The Biggest Question of the 21st Century

I was speaking with someone yesterday and I was reminded about an article by Michael Wolf in the FT. It’s essentially about how the “great convergence” (between West and East) is going to shape this century and is informed by a book, which I blogged about a while ago, called Why The West Rules – For Now.  To the question of whether or not resources will prove to be a limiting force Mr Wolf comments:

“The biggest question of the 21st Century may be whether resources prove to be binding constraints once again, as they so often proved to be prior to 1800.” Quite.

“If the answer is yes”, all of humanity might come to enjoy the historically unprecedented lifestyles of today’s most favoured people. If the answer is “no”, we might, instead fall prey to what Prof Ian Morris (the book’s author) calls the “Five horsemen of the apocalypse” – climate change, famine, state failure, migration and disease”.

In other words, we possibly face a choice between two of the scenarios I developed with Oliver Freeman and Wayde Bull in 2009. A choice between “Smart Planet”, where science and technology solve our most pressing problems, and “Personal Fortress”, where countries (and households) retreat to what are perceived as safe havens.

The former is the world of Google, Apple, IBM and Siemens. A globalized  world where genetics, robotics, the internet, artificial intelligence and nanotechnology create growth and provide the smarts to solve resource shortages, climate change, skills shortages (caused by  declining fertility rates) and disease.

The latter is a ‘Mad Max’ world of dwindling energy reserves and food supplies, where insecure governments use any means available to secure resources. This is a world where economic growth is seriously constrained, where mass-migration (caused by climate change and war) creates xenophobia, where food prices and taxes cause riots and where globalisation starts to unravel. A world of resource nationalism, protectionist economic policies, generational conflict and gated communities.

What’s Next issue #27 is up

What am I doing? I’m so glad you asked. I’m helping to write some thought starters for a workshop for the Australian Book Industry Strategy Group. I’m also having lunch with a few folks at Shell and preparing a prospectus for a project looking at scenarios for the future of sport in 2020 (or 2030, we can’t decide). Apart from that finishing the best article I’ve ever read on demographics. See Foreign Affairs, issue Nov/Dec 2010 ‘The Demographic Future’ by Nicholas Eberstadt (foreignaffairs.com).

What do I have for you today? Nothing really, apart from saying that issue 27 of my What’s Next trend report is now up and available (free) at www.nowandnext.com

Calorie inflation

I’m about to put up (out?) issue 27 of my What’s Next trend report (nowandnext.com) so here’s a sneak peek at just one of the items.

Despite the fact that, globally, one billion people are now obese, the idea that chocolate could be as addictive as cocaine has been fringe thinking for quite a while. But the theory is now starting to enter mainstream thought. As a result, some observers are predicting that some kinds of food may soon be legislated against in a similar way to alcohol and tobacco.

There could even be an attempt at a class legal action against the big food companies for knowingly ‘pushing’ food that they know to be – or design to be – addictive. Sugar is at the epicentre of this controversy. Rats fed on sugar syrup have been shown to develop behaviours that are chemically identical to rats fed on and addicted to morphine.

Critically, studies have also shown that when rats binge feed on sugar syrup their brains release dopamine, a neurotransmitter linked to pleasure seeking. This finding provides a biological linkage to sugar addiction and suggests that you don’t have to be overweight for your brain to exhibit such behaviour.

More worryingly, as people overeat, food makes them feel less satisfied, which leads people to eat more food to create more of an effect – a situation identical to the use of Class-A drugs. This may not sound like a big deal, but if certain foods can be proven to be addictive the consequences will be significant.

First, we might expect government legislation and labelling. Second, we might see significant legal action. Third, individuals might point the finger at companies and governments rather than themselves.

We may also see the development of food addiction ‘patches’ (similar to nicotine patches) and junk food retail may be legislated against, either in terms of taxation, zoning or outright bans.

Think this is far-fetched? In New York City and across California, transfats have now been banned in restaurants and soft drinks have been voluntary removed from school vending machines in anticipation of future legal action. And we might see some interesting ‘carrot’ approaches too. Companies that produce – or individuals that consume – low calorie foods might receive tax credits for instance.

