TRENDSETTING/TRENDSETTERS/ FORECASTING/ SOCIAL INFLUENCE/ FASHION/ RIPPLE EFFECT/ MORALRESPONSIBILITIES

Within Melbourne youth culture, we’ve identifi ed that there are no singular dominant fi gures within society that greatly infl uence their lifestyle choices, but rather, their peers and the people within their immediate social circles bearing the greatest impact upon their choices.

With Melbourne openly defi ning itself as a cultural hub, the emphasis placed upon defi ning individuality bears great impact on the individual choice.

By using word of mouth and targeting the perceived trendsetters within the social circle, it is proven that the new mentality adopted by these individual will infl uence their friends, and in turn permeate various other sub-cultures within melbourne youth.

WHEN YOU CREATE CULTURE, YOU CREATE CHANGE.

/ THE POWER OF BRAND

/ BRAND ANALYSIS/ STATUS ANXIETY/ WANT VS NEED/ IF WE HAVE SO MUCH, WHY AREWE SO UNHAPPY?

/ CONFORMINGTO TRENDS

Marketing sustainability as a desired product or thing which individuals can consume. Playing on the idea of status anxiety within individuals, there is the desire to keep up with the times, through this there is the opportunity to create desirable products and lifestyle trends which inadvertently create sustainable change.

By removing the association between sustainability and current stereotype of green, recycled, ‘save the world - tree hugging’, sustainability can be re-invented as a brand, allowing for sustainable initiatives and trends to replicate those which are currently desired by the target market.

The idea of forming an umbrella brand which existing companies and events can unite under, creating both positive awareness for them whilst supporting an important and desirable initiative to create sustainable youth communities within melbourne/australia.

/ TRENDS IN SUSTAINABLE LIVING

/ CREATIVE SUSTAINABILITY

Sustainability is often grouped in to the unachievable by the target market, it is seen to be a gimmick used to market material goods or to gain governmental support. In the process the youth have become desensitised to it as an issue which identifi es the need for a sustainable initiative to be integrated within existing youth culture.

The idea that public spaces and youth events could have a sustainable footnote, creating an awareness without demanding action. If trendsetters were to embrace sustainability in terms of place making, people would be more inclined to adopt similar techniques/styles within their personal environment.

There is a need for youth to see/visualise their sustainable contributions because at the moment it is perceived as a lost cause, an unattainable thing.

/ ACQUIRED SENSE OF TRUTH

/ SUSTAINABLE CULTURE

/ PERCEIVED BENEFITS OF CHANGE

/ COMMUNITY/ SUB-CULTURES/ SOCIAL PATTERNS/ COMPASSION FATIGUE

An ethos is acquired over time, based on your beliefs, infl uences, family and friends

Education and self representation form a basis for future change in the way you want to be perceived by others and by yourself. By creating a community with sustainable values, it is hoped that utilising trends and more specifi cally, the ripple effect, that participants will not only change their personal ethos but be in a position to infl uence others, gaining their trust and support.

Our research shows that friends and family form the greatest infl uence in all aspects of life, highlighting the need for self education within peer groups as current government initiatives and organisations do not have the appeal to directly infl uence our way of thought as their is not an established level of trust required to manipulate an ethos.

Currently there is a situation where compassion fatigue is becoming increasing prevalent through the media. In changing economic times, a level of self benefi t, reward is required to warrant monetary contributions.

/ PLAY/ SELF BENEFIT/ REWARD SCHEMES/ POINT SYSTEMS/ INCENTIVE/ CHOICE

By using the vehicles that are perceived to be most effective in crafting personal identity, we hope to create a desirable image association with environmental sustainablity.

Creation of a points or rewards scheme where the incentives and returns are actually relatable to the needs/want of our target market. Within our demographic (18-25) there is a need for self reward from actions to motivate individuals to participate or support a cause. Project phosphor could act as an incentive for sustainable action.

