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We live in a time of great abundance and unparalleled possibilities fueled by exponential growth from the impact of technology. Our job at sparks & honey is to understand the accelerators, balancers and patterns that are driving exponential cultural change in the near term and foreseeable future. Our team of cultural strategists and curators works with leading brands and thought leaders to apply these trends and use them as a catalyst for disruptive innovation. We eat culture for breakfast in order to understand the value of emerging fringe signals, cultural shifts and explosive doubling patterns. While monitoring thousands of inputs and mapping and scoring them, we have identified 8 rapidly accelerating trends that will shape institutions, governments, businesses and everyday consumers. We have consolidated these trends into short vignettes in order to share a curated snapshot of what will either create great opportunities or unexpected challenges. We will cover these 8 trends over the next few months. This report covers The Century of the City State. We hope you engage us in the debate and exploration on how these exponential trends will shape your business and the World.
Citation preview
8 Exponential Trends That Will Shape Humanity
Spring 20131 of 8 Century of the City State
We live in a time of great abundance and unparalleled possibilities fueled by
exponential growth from the impact of technology Our job at sparks amp honey is to
understand the accelerators balancers and patterns that are driving exponential cultural
change in the near term and foreseeable future Our team of cultural strategists and
curators works with leading brands and thought leaders to apply these trends and use them
as a catalyst for disruptive innovation
We eat culture for breakfast in order to understand the value of emerging fringe signals
cultural shifts and explosive doubling patterns While monitoring thousands of inputs
and mapping and scoring them we have identified 8 rapidly accelerating trends that will
shape institutions governments businesses and everyday consumers
We have consolidated these trends into short vignettes in order to share a curated snapshot
of what will either create great opportunities or unexpected challenges We will cover
these trends over the next few months This report covers The Century of the City State We
hope you engage us in the debate and exploration on how these exponential trends will
shape your business and the World
Please enjoy and share this first of eight free reports The discussion will also continue in our
core social channels - sparksandhoney wwwbigthinkblogsamped and
wwwfacebookcomsparksandhoney
Our global society has entered a period of accelerated change
Vatican City 2005
Vatican City 2013
These changes are happening rapidly
reshaping entire industries economic models and
institutions
Our blind spot comes from the fact that we have lived in a linear world
But todayrsquos changes are exponential Exponential
Linear
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
We live in a time of great abundance and unparalleled possibilities fueled by
exponential growth from the impact of technology Our job at sparks amp honey is to
understand the accelerators balancers and patterns that are driving exponential cultural
change in the near term and foreseeable future Our team of cultural strategists and
curators works with leading brands and thought leaders to apply these trends and use them
as a catalyst for disruptive innovation
We eat culture for breakfast in order to understand the value of emerging fringe signals
cultural shifts and explosive doubling patterns While monitoring thousands of inputs
and mapping and scoring them we have identified 8 rapidly accelerating trends that will
shape institutions governments businesses and everyday consumers
We have consolidated these trends into short vignettes in order to share a curated snapshot
of what will either create great opportunities or unexpected challenges We will cover
these trends over the next few months This report covers The Century of the City State We
hope you engage us in the debate and exploration on how these exponential trends will
shape your business and the World
Please enjoy and share this first of eight free reports The discussion will also continue in our
core social channels - sparksandhoney wwwbigthinkblogsamped and
wwwfacebookcomsparksandhoney
Our global society has entered a period of accelerated change
Vatican City 2005
Vatican City 2013
These changes are happening rapidly
reshaping entire industries economic models and
institutions
Our blind spot comes from the fact that we have lived in a linear world
But todayrsquos changes are exponential Exponential
Linear
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Our global society has entered a period of accelerated change
Vatican City 2005
Vatican City 2013
These changes are happening rapidly
reshaping entire industries economic models and
institutions
Our blind spot comes from the fact that we have lived in a linear world
But todayrsquos changes are exponential Exponential
Linear
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Vatican City 2005
Vatican City 2013
These changes are happening rapidly
reshaping entire industries economic models and
institutions
Our blind spot comes from the fact that we have lived in a linear world
But todayrsquos changes are exponential Exponential
Linear
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
reshaping entire industries economic models and
institutions
Our blind spot comes from the fact that we have lived in a linear world
But todayrsquos changes are exponential Exponential
Linear
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Our blind spot comes from the fact that we have lived in a linear world
But todayrsquos changes are exponential Exponential
Linear
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
$100M
$10M
$M
$100k
$10k
$1k2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Cost Per Genome
0
50
100
150
200
250
300
350
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Price of IPhone in pound
With Exponential Change
Cost decreasesSize decreases
Performance increasesTime compresses
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Remember in 2005 ldquoFacebook didnrsquot exist for most
people Twitter was still a sound 4G was a parking space and
lsquoSkypersquo was a typordquo Source Thomas Friedman
The World is Flat
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Wersquove gone from this
