Dr. Nita Rollins Futurist, Resource Interactive

Home , Disintermediation

Unconsumption

Friday, April 9, 2010 RI:Lab. Envision NEXT. Empower NOW.

Friday, April 9, 2010 Friday, April 9, 2010 TRENDBLENDING

INNOVATION WHITE SPACE

Friday, April 9, 2010 Unconsumption Unconsumption

SXSW Actions and forcesFrom: that reduce Dr. Nita Rollins, Futurist a consumerResource footprint Interactive’s RI:Lab

Friday, April 9, 2010 Friday, April 9, 2010 No Shortage of Scholarship

Friday, April 9, 2010 No Shortage of Scholarship

Friday, April 9, 2010 RI TREND MAP 2009-2015

Macrotrend Consumer Digital Sociocultural Brand/Industry Vertical

Friday, April 9, 2010 RI TREND MAP 2009-2015 Scarcity & Sustainability The Socially Conscious Web

Unconsumption

CSR

Macrotrend Consumer Digital Locasumers Sociocultural Brand/Industry Vertical

Friday, April 9, 2010 RI TREND MAP 2009-2015 Recessionary Scarcity & Reality Sustainability The Socially Skeptinomics Conscious Web

Lifehacking Unconsumption

Stopwatch CSR Shopping

Macrotrend Consumer Digital Stealth Wealth Locasumers Sociocultural Brand/Industry Vertical

Friday, April 9, 2010 “Our carbon footprint is directly tied to our consumption, whether that’s tied to our consumption of energy or a consumer product.”

Josh Dorfman, host of Sundance Channel show The Lazy Environmentalist

Friday, April 9, 2010 THE LOST DECADE? Median household income in 2008 slipped to $50,303 from $51,295 in 1998.

Source: U.S. Census Bureau, 2009

Friday, April 9, 2010 Goodwill stores open at least a year rose 7.1% in the ﬁrst three months of 2009 over the same period a year earlier. Source: NYT, June 10, 2009

Friday, April 9, 2010 ...is the number-one clothing site on the Internet ...sold $7.1 billion worth of apparel products sold last year ...has 90 million active buyers and sellers ...did $8.7 billion in revenues in 2009 ...sells a dress and a pair of women’s jeans every 18 seconds ...sells a pair of shoes every three seconds ...sold more than $600 million of all types of merchandise via eBay mobile in 2009

Friday, April 9, 2010 570 cities 50 countries 20 billion page views per month More trafﬁc than either eBay or Amazon.com Bartering increased 100% during recession. SOURCE: Digital Journal, March 2009

“With more than 47 million unique users every month in the US alone—nearly a ﬁfth of the nation's adult population—it is the most important community site going and yet the most underdeveloped.” SOURCE: Why Craigslist is Such a Mess, Gary Wolf, Wired, 8/09

Friday, April 9, 2010 Traditional jobs grew by 3.7% between 1998 and 2007. Jobs in the clean energy economy grew by 9.1%.

Source: The Pew Charitable Trusts’ The CleanEconomy: Repowering Jobs, Businesses and Investments Across America, June 2009

Friday, April 9, 2010 Friday, April 9, 2010 Of 4,000 consumers surveyed worldwide, almost 1/3 said they were willing to pay more for green products — especially for fresh and prepared foods, and large appliances. SOURCE: Boston Consulting Group survey, Jan 2010

Friday, April 9, 2010 “That’s wildly out of Of 4,000 consumers touch with surveyed worldwide, mainstream America, almost 1/3 said they which mainly shops in were willing to pay big-box stores. more for green People don’t pay the products — especially green premium. for fresh and People in this prepared foods, and economy buy on large appliances. price, price and SOURCE: Boston Consulting Group survey, Jan 2010 price.” SOURCE: Tom Szaky, the founder of Terracycle Inc.

