Marcus Barber invited to attend World Water Week in Stockholm 2007
Futurist Marcus Barber has been invited to present at the Stockholm International Water Institute’s prestigious World Water Week conference to be held in Stockholm later this year. His abstract submission ‘Life versus Lifestyle: the emerging clash between consumer demands and water availability’ forms part of the key workshop item of ‘Managing Future Consumer Demands’ which will attempt to consider the multitude of approaches and factors that will influence fresh water availability around the globe. The full abstract is availble below. To request a copy of the full paper, please contact us
Title of Paper:
‘Life versus Lifestyle: the emerging clash between consumer demands and water availability’
Key Words: Consumers; Commercial Impacts; Globals; Lifestyles; Values
Abstract
For arguably the first time in the history of humankind, the developed world is facing similar water access problems to those of their less developed counterparts.
The author asserts that as water is relied upon in every stage of production, all trade exchanges are simply examples of shifting water in its various end states. This understanding creates a paradigmatic shift in thinking for consumers of tomorrow who will increasingly rely upon ‘water used in production’ as an influencing factor when considering which products to buy.
In this piece we use two new concepts to change our paradigm on water access and use: the “Global Currency Map”(GCM) that assesses the types of challenges faced around the world and the different societal approaches to dealing with the crisis of water access; and a universal currency unit called “Globals” – the equivalent of 1 litre of fresh water.
By using Globals as a currency unit, consumers are made aware of the true costs associated with creating products and services and will begin to make more critical choices about the types of products they buy and influence their understanding about appropriate uses of water. This awareness will lead to a massive increase in pressure on companies whose high water use is deemed unacceptable give the consumers’ values. The author envisages a consumer based water usage guide that will enable the same product type from different manufacturers to be compared for water consumption.
The GCM also shines a spotlight on the topographical, geographical and societal biases that influence the amount and quality of available water. In this light we understand that countries that have an abundance of Globals to ‘spend’ tend to be more materialistic while those that have few typically face survival issues. The emerging consumer issue around the world can now be summed up as a choice between “Life versus Lifestyle”.
Okay the time has come again where people ask me, as a professional futurist, for my tips for the Melbourne Cup. As always I advise them that my area of expertise does not reside with horse racing so really, I have as much chance as anyone and their own system, of selecting a winner. That…
Read More >ABC Darwin’s Vicki Kerrigan and I chat about the future of dentistry – is it possible to grow you own teeth? Are dentist visits going to become a thing of the past? And in the second of today’s updates, we also chatted about the Future of Parenting – is it time that you needed a…
Read More >Organisations like CleanUp Australia and Take3.org have (along with many others) taken a leading role at identifying and removing waste that has entered our environment. Their efforts are fantastic yet have one clear problem – they rely on volunteers to clean up the mess of others, after the fact – it’s a ‘playing catch-up’ strategy.…
Read More >The Retail sector in Australia is slowing coming to grips with the fact that for the past 50 years, they’ve had a captured market and enormous profit margins. and that now, the times have changed. Whilst many point to the internet as a cause of their woes, others are pointing out the apparent high cost…
Read More >he many people who’ve been through one of The Australian Strategic Planning Institute’s workshops over the past six years, will know how much emphasis is placed on the need to pay attention to things going on around you. In particular as part of the idea of tracking your progress toward your desired future (your Vision).…
Read More >As a Futurist I’m often asked what I think about certain social media tools (and most technology for that matter). My answer is always aligned to the thought that ‘if the technology is working for you, and not against you, it’s probably a good thing. Here then are my thoughts about building up a useful…
Read More >Will alcohol have a legitimate place in societies in the years to come? As we slowly awaken to the horrendous impact of alcohol related harm and it’s social and financial costs, will Australia’s widely held acceptance of alcohol consumption begin to wane? This MP3 of my chat with Vicki Kerrigan on ABC Darwin drew…
Read More >Well as I’ve discovered them! These three questions (and my normal answers) are based on what I get asked consistently when I’m presenting or facilitating a session about Strategic Planning, ‘the future of…’, and how societies might look five, ten or twenty years from now: Question One – ‘What is the most important thing to…
Read More >Every now and again what sounds like a really good idea turns out to be less beneficial than what was hoped for. Strategic Futurist Marcus Barber wonders whether or not the Victorian Government’s ‘4 Minute Shower’ idea is a current example? For those of you that have read my paper ‘A Drop in the Ocean’…
Read More >There’s a lot to like about Mars. For centuries the name given to the Roman God of War (in honour of its blood stained hue) it has given us an opportunity and point of focus to think beyond our own planet. There’s been some vast mythologies about the deep channels (interpreted as canals meant signs…
Read More >