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
to this
to this
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
No matter what your view of change-- itrsquos inevitable that it will happen
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Anticipating rapid transformation creates great opportunity
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
We are tracking 8 exponential trends that will shape humanity
Conscious Brands
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Century ofthe City State
QuantifiedEverywhere Ancient Wisdom Cyborg Marketing
Century of the City State
Conscious Brands
Future of Education 3D PrintingCitizen Doctor
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
A mega city is defined as a metropolitan area with a population in excess of 10 million people
There are 23 megacities in the world now By 2025 the UN predicts there will be 37 Tokyo alone is forecasted to have over 372 million residents by 2025 more than live in Canada
These megacities are also known as urban agglomerations or city states
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
The city state of the future offers a whole new way of living as economies communities work infrastructure and home are reconfigured as historic amounts of people consolidate into urban centers
The city state encompasses not only the city center but the surrounding suburban areas that feed into the central business district In fact 60 of the the US population lives in the suburbs
Population is just one defining factor of the city state Clusters of innovators and influencers also create a critical mass of cultural capital that is leveraged by the area its people and its businesses
Century of the City State
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
A Consolidation of Humanity Just over half the world now lives in cities but by 2050 over 70 of the world will be urban dwellers By then only 14 of people in rich countries will live outside cities and 33 in poor countries - United Nations
century of the city state
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Powerful Economic Engines As an example the San Francisco Bay Area has a larger economy than that of Switzerland Belgium Taiwan and Sweden among others (GDP of $535 billion)
century of the city state
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Mayors Are the New Kings Concentrated wealth innovation and populations turn city states into highly influential centers which dictate policy and cultural shifts
century of the city state
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
What is life like in the city state of the future
century of the city state
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
People will live in smaller spaces With space at a premium apartment sizes will shrink and become flexible multi-purpose spaces Graham Hillrsquos Life Edited apartment is a present day model of this concept
72 Of Americans say ldquothe economic
downturn has helped me prioritize whatrsquos important in my liferdquo
Source Yankelovich
century of the city state
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Sustainable Living is a Must From food to manufacturing production moves locally as a way to build resilient communities that support themselves while maximizing resources and decreasing environmental impact The countryside comes to the city creating a ldquorurbanrdquo (rural urban) environment
century of the city state
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
People Will Share Everything Currently valued at $26 Billion the sharing economy is becoming a standard part of life for many people Expect it to be a part of everyonersquos lives in the space-starved world of the city state
century of the city state
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Infrastructure Becomes Decentralized Drones are poised to fuel the next generation of delivery services Experiments are being undertaken that aim to replace postal workers and newspaper delivery workers with drones
century of the city state
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Work Becomes Fragmented With the rise of freelancing portfolio careers made of multiple jobs crowdsourcing micro-entrepreneurship and task-based services work becomes snack sized and sporadic leading to a new structuring of time
38Of Americans have a side gig (freelancing working a
2nd job or running their own business)
Source US Bureau of Labor Statistics
century of the city state
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
The Sense of Community Strengthens Organizations like miLES are trying to engage the community by filling empty commercial space with interesting businesses and organizations on short-term leases while the landlords wait for the right long-term tenants Maker spaces and co-working offices are also filling this need for building community connections
61Of Americans say ldquoit is
very important that I make a difference in my
communityrdquoSource Yankelovich
century of the city state
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Transportation Becomes Automated Automated cars and buses are becoming a reality now and will become a standard part of life in the future city state This reshaping of the transportation landscape makes life more efficient and opens up opportunities
century of the city state
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
century of the city state implications Think Smaller and Transformable As consumers inhabit increasingly smaller spaces products will need to be collapsable and more compact (think folding electronics) Brands will be able to differentiate if they are transformer-like multi-purpose and modular to fit into an edited and liquid lifestyle
Build Unique 3rd Space Communities With space at home at a premium residents of the city-state will need new places to go to work play and commune Retail will evolve into ldquothird spacesrdquo offering more entertainment and brands will take advantage of this by migrating online communities to real-world meet-up spaces In addition residents will need spaces to escape from urban life (either in country escapes near the city or digitalurban detox zones within)
Plan to Rent it Lend it and Trade it As the ldquosharing economyrdquo continues to explode consumers will focus more on durability messages in marketing Brands will also seize opportunities to drive secondary-market value possibly even creating the secondary marketplaces