Friday, April 9, 2010 H&M Outed for Destroying Unsold Apparel

SOURCE: NYT, Jan 2010

the branding of UNCONSUMPTION

Friday, April 9, 2010 Friday, April 9, 2010 Unconsumption is a word used to describe everything that happens after an act of acquisition. Unconsumption is an invisible badge. Unconsumption means the accomplishment of properly recycling your old cellphone, rather than the guilt of letting it sit in a drawer. Unconsumption means the thrill of ﬁnding a new use for something that you were about to throw away. Unconsumption means the pleasure of using a service like Freecycle (or Craigslist or Goodwill) to ﬁnd a new home for the functioning VCR you just replaced, rather than throwing it in the garbage. Unconsumption means enjoying the things you own to the fullest – not just at the moment of acquisition. Unconsumption means the pleasure of using a pair of sneakers until they are truly worn out – as opposed to the nagging feeling of defeat when they simply go out of style. Unconsumption means feeling good about the simple act of turning off the lights when you leave the room. Unconsumption is not about the rejection of things, or the demonization of things. It’s not a bunch of rules. Unconsumption is an idea, a set of behaviors, a way of thinking about consumption itself from a new perspective. Unconsumption is free.

Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Friday, April 9, 2010 Haul Vlogging PUBLICIZING AND CATALOGING CONSUMPTION

GEN Y: The prematurely afﬂuent generation

8,000 views to date

Friday, April 9, 2010 Haul Vlogging PUBLICIZING AND CATALOGING CONSUMPTION

GEN Y: The prematurely afﬂuent generation

8,000 views to date

Friday, April 9, 2010 ARTISTIC INVENTORIES EXAMINE CONSUMPTION & IDENTITY

“And ﬁnally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it deﬁne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener

Friday, April 9, 2010 ARTISTIC INVENTORIES EXAMINE Made me wonder, "what if everyone CONSUMPTION sold all their stuff at the same time.....?" Picture the postal deliveries, and the & IDENTITY friendliness which stuff-swapping could engender. Amazon book reviewer M. Stevens Becksvoort

Simon Evans, Everything I Have “And ﬁnally, as many have already expressed, thanks for helping me to examine my relationship with stuff and how not to let it deﬁne you.” Phil in Charlottesville, VA and proud owner of Ecko can opener

Friday, April 9, 2010 Friday, April 9, 2010 consumer ACTIONS 1 Reduce 2 Reuse 3 Recycle 4 Refuse 5 Make 6 Sell 7 Swap

Friday, April 9, 2010 digitalconsumer FORCESACTIONS RADICAL TRANSPARENCY 1 Reduce DISINTERMEDIATION 2 Reuse FREECONOMICS 3 Recycle NETWORK EFFECT 4 Refuse DEMATERIALIZATION 5 Make 6 Sell 7 Swap

Friday, April 9, 2010 digitalconsumer FORCESACTIONS 1 Reduce 2 Reuse 3 Recycle 4 Refuse 5 Make 6 Sell 7 Swap

Friday, April 9, 2010 consumer ACTIONS 1 Reduce

Online Forums 2 Reuse 3 Recycle 4 Refuse 5 Make

PRIMARY RESEARCH PRIMARY 6 Sell

Dane, 24, Austinite & unconsumer 7 Swap Video Ethnography

Friday, April 9, 2010 consumer ACTIONS 1 Reduce

Online Forums 2 Reuse 3 Recycle 4 Refuse 5 Make

PRIMARY RESEARCH PRIMARY 6 Sell

Dane, 24, Austinite & unconsumer 7 Swap Video Ethnography

Friday, April 9, 2010 Swap

c c

Friday, April 9, 2010 digital FORCES RADICAL TRANSPARENCY DISINTERMEDIATION FREECONOMICS NETWORK EFFECT DEMATERIALIZATION

Friday, April 9, 2010 RADICAL TRANSPARENCY

900 of 4,500 companies delisted

“Greenwashing has run its course and is on the verge of finally dying off. The death of greenwashing comes with the rise of radical transparency: either your become transparent or transparency will be done to you."

Adam Werbach, Global CEO of sustainability agency Saatchi & Saatchi S

Friday, April 9, 2010 DISINTERMEDIATION

Over the last year, the number of registered members on Etsy has more than doubled to 3.75 million. The Quit Your Day Job blog on Etsy now attracts 2 million page views a month.

