BREAKING CHAINS: STEPPING OFF THE GRID

Understanding  the  new  mainstream  thesoundhq.com

BREAKING CHAINS:STEPPING OFF THE GRID

Welcome  to  our  Fringestream  series,  our  monthly  magazine  exploring  how  the  fringes  of  culture  are  shaping  mass  behaviors.  What  happens  when  fragmentation,  diversity  and  the  choice  to  live  

differently  becomes  the  new  normal?This  month  we  explore  Off  the  Grid,  where  more  and  more  of  us  are  making  the  conscious  choice  to  free  ourselves  from  the  Social,  Technological  and  

Economic  systems  and  structures  of  today.

“OFF THE GRID”What is it? Why is it? Where is it? So What?

THE GRID =

WHAT IS IT?

THE ESTABLISHED.The  familiar.    The  way  things  are  done.    Grids  are  any  systems  or  structures  Girmly  entrenched,  widely  participated  in,  and  with  a  real  opportunity  cost  to  step  away  from.

We  participate  in  dozens  of  grids  each  day.    Every  time  we  send  a  text,  ride  a  train  or  buy  a  piece  of  fruit  we’re  giving  up  a  bit  of  autonomy  to  take  part  in  a  system  much  larger  than  ourselves.

STEPPING OFF = “OPTING OUT”Grids  are  not  new.    They’re  as  old  as  we  are.    What  

is  new  is  our  ability  to  see  them,  to  analyze  the  real  cost  of  participation  and  make  a  choice  

whether  or  not  to  buy  in.    

We’re  watching  as  more  and  more  of  us  take  a  closer  look  at  these  previously  unquestioned  

systems,  and  it  seems  the  more  we  see,  the  more  we’re  will  to  take  the  Girst  step  off  the  grid.

WHAT IS IT?

BROADLY ESTABLISHED SOCIAL, TECHNOLOGICAL AND ECONOMIC SYSTEMS & STRUCTURES

HOW WE POWER HOW WE SPEAK HOW WE SUSTAIN

HOW WE LEARNHOW WE SETTLE HOW WE LOVE

WHAT IS IT?

civilized  adj.[siv-­‐uh-­‐layzd]

1.  having  an  advanced  or  human  culture,  society2.  easy  to  manage  or  control;  well  ordered

STRUCTURED l SPECIALIZED l STABLE COMPLICATED l CROWDED l CLUNKY

BUILDING GRIDS IS HUMAN NATURE...We  love  grids.    We  can’t  stay  away  from  them.    They’re  our  go-­‐to  solution  to  an  ever  present  problem  -­‐  how  to  make  sense  of  the  chaos  around  us.

Grids  exist  because  they  serve  a  genuine  purpose.    They  help  us  organize,  socialize,  allow  us  to  share  info  and  resources  efGiciently  and  predictably.    Ideally,  our  grids  exist  solely  to  make  our  lives  better,  safer,  easier,  and  a  bit  more  civilized.

...BUT OUR GRIDS ARE OUT OF DATEThe  problem  is  not  that  these  systems  exist,  but  that  over  time  they’ve  become  mismatched  with  

the  people  they  were  built  to  serve.

As  we’ve  built  larger,  more  complex  grids  they’ve  become  cumbersome  and  resistant  to  change.    Ironically,  structures  built  for  efGiciency  and  

organization  are  now  clearly  broken  and  unable  to  adapt.    It  seems  we’re  evolving  at  a  pace  the  

traditional  systems  cannot  match.

THIS WASN’T AN OVERNIGHT EVENT. It  was  slow  and  stealthy.    Born  of  thousands  of  small  tweaks,  upgrades,  and  shifts  each  individually  benign  but  adding  up  until  their  cumulative  impact  is  difGicult  to  ignore...

HOW DID WE GET HERE?

For the first time in history, FACE TO FACE INTERACTION HAS DROPPED TO THIRD BEHIND TEXTING, IM & FACEBOOK messaging for those those born from

IN 5 YEARS141.94 DAYSOF YOUR LIFE WILL BE SPENT ON THE SMARTPHONE

WE’RE EXPOSED TO AT LEAST 250 IMAGES PER DAY ON AVERAGE

We’ve created more information in the last 10 years than in all of human history before thati

In the US, Public trust in the government remains near historic lows. In February 2014, 75% said they trust the government in Washington only some of the time or never.

