the future is now

By kenneth @ ftmResearch & buddha jeans™

mega trends towards 2020

boards by kenneth @ buddha jeans™

f t m R e s e a c h

• kenneth lyngaas founder of ftmresearch, buddha jeans and lyngaas ftm publishing

• head of trend research levi strauss europe, middle east & africa 1997 – 2001

• responsible for mega trends research 2000 levi strauss, middle east & africa

• project lead new packaging and label system levi strauss 2000 global . recycled denim paper labels, denim paper, business cards,

• design manual & label /packaging design by (mark farrow @ farrow design) and kenneth lyngaas (levi strauss europe middle east & africa) project lead

• founder of pro rib boats, disco brand entertainment, lyngaas publishing & buddha jeans company

• the future is now & research will be published march 2012 , digital format

• kenneth lyngaas will be avaliable for mega trend creative workshops from 15th of february – april

concept cars green & sustainable product design a mega trend

research & sources*

• Research by kenneth lyngaas & krish pawar research interviews & dialogs with leading people across branches and industries.

• Innovators, politicians, scientists, architects, brand managers, creative, thinkers, economics

• LinkedIn special forums - twitter, slide share, Facebook – Google – yahoo answers, you tube, tree hugger, Wikipedia, blogs & internet

• databases - books, magazines & statistics national sources (various sources), trend forecasting companies & agencies

• special interviews varner retail group, l’oreal, acombe, inspectorate legislation office norway,

• snøhetta architects, lucy seven tattoo studios, elexia training & spa group,

• oslo west, studies of religions oslo universities, vg digital national newspaper, brand republic, telenor mobile division,

• levi strauss europe co, karma tashi ling buddhist community, gandhi foundation and wgsn

private guards - security systems – private soliders

planet fear – a reality check - creates security industries

mega trend research 2000 – 2005 Levi’s Strauss Europe, Middle East & Africa

the key trends we predicted was:

a reaction towards big

brand exploitation of

global resources & workers

brand - logo overload

a growing concern of the world health

sustainable thinking

less is more

res earch foundation

what are mega trends ?

a major movement or shift in cultural behavior that

influence different subjects around us. including

communication, retail, music, media, art and fashion.

it’s not a fad but last for a longer period of time

3 – 10 years

Mc luhan electric world

we are inter- connected

real i ty check

mc l uhan on the future

«a friend said the future is the future 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 trough pattern recognition. for the future

is the future present»

chaos theory

there i s s i mpl y a need to break out

s i m p l i c i t y

extract chaos

what i s happening i n the wor l d?

from local to global thinking modern communication technology makes it

possible to be everywhere at any time

a wor l d i n rapi d change

mexico city – los angeles - shanghai - bankok – tokyo london – manila – delhi – lagos – new york

22 mega polis

in 2ooo 50% of the world population lived in cities

in 2025 increase to 5 billion people (two thirds of them in poor countries )

rapi dly growi ng mega ci ti es

entertainment over load

i n every as pect of our cul ture i t’s no l onger cul tural events

i t’s enter tai nment events from mus eums to real i ty tv

mus eums = enter tai nment

ai r por t = mal l

+ chu r ch = mal l

+ gover nment = s hoppi ng

+ edu cati on = s hoppi ng

+ mu s eu m = s hoppi ng

+ mi l i tar y = s hoppi ng

+ l e i s u r e act i v i ty = s hoppi ng

+ vacati on = s hoppi ng

= enter ta i nment over l oad

entertainment over load

ter ror i sm

rel i gi on confl i cts l ack of cul tural under s tandi ng

power of the bl ack gol d oi l

+ 650.000 rape per. year (world)*

1,2 pr minute robbery (us)

14,5 sec burglary (us)

stolen car every 31 minute (us)

but the danger signals is from less educated

and drop outs – increasing

violence & rape decline but

US A wor s t cas e s cenar i o cos t

of the f i nance cr i s i s

7.000 bi l l i on$ dol l ar s

compar e

total cos t war i n I r aq

3000 bi l l i ons $*

fi nance cr i s i s

climate changing is the defining issue of our age

all companies have responsibility to take action

gl obal warmi ng

lack of spirituality

people all over the world are seeking for a new truth and reality,

there is a move away from tradition and superstitious religions.

