Trend report final by polly arnold

R E - M A K I N G D E S T I N Y

TREND REPORT R E - M A K I N G D E S T I N Y TREND REPORT ORIGINS . INNOVATORS . DRIVERS . IMPACTS . CONSEQUENCES . FUTURES

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CONTENTS Page I Introduction Objective ................................................ 4-5 Origins ................................................... 6-11

II Trend Innovators Millenials ................................................ 12-17 Artists ..................................................... 18-19

III Trend Drivers Transhumanism ........................................ 20-21 Generation Competitive ............................. 22-23 Brain Hacking ........................................... 24-25

IV Trend Impacts Inadequately Average ............................. 26-29 Feeling Blue ............................................ 30-31 The Unlimited Self .................................. 32-33

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CONTENTS Page V Trend Consequences Mental Training ....................................... 34-37 Cheating The System ................................ 38-41 Optimized Stomach .................................. 42-43 Guilt and Reassurance ............................. 44-47

VI Trend Futures De-humanization ....................................... 48-51 Organ Upgrade ......................................... 52-55 Augmented Future .................................... 56-57

VII Appendix

Appendix A ............................................... 58

Appendix B ............................................... 59 Appendix C ............................................... 60-61

VIII References Text References ........................................ 58-59 Image Referenes ...................................... 60-61

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O B J E C T I V E

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The objective of this report is to coherently discuss the development of a new lifestyle trend, through the critical appraisal of the five key elements: trend innovators, drivers, impacts, consequences and futures, that form the new trend. Along with this, the report should accurately forecast the new life-

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style trend using academic research as a foundation, paying particular attention to the target consumer demographic and their signs of early adoption of the trend both now and in the foreseeable future, in order to capture the zeitgeist and â&#x20AC;&#x2DC;suspend beliefâ&#x20AC;&#x2122; concerning the development of the trend.

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O R I G I N S The optimized self refers to the need of humans to be as effective and efficient they can be, striving for the optimal version of themselves (Walker et al, 2015). As there is no end to the optimized self, it is a continual journey that humans travel on. Currently, the trend of optimization has penetrated the mass market with fashion trends such as athleisure defined as, “casual clothing designed to be worn for both exercising and for general use” emerging. These trends are having a phenomenal impact on the fashion industry adding $323 billion to the market in 2014 (Weinswig, 2014). It can be argued that Athleisure acted as a catalyst for projecting perfectionism on the outside, through social media channels and ‘fitspo’ quotes. The trend reflects a change in consumer lifestyles, as people are becoming more health-conscious, and seek a multi-functional wardrobe (Kelton, 2015).

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As digital and offline worlds continue to converge, the growing popularity of the optimized self and trends such as athleisure will result in a group of consumers developing an obsessesion with wanting optimization from the inside, in order to ‘Remake Destiny’. This lifestyle trend will mainly affect the millennial group who have grown up in a digitally immersive world, but are now seeking authentic offline experiences, that combine technology and science to hack every aspect of their lives in order to achieve a greater state of being (Solomon, 2015). One of the many consequences of this trend will involve the exchanging faulty DNA and body parts for ‘healthy’ ones. Barrack Obama recently stated, ‘‘if we’re born with a particular disease, or a particular genetic make-up that makes us more vulnerable to something, that’s not our destiny, that’s not our fate…we can remake it” (Walker et al, 2015).

ATHLEISURE . RE-MAKING DESTINY .

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THE OPTIMIZED SELF

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01. T R E N D INNOVATORS

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MILLENIALS Millenials have been described as ‘digital narratives’. “They buy, learn and connect online”, through a distorted version of reality (Landor, 2016). Through the desire for personal excellence many millenials are becoming more aware of the mind, body and soul, using their knowledge of technology to enhance their life as a human (Tobianah, 2015). Using LS: N global’s ‘Optimized Self’ as a basis, it can be forecasted that consumers of the ‘re-making destiny’ trend will continue to seek new ways of increasing their optimization, turning to genetic modification and pharmaceuticals that promise long-term efficiency, rather than short bursts.Although this trend will affect many people, there is an intergenerational divide, with some people rejecting the notion of optimization, in favour of self love (See Appendix A).

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CONSUMER PROFILE Dissatisfication 18

Competition

Name: Jenny Leaper

Age: 20 Education: University Occupation: Part-time bar assistant Income: ÂŁ3,000 P/A Generation: Y Nationality: British Status: Single Socio-economic background: A/B

Pressure

Hobbies/ Interests: Competitive running, Gym, Yoga, Veganism, biohacking Habits: Microdosing

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“ Treason to humanity is loyalty to conscience” Vanity

Rechelon, 2015

Isolation Anxeity

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A R T I S T S In 2015, artist Mark Farid spent on month living through the lens of another human in ‘Seeing I’. This social-artistic experiment was a chance to discover, “if who we are is an individual identity or if there is a cultural identity that kind of takes us on” (Vardi, 2015) and answer the impending question; can virtual reality help us hack the human conscience in order to control our brain? This innovation is sequential to the rise of the ‘re-making destiny’ trend as it exposes the increasing need for an understanding of identity and identifying biological impediments that can be manipulated to improve optimization.

