Future Values
August Vision 2024 update
Future Values
A human perspective
Future Values is a Vision 2024 update that analyses changing human values towards 2024-2028 and how these impact business strategy and product values. Change in cultural and social values frequently goes slow before appearing suddenly due to turning points in societal perceptions. According to research, a tipping point can be reached, and the consensus of the entire population can change when 25 per cent of people share a new norm. Personal values are consumer values, they drive what people expect, want and dream of.
The report looks at how cascading global crises affect human needs and how addressing climate change requires profound behaviour change, not only in consumer action but also in action as members of communities and organisations. The changes that are needed will affect multiple aspects of people’s lives, from diets, transport and heating to urban planning and jobs. People reevaluate what they prioritise in life, and OvN expects a period of questioning, learning and experimenting about what is possible. A flood of questions is coming that will inspire innovation.
Increasing inequality requires collective involvement; everyone is part of the whole but maintaining freedom to make individual choices and determine direction is essential. Peace of mind is crucial to well-being, and paying attention to the different facets that are important for well-being is becoming an increasingly conscious choice. Technological progress offers a new dimension, changes life and disrupts the current way.
Download the PDF of the report here
Content
1/New Standards
Adjusting to a changed world
2/Collective Agency
Autonomy and society
3/Peace of Mind
Protective well-being
4/Disruption
Advances that will transform life
1/ New standards
Adjusting to a changing world
Research shows that people increasingly realise that the worsening consequences of climate change can no longer be avoided and they worry about how this will negatively impact their lives (Pew Research Center). Facing these challenges in people’s living conditions bears psychological effects on individuals. Half of the people between 16 and 25 believe the Earth may be doomed, while 75 per cent feel anxious when they think or hear about climate change. Some speak openly of not wanting to bring children into a hotter, harsher world (Bath University).
Mitigating climate change is more critical than ever; any fraction of more warming will impact millions of people’s livelihoods and can potentially destabilise economies and political systems and drastically alter access to water and ecosystems as we know them. More proactive attitudes can give people a sense of control and protect them from despair due to feeling helpless in stopping climate change.
Holding a positive mindset about the world can help to set new standards. A positive mindset relates to more accepting attitudes towards climate change, more favourable beliefs that change is possible, and greater pro-environmental behavioural actions. Decisions will be guided by the values people set for themselves, such as carefully choosing which brand to buy from, choosing green transport and commute options, and purchasing durable items that last a lifetime.
Top image, City by Michael Heizer
Right, Y/Our Future Is Now by Olafur Eliasson
Less as a way of life
Within limits
Capitalism and materiality are how people identify themselves and others. Rethinking the default mindset of abundance is an essential first step toward change. Less is a way of life, a new standard for creating a pleasant life within the limits of the Earth, such as living in a house with a small footprint and driving a small electric car or commuting by bicycle.
Quality of life and well-being can be combined with convenience and sustainability. Focus on smaller, lightweight, efficient, smarter, sustainable, and flexible products and systems. “Less” doesn’t have to mean “loss”; less means having a smaller impact.
Left to right, Small living by A Little Design studio, Taipei, Ami Buggy by Citroën, Sink Twice, modular laptop by Framework
Alternatives
The way people plan their travel is changing, longer trips replace frequent breaks and taking the train instead of flying. Legislation, tax cuts and carbon budgets will guide behaviours toward more durable, sustainable choices.
Predictions indicate that the share of circular consumer goods can increase from the current 10 per cent to about 25 to 35 per cent by 2030. In addition to circular products, circular services will be an important growth area. Maintenance and repair services that extend the life of a product, such as fashion repair, battery replacement and sports equipment maintenance, will see a significant increase in demand.
Infinite → Living with less
Rethinking consumerism
The infliction point
Environmental priorities become real for people when they see the effect of a warming planet. Worldwide, one hundred companies are responsible for more than seventy per cent of emissions and this fact can influence people’s opinions on whether they can make an impact at all. It is frequently said that people need to alter their behaviour, particularly their consumption. This is challenging to accomplish when people are constantly stimulated and influenced.
