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FuturistU > Innovation & Change > Culture of Innovation > Module 4 / 5

Intentional Destruction

Instructor: Jeremy Gutsche
In order to adapt, we must intentionally destroy. We need to break down the structure and hierarchy that prevents us from seeing the realities of market change. Consumer behavior is learned within a social structure. We follow organizational patterns and rules unless those rules are dramatically changed.

This module outlines clear tactics to break free of those rules and enact radical change in your organization. Though this is no easy task, it is worthwhile.
Workshop Questions:
1. How much simpler would your business be if you re-started from scratch?
2. What would your business look like if you threw away your top product line?
Jeremy Gutsche Keynote Speaker

Insights by Trend Hunter AI

Eco Accountability
Consumers are holding brands responsible for their carbon footprint
Trend - Consumers are holding brands accountable for their environmental impact, driving a shift towards eco-action. This goes beyond mere greenwashing and performative gestures. Social media empowers consumers to expose greenwashing, demand transparency, and advocate for sustainable practices.
Workshop Question - How can your brand enhance transparency, authenticity, and genuine environmental efforts to meet the growing demand for eco-accountability from consumers?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Transparent Retail
Sustainable retailers highlight their initiatives and impact in-store
Trend - Sustainable stores and eco-friendly in-store initiatives are making the impact of their products clearer to their customers. These brands are using receipts, labels and displays to highlight production and sourcing processes--catering to the growing demand for transparency from businesses.
Workshop Question - How can your brand create trust with its customers via in-store experiences or initiatives?
6.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sustainable Canadian Retail Expansions
Sustainable Canadian Retail Expansions
The Toronto Allbirds Brick-and-Mortar Store is Eco-Friendly
Sustainable lifestyle brand Allbirds is opening its first ever Toronto store, and second location in Canada on August 10th. Located in the heart of Yorkdale Shopping Centre retail complex, the store... MORE
Environmental Cost Receipts
Environmental Cost Receipts
ASKET's Impact Receipts Measure Water Usage, CO2 Emissions & More
Swedish clothing brand ASKET is tackling modern consumption habits by introducing The Impact Receipt, which provides customers with a detailed breakdown of the environmental cost associated with... MORE
Eco Big-Box Retailer Initiatives
Eco Big-Box Retailer Initiatives
The Target Zero Initiative Helps Shoppers Identify Sustainability
The Target Zero initiative is being launched by the brand as a way to help shoppers more easily locate the products that are in line with their sustainability goals when shopping either online or in-... MORE
Carbon-Conscious Oat Beverages
Carbon-Conscious Oat Beverages
These Vegan Beverages for Kids Label Their Carbon Footprint
Nude. and Mãe Terra Produtos Naturais e Orgânicos—two B Corp Certified companies—teamed up to create oat-based vegan beverages for kids with cartons that display carbon footprint information.... MORE
Environmental Impact Product Labels
Environmental Impact Product Labels
L'Oréal Product Impact Labeling Ranks the Brand's Products
The L’Oréal Product Impact Labeling is an educational initiative by the brand to help provide consumers with ample information related to how a product affects the environment. The labeling... MORE
Waste-Reduction Stay
Hotel chains collaborate with suppliers to reduce their waste
Trend - The hospitality industry is facing more pressure from both consumers and institutions to reduce its impact on the environment. One of the resulting changes has been hotel brands cutting down on food and plastic waste with refillable toiletries, recycled materials and food waste-monitoring.
Workshop Question - In what areas could your brand better showcase its commitment to sustainability?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Driven Loyalty
Brands are using social activism to drive consumer loyalty programs
Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Workshop Question - How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delivered Prescription
Prescription delivery platforms target niche or underserved communities
Trend - As telehealth services make healthcare more accessible, some virtual care brands are targeting niche needs and underserved communities with prescription deliveries. These convenient services provide help those who face barriers to healthcare due to cultural and/or mobility limitations.
Workshop Question - Which underserved communities could your brand better serve, and how?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Filipino Flavoring
Food and flavor from the islands of The Philippines are reaching the mainstream
Trend - As food from East Asian countries reaches mainstream popularity, early adopters look to the south of the continent for new inspiration. The Philippines is an archipelago in Southeast Asia. Its cuisine is influenced by Indigenous practices, Spanish colonization, American military relations, and more. This makes for flavors that are both adventurous and familiar to North American palates.
Workshop Question - Where else in the world is the online foodie community thriving?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Accessible Contraception
Some healthcare brands in the U.S. make contraceptives more accessible
Trend - As reproductive rights for women are impacted by political volatility in the U.S., some healthcare brands are trying to make contraception more affordable or generally accessible. Apps, products and platforms are now offering low-cost, prescription-free, and/or easily available information that allows women-in-particular to access birth control.
Workshop Question - How could your brand better prioritize affordability and/or accessibility?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mindful Entrepreneurship
Brands release programs that help users learn about and build businesses
Trend - Between competitive markets and economic instability, entrepreneurship has become more challenging for the average consumer to take on. Programs that help users learn about and navigate the process of building a business (or aspects of it) are becoming popular among aspiring entrepreneurs.
Workshop Question - How could your brand better support employees or customers in their personal pursuits?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Sharing
Some demographics are turning to more authentic forms of social sharing
Trend - As large social media platforms prioritize filtered aesthetics and monetization, some consumers are turning to social platforms that focus on more authentic forms of P2P interaction. These platforms and forums help users share moments and opinions that are less curated and more honest.
Workshop Question - How could your brand prioritize authenticity in its products, services or campaigns?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Acne SPF
Skincare brands formulate sunscreens for people with acne-prone skin
Trend - Since sunscreens tend to be the heaviest skincare product that consumers apply, they can cause blemishes in people who have acne-prone skin. Now, more brands are formulating sunscreens that don't clog pores and feature ingredients that help prevent acne.
Workshop Question - How could your brand cater to its customers' more specific needs?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends