Cometando o relatório The Future 100

Introduction to the Live Session

Welcoming Participants

• The host greets attendees and expresses excitement for the first live session of the year. They emphasize the intention to create open dialogue beyond their usual communication channels.

Future Engagement Plans

• There are plans to hold more free, open meetings throughout the year based on participant engagement. The frequency of these sessions will depend on audience participation.

Thematic Focus of the Session

Importance of Relevant Reports

• The discussion centers around analyzing significant reports that provide insights into future trends, emphasizing that they should not be taken at face value but rather questioned and contextualized within participants' realities.

Overview of Made's Mission

Introduction to Made

• Made is introduced as a platform focused on studying and demystifying concepts related to the future through collaboration and diverse voices, aiming for an inclusive approach in understanding trends.

Educational Approach

• Emphasis is placed on radical collaboration in teaching and learning processes, with a focus on co-creation without hierarchies, allowing all participants to contribute knowledge.

Diverse Perspectives in Trend Analysis

Breaking Homogeneity in Trends

• The importance of incorporating various perspectives—anthropological, sociological, political—is highlighted to avoid a narrow view of trends that often stems from Eurocentric fashion narratives. This aims at creating empathetic futures through collective storytelling.

Practical Methodology for Participants

Application of Learning

• A practical methodology is discussed where participants can utilize templates and exercises learned during sessions to apply trend research tangibly, ensuring that knowledge gained can be monetized effectively.

Community Engagement Opportunities

Networking and Resources

• Information about community resources such as networking opportunities, curated content groups (Antifomo), and social media channels is shared with an invitation for broader engagement beyond just educational content.

Understanding Trend Research in Branding

The Importance of Trend Research

• The speaker reflects on nearly 20 years of experience in behavioral trend research for various brands, emphasizing that trend research is not limited to fashion but extends to communication and culture.

• Acknowledges the necessity for brands to understand cultural dynamics, setting the stage for discussing key trends.

Key Trends Overview

• Introduces a curated selection of significant trends from a report titled "Future 100," indicating that not all 100 trends will be discussed due to time constraints.

Hiperreality: Blurring Realities

• Discusses the concept of hyperreality, where the distinction between real and generated experiences becomes less significant than the experiences themselves.

• Cites insights from an expert named Reding, highlighting how brands will increasingly navigate between digital and physical worlds as these boundaries dissolve.

Cultural Significance of Hyperreality

• Emphasizes that this blending of realities is not new; however, it has intensified with social media's rise.

• Uses KFC's marketing strategy as an example where user-generated content (like toys based on their branding) illustrates how cultural codes are created by everyday users rather than just industries.

Consumption Beyond Products

• Points out that consumers now engage with images as cultural codes rather than merely consuming advertised products.

• Highlights a shift towards identifying with symbols created by common users, suggesting that these creations become symbolic assets rather than mere content.

Digital and Physical Interactions

• Notes how behaviors from digital spaces are being integrated into real life and vice versa, predicting this trend will become mainstream in the coming year.

Future Considerations in Trend Research

• Raises questions about productizing prompts and copyright issues related to user-generated content within this evolving landscape.

Categories Within Trend Reports

• Mentions that reports categorize trends into areas like culture and beauty, stressing interconnectedness across different domains. This approach helps identify repeating patterns across various sectors.

Exploring Functional Fragrances and Mood Regulation

The Intersection of Trends and Methodology

• A recent study delivered to Boticário aligned with insights from the Future 100 report, demonstrating how accurate observations can lead to effective outcomes.

• The concept of functional fragrances, also known as therapeutic fragrances, aims to influence mood rather than just provide scent. This is a shift from traditional aromatherapy.

Fragrance as a Mood Enhancer

• Foods like coffee are recognized for their mood-boosting properties, indicating a trend where functionality extends beyond physical benefits to mental well-being.

• Innovations in beauty products include creams that claim to increase serotonin levels, blurring the lines between fragrance and emotional regulation.

Evolving Perceptions of Perfume

• Modern perfumes are shifting from being personal signatures to tools for emotional regulation and identity expression throughout the day.

• Brands like New Company are launching fragrances designed specifically to enhance mood, reflecting this new approach in the beauty industry.