they are perceived as old fashion, rigid and non-problem seeking.

the eastern religions and in particular Buddhism is perceived

«positive, nonviolence» alternative religion.

we see this clearly in the increase of mind driven and inner body

sports as yoga and meditation

ethnic confl icts

s mal l er ethni c confl i cts

al l over the wor l d

rise in life espectancy

we l i ve l onger

a s teady r i s e fr om the 60’s

anti agi ng dr ugs

r epl acement of or gans

awar enes s of l i fes ty l e di s eas es

better dr ugs

l ower death r ate at bi r th

l es s heavy phys i cal wor k

work i s no l onger l ocated

• modern communication technology makes it possible

• global education and university standards • people study abroad • increase in global business • global brand find less costly solutions to place

service as call center etc.

l ack of non- renewabl e s ources of energy

energy s i tuation i n the wor l d

bio technology

biotechnology is a field of applied biology that involves the use of living organisms and bioprocesses in engineering, technology, medicine and other purposes.

nano tube nanometre = size of a nail grows in one second

will change the world as we know it. slowly the world will never be the same

1,3 billion € european community investment 2010

market value + 1 trillion €

9 folded investment in less than 8 years

nano technology

i nformation over l oad

we are constant media, liberating every thing

the new language fast media develops use of symbols and icons.

we are now developing a brand new written language

this language use much higher grade of symbols , signs

and logos, because the way we perceive and sort

visual objects are much faster than the written word

the reality check gives us a few answers

the reality check give us the foundation to predict certain directions that makes an impact and influence in our lives. the main question: how are the consumer affected by these happenings and directions? how does the new consumer look like? the new business, opportunities and treats?

new body culture chapter one the fu tu r e i s now

By kenneth @ ftmResearch & buddha jeans™

mega trends towards 2020

boards by kenneth @ buddha jeans™

mega trends what now?

The reality checks give us the foundation to predict certain directions that makes an impact and make an influence in our lives. The main question: how are the consumer affected by these happenings and directions? how does the new consumer look like? the new business, opportunities and treats?

the green movement are gai ni ng i ncredi bl e growth and l ead to a new s us tai nabl e wor l d order . green thi nk i ng i s not onl y a par t of a mega trend

i s a new way of l i vi ng

mega trend the s us tai nabl e new wor l d order

mega-trends from long term to fads

Product level

product group level

brand level

reality check

mega trend

to understand the model

a merge of technology, social values, politics,

problems, possibilities and threats create a dynamic

map the field where the lines cross over the next circle

indicates often new eras of business opportunities

g

n g

new business concepts evolves

where the circles connect concepts

evolve

Bio – nano – digi - mania

Sustainable product design

global warming

the green wave

the s ol ution

concept cars green & sustainable product design a mega trend

introduction inner & outer flow body art & tattoo the inner fashion new fabrics in fashion the way we eat future medicine smart drugs biological drugs

Smart drugs anti-aging drugs Future of make up research and make up future sports inner training yoga meditation job & education summary biological drugs

content new body cul ture

the new body culture

• body culture is in fact very important, in every aspect.

• we use the body to get the most out of life. as the human lifespan increase we need to keep it shape.

• we have new medicine, surgery, implants, electronic devices that help us in daily life.

• still the body is a spiritual place that needs to be taken care of.

• it's our home, an expression of who we are; from the inner we establish a certain style & fashion that reflect us.

• from body art trough fashion as an extended depot. our skin is a blank canvas ready to be explored.

the new body cul ture

new body culture

• we look at the body differs from the south to the north. north has a rugged and close to nature behavior,

• while the south has a sensual body and gender.

• in the east it’s holistic • while in the west energetic and fit

• the mind is no longer the electric center for the world of mind, but also organic center.