The idea of creating healthy competition and enjoyment within peer groups through sustainable events and desired consumables.

ENVIRONMENTALSUSTAINABILITY

IDENTITY& SELF

CONSUMERISM

ETHOS

/ IF TRENDSETTERS WERE TO INCORPORATE THIS INTO THEIR PRACTICES YOU WOULD SEE OTHERS FOLLOW SUITE AND A SUSTAINABLE CULTURE DEVELOP.

/ SUSTAINABILITY AS A HABIT, SOMETHING YOU DO WITHOUT THINKING.

/ PUBLIC SPACES WERE MORE SUSTAINABLE - PEOPLE WOULD OPT FOR SIMILAR IN THEIR HOME ENVIRONMENTS.

/ YEAH.....BECAUSE YOU FEEL SO INSIGNIFICANT - HOW CAN YOU MAKE A DIFFERENCE SO YOU ARE LESS INCLINED TO DO IT.

/ WE USE SO MUCH,WE BUY SO MUCH.

F/ FRIENDS M2/ MAGAZINES O/ ONLINE M/ MUSICBC/ BARS/CLUBS

FASHIONINFLUENCE

F

O

M2

MBC

PERCENTAGE OFINCOME SPENT ONSOCIAL/MUSIC/FASHION20%40%60%80%

INCOME SPENTSOCIAL/MUSIC/FASHION

80%

60%

20%40%

M/ MONTHLYW/ WEEKLYN/ NEVER

HOW OFTEN YOUDISCUSS SUSTAINABILITY

M

N

W

S/ SOCIALR/ RELATIONSHIPSF/ FASHIONM/ MUSICW/ WORK EDUCATIONS/ SPORTS/HOBBIES T/ TECHNOLOGY/MEDIAC/ CURRENT ISSUESE/ ENVIRONMENTP/ POLITICS

PERSONALINTERESTS

S

R

F

MW

S

T

C

EP

F/ FRIENDS/FAMILYCM/ CLOTHES/MUSICS/ SOCIAL AGENDA C/ CAREER E/ EDUCATION R/ RELIGION/BELIEFS

IMPORTANCE OFMEANS OF SELFREPRESENTATION

F

C

S

C

E

R

M/ MAGAZINESF/ FRIENDSO/ ONLINE R/ RADIO C/ CLUBS F2/ FASHIONC2/ CHARTS

MUSICINFLUENCE

F

MC2

F2

C

R

O

S/ STYLE N/ NEED SE/ SELF EXPRESSIONI/ INNOVATION T/ TRENDS P/ PEER PRESSURE

REASONS FORPURCHASING

S

N

P

T

I

SE

F/ FAMILYM/ MEDIAE/ EDUCATIONFR/ FRIENDSO/ ORGANISATIONS

INFORMSSUSTAINABILITY

FFR

O

E

M

S/ SOCIALR/ RELATIONSHIPS/SEXM/ MUSICF/ FASHIONS/ SPORTS/HOBBIES W/ WORK/EDUCATIONC/ CURRENT ISSUEST/ TECHNOLOGY/MEDIAE/ ENVIRONMENTP/ POLITICS

TOPICS OFCONVERSATION

S

R

M

F

S

W

C

TE

P

F/ FRIENDSSP/ STREET PRESS MAGAZINEO/ ONLINE

SOCIALINFLUENCE

F

O

SPEnvironmental sustainability is often grouped in to the “unachievable” within our demographic. An intangible belief whereby we feel that any signifi cant change is beyond our control.

Currently there is a situation where compassion fatigue is becoming increasing prevalent through over exposure in the media. It is seen to be a gimmick used to market material goods or to gain governmental support. In the process we have become desensitised to it as an issue, which identifi es the need for a sustainable initiative to be integrated within existing youth culture.

Within Melbourne youth culture, there are no singular dominant fi gures within society that greatly infl uence our lifestyle choices, but rather, our peers and the people within our immediate social circles bearing the greatest impact.

