time to get dirty: why the ancient wisdom of microbes is the future of health - (8 exponential...
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Time to Get Dirty: Why the Ancient Wisdom of Microbes is the Future of Health
8 Exponential Trends That Will Shape Humanity
Spring 20137 of 8
“100 trillion good bacteria call the human body home.”
Source: Human Microbiome Project
We live in a time of great abundance and unparalleled possibilities fueled by
exponential growth from the impact of technology. Our job at sparks & honey is to
understand the accelerators, balancers and patterns that are driving exponential cultural
change in the near term and foreseeable future. Our team of cultural strategists and
curators works with leading brands and thought leaders to apply these trends and use them
as a catalyst for disruptive innovation.
We eat culture for breakfast in order to understand the value of emerging fringe signals,
cultural shifts and explosive doubling patterns. While monitoring thousands of inputs
and mapping and scoring them, we have identified 8 rapidly accelerating trends that will
shape institutions, governments, businesses and everyday consumers.
We have consolidated these trends into short vignettes in order to share a curated snapshot
of what will create either great opportunities or unexpected challenges. We will cover
these trends over the next two months. This report covers Ancient Wisdom. We hope you
engage us in the debate and exploration of how these exponential trends will shape your
business and the World.
Please enjoy and share this seventh of eight free reports. The discussion will also continue in
our core social channels - @sparksandhoney, www.bigthink/blogs/amped and
www.facebook.com/sparksandhoney.
info@sparksandhoney.com
Our blind spot comes from the fact that we have lived in a linear world.
But today’s changes are exponential. Exponential
Linear
1. Century of City States
2. Future of Education 4. 3D Printing3. Citizen Doctor
7. Ancient Wisdom 6. Conscious Brands
Ancient WisdomPart 7 in the Series: 8 Exponential Trends that will Shape Humanity
5. Quantified Everywhere 8. Cyborg Marketing
7. Ancient Wisdom
In the recent past, people were scared of microbes, slathering their hands with sanitizer to fight off an invisible menace. Times have changed. Recent research has shown the critical importance of the billions of microbes that inhabit our body. Everything from obesity to immune system deficiencies to depression and hypertension are being found to have a microbial component.
Learning to Love Our Microbes: While no one is claiming we should stop washing our hands, studies have shown how environments that are too sanitary actually harm our immune systems. Balancing, rather than killing our microbiome is the way of the future. As the human body contains ten times more bacterial cells than human cells, we need to learn how to better live with the microorganisms that call our body home.
ancient wisdom
Mapping Our Internal Ecosystem: In order to provide personalized microbial healthcare. Initiatives such as American Gut and Ubiome are looking to understand the trillions of bacteria that live on and in our bodies.
ancient wisdom
fecal/ear wax transplantsdesigning ecosystems
Bacterial Upgrade: While the benefits of probiotics are generally accepted, there is significant innovation taking place in the bacterial health field. In a number of successful trials, ear wax and fecal transplants have cured infections better than antibiotics by introducing healthy bacteria into the human body.
ancient wisdom
The Power of Probiotics: Bacteria found in classic fermented foods like yogurt and kimchi are being praised for their healthy properties, offering a host of benefits from digestive regulation to PH balancing.
ancient wisdom
Umami and the Future of Food: Microbes are not just about improving health; innovators in the food space are exploring ancient wisdom around the benefits (both for health and taste) of fermented foods.
ancient wisdom
Designing Microbial Ecosystems: Pioneers in the bio-architecture space are exploring how, in the future, we will custom design the bacterial ecosystem of interior spaces to engineer for health and happiness.
ancient wisdom
ancient wisdom implications
Help Consumers Balance the Big and Small: The antimicrobial-microbiome debate is intensifying, and as our understanding of the healthy effects of microbes comes into focus, consumers will be looking for solutions to balance their microbial worlds and improve their health. Expect more conversations around the balancing the internal ecosystems.
Plan for the New Organic: Microbes are being harnessed to fortify food, protect crops and enhance flavor. It is likely that “with added microbes” is the next generation of the food labeling movement. What this means for marketers is that consumers will be more comfortable with the marriage of nature and science/technology. This trend also inspires new beauty and household products infused with “good bacteria.”
