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Change The World
(or go home)




 www.psfk.com
We Give Inspiration To Make Things Better




So hands up here who thinks it’s their job to change the world? When I started to think
about this presentation for the Future Trends 07 presentation a few weeks ago I dug up the
title for the deck and I thought to myself ‘bloody hell, I proposed that’… because when I
first look at the title I feel like it’s not my place to make such grand statements - but then I
look at it again, I think to myself, ‘yeah - that’s what I want to do’. I do all these things to
    www.psfk.com
make things better.
Inspiration To Make Things Better Via Our Daily Website
Global Question:

                                                “How would you
                                                rebuild your city
                                                from scratch?”




Inspiration To Make Things Better At Likemind
Creative ideas for
                                          change




Inspiration To Make Things Better At Our Conferences
Inspiration To Make Things Better Through
Our Trends & Innovation Consultancy
Inspiration To Make Things Better With
Our New Research Company: Peep
What is the impact
                                            of my consumption?

                                            - on me?

                                            - on the world
                                              around me?




There Is A Radical Shift In Consumer Attitude
Here’s 5:

1. Good Food
2. Craft
3. Pro-Service Anti-Product
4. Local
5. Taking Control




What Trends Drive Our Concern For Consumption?
Good Food




The direct effect from consumption


www.psfk.com
The cupboard at PSFK
                     HQ every morning




What Is Good Food?
The only cereal we
                          choose:

                          Has Sugar
                          Has Salt
                          Has Carbs - 12% DV

                          Less ingredients
                          No Colorings
                          No Sugar Substitutes
                          No Corn Starch or
                          Syrup

                          Redefinition of what is
                          ‘good’?




The Only ‘Good’ Choice?
Have You Asked
                     Michael Pollan?

                     Corn is killing us.




What Is Good Food?
In February 2007,
             Seattle’s Jones Soda
             drops corn-fructose
             and opts for Pure
             Cane Sugar




Jones Soda
New York hot dogs
                       with great ingredients




Dogmatic NYC Hotdogs
Good Food is
                appearing
                everywhere… like this
                Mexican food stand in
                Soho




Calexico, NYC
People line up for an
              hour to get this ‘good
              burger’ and shake




Shake Shack
‘Good’ fast food:

                  How you like it &
                  freshly prepared.




In-n-Out Burger
Good food is food
                        without a Best Before
                        label - I.e. Today




Pret A Manger, London
Food with history with
                      story. Giving us back
                      the decision about
                      what to eat.




Doughnut Plant, NYC
The UK drinks
                            company has
                            developed a culture
                            around their
                            sustainable production
                            values and healthy
                            lifestyle.




Innocent Drinks Festivals
Better food at the right
               price drives retail.

               The line at Trader Joe’s
               NYC starts at the front
               door.




Trader Joe’s
Constant pursuit of
             good food.




Wholefoods
Tesco thinks there’s a gap
               in the US market




Fresh’n’Easy
Craft




 People are reusing, reclaiming, recycling,
 reducing and redesigning
 www.psfk.com
Craft is global.




Craft Night, London
Brand conscious youth
                       in Beijing have begun
                       to embrace second
                       hand clothing because
                       they trust that
                       branded items are
                       more likely to be
                       authentic in second
                       hand stores due to
                       store owners'
                       dedication to quality
                       checking.




Second Hand, Beijing
Bar Knitting, San Francisco
Hunga-Munga Art Parties, London
Championing the Craft
                 movement




Craft Magazine
A documentary in
                  which one woman
                  travels across the
                  country
                  documenting the
                  new wave of craft
                  in America.




Handmade Nation
48 artists from 17
                                         countries at The
                                         Museum of Art and
                                         Design in NYC.




Pricked: Extreme Embroidery Exhibition
93,000+ sellers of craft
       goods.




Etsy
Craft is not just
                knitting.




Make Magazine
Craft can be culture.

               Bike movement is a
               craft movement.




Bike Culture
Live craft
                                competitions.




Cut and Paste Design Contests
Local




 People seek to source from local providers


 www.psfk.com
Organic vs Local
                debate




Time Magazine
Better to drink French
              wine in Miami than it is
              to drink Californian
              - drvino.com




Local Wine?
Farmers Markets
Germany offers a
                  serious contender in
                  the Soda market




Bionade, Berlin
A music store in
                     Hamburg only sells
                     music from Hamburg
                     artists




Hamburg Only Music
No longer a need for
                            winter wardrobe in
                            Sydney - motivated
                            (partly) by global
                            warming




Trans-Seasonal, Australia
Made In Downtown LA

                   Taking local, global




American Apparel
Pro-Service Anti-Product




 A move to maximize the use and lifetime of a product


 www.psfk.com
Zipcar

               Flexcar

               Philly CarShare




Micro-Rental
Pay for the electricity,
                       not the car.