• this is interesting, because it opens for a whole new world of chemical, bio, brain food, Nano, smart drugs.

nature & nude l ook

the inner & outer flow

the buddha observed that basic experience does not divide into inner and outer; rather the inner flows into the outer and the outer flows into the inner. it is only by some cartesian method of systematic doubt that an inner world of ideas and perceptions is separated from an outer world of physical things

body ex pos ure i n our envi ronment i n changes

tribe space

family

public space

inner space

camelon – sex stylish - genderless situation depending alone or with others

adapt – formal- sex impress – uniform leadership

acceptance – follow impress – provoke experiment - style

accptance – provoke please – situation dependent

genderless – comfort experiment – try new

• we adapt chameleon type of fashion as we meet more new people in less time than ever

• Juxtaposes of styles in tribes makes us extremly style adaptive

• The modern society get less family oriented as more people live in single housholds for a longer time

• Our friends style influence and get more important than ever

• Gender changeability • We dress more alike even we

say that we are individual

body exposure in our environment

Inner – outer -body fashion

body – mind – spirit template to explore ageless – anti age altering drugs- skin care increase of body form - modifications body upgrades gender changeability anorexia – bulimia – surgery control of body mass

overweight – lifestyle – class tattoo – symbols – abstract – retro meaning - complex – true art intelligence upgrade software smart drugs gene doping – replaceable genes precision – design – engineering

new renaissance man

the new renaissance human

new renaissance

human

template explore

ageless anti age

body upgrade

genger changeability

control body mass

lifestyle management

tattoo symbols art

tattoo fashion

intelligence upgrade

gene doping

design engineering

new renai s sance human

tattoo goes art

tattoo fas hi on s ymbol s

• the i nner meani ng and the s oci ol ogy appr oach

• l ack of moder n s oci ety cer emoni es • s tatement i ncl ude a r i te tattoo – • for ever - nes s – pai n – bel ongi ng • bel ongi ng as a r es ul t of popul ar i ty • bel ongi ng a fas hi on vi ewpoi nt • not s tandi ng out of the cr owd • accepted i n the s oci ety • cul tur al devi ance

trends l arger tattoos

fas hion tattoo

• increase in popularity – a wave of bodily fashion

• first wave of modern tattoo 1900 - a signal of belonging – symbol - protection - reminder of position - (boat type) & travels (japan)

• 2nd wave 60’s with the movie easy rider, - biker culture

• motorcycle clubs - state a belonging to a tribe

today • increase popularity amongst girls • trends are larger tattoos – story of

belonging- enemy or friend • growing body fashion culture • iconic celebrities as David

Beckham makes tattoos more acceptable in society

• tv programs as miami inc.

new fabrics in fashion

new fabrics

grow able garments

programable garments

programable garments

programable garments

spray on clothing

nano clothing

eco cotton

transformable clothes

programable garments

• digital devices – Bluetooth – cameras – plastic pads – i pads charges batteries - plug ins keyboards - helmets

• rec digital inside garment – around – in fabrics • recognize & identify wearer – military purposes • Embedded video • open doors contact networks • thieves protection • take pulse – measure blood-pressure recognize &

identify wearer military purposes

programable garments

s pray on cl othing

appl i es to the nak ed body, non- woven fabr i cs

r emoveabl e – s hape s tay s s ame – new us eabl e

hy br i d th i nk er s f r om di f fe r ent r es ear ch ( MI T ) , cos met i cs compani es acr os s medi cal s ecto r

grow abl e garments

• removable – shape stays same – new useable synthesis of biological systems can make it possible to design fabrics and materials.

