Democratizing the Future - European Centre for Women and ...

Interfacing with the FutureJosephine GreenPhilips Design, Royal Philips Electronics

How major corporations perceive and interface with the future is toorestricted and is compromising our prosperity and wellbeing:– We need to free up time and the future– We need to go from a technology and market led to a socially ledapproach– We need to research and engage with the future differentlyIt is time to democratize the futureJosephine Green Philips Design 2006 4

What drives the future?Josephine Green Philips Design 2006 5

What drives growth?e c o n o mi n d e xi cGr o s sI n d e xw e l f a r e )t i meWe cannot continue to “consume” the future in this wayJosephine Green Philips Design 2006 6

DiversityCreativityFrom mass consumption to mass creativityJosephine Green Philips Design 2006 7

Web 2: (Social) Networking / community enhancing websites•The• user Blogs: is the5 million.supplier170,000(andaddedthus thedaily,whole1/sec.world potentially a source):• YouTube: 100million clips daily viewed• of content My Space:116 (blog, wiki,millionFlickr),users in 3 years & 367% growth web traffic in 1 yearof taste/emotion #1 video viewing (Amazon, site (42% Delicious), of YouTube viewing is via MySpace: 1.5 billion video`sof goods in 7/2006 (eBay),• of contacts Wikipedia: (my 112 Space, languages Orkut) with at least 1000 articles• of relevance OhmyNews: (Google Korean pagerank), collab media: 80% of content from > 41000 citizenreporters. Users Over move 2 million from readers the back per end day to the front end of innovation andof reputation and feedback (eBay, Tripadvisor),• E bay: through 150 Million enabling users platforms worldwide, and tools 50Min create EU, up singularly 29% or one together year. 350 millionof storage searches and daily server (rivals (peer2peer) capacity Google). their On (P2P), own average value 21 and million solutions items for sale/day.• of connectivity Gaming: massive-multiplayer (wifi sharing, mesh online networks) games (World of Warcraft: 6.5 million users)of intelligence (business web 2)45% of total web users visits these sites +/- 1.8 billion web pages•The real viewed/month enabler for disruption in member (different community from Bubble sites = 1): over 57 million every day!- low entry barriers (technical and financial) and- viable business models (e.g advert-brokerage model )IPTSJosephine Green Philips Design 2006 8

What is Quality of Life?Josephine Green Philips Design 2006 9

Q u a l i t y S u s t a i n a b l e•S e l f•R e l a t i o -fn asmh ipl y s,•P a r t i c i p a t i o n•B a l a n c eN e w•S o c i a l•E n v i r o n m e n t a l•e c o n o m i cJosephine Green Philips Design 2006 10

An ecology of people and technologyPeople don’t “consume” technology, they live with itside by side. Less about “what do I need”? And more about“how can I/we take advantage of this space to do what wewant in the way we want to”?As people and technology co-exist, then the context, the activity and theexperience become important.From consumption to contextJosephine Green Philips Design 2006 11

An ecosystem of information, services, experiences and solutions.• deep customizationopen tools & product/service combinations which are adaptive, personalized,changing, and evolving• a dynamic systemic approach- from stand alone to connected- from technology innovation to social innovation basedon new ways of living, new ways of doing and new ways of beingJosephine Green Philips Design 2006 12

Re-thinking health careThe health crisis•A new health consciousness and quality of life•Aging population•Increasing growth of chronic disease (diabetes, heart, Alzheimers, obesity etc)•Limited public resourcesThe biggest industries of the 21 st century will be social industries - health,Need education, for a new wellbeing approachthese are set to dwarf the great industries of theA more systems and structural 20th century-cars, reform and telecoms, radical transformation.IT, steelActive Welfare: From Sick Care to HealthcareThe social industries will contribute to 30% of the economyThe “full engagement” The old of industries people under their own 5% healthcare, as activeparticipants along the continium prevention-care. A decentralized,distributed and co-created health system which is stakeholder drivenJosephine Green Philips Design 2006 1320

An ecology of growthLocal distributed economies based on local resources andknowledge, local production andconsumption, relevant to the social and environmental contextIt offers a different development model and a different way ofperceiving and acting in the world based on:• local production and consumption• users as co-producers• social and environmental qualities• deep quality and experienceA model based on sufficiency and more equity.Learning not how to give more but to take less based on:•efficiency - redirecting technology research and programs. More from less•consistency- using nature in a compatible manner•sufficiency - re-thinking lifestyles. Learning to live elegantly, within limits and inharmony with nature. Deciding how much is enoughWolfgang Sachs”Globalization and Sustainability” The Wuppertal Institute, GermanyJosephine Green Philips Design 2006 14

G l o b a lP u r c h a s i n gP a r i t y>5a d v a n c e dm a r k e t sP o p u l a t i o ni nThe dream of $ wellbeing - dreamt until now by a few is not sustainable for all.e m e r g i n g 1We have to $ change. We have to mlearn a r how k e tto s live better consuming lessenvironmental resources and regenerating the contexts of lifeEzio Manizini. Politecnico of Milan

Industrial agePeople agean age of changea change of ageWe live in an age in which we have to re-invent many of our social industriesincluding health, education, wellbeing, care, transport, our lifestyles and eventhe very growth models on which they are basedJosephine Green Philips Design 2006 162

From a technology led to a market led to a socially led companySocial InnovationWhy innovateWhat we innovateHow do we innovateWho InnovatesJosephine Green Philips Design 2006 17

Researching the FutureForesight,Trends &People Research:Integral futures, Socio-dynamics, CultureScanPersonas, Generations on line communitiesJosephine Green Philips Design 2006 18