Project Better Place
451 bike stations by
                     2008.




Velib Bike Sharing
Modern timeshare




Fractional Ownership
Belgian community
        product share service.




Zolik
Taking Control




 Digital community fuels consumer control


 www.psfk.com
We’ll decide what’s
       good or bad - no more
       critics.




Yelp
We’ll invest our money
       without the need of a
       bank.




Zopa
We’ll support without
               charity.




Crowdfunding
We’ll shop en
                               masse.




Crowd Shopping Online, China
This collaboration
                lets people share
                cars and parking
                spaces.




ParkAtMyHouse
We’ll do the jobs
                  we want, how we
                  want them, where
                  we want them.




Bedouin Workers
In summary:

1. Good Food
2. Craft
3. Pro Service / Anti Product
4. Local
5. Taking Control




Five Trends That Drive Our Concern For Consumption
What is the impact
                                     of my consumption:

                                     - on me?

                                     - on the world
                                       around me?




Radical Shift In Consumer Attitude
And The Problem Is As Businesses…




 …we’re trying to replace consumption with ‘good’ consumption
 or offset the guilt
 www.psfk.com
The (RED) clothes are
                                     in the basement while
                                     the brand is on the
                                     window.

                                     Bolt-on strategy.




Good Consumption? (RED) at the GAP
TOMS

                                     Lifewater

                                     Bolt on donation
                                     strategy.




Guilt Offsetters: TOMS, Life Water
“Buying handmade is
                                        better for people,
                                        better for the
                                        environment, and
                                        better for giving truly
                                        special and well-
                                        crafted gifts. The
                                        ascendancy of chain
                                        store culture and
                                        global manufacturing
                                        has left us all dressing,
                                        furnishing, and
                                        decorating alike. The
                                        connection between
                                        producer and
                                        consumer has been
                                        lost. Buying handmade
                                        helps them reconnect.
                                        We encourage all
                                        consumers to be
                                        aware of the social
                                        and environmental
                                        implications of their
                                        purchases.”
                                        - buyhandmade.org




The Reaction To Business: Pledge Handmade
Consumption Feeds Human Needs, Wants & Desires

   – Status
   – Belonging
   – Self Esteem


I don’t really have have the answers, I just know there’s
complications and more thought that needs to be put to into this
issue because …




But Consumption Feeds Human Desires
Green Is Not A Trend: It’s An Issue
Industry Got Us Into This Mess




 Can Industry Get Us Out?


 www.psfk.com
“To make cleanliness
                                          commonplace; to
                                          lessen work for
                                          women; to foster
                                          health and contribute
                                          to personal
                                          attractiveness, that life
                                          may be more
                                          enjoyable and
                                          rewarding for the
                                          people who use our
                                          products.”




Look To The Past: William Hesketh Lever
“To make cleanliness
                                          commonplace; to
                                          lessen work for
                                          women; to foster
                                          health and contribute
                                          to personal
                                          attractiveness, that life
                                          may be more
                                          enjoyable and
                                          rewarding for the
                                          people who use our
                                          products.”




William Hesketh Lever or Eric Ryan of Method?
Marks & Spencer
                  makes an eco-
                  consciousness move
                  to go carbon neutral in
                  the next five years.

                  They plan to maximize
                  their use of renewable
                  energy and only use
                  offsetting as a last
                  resort.




Marks & Spencer
“In 1994, I offered the
                                      task force a vision: to
                                      make Interface the
                                      first name in industrial
                                      ecology worldwide
                                      through actions, not
                                      words. I gave them a
                                      mission: to convert
                                      Interface to a
                                      restorative enterprise;
                                      first by reaching
                                      sustainability in our
                                      practices, and then
                                      becoming truly
                                      restorative-a company
                                      returning more
                                      than we take-by
                                      helping others reach
                                      sustainability.”

                                      Ray Anderson
                                      Interface




Ray Anderson & Restorative Business
“A new and better
                                          business model is in
                                          development that will
                                          engage people, create
                                          goodwill and provide
                                          better products.”

                                          40% of his business
                                          uses bio-mimicry - the
                                          reaction by the market
                                          was a boom in sales.




Anderson: You Go Green To Make Better Profit
So The Good News




 If there is an economic reason to Change The World…


 www.psfk.com
As trends analyst, researcher, innovation director or
concerned party it’s your job, if you accept to choose it, to
create that change.

