FT
FUTURE THINKING
Holly Overland N0519371
CONTENTS.
23 24 26
Travel Our Way Experience Economy
Technology Rising Pollution
Technology Seamless Integration
Health More is better
Health Capture a life you can read Mindfulnes
Origin & Evolution
Definition
Aim Methodology
Societal Trends & Social Impact
15 16 17 Work Smart- Casual
6 7 8 9
References Illustrations Bibliography
Whats Next?
Technology Apps
Technology
Health Athleisure
18 20 21 22 Technology Combining Data & Experience Medical Reality
27 28 32
Travel Slow Travel Deeper Exploration
Work Future Environments
Work Elvolving Workstations
Work Independent Working
Industry Sectors
10 12 13 14
Aim.
“The future is not some place you go we create the future.”
(Anne Lise Kjaer. 2015)
The aim of this report is to identify how Health and Wellbeing influences society, highlighting how the trend affects numerous industry sectors, and how companies are responding to this. Focusing towards, how health and wellbeing currently influences the fashion and lifestyle sector and the impact it holds over consumer behaviour. The research will ensure the evolution of the trend, how it has evolved, and the future it may hold for tomorrow’s people.
Methodology. The research conducted was entirely collected from secondary sources both online, and offline. In depth data and information analysis around health and wellbeing was collected from online sources such as, websites, databases, company reports and articles, to shape and fulfil the body of the report. Alongside information from offline sources, for instance magazines, gallery visits, books and journals.
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HEALTH & WELL-BEING
H&W Health is a state of physical, mental and social wellbeing. Numerous factors impact the health of consumers, including background, lifestyle, economic and social conditions.
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Origin & Evolution. 8
The origins of health and wellness are ancient. Wellness is routed in intellectual, religious and medical movements, alongside historical traditions that together contribute to modern wellness today. During the 19th century, methods of self-healing, holistic approaches and preventive care were founded and popularised. However, corporations today have developed working environments and wellness programs, influenced by the growth of the fitness industry, that is currently experiencing rapid growth. Wellness is brought to mainstream audiences through experts and icons we aspire to. Global brands today are exploiting health promotion strategies, and the term ‘health and wellness’ is positioned across the media, medical establishments and promoted by the governments. With the renewed desire and emphasis on health and wellbeing today, consumers are focusing on ways to achieve and maintain a healthy, balanced lifestyle, both mentally and physically.
Societal Trends & Social Impact.
Today, health and wellbeing is supported heavily by the government, working environments and is profoundly notified amongst schools.
Consumers of today want to feel good whilst looking good, in conjunction with the rise amongst the health and wellness market booming and continuously on the increase, growing into a $3.4 trillion industry. (Andrea Bell. 3.2015) Labeling the dominating social status as, ‘living clean, and keeping healthy.’ In addition to both social, and cultural values, the trend impacts across society and all industry sectors influences consumer behaviors today. In correspondence, trends are highlighted within the sectors connecting them simultaneously. A key driver being the digitalization that has fundamentally changed our society forever, connecting us to everything and everybody, amongst products, services and organizations. Additionally this has influenced the rise amongst social media, and our visual culture, lavished by images, yet fewer words, allowing us to think and learn through imagery. Enabling platforms for consumers to promote their ‘health to happiness’ lifestyles.
Fashion sales across Eastern Europe have been steadily growing, and this, combined with increased disposable income across Eastern Europe, especially in Russia and Poland, may incentivize government investment in the creative industries as policy-makers wake up to the economic potential of promoting New Eastern design. (Alex MacDonald. 7. 2015) Cultural boundaries are beginning to blend, today we are able to see more, and therefore more is also coming to us. This impacts consumer-buying behaviors, as we’ve become more experimental amongst clothing, travel and food preferences as a result of this. However, financial issues amongst households are likely to affect a consumer’s wellbeing. Reports state that those with lower household incomes are significantly more likely to describe themselves as unhealthy, due to affordability.’This may impact consumer’s long term, as we are living longer due to healthier eating. (Mintel. 7. 2014)
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INDUSTRY SECTORS WORK.