Brands need to think and act differently to promote sustainable behaviour. The infliction point is when human action, expectations, companies, regulation, availability and price come together. The point of no return means that returning to our current lifestyle is not an option, this is the path to a sustainable future.
Left to right, photo by Maskot, photo by unknown, photo by unknown, We are still the same by Kaarina Kaikkonen
Basic needs
Sustainable alternatives can be seen as too expensive for consumers and businesses. Rising raw material and shipping costs will continue to affect prices in the coming years but basic needs must remain accessible to everyone.
Companies will have to do more than mitigate the negative effects of climate change. They will need to understand people’s daily lives, their concerns and finances and support them in leading a quality life. When designing for the balance between affordability and sustainability, innovation and the concept of ‘new’ must be disconnected.
Consumerism → Sustainable behaviour
Moral Connection
Accountability
Climate change seems irreversible and while everything must be done to limit global warming, it is also time to start preparing and focusing on safe living conditions, secure food systems and people’s future health.
Regarding food choices, 41% of people in an average of 31 countries say they are likely to eat less meat or replace meat in some meals with alternatives in an effort to limit their own contribution to climate change (Ipsos’ Global Advisor). Current consumers expect every brand to have a plant-based option. They set standards for themselves and expect brands and organizations to do the same.
Left to right, Hempcrete at The Voice of Urban Nature, Floriade 2022, Protein bar by Upfront, An egg without a chicken by Annie Larkins, Future Farm by Benjamin Hopley
Trust
More than a third (38%) of consumers do not trust companies to be honest about their environmental impact (EY Future Consumer Index). Transparency and clear metrics are needed to build trust and build a stable long-term relationship between companies and people. Limiting the product offer and transparency are the first steps to showing involvement.
Creating transparent systems that are less vulnerable and can be trusted is an important pro-sustainable strategy and adds to a company’s accountability. Brands must have a clear purpose and moral standards that go beyond publicity or the product level.
Source disconnect → Expecting standards
2/ Collective Agency
Every society adopts certain value systems as guiding principles. Values affect priorities, they play important roles in defining community and identity. Human dignity, freedom, social equality, social justice, tolerance of human diversity and harmony with nature, are the most desired fundamental human values of the current generation, next to individual identity and not be defined or stereotyped.
While individuals have forever resented the structures placed on them by society, they at the same time craved the bonds of community and social solidarity. The true richness of society comes from the representation of diverse identities and their intersections. Creating more equitable and inclusive societies is a crucial part of any strategy focused on resilience and recovery. Include different perspectives, seek knowledge and avoid assumptions. Social capital strengthens networks, group formation, collective action and trust.
Collective agency is needed to move society forward. Greater agency means higher adaptability for individuals as well as societies. It challenges and remakes social order by going against the status quo to create new norms and relationships. Social and cultural supports pave the path towards dreams and a more just world. Wider networks of people increase awareness of kinship, moral principles and behaviour.
Top image, photo by Marcus Schaefer
Right, photo by MTHK
The connection
Unfairness
Economic inequality in the world is one of the main driving forces behind a general sense of unfairness among many people. The world is divided into haves and have-nots, the richest 10% of the global population currently takes 52% of global income, whereas the poorest half of the population earns 8.5% of it (World Inequality Report 2022). A smaller group of people have benefited from globalization and technological developments by creating wealth in new ways.
A more systemic focus on the needs of low-income and marginalized communities is needed. The first steps to redistribute wealth and invest in the future can be through a wealth tax that can be reinvested in education, health and the ecological transition.
Left to right, Post McQueen by Danielle Adams, badge by Scotty Gilespie, The sovereign citizen by Kara Walker, The Laundromat Project, New York
Togetherness
Human beings need meaningful connections to survive and thrive. Creating connections, and building shared values and community within society is important for cohesion, a driver of prosperity and competitiveness.
