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Can we predict anything about the future?


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



The Global inventory list


A reality check can tell us something about the future. A well-known media guru of the last century said that only by understanding the present, there is possible to say something about the future. The world is moving fast, stopping for a second, suddenly the situation uncomfortable. Nevertheless, only when taking things easy and break a possibility to perceive the world free of the clutter. Not, confused, restless or out of control. The world seems chaotic; information overload makes it difficult to pick or choose alternatives. Impossible control the uncontrollable. A sudden feel of missing out, lack behind makes people uncertain; nevertheless, pretend business as usual.

The human behaviour

The irrational compensation for the insecurity, the acts following a pattern believe it is fixable by control of material values instead of spiritual. The endless shopping culture, the mall becomes the second home. Humans continuously search for inner-peace promised cured by advertising, storytelling and mythmaking — the communication intended to create increased fear and uncertainty. Fear sells, not being accepted, fear of various issues such as drugs, terrorism, communism, Islamism, divorce, old age, and so on. Then shopping for the solution feels right. For example, purchase contemporary clothes, new hair colour, going to a gym or go on holidays. The endless twenty-four hours of entertainment slowly break down the ability for a critical view. 

Is it a mid-life crisis? While others seem to accept and move on, finally drop out of fashion and regard themselves, adults. The fast slow down in one part of society while others speed up.  The clock stands, old is good, new terrible. Fastly, people complain, everything was better before. Things were better back, and if having kids, we soon enough don’t understand their music while shaking the head, as the kids turn up the volume and start dancing.


Chaos easily creates fear and uncertainty


Fear and uncertainty are the advertising industry favourite tool. Hardly anything creates more sale than fear. Such as the War on Terror sells; airport security equipment, more guards and weapons and increased home security. Advertising uses young consumer as a role model.

The clinch to a comfortable lifestyle, when younger loved sleeping in tents at festivals or camping while cooking food on a primus. When older is unthinkable sleeping in a, tend so we book a beautiful and comfortable room in a better hotel. The endlessness of choices of entertainment, food variations, drinks and generally information overload combined with a high-speed society makes the world feel chaotic for most people.

The word Chaos derived from the Ancient Greek and typically meant being in a state were lack of order or predictability exist. In Ancient Greece said Chaos is the initial state of the universe, and, by extension, space and darkness. Modernism chaos is a state of confusion of not knowing what is going on. Fast is dangerous slow is safe.

Fads, fashion and megatrends

Fashion in English comes from the word fast or fads, short-lasting trends, what’s trendy this week might be dull next. In the fashion industry, one often talks about seasons, two or four while fast fashion brands bring newness daily. Long-term trends last for years and are usually called megatrends. An example of a megatrend can, for example, be sustainable fashion, environmentally friendly products or Eco-consumerism. Often these long-lasting trends can lead to paradigm-shifts within an industry such as going from gasoline-fueled cars to electric. Megatrends are the necessary foundation for developing creative design and marketing strategies of brand communication and product strategies.


Reality Check 2013


  • Global warming
  • Terrorism
  • NanotechnologyBiotechnology
  • Digital social media
  • Local conflict around the world
  • Finance crisis
  • Information overload
  • Shopping overload
  • Megacities
  • Lack of non-renewable sources of energy
  • Global workforce
  • Life expectancy increase
  • Lack of spirituality
  • Symbols and icons in communication


Sources and Information
  • The future is the future present; can we possibly look into the future? The Future Is Now. Research by Kenneth Lyngaas & Krish Pawar; interviews and dialogue with leading people across branches and industries for The Future is now. Slideshare presentation The Future Is Now A Reality Check 
  • Innovators, politicians, scientists, architects, brand managers, creative, thinkers, economics
  • LinkedIn special forums – twitter, Slide Share, Facebook – Google – Yahoo answers, You Tube, Treehugger, Wikipedia, blog and internet
  • Databases – books, magazines & statistics national and international databases, trend forecasting companies and agencies
  • Special interviews Varner retail group, L’Oreal, Lacombe, inspectorate legislation office Norway
  • Snohetta architects, Lucy seven tattoo studios, Elexia training spa group
  • Oslo west, studies of religions Oslo universities, digital national newspaper, brand republic, Telenor mobile division, Levi Strauss Europe co
  • Karma Tashi Ling Buddhist community, Gandhi foundation and WGSN
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