So what might we see in the not too distant future? One answer is almost certainly more scientifically engineered foods to target the worldwide obesity epidemic. Nestlé, the world’s biggest food company, recently created a health science business to create foods that don’t make people fat. To some extent this may be a defensive action. Hershey and Mars have made similar moves, although the history of such adventures is patchy. Unilever, for instance, spent $20m trying to develop a niche slimming product before conceding defeat in late 2008.

But why are we getting fatter? One reason is easy availability of relatively cheap food (not for much longer!). Another reason might be stress (we eat to feel less anxious). You could also point the finger at more sedentary lifestyles, although research suggests that this is a red herring. Physical activity has hardly changed over the last 25 years.

However, what we eat has changed. The average calorific content of food has risen by 12% in the UK and by 25% in the US over the same 25-year period. In other words, some of the responsibility does belong to the food industry, although individuals aren’t entirely blameless.

Food Trends Summary

The visual is still in the kitchen, but here’s a text version to nibble on…

Starters

Ageing
Singletons
Health & wellbeing
Hectic households
Cynical consumers
Digitalisation
Fragmented families
Nostalgia
Individualism
Personalisation
Informality
Globalisation
Localism
Anxiety
Eastern influence
Connectivity
Loneliness
Data deluge
BRIC consumption
Intense experiences

Mains

Value for money
Kids health
Speed & convenience
Indulgence & treats
Authenticity
Provenance
Portability
Blurring of meal occasions
All-day grazing
Comfort food
Food inflation
Regulation & compliance
Premiumisation
EDLP
Regional cuisines
Conversational brands

Fresh today

Eating at home
Fixed price eating
Home baking & making
Cheaper cuts of eat
Urban farming
Vertical farms
Grow your own
Zero-waste easting
Tap water

To Follow

Trust & transparency
Seasonality
Sustainability
Non-traditional fish
Farmed fish
Intelligent vending machines
Fresh frozen
Functional foods
Fair-trade foods
Formal dining
Allergy-free foods
Increase in commodity prices
Ingredient price volatility
Impact of oil at $150+
End of cheap food
GM acceptance
Feel-good and mood-foods
Anti-ageing foods
Food security
Resource nationalism
Non-foods
CSR scandals

Sides

Home delivery
Local eating
Everyday organics
Total transparency
Sunday roasts
Food fashion
Less meat & protein
Healthcare rationing
Animal welfare
Hyper-regional food
Selected by you

Fixed menu

Value for money
Speed & convenience
Portability
Health & well-being
Out of home consumption

Food retail & restaurants

Simplicity
Artisan skills
Natural
Nose to nail eating & beyond
Less ingredients/intervention/packaging
Health & safety
Healthy fast food
Street foods
No bookings
Smaller menus
Do it yourself
Visible calories

Drinks

Draft cocktails
Microbreweries
Authenticity
Fresh ingredients
Binging
Extreme experience
Social lubrication
Good for you
Goods for everyone
Take you up
Calm you down

Food technology

Mobile barcode scanners
Smart appliances
Smart phone ordering
Talkback packaging
Every surface is a screen

Waste bin

Molecular gastronomy
Sampling menus
Dessert only restaurants
Dumpster diving
Bottled water backlash
Celebrity chefs

Notes:

Starters = Mega trend (non-food)
Mains = main food rends
Fresh today – New trend
Fixed menu = Key food mega trends
Waste bin -= Trends that are stale
To follow = emerging trends

Almost served – Key food trends for 2011+

I’m just waiting on a hyperlink to put the new food trends menu out. In the meantime I’ve been trying to get my head around global trends for 2011 as a whole – as opposed to regional trends. I still have a slight Asia-Pacific lens, so the whole doom and gloom thing is not my default position. Basically, anything economic is up and in this region and down elsewhere (generally) but the economic obviously impacts the social.

Meanwhile, I came across a good quote from Woody Allen today that’s pretty good for anyone living in Europe, UK or the US.

“More than any time in history, mankind faces a crossroads. One path leads to despair and utter hopelessness, the other to total extinction. Let us pray we have the wisdom to choose correctly.”