Sensory Experiences and Emotional Connections

• The trend towards functional fragrances encompasses brands that create sensory experiences tied to memory and narrative.

• High-priced perfumes evoke specific memories or cultural references (e.g., "American Psycho"), highlighting how consumers seek emotional connections through scent.

Non-linear Identity Expression

• Generation Z favors scents that resonate with their moods over traditional notions of signature scents, emphasizing fluidity in identity expression.

• Products like Retry utilize neuroscience to create personalized scents based on individual memories, further enhancing the sensory experience.

Hiperreality and Fluidity in Consumption

• The concept of 'mood' becomes central; individuals navigate various social contexts without strict adherence to linear life paths or occasions.

• This non-linearity reflects broader societal trends where mood dictates behavior more than time or place.

Gamification of Personal Identity

• Hyperreality influences not only visual perception but also personal performance and identity fluidity across different platforms like TikTok.

• Engaging with trends is akin to activating skins in a game; it fosters belonging without rigid tribal affiliations typical of past decades.

Conclusion: Embracing Change in Beauty Consumption

• Today's consumers adopt multiple identities seamlessly through fragrance choices, reflecting an era defined by gamification rather than fixed group identities.

Exploring the Intersection of Technology and Identity

The Role of Gaming in Fragrance and Identity

• Discussion on utilizing gaming concepts to enhance fragrance experiences, emphasizing layers of "esquinificação" (quirkiness).

• Questions raised about how transient characters and environments can shape identity, interface, and performance as social currency.

The Evolution of Technology Interfaces

• Reference to Wonderman (now VLM), highlighting a shift where technology becomes the environment rather than existing behind screens.

• Introduction of Raiban Meta glasses as an example of hardware that integrates contextual awareness, capturing what users see and hear.

Augmented Reality and Privacy Concerns

• Discussion on emerging technologies like screenless computers projecting augmented reality into users' fields of vision.

• As AI surpasses traditional interfaces, brands must rethink consumer engagement in increasingly intuitive environments.

Shifting Dynamics of Surveillance

• Exploration of how recording devices blur the lines between privacy and public space; individuals may inadvertently become content creators.

• The concept that surveillance transitions from vertical (top-down) to lateral (peer-to-peer), raising concerns about consent in public spaces.

Behavioral Implications in a Captured World

• Potential for increased self-censorship or constant performance due to pervasive recording capabilities affecting spontaneity.

• Speculation on how experiences may be shaped by the possibility of being recorded, leading to anxiety around social interactions.

The Rise of Synthetic Generations

AI as a Social Entity

• Introduction to synthetic generations where AI plays dynamic roles in daily life, including companionship and mental health support.

Humanization of AI Interactions

• Mentioning advancements like Synthesia creating hyper-realistic clones for more human-like interactions beyond simple chatbots.

Future Workforce Dynamics

• Predictions about hiring practices evolving with synthetic beings becoming part of the workforce alongside humans.

Relationships with AI

• Notable statistic: 50% of Gen Z report having significant relationships with AI within the past year, indicating rapid acceptance and integration into emotional support systems.

This structured summary captures key insights from the transcript while providing timestamps for easy reference.

Epidemic of Loneliness and Synthetic Relationships

The Impact of Isolation on Society

• Discussion on the epidemic of loneliness, highlighting how societal isolation leads individuals to focus inwardly, contributing to a hyperreality that affects interpersonal connections.

• Noting that 50% of young people are forming emotional bonds with robots, indicating a shift in how love and affection are perceived and experienced in society.

Erosion of Authentic Connections

• In synthetic relationships, there is no real risk or friction; interactions become mere interfaces rather than genuine encounters.

• The concept of control emerges in relationships, where customization transforms partnerships into extensions of personal power rather than unpredictable human experiences.

Performance-Based Love

• Love becomes subjected to societal performance metrics; it must function effectively and evolve continuously, losing its essence as a radical experience characterized by vulnerability.

• Emotional experiences are commodified as consumable products, leading to diminished capacity for enduring discomfort or negativity inherent in authentic love.

The Shift Towards Transactional Relationships

• A new reality emerges where relationships are transactional; seeking perfection leads to an inability to engage with the complexities and imperfections of human connection.