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02. T R E N D D R I V E R S

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TRANSHUMANISM

As science and technology continue to develop and defy expectation, a new generation of transhumanists is emerging. Millenials from all types of backgrounds including those with disabilities are becoming increasingly interested in how radical science and technology can improve the human condition (Istvan, 2014). Using social media as a forum to discuss innovations, the Singularity Network grew from 400 Facebook members in 2011 to over 10,000 in 2014. This popularity acts as a driver for the â&#x20AC;&#x2DC;re-makingâ&#x20AC;&#x2122; destiny trend as millenials are shown to be using science and technology in order to manipulate the genetic code of humans to reach a state of immortality, projected to be possible in 2045 (Istvan, 2014). The changing perceptions of bionic limbs from being a limitation to being a form of strength stems from transhumanism, with new events such as the Cybathlon: a sporting event for people with bionic limbs forming an insight into a distopin view of the future of man vs machine and how technology can be used to transcend human capabilities (Cybathlon, 2016). . RE-MAKING DESTINY .

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G E N E R A T I O N COMPETITIVE Another driver for the â&#x20AC;&#x2DC;re-making destinyâ&#x20AC;&#x2122; trend is competitiveness. As lives become more stressful and demanding, generation Y is adopting a more competitive, as opposed to a collaborative approach. In a research study of 2,000 employees at companies in the US 22% said they compete with their colleagues, far ahead of their elder counterparts Generation X (Rossi, 2009). This competitive nature and jealousy is driving the need of optimization, which could send millenials to extremes in order to become the best possible version of themselves.

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BRAIN HACKING People are increasingly becoming aware of the trainable nature of the brain and how it can be controlled in order to optimize cognitive abilities ‘Smart Drugs’ such as methylene, Alpha-GPC and Kava, which are aimed at improving the cognitive state, is becoming popular with millenials (Smartdrugs, 2016). Research is being carried out on different types of plants, foods and pills to uncover the benefits, which include enhanced memory, alertness, attention and motivation. (MacLaren, 2016). More recently, a report by Wired revealed that millenials are starting to experiment with hallucinogens, micro dosing on LSD to improve concentration (Mickiewicz, 2016). This driver shows evidence for the ‘Re-making destiny trend’ as the consumer is becoming more obsessed with mental improvement as well as physical improvement in order to ensure optimization from the inside out. . RE-MAKING DESTINY .

03. T R E N D I M P A C T S

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INADEQUATELY A V E R A G E As people become more involved in self-preservation and improvement, the reality of inadequacy has set in. According to a study carried out on 1,500 social media users, 62% said they experienced feelings of inadequacy about their own achievements and capabilities when exposed to those of others (Curtis, 2014). In a focus group study with some University Students it was revealed that seeing projected versions of perfectionism made them feel unworthy as, “they are always going to be prettier and more successful than you”(See Appendix A). As a result of this constant exposure to ideals of ‘perfection’, consumers are being manipulated into believing that they need to turn to science and technology in order to try and enhance their body and mind, defying the dissatisfying limitations of DNA.

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FEELING BLUE

As people become obsessed with emotion and how their environment can affect optimization, unhappiness is becoming something that is deemed wrong and can delay the process of internal optimization. As a result of this, ‘workplace wellness’ has become a pressing topic. In collaboration between three US agencies, a new rating system for workplace wellness has

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been created, which is based on a manual questionnaire allowing users to access the health of their workplace (Openshaw, 2016). This key development shows how optimization is penetrating every aspect of people’s lives, and that the workplace has now become a battleground for improving health, happiness and inspiration for wellbeing.

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THE UNLIMITED SELF . RE-MAKING DESTINY .

As optimization becomes more of an integral part in millenials lives, the idea of the unlimited self: that humans have no boundaries and can continue to improve has emerged ensuing a deterministic attitude among people. In September 2016 Nike created the ‘Unlimited Stadium’, which is a 200m running track where runners race against their avatar. The cutting edge technology features a virtual

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version of the runner on LED screens, encouraging them to better their sore (McGregor, 2016). Senior Director for marketing at Nike Southeast Asia stated that the stadium was designed to, “celebrate the spirit of doing more than what you thought was ever possible”. The adoption of such technologies by brands shows how the trend is already beginning to manifest itself in the marketplace.

