food biohacking trends by Martha Casalaspro

Special thanks to Jorge, our guide on this long path, providing calm, knowledge and support. Thanks to Daniel who made our priorities his. Thank you to all the professors who taught us many lessons along the way. Thanks to Oriol for his positive encouragement and Reimagine Food who made us feel included in their startup culture. Thanks to our classmates who formed our community and made us feel at home, even if we are thousands of km away from our families. Thanks to the staff at Elisava for making everything possible.

INDEX

TEAM INTRODUCTION

EXECUTIVE SUMMARY

BACKGROUND

RESEARCH OBJECTIVES

METHODOLOGY AND TOOLS

INNOVATORS

TRENDS AND SIGNALS

ANALYSIS

SCENARIOS AND OPPORTUNITIES

BIBLIOGRAPHY

GLOSSARY

TEAM INTRODUCTION

WILLIAM FRITZBERG 31, USA

MENG-JIIN, HSIEH 25, TAIWAN

MARTHA CASALASPRO 26, BRAZIL

William Fritzberg is a multidisciplinary media creator and designer. He brings to every job a diverse skill that includes filmmaking, photography and graphic design for web, print and motion. Combining excellent technical expertise and a creative eye, William can be a one man solution or an invaluable addition to any team.

Has a bachelor’s degree in Commercial Design by Chung Yuan Christian University in Taiwan, His specialties are graphic design, typography design, branding and editorial design, Worked as a graphic designer for 1 year in design consultant, after this he became a freelancer, has been served to different kind of clients.

She is half Italian and half Brazilian, she has the latin spirit and global vision. During the last four years worked in one of the biggest banks in Latin America, with User Experience and Innovation Design

SONIA LARRAÑAGA ARCAY 22, SPAIN

MARIA PAZ QUESADA 23, COSTA RICA

Has a bachelor’s degree in Industrial Design Engineering by Alfonso X el Sabio (Madrid). Proactive student that have been involved in international courses and university networks. Knowledge on CAM/CAD/ CAE and rendering.

Maria Paz Quesada has a bachelor’s degree in Product Design emphasized in the creation of Fashion Designs by the Universidad Veritas in Costa Rica. She graduated with honors and an excellence award given by her University.

TEAM INTRODUCTION

BABEL

STORY BEHIND NAME The name was inspired by the Babel Tower which is an etiological myth in the Book of Genesis of the Tanakh meant to explain the origin of the different languages. The name is a reference to our different origins, backgrounds and languages. We are Babel and we intend to build solutions with a strong foundation together.

EXECUTIVE SUMMARY

When Reimagine Food tasked us with identifying the top ten food biohacking trends in Europe, our first question was what is “biohacking?” How does biohacking relate to “food?” With these questions, we started down a pivotal journey into understanding the world of biohacking, why people seek change and how technology is changing us. Etymologically deconstructed, “Bio,” is short for biology or the study of life and living organisms (wiki) and “hacking,” is the art of “finding unintended or overlooked uses for the laws and properties of a given situation and then applying them in new and inventive ways to solve a problem.” (Hacking art of exploitation). This combination of words then becomes about tinkering with life itself. Fast forward to 2016 and we see that biohacking has evolved to straddle three worlds: 1) Citizen scientists who engage in independent research with the Do-it-yourself Biology community (DIYBIO), 2) Grinders, people who physically modify their bodies with the use of cybernetic devices, and 3) Self-improvement seekers who use a combination of health, fitness and nutrition approaches to maximizing their biologic potential. For the purpose of this study and the market interest of our client, we are interested in this third category of self-improvement biohackers and how their practices relate to food and nutrition.

Our research approach included a combination of net/street hunting, social network analysis, user diary journals and interviews with experts. One of our first big discoveries is that biohacking is not new. Since the beginning of recorded history, humans have sought out an infinite number of ways to improve and enhance the human condition. From the ancient civilizations of China, India and Egypt, to the indigenous tribes of the americas to medieval Europe, individuals have been experimenting with combinations of alchemy, traditional medicine, mysticism and ancient diets to ward off diseases, create superior warriors and find the magic elixir of immortal life. Even something as simple as “cooking” has had a great impact on our biologic evolution. With each revolution in technology, there is a paradigm shift in society and this opens up new ways of looking at the human body. In the modern context, self-improvement seeking biohackers use a range of wearable devices, brain scanners and lab work to “quantify” their developments and refine their processes in real-time. This component of biohacking is a movement onto its own called the “Quantified-self.” Consequently, “food biohacking” can be understood in two ways--changing our bodies by changing what we eat or changing the properties of the food itself.

EXECUTIVE SUMMARY

Based on our analysis, we observed eight significant food biohacking trends growing in Europe: Optimize Self, Health Consciousness, Tailored Diets, Self-Monitoring, Functional Food, Ancient Food Diets, Food as Medicine and Anti-aging. Analyzing trend behavior from past to future, Functional Food, Ancient Food Diets, Tailored Diets and Food as Medicine evolve from micro to macro trends while Self-Monitoring, Optimized-Self and Health-Consciousness evolve from macro to mega. Anti-Aging is the only trend that remains constant as a mega trend. Employing insights from the user diaries, interviews, net-hunting research, and larger socio-economic influences, provides a foundation for thinking about future scenarios. Our analysis demonstrates that for each trend there are specific drivers and motivations in current human behavior. However, the most interesting discovery is that humans are in a constant search for betterment and not only are markets starting to respond, but individuals themselves, are proving to be an active players in the advancement of biohacking.

Looking to the future, we have developed three scenarios and opportunities based on our trends and data analysis. These are: “If you build it, they will biohack” (a social network for self-improvement biohackers), “The best choices is the gene choice” (a web/app platform that helps you navigate food choices based on your genetic profile), and “Control your food, control your life” (a customized home nutrition systems). Armed with these insights and the constantly evolving role of technology in human life, consumers and producers now stand at the edge of a new frontier, where biohacking with food is just the beginning.

BACKGROUND -

BACKGROUND

Reimagine Food Reimagine Food is a Disruption Center focused on connecting startups, investors, entrepreneurs, food and beverage companies and chefs with innovative initiatives to shake up the market place.

Origin and use of the word,“ biohacker” The term “biohacker” was first mentioned in an article published by the Washington Post in 1988 titled, “Playing God in your Basement.” Writer, Michael Schrage drew the connection between the rapidly decreasing cost of biotechnology and the parallel developments in computer technology a decade prior, which influenced the rise of hacking culture. Etymologically deconstructed, “Bio,” is short for biology or the study of life and living organisms and “hacking,” is the art of “finding unintended or overlooked uses for the laws and properties of a given situation and then applying them in new and inventive ways to solve a problem.” This combination of words then becomes about tinkering with life itself. Fast forward to 2016 and we see that biohacking has evolved to straddle three worlds: 1) Citizen scientists who engage in independent research with the Do-it-yourself Biology community (DIYBIO), 2) Grinders, people who physically modify their bodies with the use of cybernetic devices, and 3) Self-improvement seekers who use a combination of health, fitness and nutrition approaches to maximizing their biologic potential. For the purpose of this study and the market interest of our client, we are interested in this third category of biohackers and how their practices relate to food and nutrition.

