATHETIC
BRAND IMPLICATIONS
Stepping
off
the
grid
is
uncomfortable.
Whether
a
giant
leap
or
a
set
of
smaller
everyday
shifts,
breaking
away
from
long
established
systems
requires
the
commitment
of
time,
effort,
and
a
fair
amount
of
guts.
But
they
are
willing
to
give
up
plenty
of
ease
and
familiarity
for
the
hope
of
reconnecting
with
something
better,
richer,
more
fulGilling.
There
is
plenty
of
room
on
the
new
grids
for
brands,
as
long
as
they
are
willing
to
be
8lexible
to
new
ideas
and
help
work
towards
the
solution
not
add
to
the
problem.
Tell
them
which
side
you’re
on.
Tell
them
they’re
not
crazy
for
doing
so.
Most
of
their
friends
and
family
are
on
the
grid,
and
any
small
head
nod
of
encouragement
would
be
welcomed.
Show
them
you
“get
it.”
Show
them
you
see
the
stressful,
sterile,
and
shady
side
of
the
grids
they
see,
and
empathize
with
their
choice
to
break
away.

23. USE THEIR MOTIVATION AS INSPIRATION
BRAND IMPLICATIONS
This
is
not
(only)
a
tech
story.
It’s
a
movement
of
people
seeking
more
freedom
in
the
way
they
spend
their
time,
energy,
and
money
-­‐
whatever
and
wherever
that
may
look
like
to
them.
Luckily
there’s
a
simple
way
to
think
about
this
-­‐
the
fundamental
drivers
behind
the
decision
to
step
off
grid
make
for
easy
innovation
inspiration:
Consider
ways
to
encourage
and
enable
the
step
off
grid
in
the
little,
everyday
choices
they
make.
‣ Help
them
FILTER
-­‐
Are
you
just
adding
to
the
mountain
of
overstimulation,
or
can
you
play
a
role
in
simplifying
the
noise?
‣ Make
them
GET
REAL
-­‐
How
can
you
nudge
them
into
something
tangible?
Pull
them
off
a
screen
and
into
somewhere
real.
‣ Put
them
IN
CHARGE
-­‐
Give
them
a
platform,
not
a
product.
Put
the
tools
and
trust
in
their
hands
to
own
the
end
result.
IKEA - With placemats designed to hide
cell phones during meals, a home
furniture line inspired by bringing the
outdoors in, and kitchen pieces
specifically to shelve homegrown
vegetables and herbs, IKEA has
embraced each element of the off the
grid story.

24. SHOW THEM YOUR GRID
BRAND IMPLICATIONS
Over
time
large
systems
have
become
synonymous
with
overly
complex,
inefGicient,
and
untrustworthy.
Newer
entrants
are
showing
that
this
doesn’t
have
to
be
the
case.
By
pulling
back
the
curtain
and
demystifying
the
process,
brands
are
rebuilding
conGidence
through
legitimate
transparency.
Shrink
the
perceived
size
of
your
grid
by
openly
displaying
and
breaking
down
the
pieces
in
a
straightforward
manner.
Everlane - Full Disclosure Fashion
With a mission of ‘Radical Transparency’,
this retailer displays production costs
alongside prices, openly discusses
factory conditions, and encourages
customers to ask more questions.
No
one
said
“big”
has
to
be
bad.
Specialization
helps
everyone
when
done
right,
with
integrity,
and
without
the
need
for
cover.
Figure
out
what
pieces
of
your
grid
tend
to
be
tucked
and
way
and
show
them
proudly.
You’ll
be
thanked
for
the
honesty.

25. THANK YOU!BREAKING CHAINS:
STEPPING OFF THE GRID
Understanding
the
new
mainstream
thesoundhq.com
VANCOUVER TORONTO CHICAGO NEW YORK LONDON MUMBAI

26. SLIDE SITE
6
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http://blog.lyris.com/wp-content/uploads/2014/04/Gmail-promotional-tabs.png
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http://i.dailymail.co.uk/i/pix/2015/02/25/2612128E00000578-2968574-image-m-19_1424872893050.jpg
http://www.mywindowsphone.com/wp-content/uploads/2014/01/Tinder-app.jpg
http://cdn29.elitedaily.com/wp-content/uploads/2014/01/shutterstock_571403081.jpg
11 http://thumb9.shutterstock.com/display_pic_with_logo/78238/196145192/stock-photo-fragility-of-a-human-creature-conceptual-body-art-on-a-woman-196145192.jpg
12 https://theinternetoffendsme.files.wordpress.com/2013/04/facebook_2349612b.jpg
13
http://cypheravenue.com/vice-documentary-on-black-french-voguers-why-is-this-gross-to-me/
http://ecx.images-amazon.com/images/I/51KDRVF1JGL.jpg
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http://www.veteranstoday.com/wp-content/uploads/2015/03/citizen-four.jpg
16
http://rack.2.mshcdn.com/media/ZgkyMDE1LzA3LzA2LzJmL3NpZ25zNi4zODI5NS5qcGcKcAl0aHVtYgkxMjAweDk2MDA-/f2bf8732/57d/signs-6.jpg
http://12r8td1xbpiu1hjerh2dvn7x.wpengine.netdna-cdn.com/wp-content/uploads/2014/10/sponsors-w-filter.png
17
http://thecreatorsproject-images.vice.com/content-images/article/these-sunglasses-transform-the-world-around-you-into-a-photo-filter/e8c53124c8f6822bb8d1e109dea4f7a8.jpg?1xw:
0.4413793103448276xh;*,*&resize=1200:*
18
http://www.sharingame.org/media/urban_agriculture1.jpg
http://media2.s-nbcnews.com/j/newscms/2014_29/569646/gotenna2_b6b19abc7d8bd7d6e465279b3a02cc30.nbcnews-fp-1200-800.jpg
22 https://www.youtube.com/watch?v=is5W6GxAI3c
24 https://ca.everlane.com/
IMAGE REFERENCES