04. T R E N D CONSEQUENCES

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“OPTIMISE YOUR SOCIAL LIFE”

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MENTAL TRAINING With the growing popularity of ‘brain hacking’ amongst millenials, different technologies are being developed to train the brain into preforming better in sport (Walker et al, 2015). In June 2016, Nike released a series of exercises on their well-established Nike App. These exercises were targeted at training the minds of the next generation of football players, hacking their brains to make certain decisions, which translate into game play tactics (Mickiewicz, 2016). Nike describes mental training as separating, “the good from the truly great” (Marriot, 2016). As apart of the trend of brain hacking, people are starting to recognize that they can optimize themselves through the regulation of social groups, keeping and disposing of certain relationships accordingly. Pplkrp is an app that analyzes and auto-manages peoples relationships through the use of a smart watch, in order to track physical and emotional responses to the people around you (pplkpr, 2016). The app aims to irradicate negative influences in the consumer’s life, optimizing the consumer’s happiness, which then leads on to optimization in other aspects of their life.

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CHEATING THE SYSTEM As people become more, “overworked and under-stimulated” they are looking for ways to hack their bodies in order to become the best version of themselves. In San Francisco, a company called ‘Nootrobox’ has designed chewable coffee cubes ‘Go Cubes’ that promise customers a more refined state of alertness (Jordan, 2016). In addition to this, Californian-based company Soylen has added a caffeinated supplement to its offering of meal replacement products. One shake provides consumers with 20% of

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their daily-recommended vitamins and minerals, allowing them to skip traditional breakfasts and, “sets the tone for the entire day” (Mickiewicz, 2016). Developments as far as ‘beauty’ and ‘brain’ dusts by moon juice are being marketed at the youth demographic, which promise to get, “you glowing from the inside out” (MoonJuice, 2016). These advances in ‘nootropics’ are key indicators for portraying how consumers are starting to ‘cheat the system’ in search for complete optimization.

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OPTIMIZED STOMACH

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As health and fitness continue to permeate the lives of the mass market, a series of supermarkets have added ‘healthy living’ product ranges to their product portfolios. In march 2015, British sandwich brand Urban Eat unveiled a new innovative range of healthier food to, “ensure consumers who want to make a healthier choice in food-to-go no longer need to sacrifice variety, flavor or quality” (Gwynn, 2015). In September 2016, . RE-MAKING DESTINY .

the range entered the University of Leeds student union’s shop ‘Essentials’, allowing students to optimize their health on the go. In addition, nutritionists are researching into the benefits of eating certain foods in terms of boosting brain efficiency (Mobius, 2016). This research is then translated across various social media channels, reaching the target millennial consumer for the ‘re-making destiny’ trend. 43

GUILT AND REASSURANCE As consumers continue to become involved in self-optimization, psychological implications of excessive exercise have resulted in ‘exercise-guilt’. Described by Leith & Baumeister (1998) as a ‘prosocial’ emotion, exercise guilt permeates the lives of both avid and regular exercisers, leading to self-doubt and an overwhelming sense of helplessness, asking oneself questions such as, “why am I so weak?” if you do not exercise (Markula, 2015). As a result of this epidem-

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ic, exercise aids such as the ‘fitbit’, which allows consumers to track every part of their day, including “exercise, food, weight and sleep- to help you find your fit” and reassure consumers that they are doing well are increasing in popularity (Fitbit, 2016). This key development exposes how the demographic of the ‘re-making’ destiny trend are no longer seeing exercise as way to stay healthy, but a battle with themselves to stay optimized all the time.

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05. T R E N D F U T U R E S

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DE-HUMANIZATION In the future, as the need for optimization of the mind and body grows there is a potential for it to go too far, resulting in the loss of human-to-human interaction. Cutting edge designs such as the Japanese company Tenga’s male sex suit, which provides a ‘full body virtual experience’ stimulating sex, provide evidence for the futures of the ‘re-making destiny trend’ (Martindale, 2016). Complete with sensors, the virtual reality suit creates an organic experience without the need for another human,

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which sold out in a matter of hours on release. Along with this, Matt McMullen is currently innovating technologies, which will allow the creation of realistic sex dolls that can talk and react to give the sense of enjoyment (Gurley, 2015). With the removal of the human there is less chance of awkward pauses or mishaps, which will optimize the sexual experience. However, by optimizing an experience so intrinsic to human biology through technology, will we lose sight of what it is to be human?

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ORGAN UPGRADE In the future organs will no longer be transplanted just for health benefits, but in order to increase physical strength. According to Pew Research Center, 80% of Americans expect that within the next 50 years people will have custom-grown organs, elevating the functionality of human organs (Smith, 2014). Artsist Agi Haines in the project ‘Circumventive Organs’ explored a future where bio-printed hybrid organs function better than standard ones due to extra characteristics. One type is an organ that uses rattlesnake muscles to release mucus from the respitory system of a person with cystic fibrosis and dispel it through the stomach (Haines, 2016). For consumers of the ‘re-making destiny’ trend, this advancement in technology can be used as a way of cheating the system of life, removing faulty organs in order to stay the healthiest possible version of themselves from the inside out. Cambridge Genomics hope to turn laser-printed DNA into a consumer product, in order for humans

