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”.

Victorian State Culinary Tourism Conference in Wangaratta

Oct 2, 2008

Strategic Futurist Marcus Barber will be kicking off proceedings at the 2008 Regional Produce Summit in Wangaratta on the 20th of October where he’ll detail some of the emerging issues likely to impact upon the tourism and food sector in the foreseeable future and suggest ways that businesses in the sector might be able to…

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Eco Industrial Parks & Community Development

Oct 2, 2008

Strategic Futurist Marcus Barber will both key note and act as Master of Ceremonies at the Lockhart Industrial symposium on the 9th of October, in Lockhart NSW. Marcus will discuss the clear business advantages that Eco Industrial parks provide to businesses, the way that symbiotic supply chains work to improve business resilience and the way…

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Marcus Barber discussing the Future on 774 ABC Melbourne

Sep 20, 2008

Marcus Barber joined host Tim Cox and co-host, author and writer Andrew Peglar on the Conversation hour to muse about the types of futures one might expect to see in coming years.   After Tim asked for clarification between a General, Theoretical and Strategic Futurist, Andrew kicked off with a question over the singularity.  The…

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Your Future Requires Planning – and so does ours!

Sep 4, 2008

Members of the Futures Foundation and the AFFA will be congregating in Pearl Beach in the coming weeks to consider the state of play in the Australian Futures community. Given the emerging challenges in Australia and around the world, the futures community requires just as much serious contemplation and forethought as does any one  …

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Robots of the Future

Jul 22, 2008

One of our many Nordic watchers, Are Thorsteinsson, has posted the Future Matters segment looking at the future of robotics, along with marking up full language captions in Danish. Although a couple of years old now, the early signs listed in this segment are only now coming into more mainstream focus Strategic Futurist Marcus Barber…

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Asking the unaskable question – Do we have a right not to die?

Jun 25, 2008

Strategic Futurist Marcus Barber has contributed a chapter to Volume Five of the ‘Death and Anti-Death’ Anthology which has just been published by Ria University. With contributors including Aubrey de Grey and Kevin Kelly and edited by Dr. Charles Tandy, Volume Five in the series is dedicated to the memory of Loren Eiseley, the renowned…

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Biofuels and Global Starvation

Jun 12, 2008

One of the challenges for one aspect of the world is fuel and the price of fuel used for private transportation. I use the word ‘aspect’ quite deliberately because the ‘aspect of the world’ that seems to be making the most noise about rising fuel prices is by and large the ‘westernised’ world – that’s…

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Marcus Barber to Open Supply Chain and Logistics Conference

May 14, 2008

With the theme ‘Moving Forward, Supply Chains of the Future’, Strategic Futurist Marcus Barber will open the Australian Supply Chain and Logistics Conference in Brisbane in July on behalf of the Supply Chain and Logistics Association of Australia. Details for the conference can be found below.   The focus on the future of supply chains…

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Book Recommendation – Gang Leader for a Day

Apr 28, 2008

When it comes to quality strategic futures work as part of making the pragmatic decisions that shifts beyond theoretical futures work, I encourage my clients to question the assumptions they make about the information they have available to them. Which is why I am recommending the book ‘Gang Leader for a day – a rougue…

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Marcus Barber on 774 ABC Melbourne Conversation Hour discussing Australia 2020 Futurists Summit

Apr 23, 2008

Strategic Futurist Marcus Barber was well and truly forced to justify the existence of his profession when venturing along to Jon Faine’s Conversation Hour last week. Co-hosted by Cath Pope the discussion looked at the role of Futurists, the Australia 2020 Futurists Summit and Jon’s scepticism around the role of futurists.. Along with Janoel Liddy,…

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