HEALTH.
TECHNOLOGY.
TRAVEL. 11
INDEPENDENT WORKING.
WORK.
‘In the UK, 4.6 million people are self-employed (the highest number to date); in the US, 30 million (forecast to rise to 40 million by 2019).’ (Carys Williams. 2. 2015) With the rise of unemployment in 2008, this has resulted in an upsurge of self- employment, potentially as an alternative to unemployment consumers today are working more independently.
‘Companies don’t provide enough formal training to employees so it’s up the individual to self-educate and increase their value to the company.’ (WGSN. 6. 2013) Therefore society has ensured a in a push for consumers to work independently. Today we are surrounded by technology to educate ourselves endlessly, resulting in a rise amongst consumers working outside the workplace, which has rapidly increased in recent years. ‘A major inflow for travel and tourism has been predicted due to the rising number of independent workers.’ (Carys Williams 2. 2015)
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Fig 1. Remote Workers
Social media today operates as a business tool, it provides platforms for brands and individuals to connect and network, enabling potential business opportunities, bringing a whole new level of transparency to the workplace. In addition to our fast paced lifestyles, independent working is an alternative to maintaining your personal life around your career.
‘According to a study by Millennials Branding and oDesk, the most common reason cited for leaving employment was freedom at 69%.’ (Carys Williams. 2. 2015) Studies show employees are taking a fluid approach to working individually, however this may set businesses back due to the lack of creativity and idea generation amongst individuals. Furthermore, this would enable further opportunities for employees, as fluidity allows them to be more creative, alongside becoming more culturally aware, and as a business as a whole. This is a movement amongst workplaces that could potentially reshape the way in which we work forever. We’re becoming less attached to conventional career paths, and more about professional independence to create emotionally satisfying lifestyles. (Carys Williams. 2. 2015)
EVOLVING WORKSTATIONS. Evidently, where we work, and office spaces amongst workplaces are becoming more of a status symbol. The space is no longer perceived as a desk, it is seen as who we are and this is our lifestyle choice. (Carys Williams. 7. 2015)
offices, housing, hotels, bars, spas, pools, fitness centers and themed entertainment areas. This is more like your company town. (Carys Williams. 7. 2015)
Employers are looking to create and employees are looking to find. So, what does this mean for the future? It means the office will entertain you, inspire you, teach you things, take care of you, get you fit, chill you out, and put a stop to those long days and late nights. It means the workplace is going to be a lot more fun. (Carys Williams. 7. 2015) The quote above states that brands are aware of evolving workstations, however can they really do enough? Consumers today, would much rather balance their work-life integration around their own means and time, than be in an office. Google is a prime example of this with their London HQ. They are creating colossal headquarters that border on village life. They are not plugging just one building but many, and there will be an abundance of trees, parks and cafes, alongside
Fig 2. Google HQ London However, employees are moving away from work places, ‘62% of Millennials said they would quit their current jobs tomorrow for a life-changing adventure.’ (Protein Risk. 2015) Showing consumers today are looking for further purpose, to enhance, in order to get the best of both worlds. Traveling whilst working is becoming a new trend, allowing consumers to embark upon new ways of living.
