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Predictions 2018: What's Going to Happen

Our annual forecast of predictions to watch unfold in the coming year.

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Predictions 2018: What's Going to Happen

  2. 2. 2 Cloud doctoringYou won’t need to think about and manage your health anymore. Tech will read what you need and deliver it, without test results, doctors, or pharmacies. Welcome to seamless wellness.
  3. 3. 3 Cloud doctoring Your health is about to be outsourced and optimized by AI. No longer will you wonder about what medical conditions could be brewing, what nutrients your body needs, or how to get the products you need delivered without the hassle of chasing healthcare professionals. Soon, implanted or swallowed trackers will monitor your body in minute detail, and automatically curate exactly what you need, whether that means a prescription medication (sync’d to your medical history), a perfectly customized meal, or an internal tweak to an organ. Odds are, Amazon will have a hand in this. With their purchase of Whole Foods, upcoming foray in to selling medication, and partnership with Kohl’s, they can control the entire supply chain and tap their deep data insights. Get ready: Big Brother may really be watching you, from the inside, and you’re going to feel better for it. PREDICTION 1
  4. 4. 4 TRACKING YOUR EVERY BIO-NEED, FROM OUTSIDE AND FROM WITHIN Color-changing sensors track blood levels Proteus swallowables can track medication compliance 60% of 3 Market Square’s employees voluntarily received an implanted chip to open doors, charge meals, and more Cloud doctoring: signals PREDICTION 1
  5. 5. 5 CUSTOMIZED ANTICIPATORY CARE WILL BE THE NEW MODEL Vitamins, meds and nutrition, personalized to a cellular level Amazon moving into DTC. It’s a question of when, not if Amazon will begin distributing prescription drugs The Stentrode Project’s “neural lace’ will connect our minds to the Internet Cloud doctoring: signals PREDICTION 1
  6. 6. 6 What’s next for brands and businesseS 1. Doctorless medicine will rise, just as driverless cars will. • Human healthcare providers are over. They are relegated to keyboard operators as AI and robots reign. • Embedded chips track and treat our wellness status. 2. With human removed from healthcare, consumers flock to wellness clans – networks where they can connect with others with similar conditions. • Owning these networks is vital to surviving as a healthcare business. TOMORROWVISION
  7. 7. 7 The end of masculinityThe long dominant, testosterone-fueled path to power: toxic. Men must learn new ways to react and relate.
  8. 8. 8 The end of masculinity From Harvey Weinstein to Kevin Spacey, from Roy Moore to Bill O’Reilly, it’s become clear that the rules of masculinity are being rewritten. No longer will harassment and abuse of power be tolerated. Rising from the ashes of the old guard is a new model that reinvents what it means to be a man: One with empathy, mindfulness and respect. Gender fluidity rises, and our culture embraces the idea of one gender, with infinite gradations, in place of stereotypical behavior. Along this nuanced spectrum, new images of and messages about what it means to be male come into focus. Those who cling to the old, domineering attitudes are forced out of work, out of society, and into underground corners of the culture. PREDICTION 2
  9. 9. 9 FROM AGGRESSIVE CADS TO EMPATHETIC ALLIES Nurturing behavior rises as Millennial dads embrace equality in parenthood Ronan Farrow: Giving voice to abused women despite threats Once a pink ghetto, nursing sees a 6x spike in male professionals over last 50 years The end of masculinity: signals PREDICTION 2
  10. 10. 10 NYC’s women-only “third space,” The Wing, expands Hiring algorithms blamed for bias; Harvard Business Review calls for revisions UK journal “The Gentlewoman” hosts IRL events; becomes London’s hot ticket SEPARATE SPACES WHERE FEMALES CAN SOAR The end of masculinity: signals PREDICTION 2
  11. 11. 11 1. Women-only corporations, incubators, banks, and beyond. • Separate and superior becomes the new rallying cry. 2. Men are monitored by AI therapists to ensure compliant behavior. • Managing for a less violent culture. 3. Secret rage and rebellion societies coalesce for men who won’t be “tamed.” • The equivalent of “rage rooms” – AR, VR or IRL – where men can act out. TOMORROWVISION What’s next for brands and businesseS
  12. 12. 12 Chasing The “chill”Desperate times mean a desperate quest to relax. De-stressing is set to be consumer need #1.
  13. 13. 13 Chasing the “chill” As the world spirals out of control (the drumbeat of nuclear war, horrific hurricanes, earthquakes, and the threat of economic collapse, the relentless pace of the Gig Economy), consumers get desperate for a sense of calm and control. The new tools in their arsenal: Ancient roots and herbs, cathartic “fitness” and mind manipulation – and of course cannabis. Companies can help the consumer cope – and must do so to serve them. Only by understanding the emerging stresses can true relief be offered. PREDICTION 3