Living Matter Changes Storytelling: As consumers continue to ask questions about ingredients and manufacturing processes, when living matter is introduced into the equation a brand’s storyline becomes more complex and interesting. This begs the question: are humans the host serving the organisms or vice versa? Expect brands to differentiate on their “living additives” presenting brand benefits form the perspective of the organisms which comprise it.
Job of the Future?Microbial BalancerLike a Feng Shui consultant, the Microbial Balancer will work with you to create a more harmonious and beneficial microbial ecosystem within your home, office or body. Food, supplements, design changes and actual microbes will be the tools of the trade for this new age healer and interior designer.
p.
Ancient Wisdom Topic Clusters Content
NetworkTopic
Cluster Manifestation
image source
ANCIENT WISDOM
LIFE LOGIC
Red Meat Is Bad For Your Heart, But Possibly For A Previously
Unknown Reason
Human Food Project - Anthropology of Microbes
Jessica Green: We're covered in Germs. Let's Design for That
Dirty house? Clean it Up With this Trash-Powered Robot
The Unintended (and Deadly) Consequences of Living in the
Industrialized World
Bringing Microbiome Science to the Discovery
of Therapeutics
uBiome
A Year of Petri Dish Paintings
The Meat Industry Now Consumes Four-Fifths of All Antibiotics
Microbe Study of Our Home
Fecal Treatment Gains Favor for Some Illnesses
The Hologenome: A New View of Evolution
'Fermentation': When Food Goes Bad But Stays Good
David Chang's Harvard Talk on Momofuku's Scientific Pursuit of Umami
Designer Cheese Made Using Bacteria From The Human Body
Microbial Permaculture
American Gut
QUANTIFIEDSELF
Mapping the
Invisible World
HACKDESIGN
NatureHacking
RURBAN
RESTORATION
MicrobialFeng Shui
EvolvingTraditional
Cuisine
LIVING MATTER
Healing Through Microbes
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 offline 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
ENERGY SCORE&
PREDICTION SCORE
DNA
A mapping system used to model dynamic, interconnected webs of cultural activity.
The Energy Score is rated on a scale of 1-5. It reflects the speed of reach and volume of buzz, and incorporates a ranking of influencer activity that includes reach, resonance and relevance.
A unique set of attributes that describes the core concepts of each trend.
compactshareablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40. It reflects anticipated duration of a trend.
15
Methodology
TOPIC CLUSTERSSignificant groupings of manifestations which signify cultural waves and trends.
MANIFESTATIONS Discrete data points that indicate change.
Digital Cities
Share Everything
Urban Farming
1. Century of City States
2. Future of Education 4. 3D Printing3. Citizen Doctor
6. Conscious Brands
5. Quantified Everywhere 8. Cyborg Marketing7. Ancient Wisdom
Stay tuned for “Cyborg Marketing,” 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.
Some of the other trends that we are tracking:
Digital DetoxIncognitoLife Logic
New New HollywoodNanotechnology
SnackMediaNew Wave of Big Data
“This Omnicom-backed "newsroom"-oriented agency starts each morning with a cultural briefing for clients such as Hyatt, Jarden and Life is Good, for whom it developed six "culture-to-commerce" T-shirts. In 2013 it grew from two to 17 clients and quadrupled its staff to 20.”
SPARKS & HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock & Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
De/re-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360°
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
Insumer/Outsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
S&H CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT & AMPLIFICATION
• Macro Trend Identification & Quantification
• Projecting Segments into the Future (Consumers of the Future)
• Product, Service & Packaging Development
• Business Model Design & Reimagination
• Business Context Analysis
• Futurism
• Whitespace Identification
• Brand/Partner & Acquisition Recommendations
• Social & Cultural Listening
• Competitive Intelligence & War Gaming
• Segment Analysis & Tracking
• Topic Deep Dives
• Event Tracking
• Issue Monitoring
• Real-time Burst identification
• Channel Analysis
• Content & Influencer Strategy
• Editorial & Cultural Calendars
• Pre-Planned (70/30) Content Production - Online and Off Line
• Real-time Content Production
• Real-Time Commerce
• Social Media Content (short and long form) - posts, tweets, vines, videos, blog, etc.
• Community Management
• Influencer Outreach
• Channel Optimization & Fan Base Development
• Analytics & Measurement
• Real-Time Media Amplification
CULTURAL STRATEGY
48
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