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FUTURE ENVIRONMENTS. Global conference Digital Nomad and GCUC, are business that has already begun to support consumers with location-independent working, allowing communities to come together. (Carys Williams 2. 2015) Today, working on the move is the norm and we no longer leave work at. However work is no longer enough, consumers are always on the look out for ways to better ourselves and this is a movement that needs to be supported, by providing alternative methods. If we no longer leave work at work, then why should we sit in an office for so many hours of the day, yet continue after hours elsewhere? Brands today are slowly adapting, and beginning to create solutions for workers on the move, our future workspaces are changing due to work-life integration. ‘Four and a half new co-working spaces have emerged per workday in the last 12 months.’ (Carys Williams. 2. 2015) Currently creative independence cafés in London and Paris named Café Craft, provide spaces for workers amongst inspiring environments that facilitates and caters to their needs. Additionally, Vrumi in London is a daytime room rental service that provides spaces professionals and creative workers to rent by the day or week, before they’re off to their next destination. Alongside Desk Surfing, the app allowing you to work on a wave, so you
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can find your favourite work-spot in any located destination. (Carys Williams. 2. 2015) Where we are today, may not be where we are tomorrow and brands need to adapt to our change in behaviours to cater towards our behaviours, we’re not looking back, we’re moving forward.
Fig 3. Cafe Craft, London ‘Millennials have work-life integration. And they are looking for activities that provide emotional connections that can provide a dialogue with partners.’ (WGSN. 4. 2015) Millennials are beginning their working lives, opting for more flexible career paths, differentiation from today’s workforce and traditional workday schedules. Their emphasis will focus towards professional independence and creating a lifestyle for them.
SMART-CASUAL. In addition to a relaxed dressing amongst the workplace, designer Paul Smith has already introduced a suit designed for flexibility on the high street, and named a ‘suit to travel in.’ The suit doesn’t crease, therefore employees can look good whilst feeling comfortable throughout the day. The garment was designed for movement, fitting into the growing ‘destination wear’ market, made from performance fabrics outside the sportswear market. (Paul Smith. 2015) As work and lifestyle boundaries continue to diminish, it is possible that further alternatives to work wear will being to emerge, enabling comfort and multipurpose garments at the forefront.
Fig 4. A Suit to Travel In
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HEALTH.
‘CAPTURING A LIFE YOU CAN READ’
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‘Right now we are entrenched in fast culture, fixated with the fast lane, obsessed with quicker, better, more.’ (Carys Williams. 9. 2015) Conventional socializing is changing, due to living in a society where the pace of life has accelerated. Resulting in busy, stressful, modern lifestyles, with contribution to additional stress-related disorders and depression, and in recent years an upsurge amongst mental health issues. This has lead consumers to search for ways to recharge and recuperate, both mentally and physically.
MORE IS BETTER.
The key attraction to consumers in regards to their health is the promotion of a healthy body and mind, in order to be the best you have to feel the best and today consumers are doing everything to achieve this. This has become a key marketing tool across several market sectors. Instead of brands promoting weight-loss benefits, they’re communicating with consumers selling that eating well will increase mindfulness and productivity. People are so into yoga, with an emRegardless of consumer’s income status, phasis on bodily and spiritual wellbeing, eating clean is targeting all demographics. which doesn’t really sit well with the Superfoods, detox water, and supple‘work hard, play hard’ lifestyle of week- ments such as ‘liquid lunches’ are on the ly toil relieved by drunken weekends. rise, due to our busy lifestyles, providing (WGSN. 4. 2015) a quick fix for nutrients without taking time out to indulge. Organic and sustainable Today skipping lunch and working late food sales have increased rapidly, whilst is the norm, however we need time to food restaurants have begun to adapt and reflect and to reconnect with people cater for consumers with specific dietary and places that matter most. ‘The new requirements. However, the economic print publication from Latvia, is also in- pressures of society suppress health spiring us to reduce our lifestyle tempo. issues. Its motto: capturing life that you can read.’ (Benji Knewman. 2015) Slower living is becoming mainstream, focusing on the moment, allowing time to think and enjoy what matters most.
MINDFULNESS. Millennials are increasingly identified as ‘unaffiliated’ with organized religions, but 37% still consider themselves spiritual. But while key religions are suffering, spirituality is gaining mainstream awareness as they search for a higher meaning in an increasingly agnostic society. (WGSN. 4. 2015) In addition, consumers are turning to mindfulness to get to know their inner self, exploring spiritual boundaries to help manage our thoughts and feelings, driving new meaning and aiding productivity and concentration within our lives. Businesses today are supporting this shift, as a happy and healthy workplace is crucial. Top banking firms such as Goldman Sachs, Barclays and JP Morgan, offering mindful training, courses and retreats. (Carys Williams 7. 2015) Being mindful allows consumers to focus on the mind, boosts concentration and allows us to act more level-headed. Established companies are placing emphasis on mindful play amongst the workplace, in order to support workers and achieve successful outcomes.