  14. 14. 14 Jubel curates “Chilled Nature” trips since “Nature is the opium of our tribe” Acutonics sound therapy to rewire a bad mood Hundreds of thousands of Americans experimenting with micro-dosing LSD for creativity and calm Chasing the “chill”: signals NEW RITUALS PROMISE INSTANT ZEN PREDICTION 3
  15. 15. 15 Wearables provide optimized pressure to relieve anxiety Choose your vibe: Cannabis dosing pens Holotropic breathing leads to an altered state of consciousness Chasing the “chill”: signals ANXIOUS AMERICANS PRACTICE A NEW KIND OF SELF CARE PREDICTION 3
  16. 16. 16 1. AR and VR rise as stress relievers. Virtual “weekends away” rise, and with them, a new suite of goods and services. • A two-day “snow float” in VR will require virtual clothes and accessories for the journey. 2. Anxious workers will be soothed by AI. • Sound therapy and chemicals dispensed from embedded chips deliver calm. 3. A clan of humans who thrive on stress will rise. • Those who excel under pressure will compete with bots for prime jobs. TOMORROWVISION What’s next for brands and businesseS
  17. 17. 17 Ecopalypse nowAs the truth about climate change sinks in, desperate consumers seek solutions -- and hope.
  18. 18. 18 Ecopalypse now It’s getting serious: Hurricanes Harvey, Irma and Jose devastated the Caribbean, Mexico’s devastating earthquake, and the crumbling Antarctic ice shelf are ratcheting up worry. Consumers are seeking ways to salvage planet earth, and are increasingly elevating eco-stewardship as a factor in brand loyalty. But elsewhere the drumbeat to run and hide – or evacuate– is rising, as our most creative minds seek survival strategies to cope with new threats. Key areas in the crosshairs: Going underground, getting out to sea – or taking flight to Mars. PREDICTION 4
  19. 19. 19 Saltwater Brewery creates six-pack rings of barley waste that can be eaten by fish Bioplastic Fantastic explores how modified plastics could produce food BioCollection turns plastic pollution into valuable compounds for textiles using genetically engineered bacteria Ecopalypse now: signals NEXT-GEN INNOVATION FOR A DYING PLANET PREDICTION 4
  20. 20. 20 Floating cities will replace shore towns Vertical farms under a dome on Mars will sustain us The Survival Project: Condos in old underground missile silos Ecopalypse now: signals SURVIVALISM GOES MAINSTREAM PREDICTION 4
  21. 21. 21 1. Consumers and companies will be eco-taxed based on their carbon footprint. • RFID tracking of and DNA identification on packaging will allow the government to see who is recycling and who isn’t. Companies and individuals will go bankrupt due to non-compliance. 2. Meat becomes extinct: with its tremendous use of land, methane issues and animal cruelty, it becomes the new tobacco and is regulated and rejected to extinction. • Meat suppliers disappear. • Mushroom- and plant-based “meats” rise. 3. Clean air and water become privatized and ruled by brands. • Homes come with contracts for purified resources. TOMORROWVISION What’s next for brands and businesseS
  22. 22. 22 Emo-surveillanceBeyond tracking where we are, tech can now monitor how we are, and react to our every mood nuance.
  23. 23. 23 Your interior life is about to go public. Tech can now swiftly scan you – the arch of an eyebrow, the curve of a lip – and capture your mood, the very core of your humanity – and then optimize it. Millennials and Gen Z embrace a love-hate relationship with this new technology. They’ll give a little to get a little. They’ll share their private lives if it benefits them, and pull back when they feel it’s too intrusive. Masking technology rises, as do private, scan-free get-togethers where people can vent, mourn, and rejoice without prying AI eyes. Emo-surveillance PREDICTION 5
  24. 24. 24 Humanyze tracks workers and will soon be able to optimize efficiency Ellie (AI that senses facial and vocal cues) is a better PTSD therapist than humans Russian start-up NTechLab can read facial expressions accurately to identify potential criminals Emo-surveillance: signals MINING OUR MOOD MANIFESTATIONS PREDICTION 5
  25. 25. 25 URME Surveillance creates artist-driven, anti-surveillance products for the general public CVDazzle project shows how to use hair and makeup to avoid surveillance tech As terrorists and others try to outsmart facial recognition, new services will help secure our identities Emo-surveillance: signals EXPLORING HOW TO HIDE PREDICTION 5
  26. 26. 26 1. Connection and surveillance go internal: with neural lace, we’ll be wired to the internet. • We’ll receive in-brain marketing and order items just by thought. • Deep-brain messaging will be pay-for-play. 2. Privacy wanes; hiring and dating happen at an intuitive level. • Future employers can scan our habits and efficiency with a glance. • Potential dates and mates can read our personality and predilections at a glance. TOMORROWVISION What’s next for brands and businesseS
  27. 27. 27 SUMMARY 5 BIG IDEAS CLOUD DOCTORING AI and Tech become our new wellness gurus THE END OF MASCULINITY Our culture takes down testosterone-fueled behavior CHASING THE “CHILL” Anxiety relief becomes our most urgent mission ECOPALYPSE NOW If you’re not saving the planet, you’re not winning consumers’ trust EMO-SURVEILLANCE Privacy dies as our every mood and thought is mined by tech
  28. 28. 28 Faith Popcorn @faithpopcorn @faithpopcorn Faith Popcorn