• Introduction of elite matchmaking services that promise more 'human' connections but ultimately reinforce the idea that relationships can be purchased.

The Role of Economic Power in Relationships

• Elite matchmaking services reflect a trend towards commodifying dating experiences; they do not necessarily enhance human connection but instead create expensive transactions for companionship.

• Insights reveal that economic power extends into emotional realms; even without direct AI mediation, services cater to specific individual desires while stripping away the beauty found in unexpected human interactions.

The Consequences of Productized Encounters

• Emphasizing how modern relationships resemble contracts based on performance expectations—investing emotionally equates to receiving satisfaction.

• As individuals act as entrepreneurs of their own identities, this reflects broader societal trends where every relationship is subject to market dynamics and efficiency.

Emotional Economy and Collective Grief

The Emotional Economy

• The discussion begins with the concept of an emotional economy, emphasizing the need to optimize relationships to avoid loss and maximize returns. This idea is illustrated through a satirical film that highlights these themes.

Manifestations of Heartbreak

• Examples are provided regarding how heartbreak is addressed culturally, including spaces like "sala do despecho" in Mexico where individuals can express their emotions through song, serving as therapeutic outlets.

Collective Mourning Practices

• The conversation expands beyond romantic heartbreak to include collective mourning practices, referencing 2021's focus on grief therapies and contemporary celebrations such as "grief raves" and "grief dinners."

Hyperreality and Infinite Experiences

• A key insight is presented about hyperreality; in a world of infinite feeds and customizable experiences, there’s a pressing need to relearn how to deal with finite connections and endings.

Reintroducing Closure

• The speaker argues that modern society struggles with closure due to digitalization affecting perceptions of life events, including death. Collective grief therapy emerges as a cultural response to this challenge.

Culinary Experiences Reflecting Cultural Trends

Gastronomy as Performance Art

• The notion of "decadent gastronomy" or theatrical dining experiences is introduced, highlighting how food can be intertwined with performance art for deeper emotional engagement.

Example: Hotel Bley Experience

• An example from Hotel Bley in London showcases elaborate menus inspired by historical figures like Marie Antoinette, blending nostalgia with culinary creativity through high-fashion cocktails.

Luxury Treasure Hunts

• Another example involves luxury brands like Hermès creating immersive experiences that combine elements of mystery and adventure, illustrating how luxury can engage consumers emotionally while addressing similar underlying pains.

Crisis of Creative Potential

• The discussion culminates in recognizing a broader cultural crisis—not just in relationships but also in creative potential. When individuals become self-focused, they lose the ability to connect creatively with others.

Cultural Shifts and Innovations in Fashion and Technology

The Impact of Crisis on Cultural Imagination

• A significant crisis is leading to a more functional culture that lacks imagination, described as "brain rot," which has become a cultural signifier and product.

• New generations are becoming increasingly literal due to the decline of metaphor, poetry, and philosophical thought, according to a neuroscientist's observations.

Brands Responding to Cultural Tensions

• Smart brands recognize the current cultural tension and are creating spaces for creativity, responding to the productivity crisis by reintroducing elements of theatricality and mystery.

• The everyday experience has become overly functional, diminishing playfulness and imagination; brands aim to revive these aspects through narrative-driven experiences.

Trends in Wearable Technology

• A notable trend is "skinware," where clothing integrates skincare technology. For example, Coperne launched a line with probiotic fabrics that care for skin while worn.

• Brands like Sil Silva create garments designed as wearable skincare using technological fibers, blurring lines between clothing and cosmetic treatment.

Innovation in Functional Fashion

• Functional textiles with cosmetic properties represent an extension of aesthetic care; this innovation opens new revenue streams across beauty, fashion, and wellness sectors.

• Nike's neuro-science-based footwear aims to help athletes maintain calmness during performance, showcasing how skincare wear can redefine categories within fashion.

Redefining Future Clothing Aesthetics

• The concept of future clothing has shifted from rigid metallic designs towards soft materials that integrate technology seamlessly into aesthetics.

• Modern wearables have evolved from bulky devices into stylish accessories that blend functionality with design; innovation no longer needs to be overtly technological.

Integration of Technology in Fashion

• There’s a growing desire for technology that harmonizes function with beauty; fashion is becoming an interface for technology rather than opposing it.