Fig 5. Mindful Retreats
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ATHLEISURE. As health and wellness permeates the consumer mindset, its little surprise that activewear has transitioned from a fashion category trend into a lifestyle choice. What has been astounding is the speed of consumer adaptation and recent market growth. In the US, activewear sales reached $33.7bn in 2013, and the UK market projects sales of £5.34bn in 2016. (Andrea Bell. 3. 2015) Athleisure will become a 178 billion dollar industry by 2019. (Veronica WGSN. 10. 2015) Functional comfort and stylish is at the forefront when purchasing active wear. Resulting in higher competition across the fragmented marketplace, sportswear brands are not only upping their game, collaborations amongst designers, celebrities and join merchandising techniques have begun to emerge both online and offline.
Growth of performance sportswear to lifestyle counts for 15% of global clothing market. (Veronica WGSN. 10. 2015) This is creating a new edge for brands, they’re moving away from their origins to keep ahead of the game. However today selling a product is no longer enough, it’s about selling a lifestyle. Brands have already begun to modify consumer experiences, superlux is becoming more original, and redefining consumer experiences is key to flourishing sales. Consumers want to feel that personalized connection and to be involved.
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Fig 8. Nike Exclusive Gym - New York
Fig 6
Fig 7
Fig 9
Technology is impacting our relationships amongst friends, family and co-workers. It redefines our communication, and it’s changing our society. Today we lack face-toface communication, questioning how little we actually know about the people we think we know, and how little do we know ourselves?
The science of epigenetics has shown that our online experiences may permanently, even heritably, transform our DNA. This means that things we feel, like trauma and loss, change the way future generations are wired. By this logic, can communication physically transform us? (Huffington Post. 10. 2014) Digitalization is becoming integrated within our identities, shifting across society and is a means we cannot change. However its functionality has already advanced across humanity to a point where prosthetics have become more powerful than human limbs.
Fig 10
Attention sucking power of Technology
TECHNOLOGY. 20
A recent study by Digital Commons at Connecticut College found that face-to-face interactions are now the third method of communication behind text messaging and instant messaging. (Andrea Bell. 3. 2015)
APPS.
Wellness wristbrand Airo goes beyond activity tracking, and builds a rounded portrait of consumer lifestyles. Consumers are using healthcare apps for personal use and by endlessly combining data and exercise it enables us to be more knowledgeable about our bodies, health, and lifestyle patterns than ever before. Health apps are becoming a faithful source, ‘and in the US, 247 million people have downloaded a healthcare app for personal use, and 21% of Americans now use some form of tracking technology to gather their health data (Pew Research 2015.)’ We have begun to explore changes within the consumer mind-set, and technology is leading the way to our future. Apps are also providing a database where consumers can log their food intake, calorie count and provides a platform to build an all-round healthy lifestyle.
Fig 11. Health and Fitness Apps ‘A new study by mobile analytics company Flurry reports that usage for health and fitness apps has grown by 62% in 2015.’ (WGSN. 6. 2015)
Apps are not only being used to track our health. Mindfulness apps such as Buddhify and Breathe Sync, allow us to take time out to reflect providing restful techniques through mobile means, aiding us to reflect through technology rather than despising it. In correspondence, consumers taking virtual vacations through their smartphones, we get the same sensory experience without the time and cost, yet it allows us to feel rejuvenated and content. Besides tracking your own health, the Kinsa smart thermometer enables parents to track their children’s health and compare it to symptoms in the local area. Providing a community for parents to share and educate not only themselves, but others within the community. In the future, this will allow us to prevent the contamination of illnesses before they occur, as we will become more knowledgeable as a result of technology.
