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”.
Visions are forward looking statement, but good ones, REALLY good ones have key elements 1. They are things you want but do NOT have 2. Are as long or as short as they need to be 3. Are by the people they are for 4. Are for the people they are by 5.Offer stability in…
Read More >If there’s one thing that the #CaronaVirus has shown us loud and clear it is that we are reliant on the people AT THE CONTACT FACE to carry us through. For Individuals, it is those in Healthcare we rely on. For Populations, it is those in food creation and delivery and sanitation we rely on.…
Read More >Most Councils and Government community assets are in full lock-down. Now more than ever, Local Councils Must Pivot their focus on what their Communities Can and Will do instead. Basketball stadiums? Closed Swimming Pools? Closed Theaters? Closed Libraries? Closed Community Halls? Closed Around the country these critical social assets are in shut down. And with…
Read More >Travel Insurance Providers may face claims for cancellations for travel plans yet taken. But the HUGE risk is covering costs for people ALREADY overseas. That’s way more costly For people with travel insurance taken out prior to the #CaronaVirus being made a declared event, getting your money back will be relatively straight forward. In…
Read More >China’s Gift to the world, the #CaronaVirus is not yet as severe as what the US gift to the world (Spanish Flu) was, and still signs are clear that disruption to normality is the key theme. In that the light, the Australian Football League (AFL) need to plan for crowd free rounds. Because that’s…
Read More >Potential Impacts of the Carona Virus will cascade across the globe. With deaths on track to climb quickly now that it has reached epidemic proportions of infection, the fat tail extends to the corporate sector. With whole areas of China on lock down, factories are shuttered and with it, Multinational and local firms who’ve…
Read More >Five days ago I tested positive for Covid. Here’s a bit of what the story has been like so far Tuesday was spent moving on of the offspring out of their rental property in country Vic and back down to Melbourne’s suburbs. A hot day of heavy lifting and a fair bit of driving. By…
Read More >Decision making is an interesting field of inquiry. I’m about three months in to a long term contract with an organisation working on enabling its people to be more effective and the thought that keeps popping into my head is ‘Start with the End’ When you start with the end in mind (know your desired…
Read More >There’s a little problem with food production in the world that not many people want to talk about. About half the world is being starved to death whilst we are seeing a spike in obesity due to over-consumption of food. The strange thing about that issue is that both ends of the food consumption divide…
Read More >My most recent long term client contract had me specialise in Employee Engagement, something I’d done consistently at the Senior and Middle Managers level. But this client need was across the board and at a time when major changes were occuring. With a previous survey of their staff in two states and across three…
Read More >