Jody Turner of FutureofCulture.com presents on the future of low carbon culture. Opportunities in Redesigning How We Live, Work and Play.

1. CO2 TRENDS
Opportunities in Redesigning
How We Live, Work and Play

2. Content by CultureofFuture.com-
The information in this presentation is drawn from:
Global project work created for-
Dell Apple Pantech
Sony Starbucks IDEO
Gap Nike Microsoft
Steelcase
Global presentations-
Istanbul, New Retail
Mumbai, Brands Making Meaning
Hong Kong, Greening Trends
Brazil, Architecture & Design
San Francisco, Youth Culture
NYC, Global Trends
Green trend contributors
Jody Turner
Marc Alt
Dominique Pachecho
Kathy Baylor

3. Designing To New Behaviors: From The Gap Foundation, Bobbi Silten and Bono on Project Red
HAVE DO BE
Older Western Economic Cultural Model 1
“You have to have money to make money to do what you love in order to be who you are supposed to be.”
BE DO HAVE
Newer Economic Cultural Model 2 We are Designing To
“Be who you are now and in the doing of it you will redefine what having is to you.”

4. Explaining the Behavioral “Evolution”
Please note that gen dates can vary from study to study. Generation work we do in
Asia, Europe and South America have different breakdowns and yet the common
denominator between countries and the common divide between generations
worldwide is the use of technology.

5. Stereotype: Materialistic
Actually: Idealistic Providers
BOOMER
Rebellion: Freedom to do it Bigger/Better
Gift/Challenge: ‘My children will not
suffer as I did’ leads to overworking.
Focus on larger movements of idealistic change
usurped by advertising media into a competitive
what is ‘in’ or ‘out’, ‘bigger’ or ‘better resulting in
unknowingly creating BIG government/corporation.
Stereotype: Slacker
Actually: Life Focus
GENX
Rebellion: Through The Senses vs.
Accomplishment. Our Current Music,
Culinary and Spa Culture is a Result.
Gift/Challenge: ‘I will not overlook friends
and family as my parents did.’
Desire to live closer to self and work differently has
been misunderstood. Creative Culture is a brilliant
result of this generation spending more time exploring
life and expression within culture.
Stereotype: Entitled
GENY
Actually: Empowered
Rebellion: Non rebellious and integrative
Gift/Challenge: Expects everyone
to step up and deal authentically. More…

6. Explaining the Behavioral “Evolution”
An early Steve Jobs (80s) kicks off grunge, Daniel Coleman helps us understand ourselves and
and our emotions in the late 90s, Daniel Pink brings the future home as he ushers in the 00s
creative culture.
Other influencers:
70s-80s Architecture glut creates mall & retail boom/consumption, 80s-90s graphic designer glut
print and web boom resulting in the web boom, 90s-00s product designer glut creates focus on
branding and making meaning through design.

7. Explaining the Behavioral “Ecolution”
Moving From ME Branding. To WE Branding.
“EGONOMICS” – Individuation “ETHONOMICS” – Group
-Economy geared to self -Economy geared to solutions
-Body: Healthstyle-Selfstyle focus, -Body: Earthwell-Selfwell Focus, Earth as my body
Earth Separated From Me As ‘The Environment’ -Security: Community Inclusion,
-Security: Elite Exclusion ‘My town does well, I do well’
-Relationships: Performance -Relationships: Co-Creation
-Recognition: Reputation -Recognition: Contribution
-Self Actualization: Aspiration/Seeking/Reaching -Self Actualization: Inhabiting Ones Life Aware
Credit: Trendburo Munich and Cultureoffuture.com

10. THINK GLOBALLY, ACT LOCALLY
THINK LOCALLY, ACT GLOBALLY

11. Economic Crisis Brings The Masses Into It: Reinvention
CRISIS? OPPORTUNITY?
.
Credit: Trendwatching.com

12. 12

13. The Situation We Are In
“Global Warming is considered the greatest market failure of humanity.”
“There’s something inherently wrong treating the earth like a business liquidation.”
“The GPN measures all but what seems to matter most.”
-Robert Kennedy
This segment from “OUR CHOICE” by Al Gore + CultureofFuture.com add-ons.
13

14. 14

15. 15

16. 16

17. 17

18. 18

19. 19

20. INFLUENCERS: Robert Redford, American In Flux

21. INFLUENCERS: Al Gore & Stewart Brand, America In Flux

22. INFLUENCERS: Design Revolution, America In Flux
http://architectureforhumanity.org/ http://other90.cooperhewitt.org/ http://en.wikipedia.org/wiki/Sergio_Palleroni
http://projecthdesign.org/