For reframing the future, strategies should be focused on creating shared narratives, giving back to society and contributing on a local scale. Businesses can lead through the implementation of policies and practices to support equality of opportunity and treatment, serving the needs of low-income and marginalized communities and positively impacting millions of lives.
Divided → Together
Right to dignity
Cost of living pressures
Social problems such as the housing crisis and the frustrations of dealing with unfair systems are the structural causes of discontent in society. Led by the sharp rise in food and energy prices and fall in wages, the current “cost of living” crisis exacerbates pre-existing vulnerabilities in society.
Offer personalized solutions, there is not one that fits everyone. Increase the capacity to respond to increasing climate and economic shocks, affecting vulnerable people more severely. Be empathetic in your tone of voice, and show homes that are realistic, of people living together and sharing. Price is an important issue, rethink the affordability of good unbranded basics.
Left to right, photo by Saskia Kahn, photo by Justin Keene, Artwork by Diedrick Brackens, Hospital Rooms Exhibition, London
Decency
The increasing inequality in society is economic but also has moral dimensions. A healthy society should encourage equality of dignity that is not based on income or financial means. Every person deserves the respect of others, and being treated with dignity makes everyone feel human. Feeling cared for reduces vulnerability, when people don’t feel cared for, they eventually stop taking care of themselves.
Companies can contribute to the dignity of people by paying a decent salary, offering good working conditions and equal opportunities and respecting everyone equally. It starts with meaningful work, respect and a fair wage.
Vulnerability → Care
Abundance vs scarcity
Collective progress
Embracing abundance goes beyond money, a new level of abundance is to view it as collective progress. Globally businesses make profits, but what is this money reinvested in, is it invested in the Metaverse, in faster grocery delivery services or is it invested in a better society?
Company values are guidelines for decisions about where the money goes. Values keep businesses anchored and make it easy to say no to rapid new developments and prioritize what it takes to follow the path to inclusive progress. Social impact focuses on satisfying the needs to be met and the opportunities needed to thrive for all people.
Left to right, painting by Sonya Sklaroff, photo by unknown, project by MVRDV, Kembalilah by Sophie Tan
Giving back
Giving back is an increasingly important part of corporate culture and can be done by giving time and opportunities. Space and resources can be shared with people and, mentorship can help people forward. Putting more good in the world. work towards shared goals and make an impact on the betterment of the world.
Creating a long-term plan for giving back helps to maintain focus and measure results. Focus and determine what you want to achieve and see grow in society. A collaborative, data-driven approach can increase a company’s impact and employee participation and connection by sharing the journey, goals, challenges and successes.
Growth → Contributing
3/Peace of mind
Protective well-being
People can feel helpless because of a lack of control over life. Working on protective wellbeing increases peace of mind and life satisfaction and significantly influences current mindsets. Protective wellbeing involves positive attitudes, living with clear values or beliefs, having conflict resolution skills, and good mental, physical, spiritual and emotional health.
Attention to the whole person's wellbeing includes the development of personal talents and the ability to have a genuine connection with others. The focus is on conscious choices involving small life changes that can create a ripple effect to happier, healthier lives and feeling more alive.
Balanced living means considering and finding a balance in relationships, work, fitness and health, and emotional well-being. Expressing emotions can increase life satisfaction and resilience. Move away from a polished unrealistic idea about life to accept that life has its ups and downs.
Cover image, photo by Martina Caiazzo
Right, On the verge of visibility exhibition by Wolfgang Tillmans
Retrogression
Process of change
When people envision the future, they often see the future as a continuity of the present and that the next decade will be better than the previous one. But these assumptions need to be reexamined because events such as the pandemic, the war in Ukraine and the reversal of Roe vs Wade in the US are steps backwards. Failure to meet environmental targets and losing ground in efforts to end hunger in the world reinforces the idea of going backwards.
A leap in consciousness is needed to let go of what no longer works. While one of the biggest fears of people is the fear of change, it is better to face it. Connection with inner values and reflection is necessary to be in the moment.
