The document discusses trends in consumer attitudes toward consumption and how businesses can address these trends. It outlines five key trends driving concern about consumption: good food, craft, pro-service/anti-product, local, and taking control. While consumption satisfies basic human needs, it also fuels environmental and social problems. The document argues that businesses must find ways to make things better and more sustainable if they want to continue growing. Examples are given of companies that have inspired change by focusing on ethics, sustainability and social good.
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
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make things better.
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
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
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
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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
66. Industry Got Us Into This Mess
Can Industry Get Us Out?
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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…
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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?
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75. Is It Your Job To Change The World?
piers@psfk.com
maria.vrachnos@peepinsights.com
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