new body culture, tattoo, smart drugs, future fabrics in fashion and a fast reality check on body...
DESCRIPTION
A reality check and new body culture The world around us seems sometimes totally out of control, our lack of ability to catch it and being here and now is difficult. Naturally we come to a point where we feel loose of control and everything feels as a giant chaotic state. We stop and drop out. The capability to grip disappears. Most people drop out of fashion, music, film or digital trends at one point. We tune out and our kids tune in, soon they are also turning out. Their kids continue this merry goes round in a faster and faster way than before. Not unlike the wheel of life and death, (Dharma wheel) this cycle goes on and every time we believe that we see, hear or feel as everything never have been done before. But this, but this is far from the truth. And how many parents have not shaken their heads while the youngest turns up the volume to 11. Parents who scream out; turn of that noise off, you call it music? Its dam noise”, forgetting that they heard the same thing from their parents. Where is the borderline between young, old, hippies or punks? The difference between young and old, hippies or punk, local or global culture get mixed and melt different cultural elements together. We are more adaptable than ever, like chameleons we change, adopt and paste into every situation we face, anywhere at any time. Walking global media units receives, sending and sort out information faster and faster. This is a highly dangerous development, everybody needs to disconnect from time to time, but try to take away from whomever the mobile phone and laptop for a week, you will after a day or two see a pale, uncomfortable and highly restless person. If the mobile phone was the modern cigarette Smartphones are the new Heroin, you get highly addicted, but not the same abstinent physical illness. About a week ago day on the tram this young, drunk and homeless boy sit next to me and talk to everyone and he screams out that he did not understand much about it all. I replied as I sat next to him that it was good to hear because I do not understand anything as well. What do I know? I was thinking what do I really know? And I got this lost feeling that everything happening around me is unreal. One see and read all the news about education, terror, war, friends, social media, jobs not jobs, the terrorists in Afghanistan the war in Iraq, Steak or Sushi for dinner, red or blue, Athens or Rome, Facebook or Twitter, blog or web site? And then I just get dizzy. There are so many choices. When I start thinking like this I feel that I am totally losing the grip into the big chaos that surrounds me.TRANSCRIPT
the future is now
By kenneth @ ftmResearch & buddha jeans™
mega trends towards 2020
boards by kenneth @ buddha jeans™
f t m R e s e a c h
• kenneth lyngaas founder of ftmresearch, buddha jeans and lyngaas ftm publishing
• head of trend research levi strauss europe, middle east & africa 1997 – 2001
• responsible for mega trends research 2000 levi strauss, middle east & africa
• project lead new packaging and label system levi strauss 2000 global . recycled denim paper labels, denim paper, business cards,
• design manual & label /packaging design by (mark farrow @ farrow design) and kenneth lyngaas (levi strauss europe middle east & africa) project lead
• founder of pro rib boats, disco brand entertainment, lyngaas publishing & buddha jeans company
• the future is now & research will be published march 2012 , digital format
• kenneth lyngaas will be avaliable for mega trend creative workshops from 15th of february – april
concept cars green & sustainable product design a mega trend
research & sources*
• Research by kenneth lyngaas & krish pawar research interviews & dialogs with leading people across branches and industries.
• Innovators, politicians, scientists, architects, brand managers, creative, thinkers, economics
• LinkedIn special forums - twitter, slide share, Facebook – Google – yahoo answers, you tube, tree hugger, Wikipedia, blogs & internet
• databases - books, magazines & statistics national sources (various sources), trend forecasting companies & agencies
• special interviews varner retail group, l’oreal, acombe, inspectorate legislation office norway,
• snøhetta architects, lucy seven tattoo studios, elexia training & spa group,
• oslo west, studies of religions oslo universities, vg digital national newspaper, brand republic, telenor mobile division,
• levi strauss europe co, karma tashi ling buddhist community, gandhi foundation and wgsn
private guards - security systems – private soliders
planet fear – a reality check - creates security industries
mega trend research 2000 – 2005 Levi’s Strauss Europe, Middle East & Africa
the key trends we predicted was:
a reaction towards big
brand exploitation of
global resources & workers
brand - logo overload
a growing concern of the world health
sustainable thinking
less is more
res earch foundation
what are mega trends ?
a major movement or shift in cultural behavior that
influence different subjects around us. including
communication, retail, music, media, art and fashion.
it’s not a fad but last for a longer period of time
3 – 10 years
Mc luhan electric world
we are inter- connected
real i ty check
mc l uhan on the future
«a friend said the future is the future present. if you really are
curious about the future, just study the present. only those
who have learned to perceive the present can predict the
future. they need only predict what has already happened by
being the first to see trough pattern recognition. for the future
is the future present»
chaos theory
there i s s i mpl y a need to break out
s i m p l i c i t y
extract chaos
what i s happening i n the wor l d?