23. INFLUENCERS: Coming Down To You, Your Passion & Your Charismatic Community.

24. INFLUENCERS: You with passion, your charismatic community.

25. INFLUENCERS: You with passion, your charismatic community.
SF Urban Gardens
-Visit guerrillagardening.org.
-Free Farm Stand. This volunteer-run organization offers
produce grown in local backyards free to the public,
especially to low-income people. Sundays 1-3 p.m.,
-Parque Niños Unidos at the corner of 23rd Street and
Treat Avenue. freefarmstand.org.
-MyFarm. For more information, visit www.myfarmsf.com.
-Quesada Gardens Initiative. Community of Bayview
residents who tend a vegetable garden on a city median.
quesadagardensblog.blogspot.com.
-Three Stone Hearth. A Berkeley cooperative that sells
nutrient-rich prepared meals for pickup or delivery,
following the principles of Weston A. Price.
threestonehearth.com or e-mail
info@threestonehearth.com.
-Victory Gardens 2008+. A San Francisco pilot project to
create more vegetable gardens in backyards, parks and
rooftops: sfvictorygardens.org.
Read more: http://www.sfgate.com/cgi-bin/article.cgi?f=/c/
a/2008/06/23/MN8R118AR4.DTL#ixzz0Xw6RSIVs

26. INFLUENCERS: You with passion, your charismatic community.

27. INFLUENCERS: You with passion supporting your charismatic community.

28. INFLUENCERS: You with passion supporting your charismatic community.
Making Trends Real.

29. INFLUENCERS: Supporting Passion endeavors, Brands As Meaning Drivers.
Credit: Trendwatching.com

30. INFLUENCERS: Passion endeavors.
New Energy

31. INFLUENCERS: Creative Energy Sources
GEOTHERMAL:
-Potential to create 280,000 times the annual
consumption rate for the US or a 30 year supply
-No CO2 emissions, unlike solar and wind it is 24/7
-Smallest footprint of all solutions

32. INFLUENCERS: Creative Energy Sources

33. INFLUENCERS: Creative Energy Sources
Algae Biofuel

34. INFLUENCERS: PopTech Fellows and New Energy Sources

35. Innovators: Tagging Your Trash To The Landfill
the Trash|Track project, done in partnership with Waste Management, looks at the “removal-
chain”. Supply chain has become increasingly efficient (and well-documented), but waste
management is not.
-Invited members of the Seattle community to tag their garbage and the researchers than tracked
its movement.
-Currently have ~2,000 objects tagged and expect to tag another 1,000. The early results are now
on display as a show at the Seattle Public Library.
-An awareness of where your garbage actually ends up could have great impact on changing
behavior.

36. Innovators: Biochar, Refeeding A Depleted Earth
Jason Aramburu, is the founder of re:char, which is developing solutions to fight climate change.
-Current efforts all have their limitations, says Aramburu. Aramburu was working on “clean coal”,
when he realized that that term was really an oxymoron.
-This lead him to create a substance called Biochar, a substance that is a by-product of agriculture
(husks, stems, etc.): basically charcoal made from natural waste products.
-Biochar also acts as a great soil amendment and helps reduce the amount of CO2 in the air. It
feeds the depleted soils
Mankind has drained quickly and completely.

37. Innovators: Challenging Styrofoam
Eben Beyer, a 2009 Poptech Fellow, is the CEO of Ecovative Design, which seeks to address
the issue of how to reduce the usage of styrofoam (or as Beyer calls it, “toxic white stuff”).
Styrofoam takes up more landfill space than other other waste product and its by-product,
styrene, is seeping into our environment through landfills and polluted waterways.
New materials need to be created that have less environmental impact and take less energy
to produce. Beyer’s vision is to use the naturally-occurring mycelium (from the roots of
mushrooms) and replace styrofoam with 100% compostable material. With this material, 10
times less CO2 is emitted in the atmosphere.
Beyer invites everyone to send pictures of unnecessary use of styrofoam to
stop@toxicwhitestuff.com in an effort to raise awareness about this issue.

38. Innovators: Art And The Oceanic Trash Patch
Chris Jordan is a photographer whose work documents consumerism and its
aftermath.
-Photographs the giant garbage patch and creates art to bring it home and make
it real to consumers
-Used 2.4 million pieces of destructive oceanic plastic from the giant garbage
patch to create a massive-scale recreation of a portrait of the ocean. The plastic in
the ocean is destroying habitat and killing wildlife in one of the most remote
regions of the world.

39. Innovators: Dirt Powered Battery
2009 Poptech Fellows Aviva Presser Aiden and Hugo Van Vuuren are the creators of
Lebone, a dirt-powered battery. The battery, which was created for the base of the
pyramid population, uses microbial fuel cells to generate energy. The batteries can
currently power an LED light, and the goal is to soon be able to also power radios
and cell phones.