Researching the FutureForesight, Trends and People ResearchShort terminsightforecastforesightLong termJosephine Green Philips Design 2006 19

Socio-cultural narrativesidentity transformation meaningEthnographic personas11Josephine Green Philips Design 2006 20

Researching the FutureForesight,Trends &People Research:Integral futures, Socio-dynamics, CultureScanPersonas, Generations on line communitiesEngaging with the FutureCultural InnovatorsCreative CommunitiesSocial EntrepreneursJosephine Green Philips Design 2006 21

Cultural CarriersPaul Ray’s research on 100.0000 Amercans has identified the Cultural Creatives asan emerging class held together common beliefs and a shared world view:Cultural Creatives: aprox 24% of the adult population (44 million in USA)Core CCs- 50%- Global sustainability- Leading edge thinkers and creators- Upper middle class- 66% women, 33% men- Above average incomeKey values- More concerned with psychology- The meaning of life, new knowledge- Being socially concernedGreen CCs- Very green- Strong interest in spirituality- Middle class- 55% women, 45% men- Above average incomeKey values- More environmentally focused- Strong social and community concernsCultural Creatives operate at the leading edge of change and will be a powerful forcefor change in the coming yearsThe future is already here , it’s just not evenly distributed yet.William GibsonJosephine 2004-01-20 Green Philips Design 2006 227

Creative CommunitiesLocal economiesEMUDE –Emerging User Demands for Sustainable SolutionsTo explore the potential of bottom up social innovationas a driver for . technological and production innovation.Josephine SS Green Philips Design 2006 233

Social entrepreneurs and social venturesSocial entrepreneurs embed their social mission in business and reachself sufficiency through earned income.Josephine Green Philips Design 2006 24

Pyramids and Pancakes“ Every few hundred years in Western History there occurs a sharptransformation. Within a few short decades, society rearranges itself:its worldview (paradigm), its basic values, its social and political structures,its arts, its key institutions. Fifty years later there is a new world”Peter Drucker “Post Capitalist Society”Josephine Green Philips Design 2006 25

Researching the FutureForesight,Trends &People Research:Integral futures, Socio-dynamics, CultureScanPersonas, Generations on line communitiesEngaging with the FutureCultural InnovatorsCreative CommunitiesSocial EntrepreneursCo-Creating the Futureopen, collaborative inclusive researchJosephine Green Philips Design 2006 26

A Paradigm Shift in InnovationInnovation is being democratized with active user roles, open innovationprocesses, a widening scope ranging from product and services innovation tobusiness model and societal innovation.Different stakeholders are involved from the public sector, the business world(local and international companies), academia, NGOs, citizens and usersInformation and communication technology is a key enabler for mobilizing andaggregating the “collective intelligence and creativity”The launch of the European Network of Living Labs is a step towards a EuropeanInnovation System for jobs, growth and global competitivenessRef: “Creating an Innovative Europe” and Experience and Application Researchreports of the Aho GroupJosephine Green Philips Design 2006 27

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The democratization of innovationWe now need not to think of consumers as passive individuals but asactive creators, participants and communities.Not as passive and lazybut as active, creative and imaginativeBeyond the industrial polarizationproducers/consumersmarket/non marketlocal/globalneeds/cultural choicesThe future will be less about predicting itand more about collaboratively designing itJosephine Green Philips Design 2006 29

Researching the FutureForesight,Trends &People Research:Integral futures, Socio-dynamics, CultureScanPersonas, Generations on line communitiesEngaging with the FutureCultural InnovatorsCreative CommunitiesSocial EntrepreneursCo-Creating the Futureopen, collaborative inclusive researchEnvisaging the FutureProbes-experience demosApplication demosJosephine Green Philips Design 2006 30

accessibility and customizationThe materialization of the not yetBarbara AdamsJosephine 2004-02-02 Green Philips Design 2006 314

Researching the FutureForesight,Trends &People Research:Integral futures, Socio-dynamics, CultureScanPersonas, Generations on line communitiesEngaging with the FutureCultural InnovatorsCreative CommunitiesSocial EntrepreneursCo-Creating the Futureopen, collaborative inclusive researchEnvisaging the FutureProbes-experience demosApplication demosRe-conceptualizing the FutureNew MetaphorsNew conceptual modelsJosephine Green Philips Design 2006 32

“What are the alternative imaginations of the future?………What are the images of the future of those we consider out of history?What are other ways to “time” the world instead of the dominant scientificModel, such as women’s, spiritual, or cyclical time” Sohail InayatullahJosephine Green Philips Design 2006 33

Researching the FutureForesight,Trends &People Research:Integral futures, Socio-dynamics, CultureScanPersonas, Generations on line communitiesEngaging with the FutureCultural InnovatorsCreative CommunitiesSocial EntrepreneursCo-Creating the Futureopen, collaborative inclusive researchEnvisaging the FutureProbes-experience demosApplication demosRe-conceptualizing the FutureNew MetaphorsNew conceptual modelsJosephine Green Philips Design 2006 34

Beyond the funnel model to horizonsJosephine Green Philips Design 2006 35

design led innovation: different activities for the 3 horizonsJosephine PG - design Green led Philips innovation Design 2006 3616

Bell Mason main stages for Break Away InnovationLine of BusinessIdeation1. Preseed2. Seed 3. Alpha 4. Beta5. MarketCalibrationtGatesJosephine PG - design Green led Philips innovation Design 2006 3716

If the future is not predictable then it’s aboutchoicesSome choices are waiting to be madeWhatever you can do or dream youcan , begin it. Boldness has geniuspower and magic in it…GoetheThank Youjosephine.green@philips.comwww.design.philips.comJosephine Green Philips Design 2006 38