Fig 12.
Kinsa Smart Thermometer
Health by app is expected to be one of the fastest-growing markets in technology and lifestyle over the next decade. Currently valued at $1.3 billion, the mobile health industry is projected to grow to more than $20 billion by 2018, while the healthcare analytics market is forecast to be worth $21.3 billion by 2020. (WGSN. 6. 2014)
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COMBINING DATA & EXPERIENCE. Brands Nike and Cody, offer apps with coaching programs, exploring different ways to incentivize exercise. Amongst the apps, activity updates and motivation from other users is provided, with the aim the build a culture of shared experiences and encouragement across users.
Fig 13. Nike Fitness App. Zombies, Run! applies the same principle of gamification but adds a narrative, hoping to lock users into regular exercise as they become immersed in the story. ( WGSN. 6. 2014)
Fig 14. Zombie Run App. This app takes a more humorous approach to exercise, operating missions during ‘the zombie apocalypse.’ This attracts a wider range of users and doesn’t necessarily target
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fitness fanatics however it targets consumers that engage with games. Furthermore Pact, is one of the first apps offering financial incentive whilst exercising, consumers are pledged an amount of money to follow through, if they fail to live up to the ‘pact’ they lose their money. This is becoming a key energising motive when it comes to exercise, it gives consumers a competitive mind-set in order to achieve their goal. This form of encouragement makes the experience easy and enjoyable for consumers whilst exercising, allowing them to manage their health whilst enjoying themselves, therefore it isn’t perceived as a task outside our daily lives. This holds endless opportunities for business to connect to consumers with mental health issues, tackling obesity, diabetes and so on.
MEDICAL REALITY. Consumers are becoming their own body specialist, through the means of technology. A prime example of this is The Tooth Tattoo, thisis a wireless sensor that detects bacteria such as E coli and salmonella before the contaminated food is digested. In correspondence Google and Novartis’s smart contact lens is the most awaited sensor to date, due to hit the market 5 years from now with wearable contact lens, measuring glucose in tear fluids by sending the data directly to the patient and doctor.
With diabetes affecting nearly 382 million people globally, the smart lens is Google’s entry into the wearable blood-sugar tracking market, which is projected to be worth over $12 billion by 2017. (Andrea Bell. 5. 2015)
SEAMLESS INTEGRATION. While the market for wrist-worn devices such as smart watches and fitness bracelets is growing, there is also rising interest in wearable technology that is less visible and doesn’t get in the way. This creates opportunities for clothing that contains wearable tech such as Ralph Lauren’s T-shirt that measures biometrics such as calories burnt and heart rate and Victoria’s Secret’s sports bra with built-in electrodes that can connect to a heart monitor. (Mintel Report 2015)
brands to aid consumer buying behaviours to drive sales amongst the latest sportswear. For example, Ted Baker collaborated with online bike retailer Wiggle to launch its Raising the Handlebars cycling gear, featuring shirts with an antibacterial finish to prevent odours. Designers are evolving to our functional needs, they can no longer skim the service by ‘labelling’ their products, consumers are shifting towards multipurpose, and if it doesn’t wow us, we aren’t interested.
With the combination of big data and little data connecting statistics and experiences, wearable technology is becoming our second skin, bringing us closer to our bodies and providing us with the means to monitor everything. (WGSN. 1. 2015) Harrods sold the Glofaster smart running jacket at the beginning of 2015 for a limited period of time making the Glofaster an exclusive item that consumers were intrigued about. Designers are also exploring smart technologies, for example running shoes, connecting consumers to an app, allowing them to track their fitness These advancements are differentiating brands from the the competition.
Furthermore, 31% of men aged 16-24 are interested in sportswear made from innovative fabrics and male under-35s place the most importance on performance-enhancing sports clothing and footwear. (Mintel Report 2015) This demographic requires innovation when it comes to athletic fabrics in order to create partnership amongst clothing and tech
Fig 15. Glofaster in Harrods.
