Professional Documents
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possibilities fueled by d le lle ra pa un d an e nc da un We live in a time of great ab ur job at sparks & honey is to O . gy lo no ch te of ct pa im e exponential growth from th ing exponential cultural iv dr e ar at th s rn tte pa d an s , balancer understand the accelerators cultural strategists and of am te ur O . re tu fu e bl ea forese nds and use them tre e es change in the near term and th y pl ap to s er ad le t brands and though curators works with leading novation. as a catalyst for disruptive in of emerging fringe signals, e lu va e th nd ta rs de un to r in orde sands of inputs ou th g We eat culture for breakfast rin ito on m le hi W s. rn e doubling patte rating trends that will cultural shifts and explosiv le ce ac y dl pi ra 8 d ie tif en id em, we have and mapping and scoring th yday consumers. er ev d an s se es sin bu ts, en m shape institutions, govern a curated snapshot e ar sh to r de or in s, te et gn vi trends into short lenges. We will cover We have consolidated these al ch ed ct pe ex un or es iti t opportun ury of the City State. We of what will either create grea nt Ce e Th rs ve co rt po re is Th w months. these trends over the next fe ese exponential trends will th w ho on n io at or pl ex d an bate hope you engage us in the de World. shape your business and the n will also continue in our sio us sc di e Th . rts po re e fre t st of eigh Please enjoy and share this fir bigthink/blogs/amped and w. ww , ey on dh an ks ar sp @ core social channels ndhoney. www.facebook.com/sparksa
Our blind spot comes from the fact that we have lived in a linear world. But todays changes are exponential.
Exponential
Linear
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Remember, in 2005: Facebook didnt exist for most people, Twitter was still a sound, 4G was a parking space, and Skype was a typo.
Source: Thomas Friedman, The World is Flat
to this
to this.
Future of Education
Citizen Doctor
3D Printing
Quantied Everywhere
Conscious Brands
Ancient Wisdom
Cyborg Marketing
Future of Education
Citizen Doctor
3D Printing
Quantied Everywhere
Conscious Brands
Ancient Wisdom
Cyborg Marketing
A mega city is dened as a metropolitan area with a population in excess of 10 million people. There are 23 megacities in the world now. By 2025, the UN predicts there will be 37. Tokyo alone is forecasted to have over 37.2 million residents by 2025, more than live in Canada. These megacities are also known as "urban agglomerations" or "city states."
A Consolidation of Humanity: "Just over half the world now lives in cities but by 2050, over 70% of the world will be urban dwellers. By then, only 14% of people in rich countries will live outside cities, and 33% in poor countries." - United Nations
Powerful Economic Engines: As an example, the San Francisco Bay Area has a larger economy than that of Switzerland, Belgium, Taiwan and Sweden, among others (GDP of $535 billion).
Mayors Are the New Kings: Concentrated wealth, innovation and populations turn city states into highly inuential centers which dictate policy and cultural shifts.
72%
Of Americans say the economic downturn has helped me prioritize whats important in my life
Source: Yankelovich
People will live in smaller spaces: With space at a premium, apartment sizes will shrink and become exible, multi-purpose spaces. Graham Hills Life Edited apartment is a present day model of this concept.
Sustainable Living is a Must: From food to manufacturing, production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact. The countryside comes to the city, creating a rurban (rural urban) environment.
People Will Share Everything: Currently valued at $26 Billion, the sharing economy is becoming a standard part of life for many people. Expect it to be a part of everyones lives in the spacestarved world of the city state.
Infrastructure Becomes Decentralized: Drones are poised to fuel the next generation of delivery services. Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones.
38%
Of Americans have a side gig (freelancing, working a 2nd job or running their own business)
Source: US Bureau of Labor Statistics
Work Becomes Fragmented: With the rise of freelancing, portfolio careers made of multiple jobs, crowdsourcing, microentrepreneurship and task-based services, work becomes snack sized and sporadic, leading to a new structuring of time.
61%
Of Americans say it is very important that I make a difference in my community
Source: Yankelovich
The Sense of Community Strengthens: Organizations like miLES are trying to engage the community by lling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants. Maker spaces and co-working ofces are also lling this need for building community connections.