September 2014 - Americans' confidence in the media's ability to report "the news fully, accurately, and fairly" has returned to its previous all-time low of 40%

Experts report that the typical American spends up to 25% LESS TIME IN NATURE THAN IN 1987, and time spent in nature dropped by about 1% annually since then

PLAYING OUTSIDE DECLINED BY 50%

BETWEEN 1997 AND 2003 THE PROPORTION OF 9-12 YEAR

OLDS WHO SPENT TIME In 2014, 54% of the world’s

population reside in urban areas.

BY 2050, 66 PER CENT OF THE WORLD’S POPULATION IS PROJECTED TO BE URBAN.

WE SPEND 90% of our lives within

buildings

OFF THE GRID

1990-1999

84% of people can’t go a single day without their mobile device in hand

1 IN 5 CHECK THEIR PHONES EVERY 10MINS

GRIDS ARE HURTING NOT HELPING

WHY IS IT?

BUILT WITH THE BEST OF INTENTIONS  (more  choices,  more  power,  more  convenience,  more  everything!)  it  seems  our  grids  are  actually  quite  unhealthy.  They’re  restrictive,  overwhelming,  stiGling.  

Opting  out  is  costly  and  difGicult,  but  we’re  starting  to  see  the  true  cost  of  participation  might  be  even  higher...

STRESSFULWorn  out  by  navigating  increasingly  

large  and  complex  grids

STERILEUnful8illed  by  our  new  synthetic  environments  and  interactions

SHADYFed  up  with  hidden  systems  

operating  outside  our  best  interest

The  effects  of  national  economic  disparities  and  turmoil  have  trickled  down  to  our  schools  and  learning  institutions,  resulting  in  uncertain  stability.    For  Gen  Edge,  not  knowing  if  a  local  school  will  remain  open  next  semester  or  if  teachers  will  be  present  to  teach  a  lesson  has  become  an  all  to  typical  dinnertime  conversation.    Furthermore,  conventional    basics  can  no  longer  be  taken  for  granted  -­‐  i.e.  supplies,  resources,  and  extended  school  hours  for  additional  help.  

UNRELIABLECONTEXTUAL FACTORS

We  have  never  lived  in  a  time  with  this  level  of  connection.    We  have  been  gifted  nearly  unlimited  access  to  the  world  around  us  at  any  given  time  from  any  given  place.    The  distance  between  us  and  information,  entertainment,  or  socialization  has  never  been  so  thin,  but  it  would  seem  this  gap  has  not  only  closed  for  the  better.Unlimited  access  does  not  Gilter  itself,  and  we’re  Glooded  with  misinformation,  constant  comparison,  and  are  overstimulated  from  Girst  moment  we  wake  up  until  our  heads  hit  the  pillow.    It  would  seem  we  have  yet  to  perfect  how  to  wield  this  new  power,  and  the  impact  of  its  misuse  is  more  and  more  evident.    We’re  suffocated  by  it,  addicted  to  it,  distracted  by  it,  and  desperately  in  need  of  a  better  way  to  manage  it.

STRESSFUL

"As our need for instant gratification increases, we are becoming more impatient and addicted to the constant stimulation. The more "sped up" we are, we develop a lower

threshold for tolerating discomfort. In those moments of poor discomfort management, we activate the fight or flight response. Instead of saving our lives, it can contribute to insomnia,

depression, panic attacks, and a host of other health concerns."Dr. Patricia Fitzgerald, Huffington Post

‣ Connection Fatigue - There are no lack of studies telling us the “always on” lifestyle is mentally, spiritually, & physically draining.

‣ Paradox of Choice - An abundance of options in every aspect of our lives requires enormous energy to navigate, and we’re trained to fear making the wrong choice.

‣ Constant Change - The rules have yet to be written on how to handle many of our new tech and social realities, but by the time we catch up they’ll have evolved again.

CONTEXTUAL FACTORS

STERILENot  only  is  the  sheer  size  and  reach  of  our  current  grids  overwhelming,  the  nature  of  our  interaction  within  is  lacking.    We’re  spending  far  less  time  with  the  tangible,  the  real,  the  random.    Less  time  out  in  “the  wild”,  wandering  through  nature  or  learning  the    intricacies  of  navigating  a  face-­‐to-­‐face  conversation.    Less  time  with  things  we  can  touch,  that  make  us  move,  that  move  us.What’s  being  lost  are  not  trivial  experiences.    They’re  critical  in  our  social  development,  our  physical  health,  and  ultimately  our  ability  to  achieve  a  sense  of  humanity.    If  our  focus  and  energy  is  a  limited  resource,  we’re  far  overspending  in  areas  that  oppose  our  natural  wiring  leaving  us  feeling  a  bit  empty.‣ Living Indoors - In a relatively short period

of time, we’ve built a dramatically indoor-centric society, with startling low time spent experiencing nature and our planet.