BACKGROUND

Biohacking is ancient Since the beginning of recorded history, humans have sought out an infinite number of ways to improve and enhance the human condition. From the ancient civilizations of China, India and Egypt, to the indigenous tribes of the americas to medieval Europe, individuals have been experimenting with combinations of alchemy, traditional medicine, mysticism and ancient diets to ward off diseases, create superior warriors and find the magic elixir of immortal life. Even something as simple as “cooking” has had a great impact on our biologic evolution. By looking at the key points on the historical timeline, it becomes apparent that with each revolution in technology, there is a paradigm shift in society and this opens up new ways a looking at the human body. With the rapid global industrialization of the world in the last three hundred years and the geographic migration of half of the world’s population into cities, artificial interventions will likely guide the future.

The new self-improvement In self-improvement circles, biohacking rose to popularity with David Asprey’s Bullet Proof Diet. Asprey, a Silicon Valley executive and entrepreneur invested $300k in tests and studies on his own body after being informed of a serious health issue. Treating his body like a human chemistry set, Asprey collected his own data and challenged common notions about health and well-being practices. One of the aspects that separates biohacking from other self-improvement practices is the ease of collecting personal data with access to affordable technology. Asprey, like other self-titled biohackers, uses a range of wearable devices, brain scanners and lab work to “quantify” their developments and refine their processes in real-time. This component of biohacking is a movement onto its own called the “Quantified-self.” It should be noted though that not all biohacking is the result of testing and measurement. Many people base their food and nutrition decisions on emotional indicators and if we peel away the technologic facet of biohacking, we are faced with a practice that is not new. 13

BACKGROUND

Undrawn maps and new frontiers It should be noted that while the term “biohacking” has been floating around the media and in various underground circles for almost three decades, it has yet to make it into the average dictionary. Even its Wikipedia page is a crossroads between Grinders and the DIYBIO community. What implications does this have? Well, first and foremost, biohacking combined with modern technology is unchartered territory. There is no regulatory body, no public health guidelines, practicing biohacking is at one’s own risk. Moreover, as measurement plays a significant role in tracking activity patterns, it should also be noted that there is no concept related to the minimum length of time necessary for a desired effect. Therefore, contemporary biohacking is still being defined and in its infancy, individuals are the frontrunners.

Enter “food biohacking”

FOOD BIOHACKING

“Food biohacking” can be understood in two ways--changing our bodies by changing what we eat or changing the properties of the food itself. According to the Oxford Dictionary, food is “any nutritious substance that people… eat or drink… in order to maintain life and growth.” These substances breakdown into essential nutrients such as fats, proteins, vitamins or minerals when digested. Although, these substances typically originate with plants and animals, there is an increasing segment of the market dedicated to genetically engineered food. Beginning in the 1970s, researchers discovered a technique that could alter the DNA of genes within food. In 1988, the US Food and Drug Administration approved of this practice and in 1994, the first GMO food entered the market place, a tomato that had longer shelf life due to delayed ripening. While GMO food has not been widely proven hazardous to human health, there is an increasing trend of resistance to mass-scale commercial food production and a few case studies that dramatically illustrate the impact of what we eat has on our bodies and the planet. As we travel through age of computers and artificial interventions, it will be interesting to see if artificial food preferences will unseat natural ones in the biohacking quest for super powers.

RESEARCH OBJECTIVES

BRIEF

IDENTIFY TOP TEN FOOD BIOHACKING TRENDS TAKING PLACE IN EUROPE Understand the current Biohacking practices Who are the consumers/ classifications: -Tribes - Motivations -Tastes - Preferences Food and Nutrition Techniques Medical techniques Electronic techniques Identify the main trends affecting BioHacking Innovators: Who is thinking out of the box Disruptive products and practices emerging on the market (based on the trends spotted)

METHODOLOGY AND TOOLS -

METHODOLOGY AND TOOLS

METHODOLOGY AND TOOLS THE TRAJECTORY OF OUR PROJECT The first semester of the Master in Research for Design and Innovation belongs to the postgraduate program,Coolhunting, Design and Global Trends. During this period we were exposed to a diverse range of research methodologies and tools. The goal of the curriculum was to give the student teams hands-on opportunities to ex-

plore the different approaches and to evaluate which ones to use with their research projects. In the following section, we will present detailed descriptions of the tools we used and how they contributed to the understanding of our research topic and our overall process.

01_

09_

ACCOUNT MANAGEMENT

EXPERT INTERVIEWS

02_

08_

HUNTING FOR SIGNS

USER DIARIES

03_

07_

PHOTO RESEARCH

PERSONA CANVAS

a.TRIBE IDENTIFICATION

04_

05_

06_

FASHION WORKSHOP

COLLECTIVE INTELLIGENCE AND CONSENSUS

COOLHUNTING 101

METHODOLOGY AND TOOLS

USED TOOLS

01_ ACCOUNT MANAGEMENT BRIEF CANVAS

BACKGROUND

A “brief canvas” is a strategic management and entrepreneurial tool helpful in organizing project objectives. Who is involved? What is the focus question? Who is the client? What are the milestones and deadlines? These are just some of the questions on the canvas. This exercise helped us visualize the project and to see the different components from a new perspective.

DESCRIBE THE PROBLEM.WHY IS THE PROBLEM IMPORTANT.

IDEA

Reimagined Food wants to be an expert in food and innovation and a resource to both startups and existing industry leaders

FOCUS QUESTION

THE QUESTION YOU ARE TRYING TO SOLVE.

Food Biohacking is an art and science approach to self improvement through nutrition, activity and diet.

VISION

What are the top ten Food Biohacking trends in Europe?

TECHNOLOGIES &TOOLS

DESCRIBE THE TECHNOLOGIES YOU ARE USING

HOW DOES THE SOLUTION CREATE VALUE?

TARGET GROUP

-Client meetings -Project presentation

WHO IS THE SOLUTION AIMED TO? -Deliver 10 trends. -create motion graphic video that is sharable video about our topic.

MARKETING &PR

Provide insights into potential market opportunities in the food industry.

MILESTONES & DEADLINES

WHAT IS THE GRAND VISION? -Deliver 10 trends. -create motion graphic video that is sharable video about our topic.

-Mind meister -Google drive -Kanbanchi -Google trends BUSINESS MODEL

A SHORT DESCRIPTION OF THE IDEA / CONCEPT

HOW TO GET THE WORD OUT? -Social media -Graphical report -Motion graphic video

GOALS

WHICH ARE THE TANGIBLE GOALS? -3 scenarios -3 opportunities -10 trends

METHODOLOGY AND TOOLS

02_ HUNTING FOR SIGNS

FROM PHYSICAL SIDEWALKS TO VIRTUAL ADDRESSES

Streethunting is a research approach that places the investigation in the physical world in order to observe, analyze, and uncover current trends and patterns in a particular place. Nethunting is a research approach that utilizes the world wide web for information gathering. Websites, online articles, social networks and blogs are a few examples of sources nethunters comb through. To make this job easier,we were introduced to several web applications to help obtain and organize our findings.These tools are: FEEDLY------------------An rss feed navigation and research tool EVERNOTE-----------------------------An online field notebook CONDOR--------------------------Network and big data analyzer

Along this research path, we found signals, insights and possible trends.