40. Innovators: Nike Considered Design
Lorrie Vogel works for Nike’s Considered team. As General Manager, she’s leading Nike’s research
in sustainable product design. We are moving to a new economy, a “green economy”, which has no
roadmap. So how does a big company like Nike do it?
Nike’s first area of focus was reducing their footprint and the amount of waste. They’ve reduced
their waste 50% in the past ten years. They’ve also focused on energy use and removing toxics from
their products. Reducing your footprint, says Vogel, will never get you to a “green economy”. That
needs to be done at the product level: they were at first inspired to try and create a shoe that you
could plant in the ground and it would biodegrade. Their second thought was to try and make a
product that would last forever. But from a human nature standpoint, that wouldn’t work and the
products would ultimately end up in a landfill.

42. Innovators: Greening Hometown Heroes
PopTech Fellows: Taylor Stuckert and Mark Rembert
2009 PopTech Fellow Taylor Stuckert, co-founder and Mark Rembert of Energize Clinton
County founded their program when their hometown was impacted by massive layoffs. After living
away for several years, they both returned to their town with “fresh eyes”; wanting to help the town
rediscover its place in the world. They wrote a letter to the editor (which is what, they joke, people
do in small towns) about going green that instilled the town with a sense of purpose. Now over 90
businesses are participating in ways to buy local, helping to weatherize homes and solving for
themselves problems that are putting them at the forefront of green efforts.
Energize Clinton County is looking to form partnerships

43. Food, Transportation,
Design & Fashion

44. LIFESTYLE

45. HP recycled packaging/
cartridges
Typical photos for trash
blog
Frog Design Studio
Ad Busters Buy Nothing
Day “Birds outside
my window
were my
iPod.”

46. INFLUENCERS: Creative Reinvention Vacations
travel
From Stay Vacations to Reclamation Vacations
to Eco Vacations
-The Dasparkhotel in Ottensheim, Austria
utilizes old concrete sewer pipes (cleaned, of course)
-The Jumbo Hostel is a reclaimed 747
-Lancaster PA’s The Red Caboose uses old cabooses
from the Pennsylvania Railroad.

48. INFLUENCERS: Creative Reinvention Green
wellness
Vertical & Roof Gardens, Rooftop Bee Keeping, Bird Migration Programs
-Bee Keepers: Fortnum & Masons in London, The Royal York in Toronto, the White House.
-Green rooftop bird migration routes across southern USA through Sergio Palleroni
-The Capital Project in London encourages residents to plant gardens on their flat, empty roofs
-Guerilla Gardners in London are cleaning up urban blight and planting flower, trees and bushes illegally in the tradition of taggers
-Green Living Technologies + Urban Farming install vertical food producing gardens in low income LA
-Herb garden rooftops for restaurants increasing: The Blue Velvet restaurant in LA is an example
-Future Farmers is an artists collective that is responsible for the resurgence of ‘Victory Farms’ and farm planting in US yards
-Marc Alt of NYC (green advisor for Mini) – Starting Hydroponic Farming in old Brooklyn buildings, growing fresh food and mercury free fish
-Alice Waters and The Sustainable School – Alice has taken a marginalized childrens school and started a successful farm and food program
-Majora Carter is founder of Sustainable South Bronx and president of eco consulting firm The Majora Carter Group.
Majora is a proponent of the equal sharing of environmental burdens, irrespective of economic status, race, or sex, her birthplace
is one of the most ecologically desolate urban areas in the USA and she has brought green dollars in and fought for her neighborhood,
Installed green spaces and green rooftops. She is now travelling the world teaching how to do this in other communities.
-

49. INFLUENCERS: Creative Reinvention of Food

50. INFLUENCERS: Creative Reinvention of Food

51. INFLUENCERS: Creative Reinvention of Food, Ferry Building Marketplace

52. INFLUENCERS: Creative Reinvention of Transportation

53. INFLUENCERS: Creative Reinvention of Transportation

54. INFLUENCERS: Creative Reinvention of Transportation

55. INFLUENCERS: Creative Reinvention of Transportation

56. INFLUENCERS: Creative Reinvention of Personal Power
“Plug-in home
energy Wattcher
is more than an
Personal energy through info product, it is
unique methods a strategy of
awareness.” ~
- M. Wanders
Phillips 2020
Habitat China:
OFF THE GRID
Smart Skin Walls
OEI by Personal wall
meter tracking
Rocco Community Accountability:
power lifestyle Tweet-a-Watt
Avallone

57. INFLUENCERS: Creative Reinvention of Green Spaces

58. INFLUENCERS: Creative Reinvention of Green Spaces

59. INFLUENCERS: Creative Reinvention of Green Spaces
www.ecohomeimprovement.com/
www.greendepot.com/

60. INFLUENCERS: Creative Reinvention of Fashion
http://www.lindaloudermilk.com/vidlinx/index.html
http://www.articulate-sf.com/Lexus/#/profiles/fashion/stewartbrown/

61. INFLUENCERS: Creative Reinvention of Fashion
New York Fashion Week's Costello Tagliapietra Spr/Su
high fashion debut of AirDye uses 88-95% less water
than typical textile industry water consumption.
AirDye is a process of dying synthetic materials that
deposits color inside -- as opposed to on it. Proprietary
dyes are transferred from recycled paper onto fabric
using heat, used dyes and toners are recycled into tar
and asphalt. Used for dying chiffon, chintz, jersey, satin,
and any fabric made with synthetic fibers; customized to
any color or design, and also for printing reversible
fabrics. The greenest option is to use AirDye on recycled
fabrics. From Transprint, Colorep, Inc.