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to optimize their genetic data and reduce illnesses that were not their ‘destiny’ (Walker et al, 2015). This development provides a version of the future of the ‘re-making destiny’ trend in the form of genetic modification. This could lead to the abuse of dependables, forcing unconsented repeated surgery, in order to reach an unobtainable optimization that could actually result in de-optimization if the organs are rejected. Artist Rachel Lee Hovnian shows a perturbing version of the future in her ‘Perfect Baby Showroom’, exploring the idea of digitally designing children from birth.Signs of this trend are emerging with the first genetically modified human embryos created in February 2016 (Siddqiue, 2016). This promotes the idea of a ‘perfect race’, which in time will irradiate natural human flaws possibly resulting in a generational conflict of beliefs within human society.

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A U G M E N T E D F U T U R E

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As technology continues to grow and develop, bionic limbs, which are seen in famous science fiction movies, are becoming a reality. Prosthetics company ‘Open Bionic’ are working with Deus Ex, Razer and Intel to create a functioning bioninc arm similar to Adam Jenson’s hand in the game Deus Ex: Mankind Divided (Takashi, 2016). Using Razer’s Stargazer camera and motion-tracking technology, the hand operates by a remote control, allowing a one to one mirroring between the users hand and bionic hand (Openbionics, 2016). This exposes a future for the ‘Re-making destiny’ trend of removing human limbs in exchange for bionic counterparts through human augmentation, which could penetrate the luxury and later the mass market in fashion, becoming an iconic look that people aspire to have.

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A P P E N D I C I E S APPENDIX A: Primary Research Focus Group (4 University Students aged 19-21) : An investigation into the types of consumers that this trend will affect Although this focus group provided an interesting insight into the possible consumer group for the ‘re-making destiny’ trend, it was biased to a certain extent as everyone in the group goes to the University of Leeds, is around the same age and has similar interests. Questions

1. Do you feel inadequate when you see people on instagram who are meant to be ‘perfect’ and why? A: “Yes because they are always going to be more beautfiul than you, more accomplished. So it drives me to be better. I have had lip fillers and ”

A: “Yes I think that social media including instagram promotes the idea that you have to prove your self-worth, by being constantly compared. I also think it is a platform, which provides a fake, narcassistic outlook of someone’s life, so needs to be taken with a pinch of salt. However for young girls I can see how the idea of perfectionism may dent self confidence leading them to trying new things to optimize themselves”. 2. If there was a chance to exchange your organs for bio-printed organs, which are superior to human ones in order to reduce disease and make you immune to some diseases would you? A: “Yes, why would I say no to that. I want to be the healthiest possible version of myself”

A: “I would want to change my faulty organs such as my stomach and lungs so that I would not have the problems I do. However, I would not change anything else as it would be altering in a sense what makes me, me”. A: “A moderate amount. I have a fitbit and track my training to get better. I also think it’s important to be the best version of yourself. However, with products such as smoothies that create a vision of health and an instant fix, If I was to use/by it would be because i’d been sucked in by marketing rather than choosing to implement it. I’m searching for a long-term solution, rather that a short-term fix”. 3. On the topic of optimization, how much would you say optimisation plays a role in your life: e.g. drinking smoothies to boost your energy, taking pills to keep you concentrated ? A: “I do not care about that kind of stuff. I just try my best”

A: “I eat healthily because I want to, not to boost my energy”

A: “If I don’t eat well I feel an immense amount of guilt and like I havent achieved my potential that day”

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A P P E N D I C E S APPENDIX B: Secondary Research PESTLE ANALYSIS POLTICAL - The United States has good policies for growth, and with the popularity of more optimised product and service offerings, it provides a safe environment for brands to position products in the marketplace. - Political conflicts may make it difficult for brands to incorporate certain technologies into their products due to ethical reasons. - Election of Donald Trump resulting in a narcissistic group of individuals wanting to, “make America great again”. These individuals may use advancements in technology in order to further their optimization, making them superior to other citizens, creating a ‘perfect’ race (Fillipovic, 2016).

ECONOMIC - Success of Athleisure industry adding $323 billion to the market in 2014 and has continued to grow since (Weinswig, 2014). Performance enhancing textiles now using technology to optimize clothing, which will be very profitable. -Born between 1980- and 2000 (One of the largest generations in history), millenials are set to reshape the economy: their need for personal experiences, and the way they buy and sell will force companies to re-evaluate the product offerings and they way they market them (Sachs, 2016).

SOCIAL - Rise of social media as a form of vanity, sharing accomplishments leading to self doubt and competitevness. 62% of 1,500 social media users said they experienced feelings of inadequacy about their own achievements in comparison to those they saw online (Curtis, 2014). - Transhumanism: Social group interested in how radical science and technology can improve the human condition (Ivstan, 2014). - Competitive nature: (Generation Y) 22% of 2,000 colleagues said they competed with their collegues, ahead of Generation X (Rossi, 2009). - Optimizing your social life through technology in order to remove people who have a negative affect on you (Pplkpr, 2016).