INSIGHTS

1 -

Change in food consumption habits

2 -

Users

3 -

Patterns in human behaviors

4 -

Innovators

5 -

Signals

6 -

Businesses generating changes

7 -

New products and Services

METHODOLOGY AND TOOLS

03_ PHOTO RESEARCH * Photos from Photo Research workshop, from top to bottom:

Capturing images of our surroundings is a great way to collect information about places, objects and people. Every person has a unique way of seeing the world and each picture can hold a lot of information that is often left unspoken.

-New Life -Avian Selection -Cafe americano

For the photo research project, our main objective was to show the evolution of food from natural forms and practices to the artificial, synthetic and disruptive. Using the photo research method provided us a new way of looking at the image of food, but did not yield many insights congruent with our project.

04_ FASHION WORKSHOP

* Video screenshots from Fashion workshop.

The Fashion Workshop was an intense week of learning and work. With a demanding client brief and a short timeline to meet all of the requirements, our team dove head first into the chaos. In three days, we delivered a trend report, a presentation and created an ephemeral experience for a future line of clothing. In addition our team was able to produce a hologram invitation and a video to invite audience members to enter the future space for themselves. From this experience we learned how to structure a trend report, evaluate trends and look for signals and trailblazers.

METHODOLOGY AND TOOLS

The Delphi method is commonly used in questionnaires that seek to draw lines between collective intelligence and consensus of participants’ answers. It is “based on the principle that forecasts from a structured group of individuals are more accurate than those from unstructured groups.” The delphi method was implemented for our project in two phases: the creation of the questions and the application of the tool. The questions were then tested in class. The result was quite interesting with the majority of participants leaning towards future scenarios. Although, using this tool provided a few insights about group behavior, we chose not to use it as the focus of our study was on individual motivations. PAST

06_

PRESENT

05_ COLLECTIVE INTELLIGENCE AND CONSENSUS FUTURE

MICROTRENDS Functional food

Functional food

Optimized self Tailored diets

COOLHUNTING 101

Ancient food diets

Self-monitoring Anti-aging

Tailored diets

MACROTRENDS

TREND CANVAS

Trend canvases offer researchers an easy way to analyze users and trends. The objective of this exercise was to understand the project from a geographical aspect (Geographic canvas), the users involved (User canvas), and the past and the future of the trends (Time canvas). Through these analysis exercises, we were able to draw connections between user and trend behavior over space and time. In addition, the User Canvas exercise gave us an opportunity to think about the tribes that would be relevant later on for our user diaries.

Functional food Ancient food diets

Optimized self Self-monitoring

Tailored diets

Self-monitoring

MEGATRENDS Ancient food diets

Optimized self

Anti-aging

* Time canvas PAST

PRESENT

FUTURE EXTREME USER

Optimized self

Self-monitoring

Ancient food diets

Tailored diets

Optimized self Ancient food diets

Tailored diets

Anti-aging

STANDARD USER Ancient food diets Functional food

Tailored diets

Anti-aging

Self-monitoring

Functional food

POTENTIAL USER

Functional food

*User canvas MICROTRENDS Anti-aging

MACROTRENDS Optimized self

Self-monitoring

MEGATRENDS LOCAL

Tailored diets

Ancient food diets Functional food

GLOBAL

*GEO canvas

METHODOLOGY AND TOOLS

07_

We used personal information publicly volunteered on social networks to create a list of tribes. By using “biohacking” as a common link, we were able to associate an individual’s activities and interests with membership in other groups. From this long list, we selected four tribes that shared greater differences than similarities in order to span the biohacking demographic. These were Athletes, Mothers, Patients and Students and became the guiding force behind our “Persona Canvases.” With each canvas, we were encouraged at great length to imagine back-stories, tastes/preferences, lifestyle choices and with this exercise developed our criteria for participants for the user diaries.

PERSONA CANVAS

METHODOLOGY AND TOOLS

Future food enthusiast Gamer Gym enthusiast Hackers Health coach Herbalist Holistic health blogger Life coach Mothers Mountaineer Naturopaths Nutritionist Outdoor enthusiast Paleo dieters Patients Personal trainers Professionals Raw foodie

Restaurant owners Runners Students Science geek Skier Sport scientist Surfer Technologist Technology geek Tri-athlete Vegans Wellness coach Weight trainers Yogi

METHODOLOGY AND TOOLS

/AT H LET ES JEFF POUTINE

Canadian, 33, Chemist

“

YOU ARE NEVER TOO OLD TO START

”

KEY ATTRIBUTES -No children, no smoking, drinking. -Social life is with other athletes. -Economic status: medium -Socially awkward, obsessive, into gadgets

WHAT DOES HE THINK “I don’t have time for her” “Why didn’t i get first in the last triathlon? I trained for months... How can i improve?” “Weekends are for races” “Why climb a mountain if you don’t go to the top?” DIET -Supplements -Paleo diet

WHERE TO FIND JEFF Decathlon, Gyms, Sport centres, Sport science centres, Organic & natural food stores, juice & natural supplement

/ M OTH E RS ANGIE PETRONELLA Swedish, 42, Pregnant

KEY ATTRIBUTES -Party girl, rich, extroverted. -Studied Psycholgy and Art history. -Has a DOULA

WHAT DOES SHE THINK “I am really worried about the baby.” “My baby is going to be spoiled.” “What about my health? ” “I need preganancy vitamins” DIET -Healthy food

WHERE TO FIND ANGIE Facebook group, Baby stores, Fancy restaurants, Pregnant yoga classes

“

WHAT ABOUT MY BABY AFTER I GIVE BIRTH?

”

METHODOLOGY AND TOOLS

/S T UDE N T S LUCAS MARANGONI

Italian-Brazilian, 23, Student KEY ATTRIBUTES -Soccer team. -3 years trying to get in USP. -Very intelligent -Likes to party

WHAT DOES SHE THINK “I want to sleep, but I need to study” “Coffee, Coffee please! ” DIET -Healthy food

WHERE TO FIND LUCAS Library, Cafeteria, Campus, Social networks

“

I NEED SOMETHING TO BOOST MY ENERGY AND LET ME FOCUS

”

/ PAT IENT S VANESSA ELIZABETH American, 23, Student

“

TO MAKE WORLD EASILY ACCESIBLE TO US

”

KEY ATTRIBUTES -Speaks 3 languages. -Studies in London. -Popular on social networks. -Ambitious. -Practices Yoga

WHERE TO FIND VANESSA Social networks

WHAT DOES HE THINK “I haven’t dieted in a year.” “You can’t beat the magic healing power of sleep.” DIET -N/A

METHODOLOGY AND TOOLS

08_ USER DIARIES In order to understand the motivations that lead people to create their own consumption habits we designed the user diaries. The aim was for users to send at least 3 pictures during the course of 4 days of what they ate and the health and beauty products they used. For each picture they would have to explain what they ate or used, why and how they felt at that moment. This information was sent via private messages through Instagram, so the users could also explain their opinions through hashtags. This methodology proved to be 80% successful with 193 pictures received . The users were easy to engage but some of them prefered to use other tools to send their pictures due to privacy issues. Only 10% of the users followed instructions word for word in every posting i.e. sometimes only a photo was sent or they answered “what” and not “why.” From this exercise, we yielded several insights. Based on our understanding of biohacking historically, many of the users were applying similar combinations and strategies. Motivations varied according to tribe and ages. In addition, we detected two new trends in the analysis stage based on observed motivations.