from local to global thinking modern communication technology makes it
possible to be everywhere at any time
a wor l d i n rapi d change
mexico city – los angeles - shanghai - bankok – tokyo london – manila – delhi – lagos – new york
22 mega polis
in 2ooo 50% of the world population lived in cities
in 2025 increase to 5 billion people (two thirds of them in poor countries )
rapi dly growi ng mega ci ti es
entertainment over load
i n every as pect of our cul ture i t’s no l onger cul tural events
i t’s enter tai nment events from mus eums to real i ty tv
mus eums = enter tai nment
ai r por t = mal l
+ chu r ch = mal l
+ gover nment = s hoppi ng
+ edu cati on = s hoppi ng
+ mu s eu m = s hoppi ng
+ mi l i tar y = s hoppi ng
+ l e i s u r e act i v i ty = s hoppi ng
+ vacati on = s hoppi ng
= enter ta i nment over l oad
entertainment over load
ter ror i sm
rel i gi on confl i cts l ack of cul tural under s tandi ng
power of the bl ack gol d oi l
+ 650.000 rape per. year (world)*
1,2 pr minute robbery (us)
14,5 sec burglary (us)
stolen car every 31 minute (us)
but the danger signals is from less educated
and drop outs – increasing
violence & rape decline but
US A wor s t cas e s cenar i o cos t
of the f i nance cr i s i s
7.000 bi l l i on$ dol l ar s
compar e
total cos t war i n I r aq
3000 bi l l i ons $*
fi nance cr i s i s
climate changing is the defining issue of our age
all companies have responsibility to take action
gl obal warmi ng
lack of spirituality
people all over the world are seeking for a new truth and reality,
there is a move away from tradition and superstitious religions.
they are perceived as old fashion, rigid and non-problem seeking.
the eastern religions and in particular Buddhism is perceived
«positive, nonviolence» alternative religion.
we see this clearly in the increase of mind driven and inner body
sports as yoga and meditation
ethnic confl icts
s mal l er ethni c confl i cts
al l over the wor l d
rise in life espectancy
we l i ve l onger
a s teady r i s e fr om the 60’s
anti agi ng dr ugs
r epl acement of or gans
awar enes s of l i fes ty l e di s eas es
better dr ugs
l ower death r ate at bi r th
l es s heavy phys i cal wor k
work i s no l onger l ocated
• modern communication technology makes it possible
• global education and university standards • people study abroad • increase in global business • global brand find less costly solutions to place
service as call center etc.
l ack of non- renewabl e s ources of energy
energy s i tuation i n the wor l d
bio technology
biotechnology is a field of applied biology that involves the use of living organisms and bioprocesses in engineering, technology, medicine and other purposes.
nano tube nanometre = size of a nail grows in one second
will change the world as we know it. slowly the world will never be the same
1,3 billion € european community investment 2010
market value + 1 trillion €
9 folded investment in less than 8 years
nano technology
i nformation over l oad
we are constant media, liberating every thing
the new language fast media develops use of symbols and icons.
we are now developing a brand new written language
this language use much higher grade of symbols , signs
and logos, because the way we perceive and sort
visual objects are much faster than the written word
the reality check gives us a few answers
the reality check give us the foundation to predict certain directions that makes an impact and influence in our lives. the main question: how are the consumer affected by these happenings and directions? how does the new consumer look like? the new business, opportunities and treats?
new body culture chapter one the fu tu r e i s now
By kenneth @ ftmResearch & buddha jeans™
mega trends towards 2020
boards by kenneth @ buddha jeans™
mega trends what now?
The reality checks give us the foundation to predict certain directions that makes an impact and make an influence in our lives. The main question: how are the consumer affected by these happenings and directions? how does the new consumer look like? the new business, opportunities and treats?
the green movement are gai ni ng i ncredi bl e growth and l ead to a new s us tai nabl e wor l d order . green thi nk i ng i s not onl y a par t of a mega trend
i s a new way of l i vi ng
mega trend the s us tai nabl e new wor l d order
mega-trends from long term to fads
Product level
product group level
brand level
reality check
mega trend
to understand the model
a merge of technology, social values, politics,
problems, possibilities and threats create a dynamic
map the field where the lines cross over the next circle
indicates often new eras of business opportunities
g
n g
new business concepts evolves
where the circles connect concepts
evolve
Bio – nano – digi - mania
Sustainable product design
global warming
the green wave
the s ol ution
concept cars green & sustainable product design a mega trend
introduction inner & outer flow body art & tattoo the inner fashion new fabrics in fashion the way we eat future medicine smart drugs biological drugs
Smart drugs anti-aging drugs Future of make up research and make up future sports inner training yoga meditation job & education summary biological drugs
content new body cul ture
the new body culture
• body culture is in fact very important, in every aspect.