BTW, the food trends menu is 2 pages and is ordered by Starters (non-food mega-trends), Mains (the main food trends), Fresh today (new trends/fads), To Follow (emerging trends), Sides (trends from left-field), Fixed menu (Key food trends), Drinks, Food retail and Food technology. If anyone wants a pdf copy of the menu send me an email (via nowandnext.com) or leave a comment on this post.

Forensic phenotyping – part 2

Here we go. Further to my post on forensic phenotyping (Jan 6), here’s something from my book Future Files (2007).

If you are charged with a criminal offence in the UK, a sample of your DNA is taken and added to a national DNA database where it stays indefinitely, even if you are subsequently acquitted. So far the UK database contains the profiles of 3,130,429 people, or 5.23 per cent of the entire UK population. In contrast, the US DNA database contains just 0.99 per cent of its population, while most other national databases contain the names of fewer than 100,000 people. In theory, this DNA fingerprinting is a very good idea, not least because the technology allows police to create a DNA fingerprint using a single human cell (taken from a print on a broken window, for example). In the future, police officers will carry handheld devices that can instantly upload these samples and test them against the database. These samples will then be used to create 3-D photofits of suspects, giving police officers accurate information on likely height, skin colour, hair colour and even personality type.

Privacy campaigners are obviously concerned about this but the database and associated technology will be so useful that I’d expect the database to be enlarged as part of a national biometric identity-card scheme. Eventually, every single person in the country will therefore be listed ‘for their own security’, at which point adding some kind of GPS or other location-tagging component would seem an entirely logical idea. The problem with this, of course, is that once a government starts to view all its citizens as potential suspects, there will be subtle changes to how everything from policing to law making operates. There is also the issue of data accuracy and data security.

Forensic phenotyping

I’m trying to write something about prediction for Fast Company magazine. So far all I’ve got is this from Aston Webb, a Victorian architect, talking about London in the year 2014 from the perspective of 1914:

“There are two great railways stations, one for the north and one for the south. The great roads out of London are 120 feet wide, with two divisions, one for slow-moving and the other for fast-moving traffic; and there will be a huge belt of green fields surrounding London.”

The other thing I’m trying to weave in is a story I picked up last Saturday about some Dutch scientists being on the verge of being able to develop physical descriptions of criminals based on traces of DNA left at crime scenes. Apparently, a blood test can predict the age of a suspect plus or minus nine years. Meanwhile, researchers in the US are close to being able to predict skin colour and perhaps facial geometry via analysis of DNA sequences.

Could such tests eventually prove better than eyewitnesses? Some people seem to think so, although the issue of whether or not such tests could generate false predictions seems rather vital. There’s also the issue that if one can predict likely age, race and facial features, could they also be used in a kind of ‘Department of Future Crime’ way to predict criminal behaviour before it happens. i.e. could DNA tests predict future aggression or tendency to lie or steal?

BTW, I don’t have a copy with me, but I’m pretty sure that I outlined exactly such developments in my book Future Files back in 2007. How? I just read the right literature (New Scientist and Scientific American from memory), joined a few dots and made an educated guess. I’ll dig out my original text when I get a moment.

Food trends

I’m just putting the finishing touches to a menu of food trends for 2011+ (a collaboration with Charles and Wayne at The Food People). In the meantime, I spotted this list of food and drink trends in today’s issue of the Globe & Mail.

Food trends

1. Vegetable ash
2. Olive oil alternatives
3. Locally grown global produce
4. Sea buckthorn
5. Drinklable snacks
6. Healthy indulgence
7. US invasion
8. Artisanal cheese
9. Better breakfasts
10. Old-school dishes

Drink trends

1. A brown tide (brown spirits)
2. Guerrilla shoppers (value shoppers)
3. Baskin Robbins at the bar (flavoured spirits)
4. A crack in interprovincial walls (regulation)
5. Locapours rising (localism)
6. Wine with extra fruit
7. A better pink cocktail (Negroni on the rise)
8. Canadian wine goes au natural (organic & sustainable)
9. The other cabernet (cabernet franc)
10. White the new red

War and the Art of Innovation

Few quick snippets plus something longer to ponder…

I forgot to say how impressed I was with the Global and Mail whilst in Canada recently. This is a really good newspaper. Couple of interesting thoughts from Tuesday’s edition. Firstly, an article on internet reform by Jeffrey Hunker (author of Creeping failure: How We Broke the Internet and What We Can Do to Fix It). He points out that in the case of the cyber superworm Stuxnet and the WikiLeaks inspired ‘hacktivist’ attacks on US government and commercial sites the perpetrators are still unknown. In other words, events in cyberspace can have “serious consequences, yet are largely outside the framework of accountability.” He goes on to liken the internet to London during the time of Dickens. A rapidly growing and chaotic place filled with crime and ineffective government. Consequences? I’ve spoken about this before, but one implication is not that the internet will break technically, but that people may simply get fed up with using it.