WHO

WHAT

RESULTS

10 USERS

4 DAY JOURNAL MIN 3 PICS/ DAY

193 PICTURES RECEIEVED

METHODOLOGY AND TOOLS

/ AT H L E T E S ATHLETE M Costa Rican /28, male

ATHLETE S Canadian /28, female

-Therapist and personal trainer -Owner of Zenfit training systems -Athlete

-Martial Arts Instructor and body-builder -Cancer survivor. -Athlete

MOTIVATIONS -Balance, compensation -Instant control HASHTAGS #Vitamins #Fast #Energy

/ PAT I E N T S PATIENT M Canadian /30, female

PATIENT Z Spanish /54, female

PATIENT L Polish /23, female

-Assistant property manager & executive assistant -Scoliosis, mild psoriasis, & hyperhidrosis

-Mom -Fibromyalgia, arthritis, endometriosis, migraines

-Student -Celiac

MOTIVATIONS -Compensation -Pleasure -Control -Mood -Risk adversion -Moral responsibility HASHTAGS #Crunchy #Fresh #Soft#GlutenFree #YummyInMyTummy

METHODOLOGY AND TOOLS

/STUDENTS STUDENT A Costa Rican /25, male

STUDENT J Costa Rican /21, female

STUDENT T Polish /23, female

- Culinary Arts graduate - Business Admin

-Business Admin

Costa Rican /22, female -International Trade and Mandarin -Lives in China

MOTIVATIONS -Balance, instant control -Self-acceptance -Pleasure -Visual, pleasure & balance HASHTAGS #Balanced #Happy #Healthy#InAHurry #Exercise #Tired#NoAnimalHarmed #Colorful #SimpleButGood

/ M OT H E R S MOTHER L North American /69, female

MOTHER S Catalunian /46, female

MOTHER S Brazilian /40, female

-Retired Nurse

-Sushi company

-Mother of a 2 years girl -Pregnant 20 weeks MOTIVATIONS -Control -Purpose/goal -Risk aversion, effort -Obligation -Compensation -Pleasure -Mood HASHTAGS #BecauseIWorthIt #IEnjoyIt #Smell#Traditional #Snack #FunctionalBreakfast

METHODOLOGY AND TOOLS

THE INSTAGRAM PHOTOS FROM USERS

METHODOLOGY AND TOOLS

09_ EXPERT INTERVIEWS

Parallel to the user diaries, we decided to approach experts of different areas to have more information about the context of our project. We had 11 interviewees of which 3 were doctors, 1 psychologist, 1 nutritionist, 2 chefs, 2 athletes, one molecular biologist and one geneticist. The interviews consisted of two parts. The first section was the same for all of the experts with questions related to understanding the reasons why people seek changes in their lives. The second part consisted of questions related to the field of expertise of the interviewees. The insights we gathered from this stage in the process helped us understand some of the main motivations that guide people’s’ desires to make a change. Moreover, the current global phenomena encouraging individuals to make changes was reinforced. For future projects, we think it would be important to interview more than one expert of the same field to compare answers.

/E X P E RT S

DOCTORS

-If we dont stop what we are doing now we wont have another option. The human population needs to generate consciousness.-

NUTRITIONIST -After a traumatic event or an

experience related to death, A person often realizes the need to change, but the difficulty is knowing what to change.-

Dr. Carlos Quesada Ramirez

Cicero nardini, nutritionist

-We must change the modern with the antique, the expensive with the simple.-

CHEFS

Dr. Alvaro Camacho Fernandez

PSYCHOLOGIST -If I can be more aware of

-It is a fashion to have alimentary restrictions... People are more aware now about their health when they eat and when they buy food.Yuliana Villalobos

everything I put inside my body, I can be more conscious. I will know myself.Dahlia Dwek, psychologist

/U S E R S

ATHLETES

-In 2005 I began weight training and started to focus on eating more, higher protein foods for muscle building. I became a vegetarian in 2010, but continued to aim for the same goals as before, but without meat, etc. Now I cycle through ‘weight gain’ vs ‘weight cutting’ phases in my eating/training several times throughout the year.Sabrina, Martial Arts Instructor, Canada

MOLECULAR -[Bulletproof Coffee (coffee/butter)] seems like a pretty disgusting BIOLOGIST

marketing trick to rip-off people. Wouldn’t relate such commercial activities to “hacking” in any way, especially because they tend to ignore science and spread nonsense. I’d call it ‘cookingAlexander Murer, Molecular biologist ,OpenBioLab Graz (Austria)

GENETICIST

-II guess in a general sense cooking is a kind of biohacking. We’ve been doing it for millennia, just didn’t know it was biohacking! Now with GMO foods it really is biohacking, eh?Scott Pownall, Geneticist, Open Science

INNOVATORS, PEOPLE OF INTEREST & TRENDSETTERS

Dave Asprey

Tim Ferriss

Ray Kurzweil

Founder of Bulletproof and author of New York Times bestseller “The Bulletproof Diet”, is a Silicon Valley investor and technology entrepreneur who spent two decades and over $300,000 to hack his own biology.

Is an American author, entrepreneur, angel investor, and public speaker. He is also the founder of BrainQUICKEN, an online nutritional supplement company. His three books, “The 4-hour Work Week, Body and Chef” have all been New York Times bestsellers. Newsweek called him, “the world’s best human guinea pig.”

Scientist, inventor, and Google’s Director of Engineering. His work has been characterized by making predictions about the future of humanity quite accurate. For example he predicts that in 2049 “Nanobots capable of entering the bloodstream to “feed” cells and extract waste will exist (though not necessarily be in wide use) by the end of this decade. They will make the normal mode of human food consumption obsolete.”

We found so many interesting people that it was impossible to talk about all of them! but here you can have a really interesting list of some names

Vanessa Elizabeth

Brandon Routh

Blogger and influencer that creates content about travelling and promotes her way of living, being a Biohacker Women.

One of the main characters of the new DC tv series LEGENDS OF TOMORROW and 2006’s Superman is a biohacker himself and promotes the biohack-way of living.

-David Perlmutter -William Davis -Nicholas Feltron -Daniel Vitalis -Ariane Resnick

-Timm Rombouts -Maximilian Gotzler -Trevor Immelman -Gabriel Licina -Abel James -Teemu Arina

TRENDS -

TRENDS

Anti-aging (MEGATREND)

-Adjective (of a product or technique) designed to prevent the appearance of getting older. The trend has been around for a long time but was just affecting women, now the trend is expanding and includes men. Preceding: Young- adult

A towards life. It refers to the use of food biohacking practices and

nti-aging is a lifestyle, its prevention, its proaging and an attitude

technology to prevent, minimize or stop the (visible and invisible) effects on aging. Individuals want live longer but with quality of life. In a time where there is a growing search for life improvement, individuals are looking for better ways to be connected with their minds, bodies and actions. Although anti-aging refers to the practice of modifying your body to look younger it can also refer to achieving a goal to feel the same way.

TRENDS

/SIGNALS Palo Alto Longevity Prize (USA) The Palo Alto Longevity Prize (the “Prize”) is a $1 million life science competition dedicated to ending aging.Through an incentive prize their aim is to nurture innovations that end aging by restoring the body’s homeostatic capacity and promoting the extension of a sustained and healthy lifespan.