TECHNOLOGICAL

- Enhancement of prosthetic limbs (Bionic era). Open Bionics arm is a replica of the Deux Ex video game character (Takashi, 2016). - Introduction of Cybathlon: technology allowing people with disabilities to optimize their health and compete, informing the man vs machine distopian version of the future (Cybathlon, 2016).

- Virtual reality: Developments in this technology help blur the lines between reality and an alternate world. Used as a way of optimization

without the need of humans and to hack into the human consciousness to research into identity (Vardi, 2015). -Technology to train the brain: Nike Pro Genius game trains the mind through a series of exercises relating to game play (Walker et al, 2015).

LEGAL -Use of legal drugs such as Methylene, Alpha-GPC and Kava to improve the cognitive state (Smartdrugs, 2016). -Large number of University students are taking ‘banned’ drugs in order to stay alert in exam season (Pells, 2016). Non-prescription sale of the drug ‘Noopept’was banned in May 2016, which is meant to boost memory recall and cognitive function, but a number of groups suggest that more than ever people are now buying this drug. Universities are now considering drug testing before examinations. -In February 2016, a group of researchers were granted persmission to create the first genetically modified human embryos, for research purposes only but shows a step towards to acceptance of GM children in the future (Siddique, 2016).

ENIVRONMENTAL

-People becoming aware of emotion and how it affects their optimization. A new system for workplace wellness has been put in place, to ensure peoples health and happiness are optimized at all times (Openshaw, 2016). -Work environment is becoming more stressful, people are overworked so turn to cheats such as ‘Go cubes’, and Soylent in order to bost memory and cognitive function (Jordan, 2016). -Optimization is permeating all environments. In September 2016, Urban Eats ‘healthy’ range was brought to the Leeds University Union shop. People are being force fed the ideals that they need to be the optimal version of themselves at all times (Gwynn, 2015).

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APPENDIX C: Millenial Information: Goldman Sachs

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When looking at these statistics it is clear that Generation X are an extremely influential consumer group as not only are they the largest generation in years, but their ideals and lifestyles are radically different to those of Generation X.Health is no longer just not being sick, it is an intrinsic part of millenials lives, which could lead a small number of the demographic to take the extreme in the form of the â&#x20AC;&#x2DC;re-making destinyâ&#x20AC;&#x2122; trend (Sachs, 2016).

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R E F E R E N C E S Curtis, S. 2014. Social Media users feel ‘ugly, inadequate and jealous’. [Online]. [Accessed 23 November 2016]. Available from: http://www.telegraph.co.uk/ technology/social-media/10990297/Social-media-users-feel-ugly-inadequate-and-jealous.html Cybatholon. 2016. About Us. [Online]. [Accessed 23 November 2016]. Available from: http://www.cybathlon.ethz.ch/en/ Gurley, G. 2015. Is This the Dawn of the Sexbots? (NSFW). [Online]. [Accessed 15 October 2016]. Available from: http://www.vanityfair.com/culture/2015/04/sexbots-realdoll-sex-toys Gwynn, S. 2015. Urban Eat launches healthier foodto-go range Eat Better. [Online]. [Accessed 15 October 2016]. Available from: http://www.thegrocer. co.uk/buying-and-supplying/new-product-development/urban-eat-launches-healthier-food-to-gorange-eat-better/515716.article Fillipovic, J. 2016. The Major Problem With “Make America Great Again”. [Online]. [Accessed 23 November 2016]. Available from: http://www.cosmopolitan.com/politics/a55305/make-america-greatagain-donald-trump/ Fitbit. 2016. Meet Fitbit. [Online]. [Accessed 23 November 2016]. Available from: https://www.fitbit. com/uk/whyfitbit Haines, A. 2016. Circumventive Organs. [Online]. [Accessed 15 October 2016]. Available from: http:// www.agihaines.com/circumventive-organs Istvan, Z. 2014. A New Generation of Transhumanists Is Emerging. [Online]. [Accessed 23 November 2016]. Available from: http://www.huffingtonpost.com/zoltan-istvan/a-new-generation-of-trans_b_4921319. html Jordan, A. 2016. Coffee Cubes. [Online]. [Accessed 20 November 2016]. Available from: https://www. lsnglobal.com/briefing/article/19236/coffee-cubes Kelton. 2015. Athleisure: Bigger Than a Trend. [Online]. [Accessed 15 October 2016]. Available from: http://keltonglobal.com/blog-post/athleisure-big-