Your jobs it to inspire your companies. Inspire them to:

•To lead

•To be good

•To make things better




You have the best jobs in the world!
The Question To Ask During The Conference




 What can I take home to inspire my team
 to make things better?
 www.psfk.com
Is It Your Job To Change The World?




 piers@psfk.com
 maria.vrachnos@peepinsights.com
 www.psfk.com
Change The World Or Go Home   Psfk
Appendi: Applying Consumption Concern
Brief: Double Global Sales of Converse Products




 Example of idea PSFK pitched Anomaly & Converse


 www.psfk.com
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk
Change The World Or Go Home   Psfk

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Change The World Or Go Home Psfk

  • 1. Change The World (or go home) www.psfk.com
  • 2. We Give Inspiration To Make Things Better So hands up here who thinks it’s their job to change the world? When I started to think about this presentation for the Future Trends 07 presentation a few weeks ago I dug up the title for the deck and I thought to myself ‘bloody hell, I proposed that’… because when I first look at the title I feel like it’s not my place to make such grand statements - but then I look at it again, I think to myself, ‘yeah - that’s what I want to do’. I do all these things to www.psfk.com make things better.
  • 3. Inspiration To Make Things Better Via Our Daily Website
  • 4. Global Question: “How would you rebuild your city from scratch?” Inspiration To Make Things Better At Likemind
  • 5. Creative ideas for change Inspiration To Make Things Better At Our Conferences
  • 6. Inspiration To Make Things Better Through Our Trends & Innovation Consultancy
  • 7. Inspiration To Make Things Better With Our New Research Company: Peep
  • 8. What is the impact of my consumption? - on me? - on the world around me? There Is A Radical Shift In Consumer Attitude
  • 9. Here’s 5: 1. Good Food 2. Craft 3. Pro-Service Anti-Product 4. Local 5. Taking Control What Trends Drive Our Concern For Consumption?
  • 10. Good Food The direct effect from consumption www.psfk.com
  • 11. The cupboard at PSFK HQ every morning What Is Good Food?
  • 12. The only cereal we choose: Has Sugar Has Salt Has Carbs - 12% DV Less ingredients No Colorings No Sugar Substitutes No Corn Starch or Syrup Redefinition of what is ‘good’? The Only ‘Good’ Choice?
  • 13. Have You Asked Michael Pollan? Corn is killing us. What Is Good Food?
  • 14. In February 2007, Seattle’s Jones Soda drops corn-fructose and opts for Pure Cane Sugar Jones Soda
  • 15. New York hot dogs with great ingredients Dogmatic NYC Hotdogs
  • 16. Good Food is appearing everywhere… like this Mexican food stand in Soho Calexico, NYC
  • 17. People line up for an hour to get this ‘good burger’ and shake Shake Shack
  • 18. ‘Good’ fast food: How you like it & freshly prepared. In-n-Out Burger
  • 19. Good food is food without a Best Before label - I.e. Today Pret A Manger, London
  • 20. Food with history with story. Giving us back the decision about what to eat. Doughnut Plant, NYC
  • 21. The UK drinks company has developed a culture around their sustainable production values and healthy lifestyle. Innocent Drinks Festivals
  • 22. Better food at the right price drives retail. The line at Trader Joe’s NYC starts at the front door. Trader Joe’s
  • 23. Constant pursuit of good food. Wholefoods
  • 24. Tesco thinks there’s a gap in the US market Fresh’n’Easy
  • 25. Craft People are reusing, reclaiming, recycling, reducing and redesigning www.psfk.com
  • 26. Craft is global. Craft Night, London
  • 27. Brand conscious youth in Beijing have begun to embrace second hand clothing because they trust that branded items are more likely to be authentic in second hand stores due to store owners' dedication to quality checking. Second Hand, Beijing
  • 28. Bar Knitting, San Francisco
  • 30. Championing the Craft movement Craft Magazine
  • 31. A documentary in which one woman travels across the country documenting the new wave of craft in America. Handmade Nation
  • 32. 48 artists from 17 countries at The Museum of Art and Design in NYC. Pricked: Extreme Embroidery Exhibition
  • 33. 93,000+ sellers of craft goods. Etsy
  • 34. Craft is not just knitting. Make Magazine
  • 35. Craft can be culture. Bike movement is a craft movement. Bike Culture
  • 36. Live craft competitions. Cut and Paste Design Contests
  • 37. Local People seek to source from local providers www.psfk.com
  • 38. Organic vs Local debate Time Magazine
  • 39. Better to drink French wine in Miami than it is to drink Californian - drvino.com Local Wine?