• copy & past elements in nature for example between a spider & silkworm and grow the version (tissue engineering)

• silkworm = stronger than steel cable, twice as elastic • spider silk cloth gene of a breathable, ultra-thin, light, don’t tear

and elastic makes it perfect for sportswear, protective clothes and surgical implants

• living bacteria – cultivates and grow multiply • create waterproof, self-cleaning & odor remover material • grown in bio reactors not unlike farming, grow fast • environmental friendly – less water, not destroy nature, animals

and break down without chemicals

grow abl e garments

nano technologies in fabrics

• the most innovative and future oriented product that will be created

• this technology makes it possible repair themselves after scratches

• the nano technology will be able to transform the molecular structure to make the clothes hard, soft, stretchy or stiff

• no need to iron, reduce temperature of washing and even unnecessary

• we do not really know how this wills affect fashion in the future

nano technologies i n fabr i cs

• will increase significantly the next years • recycle – up cycle – rework - redo – remake reconstruct • swap and rent clothes • lack of natural resources and fabrics makes 2nd hand big

business in the future • multi functional clothes and objects, transfer objects • intelligent conducting polymers used to change size, form • garments that combines technology, tracksuits that uses

batteries to keep athletes warm to avoid injuries etc.

s us tai nabl e and trans formabl e cl othes

s econd hand cl othes wi l l i ncreas e bus i nes s and be good bus i nes s

new drugs & mak e up

new body culture

anti -aging

drugs & cosmetics

smart drugs

llifestyle related drugs

make up trends

nude & natural

look

drugs or cosmetics

what we eat

anti aging drugs

• research on non-organically that too expensive or impossible to make naturally

• A two directional trend one towards the natural and the other trend towards advanced bio technology

• modern make up are getting closer and closer to what the large drug companies make and the products come now under the medical law

• to activate the ability to keep the skin younger for a much longer. the development in this era happens fast

• womans in their late forties will still have the same skin as in their twenties when the skin get activated and preserved early

• in the future we will take our daily needed hybrid drugs and the effect will cure and make you look good at the same time

the nude look

• a trend driven from natural plant extracts, truly organic, natural and with less packaging

• use pigment in the skin to reflect the natural light and makes the skin adapt natural tone whatever light setting

• the skin should therefore look as natural possible • packaging that can be recycled, trade fair or look and feel

more «green» than the product is • products that represents a clean or nude look • key words as natural, clean, pure, organic, sustainable

smart drugs the key to top jobs?

• It’s a coming trend as the overload of information makes

• Huge companies headhunt for future jobs candidates in

• Early university studies, this increase pressure on

• Student to perform better

• US studies approx. 25% of health student had taken neuron-enhancing drugs (2010) Modafinil

• To combat fatigue – top university students pay until

• 20.000 £ a year

• Ritalin trigger dopamine – without ADHD makes the students alert & awake

• Increase motivation of studying, no memory loss, and no sleep

our l i fes tyle i s deathly

• 1 in 3 dies from a heart disease • 1 in 7 dies from cancer • 1 in 23 dies from stroke • Almost 60% of the deaths in 1990’s • were related to lifestyle diseases

l i fes tyle rel ated drugs

a heal thier di et

• the trend is towards a healthier alternative

• people are more aware of the risk involved with unhealthy diets and alternatives.

• governments from treatment to preventions.

• better and right food is a part of the green & sustainable lifestyle trend

• global resources as water and land uses 10 more space to grow meat than vegetables (India moves from vegetal to meat based diet, simply not enough land to produce)

• almost all major fast-food chains have an alternative menu who gives a better and more healthy option

• women’s in general eats healthier and influence household

Illegal drugs ( chapter escapism)

the chapter escapism subject to be found in the chapter escapism

s ports and work out*

• increase sport and activities related to body & mind increase

• we choose to work out the inner body than the outer body.

• as a reaction to negative stress ( reality check)

• yoga & meditation in many different styles and differentiations

• increase of activities in teams and together in classes

• holistic and eastern oriented sports and activity increases tai chi, qigong, kung Fu

• less focus on outer body training • less popular individual driven

sport activities • woman in sports higher valued in

media and increase salaries and bonuses

*sport and activites as yoga and meditation chapter the 20th century hippie the new consumer

increase body & mind sport

relevant work and education in this sector

the futur e i s now k enneth l yngaas founder £ cr eati ve

di r ector ftmr es ear ch & buddha j eans ™

mobi l e +47 47247803 mai l : k enneth@buddhaj eans . com

bl og: buddhaj eans . com

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