LifeLong Swimming (EU) LifeLong Swimming is a 2015 project aimed to give a contribution to European call for initiatives and good practices to offer new seniors and older people the opportunity to stay healthy longer and age well and also give a contribution to the challenges for the sustainable financing of health care.

/ H I S TO R I C A L SIGNAL Elixir of life The elixir of life, also known as elixir of immortality and sometimes equated with the philosopher's stone, is a mythical potion that, when drunk from a certain cup at a certain time, supposedly grants the drinker eternal life and/or eternal youth. “ Turner, John D.

TRENDS

Optimized self (MACROTREND)

-The act of improving oneâ&#x20AC;&#x2122;s body. Related: Brain Power, Placentophagy, Meditation Preceding: Self- Improvement Tribes or communities: Athletes, Mothers, Students, Professionals

o you ever feel like you want to be the best version of you? The optimized self is all about that. The selection of the best biological products and practices to enhance human psychological and cognitive performance is trending. People are looking out for ways of becoming better humans, super humans. Its being better, feeling better and looking better by achieving your goals.

TRENDS

/SIGNALS TruBrain Drinks (USA) The worldâ&#x20AC;&#x2122;s first nootropic drink. TruBrainâ&#x20AC;&#x2122;s goal is to give you the competitive edge of focused cognitive performance as an everyday alternative to excess.

Human night vision (UK) Gabriel Licina, an Anglo-Saxon research biochemist, has become the first human being in the world to have night vision without a technological instrument.

/ H I S TO R I C A L SIGNAL Traditional Chinese medicine Chinese medicine classifies food according to its energetic effects rather than according to its component parts. Certain foods are viewed as warming and nourishing while others are seen as cooling and eliminating; some foods are useful for building qi while others have blood, yang or yin building properties.

TRENDS

Self-monitoring (MACROTREND)

-The act of observing , recording or detecting personal habits related to food, nutrition and health. Related: Experimental, improvement Preceding: competitiveness Tribes or communities: athletes, active lifestyle communities

owadays monitoring your self with different devices is something normal and ever-present in our daylife. It can be as simple as recording your steps or a device that counts how many bites you give when you are eating. The purpose is to experiment with your own body to achieve your goals. With a concise analysis of food habits and exercise you gain more control over your body.

TRENDS

/SIGNALS BitBite (Israel, 2015) BitBite is a discreet ear-clip that tracks every bite or sip you take via an embedded microphone and sensors. This information is processed via algorithms in the BitBite Cloud, which use sound analysis and pattern recognition to track the userâ&#x20AC;&#x2122;s eating habits.

Wander Onwards (London, 2015) Wander Onwards is a project about american Vanessa Elizabeth. Currently she is based in London and 3 years ago she started biohacking her boyd. Until this year she has started to publish her experience on her blog showing her improvements, hacks and results.

TRENDS

Functional food (MACROTREND)

-Products and superfoods that contain high nutritional value and are sought out for their effects on the body. Related: Supplements, superfood, probiotics Preceding: Health recipes Tribes or Communities: Chefs, health concern communities

roducts and superfoods these days contain high nutritional value and are sought out for their effects on the body. Analogously, in Mayan culture, cocoa was not only a highly valued treat but a great source of strength, nourishment and energy for warriors. Today, supplements, probiotics, nutritional shakes, superbars and herbs are just some of the products that consumers are seeking out for their benefits.

TRENDS

/SIGNALS Organic Burst (UK) “Powerful superfoods to make you the fittest, most energized and glowing version of you. “

Beauty & Go (Spain) Beauty & Go are bioactive beauty drinks or nutricosmetics that nourish by providing a dose of essential Macro-Antioxidants for daily skin care. The products contain cosmetica active ingredients that contribute to “beauty from the inside”.

/ H I S TO R I C A L SIGNAL Cocoa In the Mayan culture cacao was considered divine. Mayan tribes used cocoa as currency and to pay taxes and consumption was exclusive to those with high tribal status. Mayan and Aztec cultures had their own ways of preparing the cacao drink. Cocoa was even considered a drink that provided strength, nourishment and energy to such degree that those who consumed it could not live without it afterwards.

TRENDS

Ancient food diets (MICROTREND)

The resurgence of age-old eating habits in response to our increasing desire to optimize health through food. Related: Organic, vegan, paleo Preceding: Diet food Communities: Organic, vegan and paleo consumers, hippies, chefs

ed up with science and technology getting in between you and your food? Ancient Food diets is about returning to a more sensible way of eating and living. In recent years, there has been a resurgence in Paleolithic, caveman and primal diets, urging us to eat like our ancestors. In part, this is a result of consumers becoming more aware of what they are eating and where their products are coming from. Even though we canâ&#x20AC;&#x2122;t go back in time, we can relive it by implementing these age old eating habits and practices.

TRENDS

/SIGNALS Brodo Bone Broth (USA) Created from boiling down various animal bones to create a nutrient-rich stock, the result is a broth that is not only supremely rich in protein, collagen and gelatin, but one that is beautiful in its clarity and depth of flavor.

RAW (Costa rica) Back in time, before fast food existed food was served by nature, packed with nutrients rather than chemicals and additives. Food that travelled with no labels. This is how Raw Juicery co. CR. was born, as a movement to go back in time and appreciate food to optimize ourselves.

/ H I S TO R I C A L SIGNAL Ancient Greek Cuisine The food in ancient greece was a mediterranean diet. Greeks ate foods ranging from grains, fruits, vegetables, fish, meat, dairy products and eggs to wine and kykeon. Today, Greek culture and identity is strongly connected to their diet and has not changed since ancient times, reflecting their value of simplicity.

TRENDS

Tailored diets (MICROTREND)

-Diet based on the individualâ&#x20AC;&#x2122;s biological makeup. Related: Improvement, experimentation Preceding: Customization, mass prescribed diets Communities: Celiacs, cancer communities, people with allergies & intolerances

cience and technology are evolving at a rapid pace and are reaching places never explored before. In the last three decades, discoveries in genetic technology have made it possible for individuals to learn a great deal about their own DNA and predispositions. These revelations are guiding new customized diet plans including the creation of new food products specific to personal dietary restrictions. In addition, with new technologies such as 3D printers, it is possible to emulate the look/feel of traditional products while customizing the ingredients inside.

TRENDS

/SIGNALS TNO 3D Food Printers (Netherlands) Together with partners in the food industry TNO is using 3D printing to produce other types of food. This could be useful for people who have difficulty swallowing or who have allergies and are therefore unable to consume certain types of food. Or it could be used for people who need certain nutrients supplemented. By changing the appearance or composition of food, and by making it look more appetising, such problems can be solved.

DNA FIT (UK) DNAFit is a UK based company, founded to make a difference through the commercialisation of niche medical technologies. Using cutting-edge molecular technologies related to human genetics and nutrigenomics as well as sports science DNA fit provides consumers with high quality services correlated to fitness and nutrition depending on a consumers DNA.

/ H I S TO R I C A L SIGNAL Stone Age diet The Stone age diet consisted of foods such as wild meat, fish, insects, eggs, fruit, berries, vegetables and nuts and were consumed in varying proportions depending on the ecological niche. Seeds and beans were almost never ingested.