  • 41. Germany offers a serious contender in the Soda market Bionade, Berlin
  • 42. A music store in Hamburg only sells music from Hamburg artists Hamburg Only Music
  • 43. No longer a need for winter wardrobe in Sydney - motivated (partly) by global warming Trans-Seasonal, Australia
  • 44. Made In Downtown LA Taking local, global American Apparel
  • 45. Pro-Service Anti-Product A move to maximize the use and lifetime of a product www.psfk.com
  • 46. Zipcar Flexcar Philly CarShare Micro-Rental
  • 47. Pay for the electricity, not the car. Project Better Place
  • 48. 451 bike stations by 2008. Velib Bike Sharing
  • 50. Belgian community product share service. Zolik
  • 51. Taking Control Digital community fuels consumer control www.psfk.com
  • 52. We’ll decide what’s good or bad - no more critics. Yelp
  • 53. We’ll invest our money without the need of a bank. Zopa
  • 54. We’ll support without charity. Crowdfunding
  • 55. We’ll shop en masse. Crowd Shopping Online, China
  • 56. This collaboration lets people share cars and parking spaces. ParkAtMyHouse
  • 57. We’ll do the jobs we want, how we want them, where we want them. Bedouin Workers
  • 58. In summary: 1. Good Food 2. Craft 3. Pro Service / Anti Product 4. Local 5. Taking Control Five Trends That Drive Our Concern For Consumption
  • 59. What is the impact of my consumption: - on me? - on the world around me? Radical Shift In Consumer Attitude
  • 60. And The Problem Is As Businesses… …we’re trying to replace consumption with ‘good’ consumption or offset the guilt www.psfk.com
  • 61. The (RED) clothes are in the basement while the brand is on the window. Bolt-on strategy. Good Consumption? (RED) at the GAP
  • 62. TOMS Lifewater Bolt on donation strategy. Guilt Offsetters: TOMS, Life Water
  • 63. “Buying handmade is better for people, better for the environment, and better for giving truly special and well- crafted gifts. The ascendancy of chain store culture and global manufacturing has left us all dressing, furnishing, and decorating alike. The connection between producer and consumer has been lost. Buying handmade helps them reconnect. We encourage all consumers to be aware of the social and environmental implications of their purchases.” - buyhandmade.org The Reaction To Business: Pledge Handmade
  • 64. Consumption Feeds Human Needs, Wants & Desires – Status – Belonging – Self Esteem I don’t really have have the answers, I just know there’s complications and more thought that needs to be put to into this issue because … But Consumption Feeds Human Desires
  • 65. Green Is Not A Trend: It’s An Issue
  • 66. Industry Got Us Into This Mess Can Industry Get Us Out? www.psfk.com
  • 67. “To make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.” Look To The Past: William Hesketh Lever
  • 68. “To make cleanliness commonplace; to lessen work for women; to foster health and contribute to personal attractiveness, that life may be more enjoyable and rewarding for the people who use our products.” William Hesketh Lever or Eric Ryan of Method?
  • 69. Marks & Spencer makes an eco- consciousness move to go carbon neutral in the next five years. They plan to maximize their use of renewable energy and only use offsetting as a last resort. Marks & Spencer
  • 70. “In 1994, I offered the task force a vision: to make Interface the first name in industrial ecology worldwide through actions, not words. I gave them a mission: to convert Interface to a restorative enterprise; first by reaching sustainability in our practices, and then becoming truly restorative-a company returning more than we take-by helping others reach sustainability.” Ray Anderson Interface Ray Anderson & Restorative Business
  • 71. “A new and better business model is in development that will engage people, create goodwill and provide better products.” 40% of his business uses bio-mimicry - the reaction by the market was a boom in sales. Anderson: You Go Green To Make Better Profit
  • 72. So The Good News If there is an economic reason to Change The World… www.psfk.com
  • 73. As trends analyst, researcher, innovation director or concerned party it’s your job, if you accept to choose it, to create that change. Your jobs it to inspire your companies. Inspire them to: •To lead •To be good •To make things better You have the best jobs in the world!
  • 74. The Question To Ask During The Conference What can I take home to inspire my team to make things better? www.psfk.com
  • 75. Is It Your Job To Change The World? piers@psfk.com maria.vrachnos@peepinsights.com www.psfk.com
  • 78. Brief: Double Global Sales of Converse Products Example of idea PSFK pitched Anomaly & Converse www.psfk.com