Left to right, Shaker Rainbow by Wolfgang Tillmans, ageless wear by Young N Sang, Digicam, Roe vs Wade demonstration, photo by unknown
Revisiting
Thinking about the world today comes with feelings of nostalgia. Thinking of past times makes it possible to imagine another future. Revisiting a lifestyle without WiFi and fast fashion reintroduces values and tastes from before. As soon as we examine past and current values, opportunities start to emerge for the future.
People love to slow down and enjoy the process of making. Offer the opportunity to experience analogue film, listen to a music album, explore a city without Google maps, walk a trail, enjoy nature and switch off. Add second-hand and antique finds to your offering. Offer repair services so people can keep the products they cherish. Give space and opportunity to older people to tell about how life used to be.
Backwards → Nostalgia
Homebody
Primary need
Lack of affordable housing to buy or rent is fuelling the global housing crisis. The world needs to build 96,000 new affordable homes every day to house the estimated 3 billion people who will need access to adequate housing by 2030 (UN-Habitat). Soaring house prices and rents in some societies are the reason that people spend more than half their income on housing costs and have less to spend on food, commuting and other costs of living.
Having a home is a primary need for everybody. A harmonious home provides protection, reduces mental stress, it is a place to create memories, celebrate life and come to rest. Cleaning and decluttering can add up to mental health as it makes people calmer, happier en feel more in control.
Left to right, painting by Anna Valdez, Lu Xiaowu founder of Spoon and..., Atelier Wabbit Garden, Waghorn Street by Emil Eve
A safe space
A home can be a safe space, free from distractions and stimuli. A place where you can relax and where your brain and body associate it with a sense of calm and relaxation. Rest and recovery are important to function well and to be ready to handle the strain of daily activities, work and family and social life.
Businesses can assist people by creating tranquil and healthy work and living places, providing healthy food options at work and creating a culture of care. Not everybody will have an individual house to live in, shared living, living in smaller places and temporary stays are already becoming more popular. This impacts current ideas of ownership and ideas of privacy. Businesses need to adapt to a new reality and show it in their product and marketing photography.
Hotel home → Personal space
Mental protection
Definition of success
People’s ambitions are changing, and definitions of success become less defined by power, work and money. A new set of goals and values include the importance of health, self-knowledge, dealing with personal limitations and weaknesses, and focusing on being physically, mentally and emotionally fit. The connection with those things that bring satisfaction leads to a values-based way of life.
Values and interests such as lifelong learning, satisfactory work, being in contact with people, autonomy and contributing to progress and a better future are essential. The alignment with values and self-development is monitored on a regular base through journalling and accountability conversations with others.
Left to right, Woman & White Cat by Will Barnet, photo by Carol Guttery, photo by Sarah Foster, Portrait of Amy Bravo by Cornelius Tulloch
Uncertainty
Uncertainty breeds anxiety, and we are living in uncertain times. Not knowing what comes next and being in contact with all that is going on in the world is taking a toll on people’s mental health. Mental health is an important part of well-being in every aspect of people’s lives.
A person whose mental health is going well thinks more positively about themselves and can be of meaning to others and the world. Regular exercise, adequate rest, relaxation and sleep, and the practice of meditation all contribute to improving mental health. Businesses can offer support by building awareness around mental health and building a culture of connection.
Restorative → Creating limits
4/ Disruption
Advances that will transform life
Advances in artificial intelligence and machine learning change the role of humans in daily life, work and society. As more of our daily tasks will be automated and assisted by AI, our idea of what we control and can influence will change. As more connections are being made, the fluidity in life will increase, taking away obstacles. Sensors on cars send data about traffic conditions and predict potential problems and optimize the flow of cars, saving time and taking away frustration.