• This shift indicates potential collaborations between tech companies and fashion brands aimed at humanizing technology through design.

Environmental Considerations in Business Models

• Innovative projects like Future Sound allocate royalties from music releases towards environmental conservation efforts, highlighting a new business model focused on sustainability.

Nature and Music: A New Approach to Sustainability

Artists Giving Back to Nature

• The discussion highlights a trend where artists are financially contributing back to nature, not just through actions like planting trees but by paying royalties based on their music sales.

• An example is given of an artist named Roser, who released an album featuring sounds from nature in Ireland, with 50% of the proceeds directed towards conservation projects.

Transforming Sustainability Goals

• The conversation emphasizes that paying back to nature can turn vague sustainability goals into direct financial support for environmental initiatives.

• It suggests that various industries, such as fashion and beauty, could adopt similar models by paying royalties for natural resources used in their products.

Engaging with Future Trends

• A proposed exercise encourages participants to reflect on current trends and consider how they might evolve or be implemented in the future.

• Participants are invited to think critically about what changes may occur based on present behaviors and whether these will lead to positive or negative outcomes.

Educational Opportunities

• The speaker introduces a platform designed to help individuals understand contemporary cultural dynamics through strategic analysis.

• They mention a course that provides tools for applying insights gained from observing culture across various fields beyond just fashion or advertising.

Addressing Modern Challenges

• The discussion touches upon the challenges of technology in therapy and mental health, highlighting a trend toward superficial solutions rather than deep engagement with professionals.

• There’s acknowledgment of a hyper-connected generation seeking real-life experiences while grappling with online pressures.

Contradictory Trends in Society

• The dialogue explores the tension between digital connectivity and the desire for authentic offline experiences, suggesting that every trend has its counter-trend.

• It notes emerging spaces (referred to as "third places" and "fourth places") created by brands aiming to foster community engagement outside traditional online platforms.

Connection in Modern Culture

The Concept of Connection

• Discussion on how brands like Conexão and Solohan are not just selling products but fostering connections among people.

• Emphasis on the paradox of being hyper-connected yet feeling isolated, leading to a desire for genuine human connection.

Trends and Counter-Trends

• Recognition that while there is a trend towards digital connectivity, there is also a counter-trend where individuals seek disconnection from social media.

• Mention of "third places" as spaces for real-life interactions, contrasting with online displays of activities.

Personal Career Journey

• The speaker shares their transition from traditional market research to exploring innovative trends, highlighting the importance of adaptability in career paths.

• Reflection on how leaving a conventional job led to opportunities in consulting for companies seeking innovation.

Luxury and Disconnection

• Discussion about luxury retreats focusing on isolation from technology rather than ostentation, indicating a shift in what luxury means today.

Cultural Relevance and Content Creation

• Importance of producing culturally relevant content for personal branding; critique of automated content that lacks depth or engagement.

• A call to move away from superficial trends and focus on meaningful contributions to society through creative expression.

Social Connectivity vs. Digital Isolation

• Commentary on the current state of social interaction where digital connectivity does not equate to social fulfillment; need for reclaiming social energy.

Learning and Growth Opportunities

• Encouragement to engage in learning new skills instead of mindlessly consuming content online; promoting personal growth through hobbies or reading.

Balancing Technology with Creativity

• Acknowledgment that while AI can enhance productivity, it should not replace critical thinking or creativity essential for human connection.

Community Engagement

• Celebration of community growth with nearly 900 members engaged in shared interests, emphasizing the value of collective knowledge sharing.

Building Genuine Community Online

The Importance of Community in the Digital Age

• The speaker emphasizes the significance of sharing and exchanging ideas within a community, highlighting it as a counter-trend of our time.

• They believe that despite being an online dynamic, this interaction fosters genuine community building among participants.

• The speaker expresses optimism that collective efforts will lead to finding solutions for better futures.

Closing Remarks and Future Engagement

• Gratitude is expressed towards the audience for their participation, indicating a positive reception of the session.

• The speaker encourages continued engagement by inviting participants to stay connected through the group for future materials and resources.

• A reminder is given that the live session will be saved for later access, ensuring ongoing utility for attendees.