Diageo
A new way to look at life
Strange Futures ?
F U T U R
E
Slide 5
How Fast Can We Go?
Whatever you do – make it
fun !
Don’t believe market
research
Attackers and defenders
(Foster)
Attackers / Defenders
Attackers / Defenders
Take hold of your future –
or the future will take hold of you
An injectable smart card
The Genetic Revolution
DNA
Designer Life
The digital revolution changes what we do
The genetic revolution changes who we are
The Genetic
Revolution
Biggest Food Issue for next Decade
Designer Food and Drink
Mix and Match
Mix and Match
Adult Stem Cell Research
Cloning Human Embryos
Legal Issues in Genetics
Smart Drugs in Drinks
Slide 22
Mega-cities - Mega-markets
Rich City Life - “kickback”
cost
Ageing Population
New Generation – Different
Tastes?
Designer Drinks
Feminisation of Society
Food can kill - Obesity
Anti-fat foods
Slide 31
Slide 32
Single buying decisions
Indonesia Crisis
“Speculators should be shot”
Recent events are a boost to
virtual working
Life too short to spend in
airports
$200,000 a year – 6 weeks at
33,500ft
Slide 38
World Cup is about Tribes
Tribal conflicts
Europe will be dominated by
conflict between local identity and regional power
Tribal Marketing
All Great Brands Create Tribes
Packaging in New Ways
Ingredient in Another Brand
Slide 45
Positive Tribalism = Values
Slide 47
Death of Political Theory
New Politics
Consumer Power
Every single issue becomes a
regulation
How did this turkey live and
die?
Did chickens ever run around
on these legs?
Non-Alcoholic Premium
Drinks
is a single issue that is growing
"Issues outlive
activists"
Slide 56
Deep Human Needs
“A Matter of Balance”
Look at what people do for
nothing
Corporate Values
Companies talk about
Individuals talk about
“Building a Better World”
The ultimate
slogan
The source of every passion
How do you see the future ?
Slide 65
Break into new thinking