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ger-than-a-trend/ Landor. 2016. The millennial paradox: A generation uncovered. [Online]. [Accessed 9 December 2016]. Available from: http://landor.com/thinking/the-millennial-paradox-a-generation-uncovered Leith, K. P. Baumeister, R. F. 1998. Empathy, shame, guilt, and narratives of interpersonal conflicts: Guiltprone people are better at perspective taking. Journal of Personality, 66(1) pp. 1-37 MacLaren, E. 2016. History and Statistics of “Study Drugs”. [Online]. [Accessed 23 November 2016]. Available from: http://drugabuse.com/library/history-andstatistics-of-study-drugs/ Markula, P. 2015. Feeling Exercise Guilt? [Online]. [Accessed 9 December 2016]. Available from: https://www. psychologytoday.com/blog/fit-femininity/201502/feeling-exercise-guilt Martindale, J. 2016. Touch in VR goes in a predictable direction: VR sex suit sells out in hours. [Online]. [Accessed 23 November 2016]. Available from: http://www. digitaltrends.com/virtual-reality/tenga-vr-sex-suit/ Marriot, T. 2016. Nike introduces Pro Genius Mental Training to the Nike Football App. [Online]. [Accessed 23 November 2016]. Available from: http://digitalsport. co/nike-present-pro-genius-mental-training-to-thenike-football-app McGregor, R. 2016. Unlimited Self. [Online]. [Accessed 20 November 2016]. Available from: https://www.lsnglobal.com/briefing/article/20135/unlimited-self Mickiewicz, MF. 2016. Biohacking With Hallucinogens. [Online]. [Accessed 9 December 2016]. Available from: https://www.lsnglobal.com/opinion/article/20314/biohacking-with-hallucinogenshttps://www.lsnglobal. com/opinion/article/20314/biohacking-with-hallucinogens Mickiewicz, MF. 2016. Wake and Shake. [Online]. [Accessed 23 November 2016]. Available from: https:// www.lsnglobal.com/briefing/article/19948/wake-andshake

R E F E R E N C E S Mickiewicz, MF. 2016. Mind Games. [Online]. [Accessed 20 November 2016]. Available from: https:// www.lsnglobal.com/briefing/article/19661/mindgames Mobius. 2016. Eat more fat, your brain will thank you. [Online]. [Accessed 23 November 2016]. Available from: http://www.mobiusbreakfast.com/ blog/2016/3/10/eat-more-fat-your-brain-will-thankyou MoonJuice. 2016. Our Story. [Online]. [Accessed 23 November 2016]. Available from: https://www.moonjuiceshop.com/pages/benefits Openshaw, J. 2016. Workplace Wellness. [Online]. [Accessed 20 November 2016]. Available from: https:// www.lsnglobal.com/behaviours/article/19529/workplace-wellness-1 Openbionics. 2016. Augmented Future. [Online]. [Accessed 15 October 2016]. Available from: http://www. augmentedfuture.com Pells, R. 2016. More UK students turning to banned ‘brain boosting’ drug than ever before. [Online]. [Accessed 23 November 2016]. Available from: http:// www.independent.co.uk/student/student-life/noopept-study-drug-legal-high-banned-brain-boostingstudents-record-numbers-a7068071.html Pplkpr. 2016. About. [Online]. [Accessed 9 December 2016]. Available from: http://pplkpr.com Rees, T. Szymanska, A. Van Gilder Cooke, S. 2014. Awakening Tech. [Online]. [Accessed 31 October 2016]. Available from: https://www.lsnglobal.com/ macro-trends/article/16546/awakening-tech Rossi, B. 2016. Generation Y ‘more competitive than collaborative’. [Online]. [Accessed 23 November 2016]. Available from: http://www.information-age. com/generation-y-more-competitive-than-collaborative-1095242/ Sachs, G. 2016. Millenials Coming of Age. [Online]. [Accessed 11 December 2016]. Available from: http:// www.goldmansachs.com/our-thinking/pages/millennials/

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Siddique, H. 2016. British researchers get green light to genetically modify human embryos. [Online]. [Accessed 23 November 2016]. Available from: https://www. theguardian.com/science/2016/feb/01/human-embryo-genetic-modify-regulator-green-light-research Smartdrugs. 2016. Podcast Episodes. [Online]. [Accessed 23 November 2016]. Available from: http:// smartdrugsmarts.com/category/smart-drugs/ Smith, A. 2014. U.S. Views of Technology and the Future. [Online]. [Accessed 15 October 2016]. Available from: http://www.pewinternet.org/2014/04/17/usviews-of-technology-and-the-future/ Solomon, 2015. 2016 Is The Year Of The Millennial Customer: Is Your Customer Experience Ready? [Online]. [Accessed 9 December 2016]. Available from: http://www.forbes.com/sites/micahsolomon/2015/11/14/2016-is-the-year-of-the-millennialcustomer-heres-how-to-be-ready/#6b79e6b56e72 Takahashi, D. 2016. Open Bionics created a real bionic arm from the hero of Deus Ex: Mankind Divided. [Online]. [Accessed 15 October 2016]. Available from: http://venturebeat.com/2016/06/08/open-bionics-created-a-real-bionic-arm-based-on-adam-jensens-indeus-ex-mankind-divided/ Tobianah, V. 2015. The Millennial Obsession: Have We Gotten It All Wrong? [Online]. [Accessed 9 December 2016]. Available from: http://blog.leonardo.com/themillennial-obsession-have-we-gotten-it-all-wrong/ Vardi, N. 2015. Seeing I. [Online]. [Accessed 23 November 2016]. Available from: http://www.seeing-i. co.uk Walker, D. Buchanan, V. 2015. The Optimized Self. [Online]. [Accessed 15 October 2016]. Available from: https://www.lsnglobal.com/macro-trends/article/17235/the-optimised-self Weinswig, D. 2016. How ‘Athleisure’ Is Lighting Up Lackluster Clothing Sales. [Online]. [Accessed 15 October 2016]. Available from: http://www.forbes.com/sites/ deborahweinswig/2016/03/11/how-athleisure-is-lighting-up-lackluster-clothing-sales/#7edbe7f55684