TRENDS

Health consciousness (MACROTREND)

-The use of food as a curative method alternative to allopathic medicine. Related: alternative medicine, acupuncture, herbalism Preceding: Allopathic medicine Communities: Sick people, mothers, people with allergies to foods, the elderly

ttitudes are awakening to imbalances inward and outward. Global warming and environmental issues have taken center stage in politics. Concerns over the effects of GMOâ&#x20AC;&#x2122;s, fertilizers and chemicals are common topics in everyday newscasts. Food and health habits are increasingly being linked to diseases. Health consciousness is becoming a growing driver in an individualâ&#x20AC;&#x2122;s consumer choices and the desire to live more holistically.

TRENDS

/SIGNALS Article on Food Trends Food brands are realizing how important it is for todayâ&#x20AC;&#x2122;s consumers to be aware of what they are eating and where this food is coming from. Some food brands such as Hersheyâ&#x20AC;&#x2122;s have added new QR codes called SmartLabels to their products that link to backstories that go beyond ingredient lists and nutrition to help consumers make informed decisions.

France law for Fashion Brands France has become the first country to pass a law banning incredibly thin models in fashion shows. The new law demonstrates consumer pressure on the fashion industry to promote healthier body images.

/ H I S TO R I C A L SIGNAL Buddhism Buddhism is a path of practice and spiritual development leading to Insight into the true nature of reality. Buddhist practices like meditation are means of changing yourself in order to develop the qualities of awareness, kindness, and wisdom. In addition, their respect for all life parallels the values of an expanding consciousness towards global health.

TRENDS

Food as medicine (MICROTREND)

hroughout history, many ancient civilizations have believed that food has curative value. In Ancient Rome for example, people consumed a combination of plants and herbs to treat diseases. Today, many consumers share this belief and there is renewed global interest.

TRENDS

/SIGNALS Food as Medicine Symposium 2016 The food as Medicine Symposium is an event taking place this year in Portland, Oregon. The conferences proposes to blend information on traditional diets with the latest in evidence-based clinical and nutritional research. A wide range of topics surrounding food as medicine will be covered by a variety of professionals.

Candice Kumai Cook Books Candice Kumai is a Polish-American chef creator of the Clean Green brand. She has written several cook books that promote healthy eating. Kumai writes, “you have to look at food as medicine. Clean eating can become a lifestyle that’s easy to follow.”

/ H I S TO R I C A L SIGNAL Ancient Roman Medicine Diet in the Ancient Rome was seen as being essential to healthy living. Food was perceived to have a healing effect or a causative effect on disease determined by its impact on the humors. The power of food and diet gave a person control of how they lived their life. Food and diet also put emphasis on prevention of disease rather than treatment. Moderation of foods was key to healthy living and gave rise to healthy eating philosophies.

ANALYSIS -

TRENDS

HEALTH CONSCIOUSNESS

FOOD AS MEDICINE

OPTIMIZED SELF

TAILORED DIETS

ANCIENT FOOD DIETS

ANTI AGING

SELF MONITORING

FUNCTIONAL FOOD

56 RI

G AT IO

S RE OC SP IAL O N SI BI L

BL I

BA L

TR O

PO W ER

S AC ELF CE PT AN

TU AL PR

SP I

BA L

IS TR U

BI LI TY RI PR SK EV AV EN ER TI SIO O N N

SA TI O

MOTIVATIONS

M RE OR SP AL O N SI

ANALYSIS

2 OPTIMIZED SELF

FUNCTIONAL FOOD

HEALTH CONSCIOUSNESS

TAILORED DIETS

ANCIENT FOOD DIETS

SELF MONITORING

FOOD AS MEDICINE

ANTI AGING

After having seen all of the input given by the user diaries we proceeded to analyze the data. We created two different graphs showing 1) the trends and the motivations that relate to each of them 2) the relevance of each trend according to the amount of motivations associated. Through this graphs we could see that most of the motivations are present in more than one trend. We noticed that the main motivations for users to â&#x20AC;&#x153;biohackâ&#x20AC;? are compensation and risk aversion/prevention.This suggests that people biohack and make food choices mainly because of the reward they will get from it. This reward can mean achieving a goal or preventing a negative effect, It was also important to notice that the trends with the more trends associated Optimized Self, Health consciousness followed by Tailored Diets, Self Monitoring, Functional Foods, Ancient Food Diets, Food as Medicine and last Anti- Aging. This gives us a clear view of which trends are relevant for the creation of the scenarios and opportunities. However, we should not forget that the main objective of the graphics was to understand the behaviors and patterns of our tribes.

ANALYSIS

Trend Analysis After discovering our trends, the next stage in our project was to develop scenarios and opportunities. Adapting the trend canvas tool, we created eight different timelines to explore each trend’s behavior from present to future. We found that all of the trends detected are growing. The trends, Functional Food, Ancient Food Diets, Tailored Diets and Food as Medicine evolve from micro to macro trends while Self-Monitoring, Optimized-Self and Health-Consciousness evolve from macro to mega. Anti-Aging is the only trend that remains constant as a mega trend. Employing insights from the user diaries, interviews, net-hunting research, and larger socio-economic influences, provided a foundation for thinking about future scenarios. The analysis demonstrates that for each trend there are specific drivers and motivations in current human behavior. However, the most interesting discovery is that humans are in a constant search for betterment and not only are markets starting to respond, but individuals themselves, are proving to be an active players in the advancement of biohacking.

ANTI- AGING (Megatrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-More diseases diagnosed -Betterment -Climate change -Technological Advancements -Global competition

-Compensation -Risk aversion/ Prevention -Obligation

INTERVIEWS

INSIGHTS ON THE NET

“The advantage is that medicine and technology have advanced significantly. ”

“Now, six decades after James Watson and Francis Crick discovered the code of life, it is time to embark on another historic mission: hack the code of life and cure aging.”

Carlos Quesada

Palto Alto Longevity Prize

OPTIMIZED SELF (Macrotrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-Internet of things -Betterment -Technological Advancements -Big Data

-Compensation -Risk aversion/ Prevention -Balance -Proof -Self acceptance -Power -Control

INTERVIEWS

INSIGHTS ON THE NET

“People want to be better.” Yuliana Villalobos Chef

“By eating smart, you’ll nourish your brain, optimize its ability to make fast connections and improve your chances of achieving your true potential.” Lisa D

“Biohacking is a crazy-sounding name for something not crazy at all-the desire to be the absolute best version of ourselves.” Vanessa Elizabeth

ANALYSIS

SELF MONITORING (Macrotrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

INTERVIEWS

INSIGHTS ON THE NET

-Millennials -Affordability of technology is a paradigm shift -More diagnosis of diseases -Epidemics -Technological advancement (Big Data & IOT)

-Compensation -Risk aversion/ Prevention -Balance -Proof -Self acceptance -Power -Control

“If we have the conscience of everything we put inside our bodies, I have the conscience of my own body. I know what I am.” Dahlia Dwek psychologist

“With the explosion of wearable technology, and as more and more consumers becomeSelf-Quants, personal data will continue to drive our spending habits” Alex Jordan

“It’s a group of informed people.” Yuliana Villalobos Chef

“People may not agree with biohacking, they may think it’s “voodoo magic,” but they cannot deny science” Vanessa Elizabeth