Transportation Becomes Automated: Automated cars and buses are becoming a reality now, and will become a standard part of life in the future city state. This reshaping of the transportation landscape makes life more efcient and opens up opportunities.
Build Unique 3rd Space Communities: With space at home at a premium, residents of the city-state
will need new places to go to work, play and commune. Retail will evolve into third spaces offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces. In addition, residents will need spaces to escape from urban life (either in country escapes near the city or digital/urban detox zones within).
Plan to Rent it, Lend it and Trade it: As the sharing economy continues to explode, consumers will
focus more on durability messages in marketing. Brands will also seize opportunities to drive secondarymarket value, possibly even creating the secondary marketplaces.
Help Create the Micro-Homestead: From home micro-farming to power generation and food
preservation, consumers will continue to take control of the basics. DIY will move from home-improvement to homesteading, as consumers seek ways to create healthier, self-sufficient lifestyles. This creates opportunities for brands to insinuate themselves into lifes necessities.
Take an App Approach to Services: As work becomes more fragmented, people will need new and
customized support services to maintain busy lives split between micro-careers, as well as help optimizing their micro living spaces. Brands will be able to make big impact by offering small but highly prized services.
Methodology
At sparks & honey we track and analyze thousands of cultural data sources in real time, incorporating live data feeds from numerous APIs as well as hundreds of ofine sources. Using a proprietary Culture Mapping Platform, we monitor cultural bursts, identify clusters of activity and trends, score their energy levels, project their lifespans and analyze their cultural resonance. This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions. Our platform incorporates three different frameworks to structure and contextualize raw data:
CONTENT NETWORKS
A mapping system used to model dynamic, interconnected webs of cultural activity. Signicant groupings of manifestations which signify cultural waves and trends.
Digital Cities
Share Everything
TOPIC CLUSTERS
Urban Farming
MANIFESTATIONS
The Energy Score is rated on a scale of 1-5.It reects the speed of reach and volume of buzz, and incorporates a ranking of inuencer activity that includes reach, resonance and relevance. The Prediction Score is rated on a scale of 1-40. It reects anticipated duration of a trend.
ENERGY PREDICTION
DNA
A unique set of attributes that describes the core concepts of each trend.
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We're covered in germs. Let's design for that. Dirty house? Clean it up with this trash-powered robot
Local and Alternative Currencies Why Robots Will And Must Take Our Jobs
Engineering Nature
Robotic Workforce
Alternative Currencies
ROBOPOCALYPSE
Share Everything
FRICTIONLESS LIFE
Digital Cities
RURBAN
Nature Decit
LIFE EDITED
Automated Transportation
Urban Farming
Compact Living
Can Aquaponics Change the Way We Eat? Living With Less. A Lot Less. Housing-starved cities seek relief in microapartments
Content Network Topic Cluster Manifestation
p.
Future of Education
Citizen Doctor
3D Printing
Stay tuned for The Future of Education, the next installment in our 8 Exponential Trends That Will Shape Humanity series. Follow us @sparksandhoney to keep up to date with our latest free reports.
Quantied Everywhere
Conscious Brands
Ancient Wisdom
Cyborg Marketing
STRATEGY WORKSHOPS
Deep-dive sessions where we focus on innovation opportunities for your specic brand based upon fringe signals and cultural conversations.
Competitive Assessment Report Future Of Report In-Depth Industry Report Innovation Report Media & Technology Usage Report Up & Coming Celebrity Report
WAVE BRANDING
Proven methodology for creating, approving, launching and distributing content rapidly to take advantage of cultural moments.
SOCIAL MEDIA
Applying the Wave Branding cultural platform, sparks & honey has can support: Community Management Fan/Follower Acquisition Channel Management & Administration On-going Fan/Follower Engagement Social Media Infrastructure Social Media Insights & Analytics Sentiment Analysis Industry Insights Content Performance Inuencer Programs & Content Distribution Cultural Inuencers & Afliates Blogger Outreach Content Distribution Content Creation & Campaign Integration 360 Campaign Integration App Development PR Support Programs (pre-buzz, live coverage, post-event buzz)
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