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RISING POLLUTION.
Today urban growth is unpredicted, and cities today home more than half the world’s population resulting in higher impact amongst congestion, pollution and poverty.
Based in China, Any Air is a wearable air purifier that filters 3,000 litres (792.5 gallons) of air per hour. The headset is equipped with smart sensors that send air-quality updates throughout the day and alert wearers should they enter a high-pollution area. (Andrea Bell. 5. 2015)
Fig 16. Any Air Purifier Electrochemical bio-senses are seen to be the ‘New Design Priority,’ alerting consumers of the environmental toxins and pollution surrounding them. Although this is currently only happening in China, this advancement of sensory products is predicted to become an everyday item.
Air pollution in China contributed to 1.2 million premature deaths in 2010, representing a loss of 25 million years of healthy life. (Jason Lee. 2015) Resulting in healthier lifestyles for consumers globally. However in order to maintain healthy lifestyles consumers need to work together as a community, and individually. As a result of rapid urbanization, vast opportunities for more connected homes, global networks and smarter cities will occur.
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Fig 17. Future of Urban Living
EXPERIENCE ECONOMY.
TRAVEL.
OUR WAY. Technology is changing our travelling experience. We are shifting towards paperless travel where everything is done digitally, from bag tags to travel passes. Today we personalize our journey, planning each step of the way. Due to the evolving sharing economy, future impacts such as design, service, branding and marketing messages will begin to adapt to the cultural shift in behavior. Visual imagery today impacts our holiday destination decision making, deterring where we travel globally due to the rise amongst social media due to a well-executed image with a snappy caption can portray ‘a thousand words.’ (Christian Guthier. 3. 2015)
Not only does experience bring humans more happiness than possessions, but it also makes others more interested in what we have to say. Simply put, our friends would rather hear about that ice marathon we ran more than about yet another pair of Louboutins we bought. (WGSN. 8. 2015) Travel exposes us to elements and new forms, projecting our experiences and discovering new things. ‘Accessing the inaccessible, letting your spirit be your guide, luxury = time, and the more exotic the better.’(Cox and Kings 2015) Defining the true meaning of luxury, it is no longer a price tag, it extends beyond products, and bypasses tangible, it’s all about moments made.
‘I think there is something about luxury – it’s not something people need, but it’s what they want. It really pulls at the heart.’ (Marc Jacobs 2012) Today we are more interested in communicating what we have to say in addition to showing off what we’ve bought.
‘Travellers are seeking unique encounters, where they can uncover and discover the best-kept secrets. This is less cocktails-by-the-pool, and more feeling like a local in a foreign city, immersing yourself in the spirit of unexplored territory.’ (WGSN 8. 2015) Stating consumers of today are willing to pay just as much for a unique experience, it’s more about looking deeper and searching for meaning.
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SLOW TRAVEL. ‘In an interview with Fortune, Airbnb founder Brian Chesky predicted “a world where people don’t travel; they’re just permanently mobile.’ (Carys Williams. 2. 2015) Travel is slowing down, consumers are travelling deeper and enjoying a destination in greater depth, immersing themselves in the spirit of the place and their cultural wellbeing. Today it’s about being involved, living in the moment of a different culture and exploring traditional remedies and foods, experiencing their day-to-day practices. ‘Around the world, cooks, both trained and not, are hosting sporadic, legally questionable supper clubs and dinner parties in unofficial spaces.’ (Andrea Bell. 3. 2015) Global communities are bringing worldwide consumers together, transforming the ways we dine, by creating authentic and alternative ways to connect offline. Bringing back human interactions, through technological advancements and enhancing our living.
Fig 18.
