The Survival Issue - #25. Viewpoint -lehti on markkinoinnin, brändinhallinnan ja tuotesuunnittelun parissa toimiville suunnattu julkaisu.

Uusimmat kuluttajakäyttäytymisen analyysit, trendit ja sosio-ekonomiset muutokset. Mukana myös Pantone-koodatut muotoilun trendiennusteet.

PÄÄKIRJOITUS - SURVIVAL ISSUE / VIEWPOINT #25

A combination of political change and technological revolution has always produced upheaval. That was true when the industrial revolution met the Enlightenment, and it was true when a second wave of inventions – cinema, electric light, the automobile, aviation - coincided with the collapse of the 19th century balance of power.

Today we have digital technology together with nanotechnology, robotics, genetics, artificial intelligence and above all bioscience driving a third industrial revolution at a time when globalisation and outsourcing has changed the balance of workforces, when the world's financial system is cracking, when the environment and climate are rapidly deteriorating and when the hegemony of the West is being usurped by the East.

There is no doubt that we are entering a dramatic period of change. Hopefully it will not be as long and painful as it was between 1914 and 1945. But, many already refer to it as 'cataclysmic change' – a shift so radical that we have to think the unthinkable as a matter of course or, as Nassim Nicholas Taleb puts it in his book Black Swan, " Extreme, improbable events are the norm rather than the exception."

The problem is that at a time when governments and businesses should be embracing the new and the next, they are busy trying to maintain the status quo, keeping things the way they were. Change cannot be stopped but people tend to resist it until it is too late.
There are several ways to gear up. Firstly  'blue skies' and 'out the box' thinking. Secondly, as Tony Blair, Britain's ex Prime Minister stated, "We need to put our faith in scientists." Thirdly, with massive upheaval always comes polarisation ie, facism and communism in the early 20th century. Just as there will be those embracing the new and unexpected, there will be others that prefer a retreat to what we in this issue refer to as the 'Cult of Nothing'.

Whatever way you look at it, we are going to face demanding and destabilising times. To benefit from all this and watch over a peaceful transformation into a new era of living, we will all have to step out of our comfort zones and start thinking in very new ways that will be thrilling but also disturbing.

DAVID SHAH, Publisher

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