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 Indicators of a change


“A friend has said the Future is the present. If you are curious about the future, study the present.” Only those who have learned to perceive the present can predict the Future. They need to only predict what has already happened by being the first to see through pattern recognition. For the Future of the Future is the present” Marshall McLuhan.


A reality check gives an idea about the coming times. If we take the pulse on the society around us, the pressure has even increased a lot compared to a few years back. A reality check gives indications of a paradigm shift in social values, being extreme ego culture to a sharing togetherness culture.

The finance crisis

The financial crisis that started fall 2008 was the real indication for the happenings in Europe the recent years. The highest rate of unemployment in Greece and Spain, never before experienced in history. The financial crisis is not over because media in Europe speak less about it and the consequences, what happened in the US will occur in Europe. A financial crisis is almost as a bomb explosion, first with a big bang, and then slowly covers a greater area. It grows and makes an impact on people and countries elsewhere.” The cost of the financial crisis so far is unbelievable $11.900 billion.

Global warming

The human race is facing its most significant problem in history, and I do not ordinary people understand what is happening. In the cities, one might not experience the problem as it is little or hardly any changes in daily life. However, people who live close to nature or places they can see it changing faster year by year, and their lives are changing as their work disappears because of it. Ice that melting makes it impossible to hunt on the areas before covered with ice. Places experience extreme flooding, hurricanes, tsunamis and temperature changes. Global warming has already started. Our shopping habits increase as the market expands into new territories. Global corporations pretend they are sustainable; however, does not change; its purpose is the increasing market shares and profits to the investors. The fantasy is most humans believe in infinite growth on a finite planet. The old economy is passé, and a sustainable economy the new paradigm shift; the new way is inevitable; we are only passengers on spaceship Earth. Fasten the seatbelt it will be a bumpy ride.

Add global issues such as increased violence, greed, materialism and brutality of the empires to remain in power. The overflow of information and entertainment created a sizeable universal negative trend; fear. Fortunately, this fear has seen by intelligent and future-oriented science, green activists, philosophers, politician’s writers and foreseen global companies since the 70s. It now turns from a megatrend into a new way of living. We do no longer talk about it. We dare to do something about it.



The twenty-first-century hippies

I call the new consumer, twenty-first-century hippies. My path to a sustainable new world of design started in 1998. My brand philosophy and thinking are purely based on honest, positive values and attitude. However, we can only change so much. Everybody must seek within and understand that we all have a personal responsibility to take care of Earth; it is our obligation to pass it to the next generation in better shape. Research presented in 2000 stated a paradigm shift towards sustainable thinking. A few brands have taken gigantic steps in this direction; however, we have a long way to go.

 I was a part of the team that presented megatrends 2000 in Levi Strauss Middle East and Africa. One of the key messages in the research was; it will be a reaction to global brand exploitation of common universal resources: more aware consumers and later stronger regulations from politicians and governments. Therefore, Levi’s as a significant brand must work on a more sustainable way regarding product design as well as all other elements that require sustainable thinking.

The new shopping culture

Just at the same time was the organization AdBusters evolving and became well-known for its actions. AdBusters work on equivalent turf as global corporations, marketing codes and tactics. They x-ray the marketing communication codes, break and expose. Adbuster visually shows how advertising manipulates. Brand communication plays on fear, and it sells — Adbusters created Buy Nothing Day, Digital detox and turn-off television week.

Communication and brand pollution

Naomi Klein became the brand-new bible among people worried about the unhealthy consumer culture; inside information about child labour and a corporate culture without any humanity shared, a corporate culture with only one motive to maximize to profit to the shareholders. A culture that in many ways, takes away our freedom, we cannot go anywhere without shopping opportunities, in airports, museums and even military. We can hardly go anywhere without being exposed from ads and consumer messages; freedom to walk in the streets without being polluted and stressed from smart communication does not exist. Naomi Klein’s book No logo was a wake-up about a consumer culture out of control. Ethical corporation philosophy not percived as a cost but an asset. Nevertheless, Ad spending clothing and retail increased the most, at 18 per cent last year, according to the report made by Nielsen.


Indicators of a change

Add other global issues like terrorism, violence and the real threat of global warming and is easy to understand that these happening has created a large universal trend; fear. Fortunately, this fear has seen by intelligent and future-oriented science, green activists, philosophers, politician’s writers and foreseen global companies since the 70s and now turns from a megatrend into a new way of living. We do no longer talk about it. We dare to do something about it.


A few megatrends towards 2020


Fear

Add other global issues like terrorism, violence and the real threat of global warming and is easy to understand that these happening has created a large universal trend; fear. Fortunately, this fear has seen by intelligent and future-oriented science, green activists, philosophers, politician’s writers and foreseen global companies since the 70s and now turns from a megatrend into a new way of living. We do no longer talk about it. We dare to do something about it.


Spirituality

The growth of eastern philosophy in the Western world

A seek and return to nature is happening, personal development and higher consciousness. We find an engineered natural life and a move away from materialism. People all over the world have started abandoning got it all materialism drives in favour of burgeoning appetite for spiritual growth and the inner hidden values. The wave of mind driven activities and training as Yoga, meditation, Qigong and Thai Chi tell the story a deep need for a non-material life. Spirituality is global, not sectarian. Neo-ethics based on universal principles of morality, the economy and the foundation driven by nature, not market. Life on Earth exists in a state of balance that is dynamic and connected. We are not separate from each other but united in different ways. People in the west seek spirituality and away from materialism as we finally understand that this is not bringing happiness or inner peace. Nor Earth or people are in balance. 


Spirituality

The new sustainable world

The understanding of a change in our consumer habits is at the beginning. A paradox shift is about to turn business upside down. I do not think any companies within this time frame will work without having a clear company mission and strategy based on sustainable design philosophy. The suburbs of America and regular consumers across the globe have started asking for sustainable products. The idea is not only a concept but a real reason.


Techno-Mania

Techno-mania

We are developing new technology at a faster pace than ever before in history, and the Internet has increased our knowledge tenfold as we live in a global library. Digital technology has taken over our lives; interconnected; we are everywhere at any time. Distribution of products has changed music, book industry, and universities only exciting online and people get delivered whatever they want at home. However, there is an industry that will make the Internet and digital industry look like a dwarf in comparison, bio, and in particular, Nanotechnology will change the world as we know it. Only today are more than 10.000 products registered with Nanotechnology, everything from fashion clothing to surgery will change. Nevertheless, technology alone will never save the world; in the past is had caused more problems than solved.

Global work tribe

The global work tribe

The Internet and digital communication have changed how we work and live, and today customer service might be in India when you call from UK or Norway. People can sit in a Bungalow in Thailand deliver the work everywhere at any time. The global village is happening; the international border is vanishing as we can transport work in zeroes and ones.


Twenty-First Century Hippies

The new consumer the twenty-first-century hippies

The fresh way of asking questions, criticize analysis shopping madness, harm to the environment, and so on are different from before. The protest and hippie culture at the end of the 60s and 70s were in many ways extremely introverted. The modern movements in state of the art society are regular people who want to make changes without much noise. They still dress identically, do the same jobs, keep the same hairstyle and take part in society as everyone else, extrovert. This group does not need to build a hippie community, have free sex and an endless amount of drugs to stand up for their view to change the world. Now the new movement of alert consumers is making changes and participates right now in our community, the 21-century hippies. 

The megatrends towards 2020

  • spiritual seeker
  • the new body culture
  • the global worker
  • techno-mania
  •  planet fear
  • the sustainable world
  • Digital senses
  • escapism

 


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