Experiencing More
The essence of holidays, and therefore travel, is to get what you don’t get enough of the rest of the time. And for more and more of us, this isn’t movement, diversion or stimulation; we’ve got plenty of that in the palms of our hands. It’s the opposite: the chance to make contact with loved ones, to be in one place and to enjoy the intimacy and sometimes life-changing depth of talking to one person for five minutes of 15 hours. (Carys Williams. 9. 2015)
DEEPER EXPLORATION. Consumers are travelling for meaning in order to reflect on their importance, and place in the world, alongside the people we meet along the way, but shouldn’t we sit back and enjoy our surroundings regardless? Today, older people are driving new forms of tourism, allowing them to rejuvenate and focus on health improvement alongside personal and spiritual growth due to their affluent lifestyles. Exploration and experience is impacting creative and theatrical travel, it’s inspiring a new era that is evolving beyond financial reach of many consumers. (Mintel, 1. 2015) These consumers are luxury travellers. However, in recent years there has been a rise amongst younger travellers, due to the growth amongst emerging countries, it’s allowed younger, more affluent consumers to travel progressively.
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WHAT’S NEXT? 28
With the overabundance of material, consumer mindsets today are more about experimentalism, craving experiences and seeking cultural appreciation, but more importantly doing. For the future will we see a shift amongst travel, to boost creativity and productivity amongst consumer lives and businesses due to how the economy is evolving in the search for a more meaningful purpose. Furthermore the rise across the travel and tourism sector has already begun, due to the rising number of independent workers, and the freedom consumers are craving. It’s an upcoming industry, which evidentially will result in a remarkable change on how we live, and balance our demanding lifestyles. With the upsurge of travel and independent workers, it enables vast opportunities for networking prospects. Ways to connect travellers and business opportunities have already begun, laying the foundations for globally connected communities in order to support offline networking, in comparison to online networking which is slowly diminishing our traditional relationships and rerouting us back to our origins. Today technology is integrated within us, we aspire to the ever-growing need of convenience and constant connectivity across the globe, which is rapidly becoming our way of life. ‘Online access has increased cultural, social and intellectual tolerance globally.’ (Technologies Research Group. 2015) Stating that online access in order of
business and personal relationships needs to be embraced. In correspondence, businesses also need to think of ways to connect with consumers, due to technological advancements consumers will block out their existence, as a result of lack of engagement in comparison to competitors. With the economy today rapidly growing, estimated to potentially double in the next 12 months, consumers are engaging in some form of economic sharing daily. This provides huge networking potential amongst consumers, reinforced alongside the growth amongst emerging economies it provides strong values with the means to expand. Todays society is more transparent than ever, online access encloses both business and consumer data and is invading our privacy, which we see as a threat. However, early adaptors to Airbnb have leveraged these platforms, allowing us to control our identity and reduces the fear of friction that occurs when verifying user identity, increasing trust and beginning to build online relationships which we are slowly adapting to. Consumers today crave personalization within our lifestyles, and ways to fuel our creativity and ambiguous mindset. We are no longer interested in branching out and this is the key shift shaping todays society.
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TALKS Future Lab (2015) Broadway Cinema Nottingham. Accessed: 10. 2015 Food Futurology (2015) Nottingham Trent University: Accessed: 10. 2015 Speedo Looking beyond 2020 (2015) Nottingham Trent University. Accessed: 10. 2015 WGSN Active Nottingham (2015) Nottingham Trent University. Accessed: 10. 2015
VIDEOS Daniel graft medicines future, 2011, Ted Talk, Available at: https://www.ted.com/talks/daniel_kraft_medicine_s_future [Accessed 20th October 2015] Circular Economy, 2015, Ted Talk, Available at URL: https://www.youtube.com/watch?v=mjc7uuxAJMw [Accessed 23rd October, 2015] 9 ways that sound affects our health wellbeing and productivity, 2013, Ted Talk, Available at: http://blog.ted.com/9-ways-that-sound-affects-our-health-wellbeing-and-productivity/ [Accessed 20th October 2015]
GALLERIES What is Luxury (2015) Victoria and Albert Museum London. Accessed 8. 2015
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Front Cover. Negative Space (2014), by The is Colossal: Available at URL: http://www. thisiscolossal.com/category/art/ (Accessed 7th November 2015)
ILLUSTRATIONS.
