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
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”.
Last night the ABC program ‘A Difference of Opinion’ looked at the issues of the housing affordability ciris. The panel provided some quality perspectives as to what was causing the challenge and what kind of actions might need to occur in order to address the issue with Ross Gittins’ early observation that the debate completely…Read More >
Dan Atkins, former manager of Environmental policy at Toyota and now Director of Sustainable Business Practises and Strategic Futurist Marcus Barber will speak at the South East Networks / VicUrban Business Breakfast at the Sandown Racecourse on Wednesday the 27th of June. Both Dan (who’ll discuss how Toyota applies its Environmental Policy in order to…Read More >
Looking Up Feeling Good’s advanced signals reporting service ‘Future Alerts’ is now available as a monthly subscription offering. Designed to provide your organisation with signals indicating potential change, each report comes with analysis of the signals and how they might impact your business. Applying some advanced Environmental Scanning process, including the ‘VSTEEP’ model, you can…Read More >
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…Read More >
The May Brainnovation session is open for bookings. If you’d like to be invited to attend this highly focused, creative and thought provoking session please contact us. We’ll send you an invite and as these sessions are strictly limited to no more than 15 people, it’s ‘first in – best dressed’ for acceptances! You’ll be…Read More >
Every now and again you discover something well ahead of the general public that is worthy of further investigation. That is the key advantage of being a futurist – you get to spend a lot of your time just looking for signals of change. In this case it is the soon to be opened Barleycorn…Read More >
Marcus Barber joined Brigette Duclos on the Channel 10 program ‘9am with David & Kim’ to discuss strategy and the game show ‘Con-Test’ How do game shows reflect our approach to strategy and what does it mean for the business decisons we make? This will be the subject of an upcoming ‘Ideas Piece’ to appear…Read More >
Your Advanced Organisational Strategy events coincide with a specific need for your business and lead to excellent outcomes. These events are customed tailored to help you solve an organisational challenge or to answer a key exploratory question for you. The AOS focuses on two main objectives – to create a specific ‘How to’ for solving…Read More >
The idea behind Innovation is to create something new, that has yet to be conceived. A lot of the times that requires Counterintuitive thinking and that can be a very difficult challenge because it needs to break the habits in our thinking styles. For me the essence of being a futurist is the essence of…Read More >