Help Create the ldquoMicro-Homesteadrdquo From home micro-farming to power generation and food preservation consumers will continue to take control of the basics DIY will move from home-improvement to homesteading as consumers seek ways to create healthier self-sufficient lifestyles This creates opportunities for brands to insinuate themselves into lifersquos necessities
Take an App Approach to Services As work becomes more fragmented people will need new and customized support services to maintain busy lives split between micro-careers as well as help optimizing their micro living spaces Brands will be able to make big impact by offering small but highly prized services
Central Micro-Manufacturing Zone PlannerCMZs (Central Micro-Manufacturing Zones) will replace Central Business Districts in cities as small-scale micro-manufacturing is enabled by 3D printing and other technologies As consumers seek on-demand and DIY ldquomicro-manufacturingrdquo these small industries will find economies of scale by clustering together Planners and managers of these zones will be sought after
Job of the Future
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
At sparks amp honey we track and analyze thousands of cultural data sources in real time incorporating live data feeds from numerous APIs as well as hundreds of offline sources Using a proprietary Culture Mapping Platform we monitor cultural bursts identify clusters of activity and trends score their energy levels project their lifespans and analyze their cultural resonance This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions
Our platform incorporates three different frameworks to structure and contextualize raw data
CONTENT NETWORKS
ENERGY SCOREamp
PREDICTION SCORE
DNA
A mapping system used to model dynamic interconnected webs of cultural activity
The Energy Score is rated on a scale of 1-5 It reflects the speed of reach and volume of buzz and incorporates a ranking of influencer activity that includes reach resonance and relevance
A unique set of attributes that describes the core concepts of each trend
compactsharablecradle to cradlefrictionlessinnovative
ENERGY PREDICTION
The Prediction Score is rated on a scale of 1-40 It reflects anticipated duration of a trend
29
Methodology
TOPIC CLUSTERS Significant groupings of manifestations which signify cultural waves and trends
MANIFESTATIONS Discrete data points that indicate change
Digital Cities
Share Everything
Urban Farming
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
p
Century of the City States Topic Clusters Content
NetworkTopic
Cluster Manifestation
Century of the City State
Is Our Disconnect From Nature a
Disorder
Brooklyn Whole Foods Will Have A 20000-
Square-Foot Rooftop Greenhouse
Can Aquaponics Change the Way We
Eat
Volvo Cars Automatically Brake for Cyclists
2022 Cheap flights more rail and hands-
free cars
Urban Planning Goes Digital in Spanish
Smart City
Startup Founder Wants To Replace The Postal
System With Drones
Your Web Product May be coming to a locker
near you
Living With Less A Lot Less
Housing-starved cities seek relief in micro-
apartments
The Rise of the Repair Cafe
Will Co-Working Erode Demand for Office
Space
The Unintended (and Deadly) Consequences
of Living in the Industrialized World
A Hitchhiking App for the Sharing Economy
Share Everything Why the Way We Consume Has Changed Forever
Do you Mealku Potluck craze sweeps
home kitchens
Millennials and the Recession Trends Neo-Bartering and Q-Rewarding
Local and Alternative Currencies
Paris Employs Four Sheep to Keep the Cityrsquos Grass Mowed
Designing A Delicious Insect-Based Food SystemWere covered in germs Lets
design for that
Dirty house Clean it up with this trash-powered robot
Why Robots Will mdash And Must mdash Take Our Jobs
How Robots and Military-Grade Algorithms Make Same-Day
Delivery Possible
FRICTIONLESS LIFE
Automated Transportation
Digital Cities
ROBO-POCALYPSE
LIFE EDITED
The New 3rd Spaces
Compact Living
RURBAN
Urban Farming
Nature Deficit
CROWD IQ
AlternativeCurrencies
Share Everything
Robotic Workforce
Engineering Nature
LIFE LOGIC
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
Future of EducationCentury ofthe City State
QuantifiedEverywhere
3D PrintingCitizen Doctor
Ancient Wisdom Cyborg Marketing
Stay tuned for ldquoThe Future of Educationrdquo the next installment in our ldquo8 Exponential Trends That Will Shape Humanityrdquo series Follow us sparksandhoney to keep up to date
with our latest free reports
Conscious Brands
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
ldquoThis Omnicom-backed newsroom-oriented agency starts each morning with a cultural briefing for clients such as Hyatt Jarden and Life is Good for whom it developed six culture-to-commerce T-shirts In 2013 it grew from two to 17 clients and quadrupled its staff to 20rdquo
SPARKS amp HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
1 Sa
Space in the Air
2 St
Shock amp Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
Dere-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360deg
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
InsumerOutsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
SampH CORE OFFERINGS
47
INNOVATIONCULTURAL INTELLIGENCE CONTENT amp AMPLIFICATION
bull Macro Trend Identification amp Quantification
bull Projecting Segments into the Future (Consumers of the Future)
bull Product Service amp Packaging Development
bull Business Model Design amp Reimagination
bull Business Context Analysis
bull Futurism
bull Whitespace Identification
bull BrandPartner amp Acquisition Recommendations
bull Social amp Cultural Listening
bull Competitive Intelligence amp War Gaming
bull Segment Analysis amp Tracking
bull Topic Deep Dives
bull Event Tracking
bull Issue Monitoring
bull Real-time Burst identification
bull Channel Analysis
bull Content amp Influencer Strategy
bull Editorial amp Cultural Calendars
bull Pre-Planned (7030) Content Production - Online and Off Line
bull Real-time Content Production
bull Real-Time Commerce
bull Social Media Content (short and long form) - posts tweets vines videos blog etc
bull Community Management
bull Influencer Outreach
bull Channel Optimization amp Fan Base Development
bull Analytics amp Measurement
bull Real-Time Media Amplification
CULTURAL STRATEGY
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE
48
SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTSsparksandhoneycom
FOR MORE INFORMATION2128945100
infosparksandhoneycom
sparksandhoneybigthinkcomblogsamped
facebookcomsparksandhoneysparksandhoneytumblrcom
SYNCING BRANDS WITH CULTURE