FUNCTIONAL FOODS

(Microtrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-Destruction of ecosystems -Oil -Climate change -More diagnosis of diseases -Epidemics -Cures to diseases -Starvation -Betterment

-Compensation -Risk aversion/ Prevention -Proof -Power -Control -Imbalance

INTERVIEWS

INSIGHTS ON THE NET

“The demand for snacks that provide some protein...is visible in most of the new product types coming to market, as well as in the communications of non-dairy drinks.” Julian Mellentin

“The demand for snacks that provide some protein...is visible in most of the new product types coming to market, as well as in the communications of non-dairy drinks. “ Julian Mellentin

“Definitely food is going to be healthier and nutritionally conscious because that’s what people are demanding.” Yuliana Villalobos, Chef

ANALYSIS

ANCIENT FOOD DIETS (Microtrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-Destruction of ecosystems -Knowledge is power -Climate change -More diagnosis of diseases -Epidemics -Eco-friendly -Betterment

-Compensation -Moral Responsibility -Risk Aversion/ Prevention -Spirituality -Social Responsibility

INTERVIEWS

INSIGHTS ON THE NET

“Everything we consumed we got from our backyards… in the family garden’s.”

The foods we choose to eat in the coming decades will have dramatic ramifications for the planet. Simply put, a diet that revolves around meat and dairy, a way of eating that’s on the rise throughout the developing world, will take a greater toll on the world’s resources than one that revolves around unrefined grains, nuts, fruits, and vegetables. National Geographic

“We must change the modern with the antique, the expensive with the simple.” Dr. Alvaro C. Fernandez

TAILORED DIETS (Microtrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-Affordability of technology is a paradigm shift -More diagnosis of diseases -Epidemics -Technological advancement (Big Data & IOT) -Knowledge is power -Betterment

-Compensation -Risk aversion/ Prevention -Balance -Power -Control

INTERVIEWS

INSIGHTS ON THE NET

“Eating will be like personalized healthcare, i.e. tailored to the individual. People will know exactly which foods they need to be eating. They will understand how to prepare the foods. Each individual will know what amounts that they require throughout the day (including what times to eat).” Lisbeth, USA

‘We are all different,’ says Segal. ‘We see tremendous variability in people’s responses to foods, so if you want to prescribe diets, they have to be personally tailored.” Alex Jordan 2015 “Lab-grown foods and smart tools for personalized healthy nutrition are already a reality and they will be further developing” Kate Belan 2015

ANALYSIS

HEALTH CONSCIOUSNESS (Macrotrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-Destruction of ecosystems -More diagnosis of diseases -Epidemics -Cures to diseases -Wars -Starvation -Betterment

-Risk Aversion/Prevention -Balance -Spirituality -Self acceptance -Power

INTERVIEWS

INSIGHTS ON THE NET

“Definitely food is going to be healthier and nutritionally conscious because that’s what people are demanding.” Yuliana Villalobos Chef

“As conscious food consumption grows, numerous food-related platforms, apps and tools will appear massively” Kate Belan 2015

“[I eat] a mostly vegetarian diet, supplemented by organic/ free-range meat, with a conscious attempt at including as many whole foods as we can afford and have the energy to prepare” Marnel, Canada

FOOD AS MEDICINE

(Microtrend)

WHATS HAPPENING IN THE WORLD

USER DIARIES INSIGHTS

-Shared economy -More diagnosis of diseases -Epidemics -Starvation

-Compensation -Moral Responsibility -Risk Aversion/Prevention -Mistrust

INTERVIEWS

INSIGHTS ON THE NET

“There are dietetic factors that currently contribute to the formation of diseases.” Carlos Quesada, Doctor

“Food is the most powerful medicine available to heal chronic disease, which will account for over 50 million deaths and cost the global economy $47 trillion by 2030. All you need to do is eat your medicine and think of your grocery store as your pharmacy.” Mark Hyman

“Socrates once said ‘Make food your medicine.” We can prevent many diseases and help in dealing with some of them.” Bruna Marquezi, Nutricionist

SCENARIOS & OPPORTUNITIES -

SCENARIOS & OPPORTUNITIES

1_ SCENARIO SHORT-TERM

â&#x20AC;&#x153; IF YOU BUILD IT, THEY WILL BIOHACK â&#x20AC;&#x153; 64

Background While there are many websites dedicated to the research of biohacking and individual blogs dedicated to the datasets of individual bloggers, there does not exist yet a social network for self-improvement biohackers. This is a great opportunity to build a community and a system to help users navigate their personalized fitness/nutrition data in one place. Additional benefits would include supporting a growing market for biohacking products, niche offerings at restaurants, health stores, supermarkets and new technologies.

SCENARIOS & OPPORTUNITIES

Biohaking trends

Related trends

-Optimized-self

-Big data, -Crowd-source knowledge -IoT

-Self-monitoring -Health consciousness

Opportunity Develop a social web platform for self-improvement seeking biohackers to organize their data in one place and to compare goals and milestones with other users. Features would include popular app/wearable technology integration and comparative analysis with peer/community data to set milestones/goals. This component would also make it possible for the novice biohacker to compare strategies with an expert.

Case scenario Imagine you are a novice biohacker and have just bought a Fitbit wearable (for activity), started using Beddit (for sleep) and just signed up for uBiome (for diet). All of these tools and services have their own web platform where you can see your data and progress, but how can you make integrated decisions? Enter, this new app/platform, a â&#x20AC;&#x153;Hootsuiteâ&#x20AC;? of sorts for your biohacking all in one place. Now you can see how your sleep is congruent with your activity patterns and your gut bacteria and food choices are aligning with your new active lifestyle. But wait, your favourite athlete is making incredible gains using a new nootropic -- which one is it? How does he use it? You pull up his profile and compare it to your own, his graph, aligns with your graph, he is up there and you are here, but the steps and results of his techniques are clear. You save his milestone and it becomes your goal.

SCENARIOS & OPPORTUNITIES

2_ SCENARIO MID-TERM

“ THE BEST CHOICE IS THE GENE CHOICE “ 66

Background The twentieth century saw radical changes across the world. In many countries in response to the growing industrialization of food, guidelines were created to help people make healthy decisions about food consumption. While these recommendations focused on the best practices for the average person, they were broad at best. The idea behind ‘the gene choice’ is an opportunity just the opposite. Current developments in gene testing perfected in the last three decades, offer individuals personalized information about their DNA and genetic dispositions. Armed with these insights, consumers and producers now stand at the edge of a new frontier, where diet customization is just the beginning.

SCENARIOS & OPPORTUNITIES

Biohaking trends

Related trends

-Tailored diets -Optimized-self -Health consciousness

-Betterment -Big Data -Internet of Things

Opportunity Develop a web platform and app that connects genetic testing services with a guide to local businesses who can accommodate products and menu-items that are customized to your genetic profile. In addition add in a social component that can generate the best options between a group of friends’ profiles.