AI can be used to aid humans, but most importantly it must respect human values. When implemented responsibly, AI can benefit society, advance humanity and help solve big problems like those related to the environment, health, and education. The exponential growth of technology may be hard for people to follow and adjust to. It is important to understand coding, technology and AI to ask the right questions and to make decisions on what it can do. Keep questioning if technology is the best option to solve a problem, is it solving the right problem and how will it benefit humanity?
Top image, Bucharest Biennial curated by an A.I. named Jarvis
Right, Machine Anthropometry by Adarsh Nellore
Personalised
Algorithmic thinking
Personalized algorithms shape our view of the world. Understanding the algorithm makes people feel more in control of their content. Algorithmic thinking helps people to deal with complicated problems but also communicate with AI in a more intentional way. How does AI see me, does it understand me and how do I get the results I want?
People want to express their individuality but when they are sending in a job application they will have to think about what the AI will pick out. This thinking in preferences will create tension between the individual and its values and the way the algorithm sees and values people.
Left to right, image by DALL·E 2, physical retail store with digital-only clothing by Zero10 + Crosby Studios, Waabi self-driving solutions, photo by Fruits Magazine
For you
An algorithm decides what to display depending on a person’s individual preferences. No two users will see the same, it gets extremely specific by narrowing down the recommendations to niche interests. Subcultures or niches are precise and people will find their fit. The shared experience is no longer mass but shared with like-minded people globally.
What you want to see changes as your preferences and state of mind change over time. Trends change to personalized expressions, your feed tells you something about who you are as a person and as the algorithm gets smarter it will also get closer and even more personal.
Mass → Hyper-personal
Release
Algorithmic thinking
Tension can build because of constantly being measured, judged and analyzed. Escape will be an important release for people. Escapism is assumed to be a negative aspect of media consumption or gaming, yet it can be a digital haven for those who are no longer able to cope with crude reality.
Escapism is not just shallow entertainment, it can be connected to the physical world. Videogames can address political and social issues, challenge ideologies, deconstruct cliches and advance flexible thinking and inclusivity. Music can have a powerful effect on emotions, it can transport people. The joy of music provides stress relief, it draws you out of reality and transports you to somewhere more positive and uplifting.
Left to right, AI selfportrait project by Michael Hess, lightshow by Coldplay, Legend of Zelda: Breath of the Wild game, Canto Ostinato by Simeon ten Holt
The unknown
People see the chances that the digital gives them, the promise of web 3.0, and the future possibility of earning lots of money through crypto and are willing to take the risk. There are no rules in place yet there are territories to explore and risks to be taken.
The new is exciting, breaking with the old that does not hold any future possibilities for many does not even feel like a risk. The unknown territory is ready to be explored, to learn, to experiment and to fail. It is taking shape through the hands of those who dare to be pioneers. Proactive exploring is not thinking about what the consumer expects, they have not even dreamt of the unlimited possibilities yet.
Limitations → Freedom
Dematerialise life
No possessions
The increasingly digitized world has changed the nature of possessions. Digital versions lessen our reliance on physical objects. Smaller homes mean fewer possessions, only bringing items into the home that are needed and constantly reassessing ownership.
Minimizing the number of things you own makes you rethink function but also volume and weight. What does it do and does it need to take up this much space? Lighter living is efficient, everyday life has moved from a state of stability to one of change. A preference for digital products over physical, for lighter and smaller connected products, and a preference for experiences over material forms of consumption.
Left to right, Hanwha Headquarter Office Tower by UNStudio, photo by @roomxxmst, virtual garment by Karinna Nobbs, Refuse Management Vehicle Fleet by Unknown Untitled
Digitized
Smart cities provide connectivity and mobility to the growing urban population. Fluid transport of people and goods without obstacles, making city life work. Services are increasingly “Untact”, which is a policy the South Korean government uses to spur economic growth by removing layers of human interaction from society.
People are getting used to digital ownership. The idea of an artwork or piece of clothing that only exists online. Digital ownership is about self-expression, just as in the real world, with the added value of proven authenticity and ownership plus the wild freedom of design and customisation options. A silver sweater, a dress with wings of light, anything is possible.