• we use the body to get the most out of life. as the human lifespan increase we need to keep it shape.
• we have new medicine, surgery, implants, electronic devices that help us in daily life.
• still the body is a spiritual place that needs to be taken care of.
• it's our home, an expression of who we are; from the inner we establish a certain style & fashion that reflect us.
• from body art trough fashion as an extended depot. our skin is a blank canvas ready to be explored.
the new body cul ture
new body culture
• we look at the body differs from the south to the north. north has a rugged and close to nature behavior,
• while the south has a sensual body and gender.
• in the east it’s holistic • while in the west energetic and fit
• the mind is no longer the electric center for the world of mind, but also organic center.
• this is interesting, because it opens for a whole new world of chemical, bio, brain food, Nano, smart drugs.
nature & nude l ook
the inner & outer flow
the buddha observed that basic experience does not divide into inner and outer; rather the inner flows into the outer and the outer flows into the inner. it is only by some cartesian method of systematic doubt that an inner world of ideas and perceptions is separated from an outer world of physical things
body ex pos ure i n our envi ronment i n changes
tribe space
family
public space
inner space
camelon – sex stylish - genderless situation depending alone or with others
adapt – formal- sex impress – uniform leadership
acceptance – follow impress – provoke experiment - style
accptance – provoke please – situation dependent
genderless – comfort experiment – try new
• we adapt chameleon type of fashion as we meet more new people in less time than ever
• Juxtaposes of styles in tribes makes us extremly style adaptive
• The modern society get less family oriented as more people live in single housholds for a longer time
• Our friends style influence and get more important than ever
• Gender changeability • We dress more alike even we
say that we are individual
body exposure in our environment
Inner – outer -body fashion
body – mind – spirit template to explore ageless – anti age altering drugs- skin care increase of body form - modifications body upgrades gender changeability anorexia – bulimia – surgery control of body mass
overweight – lifestyle – class tattoo – symbols – abstract – retro meaning - complex – true art intelligence upgrade software smart drugs gene doping – replaceable genes precision – design – engineering
new renaissance man
the new renaissance human
new renaissance
human
template explore
ageless anti age
body upgrade
genger changeability
control body mass
lifestyle management
tattoo symbols art
tattoo fashion
intelligence upgrade
gene doping
design engineering
new renai s sance human
tattoo goes art
tattoo fas hi on s ymbol s
• the i nner meani ng and the s oci ol ogy appr oach
• l ack of moder n s oci ety cer emoni es • s tatement i ncl ude a r i te tattoo – • for ever - nes s – pai n – bel ongi ng • bel ongi ng as a r es ul t of popul ar i ty • bel ongi ng a fas hi on vi ewpoi nt • not s tandi ng out of the cr owd • accepted i n the s oci ety • cul tur al devi ance
trends l arger tattoos
fas hion tattoo
• increase in popularity – a wave of bodily fashion
• first wave of modern tattoo 1900 - a signal of belonging – symbol - protection - reminder of position - (boat type) & travels (japan)
• 2nd wave 60’s with the movie easy rider, - biker culture
• motorcycle clubs - state a belonging to a tribe
today • increase popularity amongst girls • trends are larger tattoos – story of
belonging- enemy or friend • growing body fashion culture • iconic celebrities as David
Beckham makes tattoos more acceptable in society
• tv programs as miami inc.
new fabrics in fashion
new fabrics
grow able garments
programable garments
programable garments
programable garments
spray on clothing
nano clothing
eco cotton
transformable clothes
programable garments
• digital devices – Bluetooth – cameras – plastic pads – i pads charges batteries - plug ins keyboards - helmets
• rec digital inside garment – around – in fabrics • recognize & identify wearer – military purposes • Embedded video • open doors contact networks • thieves protection • take pulse – measure blood-pressure recognize &
identify wearer military purposes
programable garments
s pray on cl othing
appl i es to the nak ed body, non- woven fabr i cs
r emoveabl e – s hape s tay s s ame – new us eabl e
hy br i d th i nk er s f r om di f fe r ent r es ear ch ( MI T ) , cos met i cs compani es acr os s medi cal s ecto r
grow abl e garments
• removable – shape stays same – new useable synthesis of biological systems can make it possible to design fabrics and materials.
