the new consumer binary
DESCRIPTION
Presentation for Next Innovation Summit. Anaheim, Calif. March 2014.TRANSCRIPT
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THE NEW CONSUMER BINARY
MARC BRUSH EDITOR IN CHIEF, NBJ
@allmybrush
TODD RUNESTAD EDITOR IN CHIEF, FUNCTIONAL INGREDIENTS
@toddrunestad
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RON
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JESSICA
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JOSHUA
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LARRY
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4 FACES, 1 VOICE
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ONCE YOU START TO SEE THE EVENTS OF THE DAY AS PARTS OF TRENDS & THOSE TRENDS AS SYMPTOMS OF UNDERLYING SYSTEM STRUCTURE, YOU WILL BE ABLE TO CONSIDER NEW WAYS TO MANAGE & NEW WAYS TO LIVE IN A WORLD OF COMPLEX SYSTEMS.
— DIANA WRIGHT, THINKING IN SYSTEMS
“ 07
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The advance of natural products is one manifestation of the system in flux.
PICK A SOCIAL FABRIC Politics? WIKILEAKS Wall Street? CROWDFUNDING Healthcare? PERSONALIZATION Education? CHARTER SCHOOLS
Climate? IT’S REALLY HOT Middle Class? OCCUPY Food? GMO
UNRAVELING
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LAWNS IN VEGAS BUSINESS TRAVEL STRAWBERRIES IN JANUARY CHEAP GAS BIG SODA GMOS
AIR CONDITIONING PROCESSED FOOD HONEYBEES THE MALDIVES WINTER CARS
TOLERABLE REVERSIONS INTOLERABLE REVERSIONS
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WHAT WILL YOU GIVE UP?
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We are actually in the latter stages of what you could call the production-driven world & in the early stages of a consumption-driven world. Now the consumer is in focus, not the product.
— PETER WENNSTRÖM, HMT
“
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newhope360.com/ newhope360.com/
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CULTURAL ANTHROPOLOGY, PART 1
WE’RE GETTING BETTER AT THIS THING, RIGHT?
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CULTURAL ANTHROPOLOGY, PART 2
WE’RE GETTING BETTER AT THIS THING, RIGHT?
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THE ALLOPATHIC MIND
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NATURAL VS RX MEDICINE
www.youtube.com/watch?v=ysa5OBhXz-Q
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RESTORE THE BALANCE
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HITS OR MISSES?
Cholesterol & chasing drug targets
Multivitamins & nutrient-dense
Sports nutrition & meal replacements
Reductionism or holistic hedonism? Inflammation!
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THE OLD TRIPTYCH
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THE NEW BINARY
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Innovation can & will look just as much like UN-DOING as NEW-DOING.
(BE CLEAN)
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(BE SIMPLE) (BE SIMPLE)
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(BE SIMPLE) (BE HUMAN)
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15.3%
19.4%18.7%16.9%
11.8%11.6%
8.3%
5.4%
9.1%
4.6%
1.3%
5.1%
2.3% 3.0%
-1.0%
3.0%4.0%
10.8%
6.5%4.9% 4.7%
3.7%5.7%
2.9%4.5%
5.4% 6.1% 6.4% 6.0%4.4%
7.7%6.5% 6.3%5.9%
-5%
0%
5%
10%
15%
20%
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Rx Growth Supplement Growth
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THE DATA, PART 1
Source: IMS Health & NBJ
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Functional 28%
Natural & Organic
40%
Natural Living 10%
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THE DATA, PART 2
Functional 33%
Natural & Organic
34%
Natural Living
9%
Functional 36% Natural &
Organic 24%
Natural Living
7%
CY 2001 : $56 B CY 2011 : $126 B CY 2021 : $261 B
Supplements 33%
Supplements 24%
Supplements 22%
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THE MEH LIST
SPF-4
5 mg CoQ10
200 mcg vitamin K2 (or MQ-4)
100% RDA vitamin C
RDAs
Flax
“Excellent source” of DHA (32mg=20%/160mg)
Selenomethionine
Cholesterol
dl-alpha-tocopherol
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DR OZ WINNERS
Garcinia cambogia (up 676% nat)
Green coffee bean (up 418%, 273% nat)
African mango
Raspberry ketones ($0>$46M 2011-2013)
7-keto
Moringa (up 937% nat)
Astaxanthin (up 300% supply, DSM)
Acai (so 2009)
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10 INGREDIENTS TO CHANGE THE WORLD
Algae
Krill
Vitamin D
Curcumin
Caffeine
Probiotics
DHA
Plant protein
Adaptogens
Marijuana
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fin