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™
research & sources*
• research by kenneth lyngaas & krish
pawar research interviews & dialogs
with leading people across branches
and industries.
• Innovators, politicians, science
architects brand managers, creative,
thinkers, economics linkedin special
forums
• twitter, slideshare, facebook –
google – yahoo answers, you tube,
tree hugger, wilkapedia, blogs &
internet
• databases – books Karma Tashi ling
Buddhist community, Gandhi
foundation and WGSN
• magazines & statistics national
sources (various sources), trend
forcasting companies & agencies
• special interviews Varner retail group,
L’Oreal, Lacombe, 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,
Please the full presentation of the reality check is released on Slideshare and www.buddhajeans.com
f t m R e s e a r c h
• Kenneth Lyngaas founder of
ftmResearch, buddha jeans and
ftmLyngaas
• 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
• 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 available for
mega trend creative workshops from
15th of February – April
what i s happening i n the wor l d?
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 tainable 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
Familien
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 renaissance human
tattoo goes art
tattoo fashion symbols
• The inner meaning and the sociology approach • Lack of modern society ceremonies • Statement include a rite tattoo – • Forever-ness– pain – belonging • Belonging as a result of popularity • Belonging a fashion viewpoint • Not standing out of the crowd • Accepted in the society • Cultural deviance
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
programmable garments
programmable garments
programable garments
spray on clothing
nano clothing
eco cotton
transformable clothes
Programmable 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
Programmable garments
s pray on cl othing
applies to the naked body, non- woven fabrics
r e m o v e a b l e – s h a p e s t a y s s a m e – n e w u s e a b l e
h y b r i d t h i n k e r s f r o m d i f f e r e n t r e s e a r c h ( M I T ) ,
c o s m e t i c s c o m p a n i e s a c r o s s m e d i c a l s e c t o r
Grow able 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 in fabrics
• 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
• Muliti 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.
sustainable and transformable clothes
second hand clothes will increase business and be good business
new drugs & make 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 lifestyle is 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
lifestyle related drugs
A heal thi er 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 future is now kenneth lyngaas founder £ creative director
ftmresearch & buddha jeans™ mobile +47 47247803
mail: [email protected] blog: buddhajeans.com
Contact me