• copy & past elements in nature for example between a spider & silkworm and grow the version (tissue engineering)
• silkworm = stronger than steel cable, twice as elastic • spider silk cloth gene of a breathable, ultra-thin, light, don’t tear
and elastic makes it perfect for sportswear, protective clothes and surgical implants
• living bacteria – cultivates and grow multiply • create waterproof, self-cleaning & odor remover material • grown in bio reactors not unlike farming, grow fast • environmental friendly – less water, not destroy nature, animals
and break down without chemicals
grow abl e garments
nano technologies in fabrics
• the most innovative and future oriented product that will be created
• this technology makes it possible repair themselves after scratches
• the nano technology will be able to transform the molecular structure to make the clothes hard, soft, stretchy or stiff
• no need to iron, reduce temperature of washing and even unnecessary
• we do not really know how this wills affect fashion in the future
nano technologies i n fabr i cs
• will increase significantly the next years • recycle – up cycle – rework - redo – remake reconstruct • swap and rent clothes • lack of natural resources and fabrics makes 2nd hand big
business in the future • multi functional clothes and objects, transfer objects • intelligent conducting polymers used to change size, form • garments that combines technology, tracksuits that uses
batteries to keep athletes warm to avoid injuries etc.
s us tai nabl e and trans formabl e cl othes
s econd hand cl othes wi l l i ncreas e bus i nes s and be good bus i nes s
new drugs & mak e up
new body culture
anti -aging
drugs & cosmetics
smart drugs
llifestyle related drugs
make up trends
nude & natural
look
drugs or cosmetics
what we eat
anti aging drugs
• research on non-organically that too expensive or impossible to make naturally
• A two directional trend one towards the natural and the other trend towards advanced bio technology
• modern make up are getting closer and closer to what the large drug companies make and the products come now under the medical law
• to activate the ability to keep the skin younger for a much longer. the development in this era happens fast
• womans in their late forties will still have the same skin as in their twenties when the skin get activated and preserved early
• in the future we will take our daily needed hybrid drugs and the effect will cure and make you look good at the same time
the nude look
• a trend driven from natural plant extracts, truly organic, natural and with less packaging
• use pigment in the skin to reflect the natural light and makes the skin adapt natural tone whatever light setting
• the skin should therefore look as natural possible • packaging that can be recycled, trade fair or look and feel
more «green» than the product is • products that represents a clean or nude look • key words as natural, clean, pure, organic, sustainable
smart drugs the key to top jobs?
• It’s a coming trend as the overload of information makes
• Huge companies headhunt for future jobs candidates in
• Early university studies, this increase pressure on
• Student to perform better
• US studies approx. 25% of health student had taken neuron-enhancing drugs (2010) Modafinil
• To combat fatigue – top university students pay until
• 20.000 £ a year
• Ritalin trigger dopamine – without ADHD makes the students alert & awake
• Increase motivation of studying, no memory loss, and no sleep
our l i fes tyle i s deathly
• 1 in 3 dies from a heart disease • 1 in 7 dies from cancer • 1 in 23 dies from stroke • Almost 60% of the deaths in 1990’s • were related to lifestyle diseases
l i fes tyle rel ated drugs
a heal thier di et
• the trend is towards a healthier alternative
• people are more aware of the risk involved with unhealthy diets and alternatives.
• governments from treatment to preventions.
• better and right food is a part of the green & sustainable lifestyle trend
• global resources as water and land uses 10 more space to grow meat than vegetables (India moves from vegetal to meat based diet, simply not enough land to produce)
• almost all major fast-food chains have an alternative menu who gives a better and more healthy option
• women’s in general eats healthier and influence household
Illegal drugs ( chapter escapism)
the chapter escapism subject to be found in the chapter escapism
s ports and work out*
• increase sport and activities related to body & mind increase
• we choose to work out the inner body than the outer body.
• as a reaction to negative stress ( reality check)
• yoga & meditation in many different styles and differentiations
• increase of activities in teams and together in classes
• holistic and eastern oriented sports and activity increases tai chi, qigong, kung Fu
• less focus on outer body training • less popular individual driven
sport activities • woman in sports higher valued in
media and increase salaries and bonuses
*sport and activites as yoga and meditation chapter the 20th century hippie the new consumer
increase body & mind sport
relevant work and education in this sector
the futur e i s now k enneth l yngaas founder £ cr eati ve
di r ector ftmr es ear ch & buddha j eans ™
mobi l e +47 47247803 mai l : k enneth@buddhaj eans . com
bl og: buddhaj eans . com
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