Friday, April 9, 2010 DISINTERMEDIATION material culture meets counter culture

Over the last year, the number of registered members on Etsy has more than doubled to 3.75 million. The Quit Your Day Job blog on Etsy now attracts 2 million page views a month.

Friday, April 9, 2010 FREECONOMICS

“Free has a powerful hold on the psyche.” Chris Anderson, Free: The Future of a Radical Price

Friday, April 9, 2010 “Companies like Facebook, Twitter, Ebay and Apple--but not Google--will dominate the NETWORK EFFECT future of the internet. Collecting data is less valuable than connecting people.”

SOURCE: Sean Parker, Web 2.0 Summit October 2009

The Facebook Causes application has become the fastest growing consumer Internet application in history, reaching 50 million users in just two years.

Friday, April 9, 2010 DEMATERIALIZATION

Hussein Chayalan

Friday, April 9, 2010 DEMATERIALIZATION

atoms mix with bits

Hussein Chayalan

Friday, April 9, 2010 DEMATERIALIZATION

atoms mix with bits

As goods become disembodied, infused with slivers of mind, and Hussein packed full of bits, they will also obey the new dynamics of property. Soon enough Chayalan everything manufactured will potentially become social property. Kevin Kelly, The Technium

Friday, April 9, 2010 Are marketers focused on this alternate economy and ecosystem?

Friday, April 9, 2010 Some are...

Friday, April 9, 2010 • MAYBE SOMETHING ABOUT HOW CITIZEN JOURNALISTS REDEFINED OLD PRINT MEDIA. AND NO ONE SAW IT COMING.

Friday, April 9, 2010 7 Ways to Reach the Unconsumer

Friday, April 9, 2010 7 Ways to Reach the Unconsumer OFFER NO HOLDS BARRED SUSTAINABLE MARKETING RENT THE NEWEST, MOST COVETABLE ITEMS OLD IS THE NEW NEW: SELL VINTAGE PREPARE FOR CSR SCRUTINY CLARIFY SUSTAINABILITY MIRROR CONSUMERS‘ DESIRE FOR DISRUPTION SUPPORT SWAPPING ON SITE

Friday, April 9, 2010 OFFER NO HOLDS Marks & Spencer BARRED SUSTAINABLE MARKETING

Marks & Spencer

Friday, April 9, 2010 RENT THE NEWEST, MOST COVETABLE ITEMS

“Ownership is not as important as it once was. Access is better than ownership.” --Kevin Kelly, The Technium

Friday, April 9, 2010 OLD IS THE NEW NEW: SELL VINTAGE

Friday, April 9, 2010 PREPARE FOR CSR SCRUTINY

Greenpeace’s Guide to Greener Electronics gave Dell, Apple, and Motorola “Partially Good” scores.

Urban renewal Vegan-friendly clothing Organic cotton Solar electricity reduces factory footprint by 30% Fabric Scrap Recycling: 30,000 pounds per week Philanthropy: Hurricane Katrina victims received 80,000 shirts

Friday, April 9, 2010 Earth 911 saw a 12% increase in CLARIFY searches in 2009 compared to 2008, with an average of “almost SUSTAINABILITY 7000 daily inquiries” about disposing of home electronics

responsibly. SOURCE: sustainablog.org February 2010 Upcycle

Many U.S. consumers will soon convert to eco-friendly products. About 59% of shoppers are expected to make the switch in apparel, and 74% in health and beauty. SOURCE: Grail Research survey, October 2009

Friday, April 9, 2010 PACKAGING MIRROR CONSUMERS‘ DECONSTRUCTED DESIRE FOR DISRUPTION = NEW KINETIC VALUE

Tropicana Origami Friday, April 9, 2010 SUPPORT SWAPPING ON SITE

PROTOTYPE Friday, April 9, 2010 SUPPORT SWAPPING ON SITE

PROTOTYPE Friday, April 9, 2010 thank you.www.resource.com

Dr. Nita Rollins Futurist, Resource Interactive

Friday, April 9, 2010