Through using word of mouth and targeting perceived trendsetters, it is proven that the new mentality adopted by these individuals will infl uence their friends, and in turn permeate various other sub-cultures within melbourne youth, resulting in a ripple effect.

By fi nding a way to incorporate sustainable practices into things that are already of importance to us, like social agenda or means of self expression, perhaps we can infl uence the general perception of the issue without feeling as though we are making sacrifi ces or foregoing anything in the process.

There is a need for youth to see/visualise their sustainable contributions because at the moment it is perceived as a lost cause, an unattainable thing.

By helping creating a community with sustainable values, we will not only change our own personal ethos, but be in a position to infl uence others.

We are inviting you to trigger curiosity, provoke discussion, evoke compassion, and dispel ignorance.

An opportunity to break the stereotype, and begin to think outside of the box.

PROJECT: PHOSPHOR is about creating a community of like minded people.

A collective voice through whatever means we feel is most appropriate and benefi cial to our immediate needs, whilst always considering the future implications of our actions.

When you create culture, you create change.

In the age of consumerism, sustainability must be bought or consumed as an idea. We propose the idea of an ‘umbrella brand’ which can lead sustainable event and product initiatives in the Melbourne Youth Community setting up a discourse between industry and the youth on the topic of sustainability.

This umbrella brand will look at the different areas within the market place and the deliverable will comprise of an overall brand mark, naming and brand architecture, style guides where it is illustrated how brands can work with Project: Phosphor. This style guide, brand strategy document will document future directions for the project and allow others to implement it correctly.

Publication In marketing sustainability as a desirable within the youth market, it has been identifi ed that visual stimuli, a provocative and informative book is required which is aimed at the target demographic. Often books on sustainable lifestyle are aimed at older markets using the ‘green’ stereotypical design that has become associated with the issue.

The publication will aid in the role of Project: Phosphor being an environmental and cultural information source for the target market. It is hope that though use of eclectic imagery and fashion styling that it will sit in the market place with other youth orientated magazines and initiatives such as WON and VICE.

Web The online components of the project will form the ongoing relationship base between project phosphor and the target demographic. The research fi ndings and publications will be on display whilst the website will also act as a cultural portal, a ‘cool hunter’ for sustainable cultural and youth events.

Through integration of online networking sites like facebook, the community we have formed will be monitored, and ongoing discussions and analysis of progress will assist in the planning of future projects.

Event A gathering of community within a social environment will be held at the Nevermind bar in Hawthorn in May. This event will as an informative exhibition within a social confi ne with the work on show creating dialogue on the issue. The event will be documented for our process journal to be submitted at the end of the project.

Fashion / desirable On the night and after the event, the target market will be able to purchase items of fashion/publication design. There will be packs for sale comprising of a t-shirt, event publication and poster wrapped inside a branded calico bag. The idea that these items when used will be for a primary purpose of self-representation but will create brand awareness and discussion thus having the role of informing the wider audience on the need for sustainable lifestyle.

The event will exhibit works which have been designed based on the information and needs identifi ed through the community formed at the focus group.

It is hope that the fashion and sustainable event side of the project will act as the ‘pebble’, casting off the ripple effect to other trendsetters, rippling out into the wider community.

DIGITAL PHOSPHORPROJECTPHOSPHOR.COMPROJECTPHOSPHOR.WORDPRESS.COM PHOSPHOR-USINFO@PROJECTPHOSPHOR.COM ANTHONY NELSON 0421 078 380ALEXANDER WARD 0403 003 200

AUSTRALIAN GREENHOUSE EMISSIONS PER CAPITA • WERE 28.2 TONNES IN 2004 AND THE HIGHEST IN THE WORLD. (1)

VICTORIA’S TOTAL ANNUAL GREENHOUSE GAS • EMISSIONS ARE 123,025 KILO-TONNES. (1)

66% OF VICTORIA’S EMISSIONS ARE • FROM THE STATIONARY ENERGY SECTOR (NON-TRANSPORT).(1)