‣ Alone Together - Not only are we distracted, but we’re losing our ability to improv, read social cues, and make meaningful connections with each other.

‣ Feeling Lost - The self-improvement market is $10 billion industry in the US, showing no sign of slowing down and fueled by repeat purchases.

“The magnitude of these modern changes should not be underestimated. For instance, for 350,000 generations humans lived close to the land as hunter–gatherers, and for that we

had a sense of belonging, place, and feeling embedded within the broader natural world that is an integral characteristic of those cultures.” - Chris Walker, Ecopsychologist

CONTEXTUAL FACTORS

SHADY

‣ Demand for Transparency - Nicknamed the “Unreasonable Consumer”, a better-informed public wants to see behind the curtain before choosing to sign up.

‣ Demand for Privacy - Edward Snowden started a public dialogue about our right to privacy that is still unfolding.

‣ Demand for Quality - Be it the ingredients on the label, respect on the phone, or how a company treats its workers, the bar is being raised for what “good” means.

“There’s some serious shit about to go down in D.C., and if you are one of the 180 million Americans out there using a smartphone, and you are not pissed off right now, then you are not paying attention, but you need to. They don’t give a damn about you, or about making this industry better. They just want to jack up your bill and line their pockets. It is the same old

crap, on a different day.”John Legere, CEO T-Mobile, June 2015

Over  the  last  few  years  we’ve  watched  as  the  demand  for  open  information  has  been  met,  and  the  stories  that  emerged  were  repeatedly  unsettling.    It  seems  the  more  questions  are  asked,  the  more  the  answers  erode  the  view  of  traditional  systems  and  structures.We’re  in  the  the  midst  of  an  endless  Glow  of  headlines,  documentaries,  TED  talks,  investigations  and  interviews  digging  into  the  way  grids  work  behind  the  scenes,  and  there  are  serious  trust  issues  with  all  things  big.  The  beneGit  of  the  doubt  is  long  gone,  and  in  its  place  is  a  growing  group  of  skeptics  demanding  truth.  Where  does  this  come  from?  What  went  into  it?  How  safe  is  my  info?    Right  or  wrong,  the  conversation  has  turned  personal,  tension  is  high  and  the  burden  of  proof  is  on  the  established.

We  grew  up  with  digital  technology  and  so  we  see  it  as  all  grown  up.  But  it's  not,  it's  early  days.  There's  plenty  of  time  for  us  to  reconsider  how  we  use  it,  how  we  build  it.  I'm  not  suggesting  

that  we  turn  away  from  our  devices,  just  that  we  develop  a  more  self-­‐aware  relationship  with  them,  with  each  other  and  with  ourselves

Sherry Turkle, TED Talk - Connected, but alone?

In  it’s  most  extreme  sense,  being  off  the  grid  can  mean  completely  detaching  from  the  structures  of  society.

However,  living  FringeStream  is  not  about  abandoning  the  big  pillars  of  life  as  we  know  it.    Rather  it’s  about  taking  these  fringe  values  and  adapting  them  to  our  everyday.

It’s  about  looking  at  stressful,  sterile,  and  shady  grids  and  making  a  choice...

The choice to cut out the unnecessary... The choice to reconnect with what’s real...The choice to make something your own...

And ultimately find a new sense of freedom. FREEDOM to...

WHERE IS IT?

FILTER BE REAL BE IN CHARGE

OFF THE GRID DOES NOT MEAN LIVING ON AN ISLAND...

IT’S AS MUCH ABOUT THE SMALLER

EVERYDAY CHOICES

SIMPLER GRID FREEDOM TO FILTER

In  a  world  where  it  is  commonly  assumed  that  more  information,  faster  must  be  better,  and  constant  connectivity  is  the  norm,  people  are  realizing  that  reducing  connectivity  and  consumption  means  reducing  stress  and  gaining  freedom...

1.  Freedom  from  the  addiction  of  technology  

2.  Freedom  from  the  distraction  of  beeps  and  rings

3.  Freedom  to  be  totally  immersed  in  one  activity

4.  Freedom  to  be  more  creative

By  Giltering  out  what’s  unnecessary  we  are  free  to  live  simpler,  slower,  more  substantial,  stress-­‐free  lives.  

Lite phoneThe anti-smart phone. It is thin, light, lasts 20 days on a charge, and literally does nothing but make and answer calls.

Unplugged San FranciscoA digital detox and device free party that requires attendees to hand in their devices at the door.

Moment iOS appAutomatically tracks how much you use your iPhone and iPad each day, and set limits.

Camp Grounded: A Summer Camp for Adults - where you’re required to trade in your digital devices, schedules, and work lives for an off-the-grid weekend in the woods.