Fig 1. Remote Working (2014), by Sarah Sutton Fell: Available at URL: https://www. linkedin.com/pulse/20140324224813-60144-remote-work-companies-who-are-winning-the-race (Accessed 7th November 2015) Fig 2. Google HQ London (2015), Thomas Heatherwick: Available at URL: http:// static1.uk.businessinsider.com/image/557af65d833c9e907e17d588/google-has-hireda-new-superstar-architect-to-design-its-1-billion-london-hq.jpg (Accessed 7th November 2015) Fig 3. Craft CafĂŠ (2014), Anna Brones: Available at URL: http://sprudge.com/cafe-craft-paris-cafe-freelancers-50251.html (Accessed 7th November 2015) Fig 4. A Suit to Travel in (2015) Paul Smith: Available at URL: http://www.paulsmith. co.uk/uk-en/paul-smith-world/news/paul-smith-presents-asuittotravelin-london-collections-men (Accessed 7th November 2015) Fig 5. Mindful Retreats (2015) Mindfulness Journeys: Available at URL: http://www. mindfulnessjourneys.com/ (Accessed 7th November 2015) Fig 6. Rita Ora X Adidas Origionals (2014) Adidas: Available at: http://londontheinside.com/wp-content/uploads/2014/08/ROmain1.jpg (Accessed 7th November 2015) Fig 7. Stella Sports (2015) Adidas: Available at: http://fashionweekdaily.com/wp-content/uploads/2015/01/Screen-shot-2015-01-05-at-11.56.20-AM-800x470-1420477784. png (Accessed 7th November 2015) Fig 8. Nike Luxury Sports Gym Soho New York (2015), Nike: Available at: http:// www.empireave.com/wp-content/uploads/2015/10/nike_45_grand_soho_ny_03818x546.jpg (Accessed 7th November 2015) Fig 9. Attention Sucking Power of Technology (2011), Antonine Gieger: Available at: http://www.thisiscolossal.com/category/art/ (Accessed 7th November 2015) Fig 10. Attention Sucking Power of Technology (2011), Antonine Gieger: Available at: http://www.thisiscolossal.com/category/art/ (Accessed 7th November 2015) Fig 11. Health and Fitness Apps (2014), I Tech Wiz, Available at: http://healthyceleb. com/wp-content/uploads/2012/10/Health-app-android-iOS.jpeg (Accessed 7th November 2015) Fig 12. Kinsa Smart Thermometer (2015) Kinsa: Available at: https://kinsahealth.com/ (Accessed 7th November 2015)
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Fig 13. Nike Coaching App (2015) Nike: Available at: https://www.nike.com/us/en_us/c/running/nikeplus/gps-app (Accessed 7th November 2015) Fig 14. Zombie Run App (2015) Zombie Link: Available at: https://zombiesrungame.com/ (Accessed 7th November 2015) Fig 15. Glofaster Harrods (2015) Harrods: Available at: http://www.glofaster.com/olabs/wp-content/ uploads/2015/01/simon-glo.jpg (Accessed 7th November 2015) Fig 16. Any Air Purifier (2014) Any Air: Available at: http://www.psfk.com/2014/11/headworm-headgear-china-air-purifier.html (Accessed 7th November 2015) Fig 17. Future of Urban Living (2015) Mad: Available at: http://www.dezeen.com/2015/06/19/ mad-designs-hilltop-village-wilshire-boulevard-beverly-hills-villa-condominiums-los-angeles/ (Accessed 7th November 2015) Fig 18. Experiencing More (2013), Lexi Quinton: Availbale at: https://www.gapyear.com/features/193432/slow-travel-with-gapyearchat (Accessed 7th November 2015)
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