62. INFLUENCERS: Creative Reinvention of Fashion
BEYOND FIBER TRENDS and manufacturers making a
switch to organic cotton, or creating fabrics from natural,
easily-renewable materials like bamboo or hemp. All important
but very little attention has been paid to the the dyeing
process, which can be a potentially devastating industry when
it comes to chemicals, waste, and water usage. AirDye, a new
method created by Colorep for dyeing textiles takes water
almost out of the equation, using 90% less water, but also
reducing the emissions and energy used by 85%.
But beyond giving high-end designers a high-performance,
highly-sustainable option, AirDye is poised to shake up larger-
volume fashion brands as well. The technology removes the
risk factor for retailers who can now dye-on-demand, helping
them manage their inventory. It eliminates waste in an
industry where--believe it or not--clothing that's deemed no
longer sellable is actually trucked to landfills. And thanks to
the way the dye is applied, clothing could actually be recycled.

63. Conclusion and The Future
While becoming efficiency focused and tech
aggregate focused, we must not forget about
becoming real as humans, not losing touch with
ourselves or our emotions and what our mission is
in terms of peace. Removing want without stressing
earthy resources is the road to peace.
There is enough for everyone on this planet. We
simply need to manage smartly and wisely.
A shift to energy sources from abundant materials
such as sand, dirt, wind and water will prevent the
6th great extinction and will prevent further wars
being fought over resources.
A focus on education of girls worldwide is now
being seen as a major solution driver in preventing
over population and seeding generational global
care.

64. Resources

65. Green Lifestyle Websites
treehugger.com, inhabitat.com, ecofabulous.com,
gliving.tv, inhabitat.com, branchhome.com,
livingclimatechange.com, eccoterra.com, ecolect.net,
dailybite.com
Trend Sites Including Green
PSFK.com, Trendwatching.com
Knowledge Sites
Tedtalks.com, Poptech.com
Carbon Offset: http://bvco.org.uk/yourcarbon.html

66. Eco FASHION Resources:
1. http://www.ecouterre.com/ Great Eco Fashion textiles site
2. Eco Fashion Stories Provided by Lexus Hybrid Living
-Lara Miller http://www.articulate-sf.com/Lexus/#/profiles/fashion/stewartbrown/
(Also: Linda Loudermilk; Stewart+Brown; Bahar Shahpar)
3. Linda Loudermilk focus
http://www.lindaloudermilk.com/vidlinx/index.html (Including Jane Fonda on Letterman; Linda L on Sundance Channel)
4. Treehugger.com A Discovery TV Company, Best of Beauty and Green 09 Competition
-Fashion and Beauty Slide Show Winners
http://www.treehugger.com/galleries/2009/04/best-of-green-fashion-and-beauty-slideshow.php
5. Style Will Save Us, Online UK Magazine
http://www.stylewillsaveus.com/
6. Patagonia Footprint Chronicles
http://www.patagonia.com/web/us/footprint/index.jsp?slc=en_US&sct=US
7. Nike Considered Design, http://www.nikebiz.com/responsibility/considered_design/environmentally_preferred.html
Nike Trash Shoe:
http://www.youtube.com/watch?v=hbeFUwhc9cw&eurl=http%3A%2F%2Fgreenopolis%2Ecom%2Fgoblog%2Ftwo
%2Dgirls%2Dgo%2Dgreen%2Fsqueaky%2Dclean%2Dsneakers%2Dmade%2Dscraps&feature=player_embedded
Jordan Jumpman23 lux eco shoe NOT touted as eco: http://www.nike.com/jumpman23/home/index.html
8. Ethical Fashion Forum, UK: http://www.ethicalfashionforum.com/

67. JodyTurner@CultureofFuture.com
+1 310 5841021

68. Designing To New Behaviors: From The Gap Foundation, Bobbi Silten and Bono on Project Red
HAVE DO BE
Older Western Economic Cultural Model 1
“You have to have money to make money to do what you love in order to be who you are supposed to be.”
BE DO HAVE
Newer Economic Cultural Model 2 We are Designing To
“Be who you are now and in the doing of it you will redefine what having is to you.”