AUTHENTIC GRIDFREEDOM TO BE REAL

Aside  from  the  information  overload  and  complexity  that  the  online  world  brings,  an  increasing  number  of  our  interactions  today  occur  between  screens,  placing  a  barrier  between  ourselves  and  the  physical  world  around  us.  This  expansion  of  digital  everything  has  resulted  in  a  desire  to  step  away  from  the  virtual,  and  make  efforts  to  be  present  with  ones  surroundings  and  have  tactile  experiences.  We  see  this,  for  example  in  the  resurgence  of  analog  systems  such  as  vinyl  records,  physical  books  and  book-­‐stores,  and  hand-­‐written  notebooks.By  being  free  from  the  virtual  world,  we  are  able  to  refresh  and  reconnect  with  nature  and  8ind  ful8illment  in  tangible,  sensory  experiences.  

SoulcycleOffers an immersive experience, that engages all of the senses. Dim lighting, candles and custom music set the ambience.

DUST store, MelbourneA “multi-sensory concept label”, that stocks products that appeal to each of the five senses E.g.printed shirts, imported records, a fragrance and more.

Moleskin LivescribeWrite on a real page with a real pen, but easily store and recall notes and sketches later through a paired app.

“  Tens  is  a  “Real life photo filter" that "lend[s] an uplifting tint to the world beyond the lens....  The  lens  de.ines  the  ethos  of  our  brand,  summer,  outdoors  and  

adventure.”  -­‐  Tom Welsh, Tens Lens

‘MY’ GRIDFREEDOM TO BE IN CHARGE

Growing  awareness  as  well  as  choice  in  todays  society  means  that  within  all  facets  of  their  lives,  people  not  only  want  but  expect  higher  levels  of  customization  and  control.  Food  corporations  are  having  to  become  more  transparent  about  where  their  food  comes  from,  utility  providers  are  having  to  become  more  Glexible  with  their  contracts,  and  media  companies  are  having  to  become  more  personalized  in  their  offerings.  By  creating  their  own  more  nimble,  personalized  systems  people  are  free  to  regain  independence,  cut  out  inef8iciency,  and  have  more  assurance  in  the  end  product.

Urban Agriculture + FarmingUrban Garden NYC uses environmentally responsible methods and strives to keep locally grown and organic plants and garden supplies.

Practical Home Solar PowerTime magazine states residential solar power has hit a tipping point where it’s now an affordable, reliable clean energy source.

Virgin Group Rewriting the WorkplaceRichard Branson places vacation time in the hands of his employees, free to take as much as they’d like if the job is getting done. goTenna - A Brooklyn based start-up that allows your phone to work off the grid,

communicating with other connected devices without the need of a carrier service.

“OFF THE GRID” REALLY MEANS REDEFINE THE GRID...

SIMPLERAUTHENTICMY-OWN

The  access  to  information,  technology  and  Glexibility  of  our  world  today  means  that  reconGiguring  or  redesigning  an  existing  system  is  now  easier  than  ever.  

With  the  ease  of  discovering  new  ideas  and  alternatives  comes  the  desire  to  redeGine  or  build  a  new  grid  if  it  will  ultimately  improve  upon  the  current  solution.

This  is  an  optimistic  movement.    It’s  about  looking  at  something  broken  and  taking  ownership  of  the  solution.    It’s  making  the  choice  to  update  the  structures  of  society  to  match  the  evolution  of  its  people.

SMARTERGRIDS

We  look  at  our  business  and  say,  ‘How  can  we  remake  ourselves?’

Richard Smucker, CEO Smuckers, May 2015

WHY DOES THIS MATTER?

BECAUSE YOU’RE PART OF A GRID.As consumers continue to redefine their relationship with larger systems and structures, their view and usage of the brands within will inevitably follow suit....

SO WHAT?

NATURE VALLEY - shows us a chilling picture of tech addiction by asking 3 generations - “When you were a kid, what did you do for fun?”, then encourages us to find a park and get back outdoors.

BE AWARE, BE EMPATHETICBRAND IMPLICATIONS

Stepping  off  the  grid  is  uncomfortable.    Whether  a  giant  leap  or  a  set  of  smaller  everyday  shifts,  breaking  away  from  long  established  systems  requires  the  commitment  of  time,  effort,  and  a  fair  amount  of  guts.

But  they  are  willing  to  give  up  plenty  of  ease  and  familiarity  for  the  hope  of  reconnecting  with  something  better,  richer,  more  fulGilling.