Other quick snippets from the Globe and Mail. One, the global population will hit 7 billion in the second half of 2011. Two, scientists have found that people forced to turn off mobile phones, email and the internet suffer from psychological and physical symptoms similar to those experienced by drug addicts going ‘cold turkey’

OK, now the long one to ponder. I’ve just written this for the next issue of What’s Next (up next week). Read it and then ask yourself whether this has any implications for large firms fighting other large firms using innovation as a key weapon.

The world, in case you haven’t noticed, is suffering from two simultaneous shocks. The first is technological. The development of the internet is reshaping the world in a manner similar to the industrial revolution two centuries earlier. The second is global instability. The end of the Cold War is a prime cause of this, but globalisation, deregulation and resources are also playing their part. Nevertheless, the thinking within the US military is largely unchanged. For example, the US has spent around $1 trillion ($3 trillion according to one estimate) on the war in Iraq and is now “close to punching itself out” according to John Arquilla, a Professor of defence analysis at the US Naval Postgraduate School.

The fundamental issue is scale. The dominant doctrine within the Pentagon is still “shock and awe” and, to achieve overwhelming force, the US spends billions on big ships, big guns and big battalions. This might work if you are fighting a conventional war, but it is becoming increasingly apparent that it doesn’t work very well against networked adversaries. In the UK there has been both shock and awe that UK defence budget is being cut. The thinking is that one can only perform worse with less. Similarly, in the US, there are calls for more and more soldiers to fight in Afghanistan and Iraq.

But perhaps bigger isn’t always better. Small units of soldiers can be highly effective, especially when they are connected to other small units or small numbers of aircraft. This is rule one of John Arquila’s new rules for war – that many and small beats few and large. After all, what exactly is the point of giant aircraft carriers in an age of supersonic anti-ship missiles? Hundreds of small craft equipped with smart weapons are likely to be more effective.

Similarly, being in love with expensive and sophisticated weapons is all very well but many smart systems are almost unworkable in many of the situations that Western armies now find themselves. Rule two is that finding matters more than flanking. Flanking has worked historically, but the game has now moved on. Think, for example, of the 400,000 Iraqi troops that just “melted away” when confronted by US forces in 2003 only to reappear as hit and run insurgents in the months and years afterwards.

The idea here is that rather than being organised as a “shooting organization” the military needs to be redesigned around a “hider-finder dynamic” and act as a “sensing organization” too. After all, before you fight an enemy you have to find them and this is becoming increasing difficult when enemies use networking technologies to rapidly communicate and organise themselves.

Rule 3 is that swarming is the new surging. Swarming is the type of attack used by terrorists coming at a target from several different directions at once or attacking several targets simultaneously. The November 2008 Mumbai attack conducted by just two five-man teams is an example, as is the Hezbollah conflict with Israel during the summer of 2006.

Despite this, US Grand Strategy is still configured to deal with a single large threat rather than multiple, smaller or simultaneous threats. In a networked age, even very small teams armed with the most basic weapons can cause huge amounts of damage, but most military planners seem to be unaware of this or, if they are aware of it, are failing to act on this knowledge. There is a saying that generals are always fighting the last war. Seems some of them are still planning it too.

BTW, a final thought. I note that a Russian investment firm has taken a stake, along with Goldman Sachs, in Facebook. So the Russians now have in interest in a company that has intimate details on 550 million people including a large chunk of Americans. Hey, who needs thousands of spies when millions of people just tell you everything without you asking! Given the recent uproar about foreign firms buying strategically important US (physical) assets I’m rather surprised that this wasn’t stopped.