I M A G E S Figure 1: Walker, D. Buchanan, V. 2015. The Optimized Self. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/macro-trends/article/17235/the-optimised-self Figure 2: McGovern, D. Jordan, A. 2015. The Optimized Self Explained [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/opinion/article/17475/the-optimised-self-explained Figure 3: Buchanan, V. 2016. A New Ethos. [Image]. [Accessed 11 December 2016]. Available from: https://www. lsnglobal.com/briefing/article/19269/a-new-ethos Figure 4: Salter, J. 2015. How workout wear became fashionable. [Image]. [Accessed 15 October 2016]. Available from: http://www.telegraph.co.uk/fashion/style/fashionable-workout-wear/ Figure 5: Jones, K. 2015. Ellie Goulding Celebrates Women’s Fitness In Nike Campaign. [Image]. [Accessed 10 October 2016]. Available from: http://www.huffingtonpost. co.uk/2015/01/29/ellie-goulding-celebrates-women-s-fitness-in-nike-campaign_n_7317156.html Figure 6: Blondon. 2014. Look Fit, Get Fit: The Hottest New Workout Wear. [Image]. [Accessed 10 October 2016]. Available from: http://www.blondeinlondon.com/ look-fit-get-fit-the-hottest-new-workoutFigure 7: Wass, M. 2016. The Hive Reacts To The Arrival Of Beyonce’s Ivy Park Active wear. [Image]. [Accessed 10 October 2016]. Available from: http://www.idolator. com/7628595/beyonce-hive-reactions-ivy-park-activewear Figure 8: Topfabric. 2016. Perforated Airtex Texture Jersey- Grey. [Image]. [Accessed 15 October 2016]. Available from: http://www.topfabric.co.uk/perforated-airtex-texture-jersey-grey.html Figure 9: Victoria’s Secret. 2016. VSX Presents Train Like An Angel: Runway Core. [Image]. [Date Accessed 15 October 2016]. Available from: https://www.youtube.com/ watch?v=ohjSM5pNtHA Figure 10: Mickiewicz, MF. 2016. Bio-Enhancement Anxiety. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/behaviours/article/20125/bio-enhancement-anxiety Figure 11: Walker, D. Buchanan, V. 2015. The Optimised

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Self. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/macro-trends/article/17235/the-optimised-self Figure 12: McGregor, R. 2016. Unlimited Self. [Image]. [Accessed 11 December 2016]. Available from: https:// www.lsnglobal.com/briefing/article/20135/unlimited-self Figure 13: Jordan, A. 2015. The Age of The Long Near: The Optimised Self Preview. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal. com/briefing/article/17126/the-age-of-the-long-nearthe-optimised-self-preview Figure 14: CLM. 2016. View Artists. [Image]. [Accessed 11 December 2016]. Available from: http://www. clm-agency.com Figure 15: Smith, J. 2016. Sweat Fest. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/briefing/article/19846/sweat-fest Figure 16: Panchal, ST. 2013. Design Brief: Rick Owens A/W 13/14. [Image]. [Accessed 11 December 2016]. Available from: https://sheenatarafashion.wordpress. com/2013/04/05/design-brief-rick-owens-aw-1314/ Figure 17: Chang, V. 2013. Concentration for $5 a pill. [Image]. [Accessed 11 December 2016]. Available from: http://www.macleans.ca/education/uniandcollege/concentration-for-5-a-pill/ Figure 18: Vandenberk, S. 2016. Photographer Research- Edward Honaker Research. [Image]. [Accessed 11 December 2016]. Available from: http://sarahvandenberkunit2photography.blogspot.co.uk/2016/03/photographer-research-honaker-research.html Figure 19: Maciejowska, K. 2015. Rest Room. [Image]. [Accessed 11 December 2016]. Available from: https:// www.lsnglobal.com/briefing/article/18497/rest-room Figure 20: Craggs, H. 2016. Europe Colour A/W 18/19: Worldhood. [Image]. [Accessed 11 December 2016]. Available from: https://0-www.wgsn.com.wam.leeds. ac.uk/content/board_viewer/#/69354/page/1 Figure 21: Syzmanska, A. 2016. Isolation Optimisation. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/briefing/article/19781/isolation-optimisation