There  is  plenty  of  room  on  the  new  grids  for  brands,  as  long  as  they  are  willing  to  be  8lexible  to  new  ideas  and  help  work  towards  the  solution  not  add  to  the  problem.    Tell  them  which  side  you’re  on.

Tell  them  they’re  not  crazy  for  doing  so.

Most  of  their  friends  and  family  are  on  the  grid,  and  any  small  head  nod  of  encouragement  would  be  welcomed.    Show  them  you  “get  it.”    Show  them  you  see  the  stressful,  sterile,  and  shady  side  of  the  grids  they  see,  and  empathize  with  their  choice  to  break  away.

USE THEIR MOTIVATION AS INSPIRATIONBRAND IMPLICATIONS

This  is  not  (only)  a  tech  story.    It’s  a  movement  of  people  seeking  more  freedom  in  the  way  they  spend  their  time,  energy,  and  money  -­‐  whatever  and  wherever  that  may  look  like  to  them.

Luckily  there’s  a  simple  way  to  think  about  this  -­‐  the  fundamental  drivers  behind  the  decision  to  step  off  grid  make  for  easy  innovation  inspiration:

Consider  ways  to  encourage  and  enable  the  step  off  grid  in  the  little,  everyday  choices  they  make.

‣ Help  them  FILTER  -­‐  Are  you  just  adding  to  the  mountain  of  overstimulation,  or  can  you  play  a  role  in  simplifying  the  noise?

‣ Make  them  GET  REAL  -­‐  How  can  you  nudge  them  into  something  tangible?  Pull  them  off  a  screen  and  into  somewhere  real.

‣ Put  them  IN  CHARGE  -­‐  Give  them  a  platform,  not  a  product.  Put  the  tools  and  trust  in  their  hands  to  own  the  end  result.

IKEA - With placemats designed to hide cell phones during meals, a home furniture line inspired by bringing the outdoors in, and kitchen pieces specifically to shelve homegrown vegetables and herbs, IKEA has embraced each element of the off the grid story.

SHOW THEM YOUR GRIDBRAND IMPLICATIONS

Over  time  large  systems  have  become  synonymous  with  overly  complex,  inefGicient,  and  untrustworthy.    Newer  entrants  are  showing  that  this  doesn’t  have  to  be  the  case.    

By  pulling  back  the  curtain  and  demystifying  the  process,  brands  are  rebuilding  conGidence  through  legitimate  transparency.

Shrink  the  perceived  size  of  your  grid  by  openly  displaying  and  breaking  down  the  pieces  in  a  straightforward  manner.

Everlane - Full Disclosure FashionWith a mission of ‘Radical Transparency’, this retailer displays production costs alongside prices, openly discusses factory conditions, and encourages customers to ask more questions.

No  one  said  “big”  has  to  be  bad.    Specialization  helps  everyone  when  done  right,  with  integrity,  and  without  the  need  for  cover.

Figure  out  what  pieces  of  your  grid  tend  to  be  tucked  and  way  and  show  them  proudly.    You’ll  be  thanked  for  the  honesty.

THANK YOU!BREAKING CHAINS: STEPPING OFF THE GRID

Understanding  the  new  mainstream  thesoundhq.com

VANCOUVER TORONTO CHICAGO NEW YORK LONDON MUMBAI

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11 http://thumb9.shutterstock.com/display_pic_with_logo/78238/196145192/stock-photo-fragility-of-a-human-creature-conceptual-body-art-on-a-woman-196145192.jpg

12 https://theinternetoffendsme.files.wordpress.com/2013/04/facebook_2349612b.jpg

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16 http://rack.2.mshcdn.com/media/ZgkyMDE1LzA3LzA2LzJmL3NpZ25zNi4zODI5NS5qcGcKcAl0aHVtYgkxMjAweDk2MDA-/f2bf8732/57d/signs-6.jpghttp://12r8td1xbpiu1hjerh2dvn7x.wpengine.netdna-cdn.com/wp-content/uploads/2014/10/sponsors-w-filter.png

17 http://thecreatorsproject-images.vice.com/content-images/article/these-sunglasses-transform-the-world-around-you-into-a-photo-filter/e8c53124c8f6822bb8d1e109dea4f7a8.jpg?1xw:0.4413793103448276xh;*,*&resize=1200:*

18 http://www.sharingame.org/media/urban_agriculture1.jpghttp://media2.s-nbcnews.com/j/newscms/2014_29/569646/gotenna2_b6b19abc7d8bd7d6e465279b3a02cc30.nbcnews-fp-1200-800.jpg

22 https://www.youtube.com/watch?v=is5W6GxAI3c

24 https://ca.everlane.com/

IMAGE REFERENCES