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On last Tuesday’s Green Think Tank the audience were offered some ’Green’ stimulation with a demonstration of how ideas from the world of science fiction have often rapidly become science fact. The audience were then handed the challenge of presenting a behavioural change and product innovation covering seven categories that may be fiction now but fact in the next 50 years. This is what our candid audience came up with:
Food
Behavioural Change – ‘Greater self sufficiency’ which encompasses a sustainable philosophy, examples including Urban gardens, food in tariffs and in-house hydroponics
Product Innovation – In home hydroponics where solar energy and collection of rain water provides 50% of a home’s produce/calories
Travel
Behavioural Change – ‘Rethinking time and space’ where thoughts turn to bringing a holiday or meeting to the individual rather than taking the individual to the holiday or meeting.
Product Innovation – Teleportation to any destination
Lifestyle
Behavioural Change – Making it practically and financially rewarding to think more ‘we’ than ‘me’ to spread better living for more.
Product Innovation – Convergence and integration of utilities/services to make sustainable activities easier to use and understand.
Learning
Behavioural Change – ‘Knowledge to become the new value system’ so knowledge is more recognised, rewarded and pursued.
Product Innovation – Knowledge implants which we use to download and transfer knowledge, whether practical or mental skills.
Energy and Water
Behavioural change – ‘Take your energy with you’. Encouragement of supplying your own energy by activating energy with your presence.
Product Innovation – Bodywear that collect and stores energy. So in environments when you are hot the bodywear collects the energy to release back to the body in cooler environments.
Sourcing and Recycling
Behavioural Change – ‘Lease the service rather than buying the product’. Rather than just purchasing the product you lease the service that comes with it to avoid repurchasing and waste of old products.
Product Innovation – Make the core of the mobile phone along with charges universal so only updates can be made rather than annual new purchases.
Work
Behavioural Change – ‘Collaboration to be the perception of success’ which would lead to more innovations in half the time and at half the cost.
Product Innovation – An initiative for one online platform for all that is community driven with simple interaction, which encourages a singular language and currency.
I was delighted to see the high levels of energy and quality of ideas presented. I’m also hopeful of seeing some really creative films submitted for the Marketing Society’s Film Challenge, as there were possibly a few budding science fiction directors in the room!
Join us for our next Green Think Tank on 13 July, where we will be showcasing video entries from Antennae’s Film Challenge, you can book online or by calling the Events Team on 020 8973 1360.
Jo Kenrick, brand director, Start and chair for The Marketing Society’s sustainability workstream.
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