Case scenario CASE #1 When you have food allergies and want to have a nice dinner with friends it's always hard to know if that cozy restaurant can accommodate your needs. With this new app you have the opportunity to match your predisposition genes data with the menus from all the restaurants in town. So you can decide which restaurant to go to based on dish options and cuisine rather than worrying about what you can’t eat. CASE#2 Imagine you have a food allergy and need to go to the grocery store in a hurry but don’t have time to do your research ahead of time about which products are most suitable to your needs. With this app you can link your genetic profile with your store of choice and choose from a customized list of products available in real time. Now making the health choice is the easiest choice.

SCENARIOS & OPPORTUNITIES

3_ SCENARIO LONG-TERM

â&#x20AC;&#x153; CONTROL YOUR FOOD, CONTROL YOUR LIFE â&#x20AC;&#x153; 68

Background From the 1970s forward, the decreasing cost of advanced technologies has led to a growing demographic of people who take consumer technology and turn it on its head, inventing new meanings and purposes. This group of people are not passive in their consumption but rather, pro-active or prosuming. Their actions are blurring the lines between consumer and producer and in the process transforming whole industries. What if in the future, supermarkets sold instead of products, the materials to grow customized food in your own home. No farmer, no middleman, you decide your needs. Furthermore, utilizing time warp technology and specialized heat sources, cultivation cycle times will be greatly reduced making the process of customized nutrition closer to home.

SCENARIOS & OPPORTUNITIES

Biohaking trends

Related trends

-Food as medicine -Health Consciousness -Tailored diets -Functional foods

-DIY -Internet of Things -Citizen Science -Betterment

Opportunity With the desire to accommodate the growing prosumer population, supermarkets can add products that directly support customers who grow their own food at home. In conjunction with expanding technologies that allow for shorter growing cycles, customized nutritional systems will be a biohackerâ&#x20AC;&#x2122;s dream.

Case scenario One day you get diagnosed with diabetes and overnight, all of your food habits need to change. When you realize how challenging it is to avoid sugar, diet control becomes imperative. With this new system you can go to the supermarket and choose the specific type of soil, created for specific needs. In this case, every fruit and vegetable that you plant at you place will grow without sugar. You bring it home and plant your own, personalized nutrition system. You can also buy seeds or ingredients for different purposes with this same system.

BIBLIOGRAPHY

Began, Kate. “How Technology Changes the Future of Food: 5 Trends to Watch.” – POPSOP. 27 May 2015. Web. 28 Jan. 2016. <http:// popsop.com/2015/05/how-technology-changesthe-future-of-food-5-trends-to-watch/>. -“Biology.” Wikipedia. Wikimedia Foundation. Web. <https://en.wikipedia.org/wiki/Biology>. -“Bulletproof - Reach the State of High Performance.” Bulletproof. Web. https://www.bulletproofexec.com/ -Elizabeth, Vanessa. “Wander Onwards.” Wander Onwards. 26 May 2015. Web. 2015. <http:// wanderonwards.org/biohacking-for-women-anintroduction-closer-look-at-blood-labs-thatdont-lie/>. -Erickson, Jon. Hacking: The Art of Exploitation. San Francisco, CA: No Starch, 2008. Print. -“Genetically Modified Food.” Wikipedia. Wikimedia Foundation. Web.<https://en.wikipedia. org/wiki/Genetically_modified_food>. -Hyman, Mark. “Eat Your Medicine: Food as Pharmacology - Dr. Mark Hyman.” Dr Mark Hyman. 2011. Web. 28 Jan. 2016. http://drhyman.com/blog/2011/10/14/eat-your-medicine-food-as-pharmacology/ -Jordan, Alex. “Preview: Future Food District.” LSN : Seed :. 2015. Web. 28 Jan. 2016. <https:// www.lsnglobal.com/seed/article/17559/preview-future-food-district>. -Jordan, Alex. “The Age of The Long Near: The Optimised Self Preview.” LSN : Seed :. 2015. Web. 28 Jan. 2016. <https://www.lsnglobal.com/ seed/article/17126/the-age-of-the-long-nearthe-optimised-self-preview>.

-Jordan, Alex. “Youtrition.” LSN : News :. 2015. Web. 28 Jan. 2016. <https://www.lsnglobal.com/ news/article/17855/youtrition>. -Mellentin, Julian. “Key Trends in Functional Foods & Beverages for 2016.” Nutraceuticals World. 2 Nov. 2015. Web. 28 Jan. 2016. <http:// www.nutraceuticalsworld.com/issues/2015-11/ view_features/key-trends-in-functional-foodsbeverages-for-2016>. -Michael Schrage. “PLAYING GOD IN YOUR BASEMENT.” Washington Post. The Washington Post, 31 Jan. 1988. <https://www.washingtonpost. com/archive/opinions/1988/01/31/playing-godin-your-basement/618f174d-fc11-47b3-a8dbfae1b8340c67/>. -NationalGeographic. “The Evolution of Diet.” National Geographic. Web. 28 Jan. 2016. <http://www.nationalgeographic.com/foodfeatures/evolution-of-diet/>. -Palo Alto. “Palo Alto Longevity Prize.” Palo Alto Longevity Prize. 2015. Web. 2015. <http:// paloaltoprize.com>. -Salon. ““You Have to Look at Food as Medicine. Clean Eating Can Become a Lifestyle That’s Easy to Follow”: Candice Kumai on Secrets of Happiness and Health.” Saloncom RSS. 3 July 2015. Web. 28 Jan. 2016. http://www.salon. com/2015/07/02/you_have_to_look_at_food_as_ medicine_clean_eating_can_become_a_lifestyle_ that’s_easy_to_follow_candice_kumai_on_secrets_ of_happiness_and_health/ -TruBrain. “Eating Smart to Boost Your Brain Power: Foods to Eat Before an Exam.” TruBrain / Eating Smart to Boost Your Brain Power: Foods To... Web. 28 Jan. 2016. <http://tumblr.trubrain.

GLOSSARY

com/post/111219086595/eating-smart-toboost-your-brain-power-foods-to>. -Turner, John D. (transl.). The Interpretation of Knowledge. Retrieved 2016-01-28 --

Coolhunting

Condor

Market research methodology which seeks to predict future trends, in order to come up with business opportunities. (Marketresearchworld.Net) --

Mit software that makes analysis and visualizations of social networks. --

Drivers

The motivation behind an action; what makes something happen --

Insights An understanding of the true nature of something ( merriam-webster.Com/ ) --

Nethunting Analisys of signals, insights and data obtained from online sources (streethunters.Net/ ) --

User diary

User diaries is a way to gather detailed information about users’ needs by enabling them to record information about themselves. (Bsbd.Org.Uk) --

Streethunting Is a research approach that places the investigation in the physical world in order to observe, analyze, and uncover current trends and patterns in a particular place. --

Signal

Any product, service, pattern, behavior, that serves to indicate and validate a trend.

Tribe People who gather in relatively small, fluid groups that share an occupation, interest, or habit. (Thefreedictionary.Com) --

Trend

A general development or change in a s ituation or in the way that people are b ehaving, a new development (cambridge dictionary) --

Microtrend

Are trends that are associated with specific sectors of the marketplace and tend to involve only a small percentage of the activity or movement that is occurring. (Wisegeek.Com) --

Macrotrend Global trends that may have a significant future impact on the sectors of activity of interest to us --

Megatrend Megatrends are the longlasting, years in developing, things that shift the world; are the probable future – or express what we know with great confidence about the future. Megatrends are certainties. (http://omegahrsolutions.com/) --