I M A G E S Figure 22: Unknown. 2016. Slimesunday’s Glitch Art & Surreal Collages. [Image]. [Accessed 11 December 2016]. Available from: http://trendland.com/ slimesundays-glitch-art-surreal-collages/slimesunday-glitch-art-surreal-collages-4/ Figure 23: Unknown. 2011. Transhumanism in Music Industry. [Image]. [Accessed 11 December 2016]. Available from: https://illuminatiwatcher.wordpress.com/tag/transhumanism/ Figure 24: Gaskins, J. 2016. Fire. [Image]. [Accessed 11 December 2016]. Available from: https://crated. com/art/5934/fire-by-jasongaskins?product=FP&size=12%7C12&frame=BF&edge=250MA Figure 25: Szymanska, A. Maciejowska, K. 2016. The E-motional Economy. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/macro-trends/article/19104/the-e-motional-economy Figure 26: Unknown. 2014. BioHacking: It’s a Science/ Art that let’s you hack your way to awesomeness. [Image]. [Accessed 11 December 2016]. Available from: http:// www.theglimpse.com/biohacking-its-a-scienceart-thatlets-you-hack-your-way-to-awesomeness

[Accessed 11 December 2016]. Available from: https:// www.lsnglobal.com/briefing/article/19661/mind-games Figure 33: Moonjuice. 2016. Show us your #MoonJuice love. [Image]. [Accessed 11 December 2016]. Available from: https://www.moonjuiceshop.com/pages/social-gallery Figure 34: Mickiewicz, MF. 2016. Wake and Shake. [Image]. [Accessed 11 December 2016]. Available from: https://www.lsnglobal.com/briefing/article/19948/wakeand-shake Figure 35: Unknown. 2016. Foods To Boost Your Brain Power. [Image]. [Accessed 11 December 2016]. Available from: http://www.naturalhealthmagazine.co.uk/beauty/ foods-to-boost-your-brain-power Figure 36: Lester-Coll, G. 2016. A Farewell Letter to Exercise Guilt. [Image]. [Accessed 11 December 2016]. Available from: http://www.sakara.com/blogs/mag/how-toditch-the-exercise-guilt Figure 37: McDannald, J. 2013. The Best Fitness Tracker Today. [Image]. [Accessed 11 December 2016]. Available from: http://www.tested.com/tech/accessories/459451-best-fitness-tracker-today/

Figure 27: Unknown. 2015. Inspiration of the week- Jay Alvarrez & Alexis Ren. [Image]. [Accessed 11 December 2016]. Available from: https://www.konkrete.ca/blogs/ news/40046593-inspiration-of-the-week-jay-alvarrezalexis-ren

Figure 38: Unknown. 2016. Futurologist Predicts We Will Only Have Sex With Robots by 2050. [Image]. [Accessed 11 December 2016]. Available from: http://www.hungertv.com/feature/futurologist-predicts-we-will-onlyhave-sex-with-robots-by-2050/

Figure 28: Openshaw, J. Workplace Futures. [Image]. [Accessed 11 December 2016]. Available from: https://www. lsnglobal.com/opinion/article/19166/workplace-futures-1

Figure 39: Haines, A. 2015. Circumventive Organs. [Image]. [Accessed 11 December 2016]. Available from: http://di13.rca.ac.uk/project/circumventive-organs/

Figure 29: McGregor, R. 2016. Unlimited Self. [Image]. [Accessed 11 December 2016]. Available from: https:// www.lsnglobal.com/briefing/article/20135/unlimited-self

Figure 40: Unknown. 2015. Sex Dolls That Talk Back. [Image]. [Accessed 11 December 2016]. Available from: http://www.nytimes.com/2015/06/12/technology/robotica-sex-robot-realdoll.html?_r=0

Figure 30: Pplkpr. 2016. About us. [Image]. [Accessed 11 December 2016]. Available from: http://pplkpr.com Figure 31: Flashpop. 2016. Group of friends having fun. [Image]. [Accessed 11 December 2016]. Available from: http://www.gettyimages.co.uk/detail/photo/ group-of-friends-having-fun-high-res-stock-photography/451812765 Figure 32: Mickiewicz, MF. 2016. Mind Games. [Image].

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Figure 41: Hovnanian, RL. 2016. Perfect Baby Showroom. [Image]. [Accessed 11 December 2016]. Available from: http://www.rachelleehovnanian.com/perfect-baby-showroom/ Figure 42: OpenBionics, 2016. Augmented Future. [Image]. [Accessed 11 December 2016]. Available from: http://www.augmentedfuture.com