THE AVERAGE VICTORIAN HOUSEHOLD PRODUCES • ALMOST 12 TONNES OF GREENHOUSE GAS FROM ENERGY USED IN THE HOME. THE AVERAGE VICTORIAN CAR PRODUCES 4 TONNES OF GREENHOUSE GAS EVERY YEAR. (2)

USE AND PRODUCTION OF ENERGY REMAINS THE • LARGEST SINGLE CONTRIBUTOR TO GREENHOUSE GAS EMISSIONS – MAKING UP 84.4 PER CENT OF TOTAL EMISSIONS. AND DEMAND FOR ENERGY CONTINUES TO ESCALATE ALONG WITH A GROWING POPULATION AND ECONOMY.(2)

WE HAVE THE WORLD’S WORST GREENHOUSE GAS • EMISSIONS PER CAPITA. (3/4)

WE ARE AMONG THE MOST WASTEFUL NATIONS, • PRODUCING MORE THAN 2,000 KG OF WASTE PER PERSON PER YEAR.(5)

WE CONSUME MORE WATER IN HOUSEHOLDS THAN • ANY OTHER NATION. (6)

BELOWPHOTOGRAPHY SHOOT.A VISUAL REPRESENTATION OFTHE FORMED COMMUNITY, THE BASIS FOR PROJECT: PHOSPHOR

1. Sustainability VictoriaEnergy use in victoriahttp://www.sustainability.vic.gov.au/

2. INFORMATION SHEET, Victorian Greenhouse Gas Inventory – 2005;Department of Sustainability and Environment, 2007

3. 726.67 tonnes of greenhouse gas emissions per capita - based onUNFCCC 2004 Kyoto Protocol Annex I emissions data (including LULUCF) and World Bank 2005 population estimates.

4. 828.2 tonnes greenhouse gas emissions per capita as stated in‘Australia State of the Environment 2006’; Independent report tothe Australian Government Minister for the Environment and Heritage,Beeton RJS (Bob), Buckley Kristal I, Jones Gary J, Morgan Denise,Reichelt Russell E, Trewin Dennis (2006 Australian State of theEnvironment Committee), 2006; available from:http://www.environment.gov.au/soe/2006/index.html

5. Based on waste data from EPA Victoria landfi ll levy returns andEcoRecycle Victoria annual industry recycling surveys as reportedin ‘Towards Zero Waste Strategy, Progress Report for 2004-05’and ‘Towards Zero Waste Strategy’ September 2005; and populationdata from ‘2006 Census of Population and Housing’, Australian Bureau of Statistics

6. Water footprints of nations: Water use by peopleas a function of their consumption pattern’; A.Y. Hoekstra and A.K.Chapagain; Water Resources Management, 2007, 21:35–48

7. ABS Australian Social Trends Report, 2006

8. General Social Survey: Summary Results,Australia, 2002 (ABS cat. no. 4159.0).

9. A Tale of Two Theories: A Critical Comparison of Identity Theory with SocialIdentity Theory Michael A. Hogg; Deborah J. Terry; Katherine M. WhiteSocial Psychology Quarterly, Vol. 58, No. 4. (Dec., 1995), pp. 255-269.

10. MAKING SUSTAINABILITY COOL Jerry Stifelmanhttp://www.treehugger.com/fi les/2005/08/can_sustainabil.php

11. Pink is out but Blue is in… Understanding Fashion & trend forecasting?By : Deepak Singhhttp://www.fi bre2fashion.com/industry-article/9/836/pink-is-out-but-blue-is-in-understanding-fashion-trend-forecasting1.asp

12. Who’s cool in the great celebrity green rush?.By Lauren Veevers and Paul Bignell (Sunday, 15 April 2007)http://www.independent.co.uk/environment/climate-change/whos-cool-in-the-great-celebrity-green-rush-444719.html

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PROPOSEDOUTCOMES