COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Sustainability in the FutureCOINs Team 8
2COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Perhaps the greatest unmet need in many developed countries today is the need for more personal time. In essence, millions of people spend too much time at work, and too much time getting to work. If this unresolved tension persists, then it is plausible
that major cities will begin to decline in population as technology enables remote working and better lifestyle choices.
- Steve Tighe ,Strategic Planner and Futurist
3COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Introduction
The Project:
The Client:
The Team:
To identify the new and upcoming trends in the areas of focus for WWF
WWF SwitzerlandContact: Damian Oettli
Aalto University (Finland)
SCAD (USA)
University of Cologne(Germany)
Faraz KhanIngrid Schembri Pia Tamminen
Farid SadeghiCaleb Sexton
Núria Gómez
4COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Introduction: Research
What is the next big thing for WWF Switzerland?
Areas of Focus:
Areas of Interest:Núria GómezFaraz KhanFarid SadeghiIngrid SchembriCaleb SextonPia Tamminen
Sustainable FinanceSustainable MobilitySustainable Housing*Biodiversity*Sustainable CommunitiesEducation*
* Later Dismissed
5COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
RESEARCH ANALYSIS SYNTHESIS
CO
ND
OR
& S
NA
CONTEXUAL
DEEP DIVE
TRENDANALYSISAFFINITY &
INSIGHT
DEVELOPMENT D
EV
ELO
PM
EN
T
OF F
OC
AL
PO
INT
HYPOTHESIS
DEVELOPMENTFINAL
REFINEMENT
ITERATIVE PROCESS
Introduction: Process
6COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
RESEARCH ANALYSIS SYNTHESIS
CO
ND
OR
& S
NA
CONTEXUAL
DEEP DIVE
TRENDANALYSISAFFINITY &
INSIGHT
DEVELOPMENT D
EV
ELO
PM
EN
T
OF F
OC
AL
PO
INT
HYPOTHESIS
DEVELOPMENTFINAL
REFINEMENT
ITERATIVE PROCESS
Introduction: Process
7COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
RESEARCH ANALYSIS SYNTHESIS
CO
ND
OR
& S
NA
CONTEXUAL
DEEP DIVE
TRENDANALYSISAFFINITY &
INSIGHT
DEVELOPMENT D
EV
ELO
PM
EN
T
OF F
OC
AL
PO
INT
HYPOTHESIS
DEVELOPMENTFINAL
REFINEMENT
ITERATIVE PROCESS
Introduction: Process
Focus Areas
Hypothesis
8COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Introduction: Focus Areas
Mobility
Finance
Community
“63.5% still commute to the office four or five days a week”
- Regus
“43% of all crowdfunded projects are successful”
- Kickstarter, April 2011
“the mobile phone becoming ever-more central to our finances.”
- Howard Wilcox,Juniper Research
“The past couple of decades have seen America sort itself into two distinct nations, as the more highly skilled and affluent have
migrated to a relatively small number of cities and metro areas.”
- Richard Florida
9COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
The NumberOf Tweet Mentions
BetweenDec. 22 - Jan. 26
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
10COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
The NumberOf Tweet Mentions
BetweenDec. 22 - Jan. 26
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
51.39%
38.89%
9.72%
11COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Hypothesis
Heterogeneous, flexible, and open co-working spaces are the cradles for the new creative class of businesses and knowledge workers in today’s volatile and unpredictable economy.
With technology being the key enabler, the new way of working challenges the individualistic norms and the prevailing cultures of organizations and governments, promoting, provoking and inducing change on many levels.
12COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Hypothesis: Arrival
Through the overlaps found between the three hypothesis (3 areas of focus):
Contrary to predictions on the future rise of mobility, we contend that due to individual and business needs and growth in infrastructure, the rise in commute will be reduced.
Merging Trends: New Urbanism, The Creative Class, Corporate Mobility, and Sustainable Business Models
Alternative ways of funding businesses emerge because the traditional financial system does not fulfill the current needs
13COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
UrbanRe-Development
EconomicCompetitiveness
Social Justice
The CreativeClass
Infrastructure
Co-Designwithin
CommunityGovernment
EconomicDevelopment
Diffusionof Power
Self-SustainingCommunities
Sustainable MassTransportation
Systems
GreaterIndividual
EmpowermentNew Urbanism
Ride Sharing
StrongerValue
More Integrationof Infrastructure
Eco-Driving
Eco-Tourism
Micro-Funding
ReuseItems
Open Communities
Developmentmm new
Business Models
Local Production(Food, etc.)
Urban Gardens
Universal HumanValue
SustainableCommunities
SustainableFinance
SustainableMobility
MoreTransportation
Choices
Recycling
systems
groups
individual
To Measure Comparison:The number of nodes for each trend was weighed against the total group using Condor’s Wiki search tool to produce a percentage.
14COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
UrbanRe-Development
EconomicCompetitiveness
Social Justice
The CreativeClass
Infrastructure
Co-Designwithin
CommunityGovernment
EconomicDevelopment
Diffusionof Power
Self-SustainingCommunities
Sustainable MassTransportation
Systems
GreaterIndividual
EmpowermentNew Urbanism
Ride Sharing
StrongerValue
More Integrationof Infrastructure
Eco-Driving
Eco-Tourism
Micro-Funding
ReuseItems
Open Communities
Developmentmm new
Business Models
Local Production(Food, etc.)
Urban Gardens
Universal HumanValue
SustainableCommunities
SustainableFinance
SustainableMobility
MoreTransportation
Choices
Recycling
systems
groups
individual
Sustainable Communities
urban re-development
infrastructure integration
co- deisgn within community government
economic development
new- urbanism
social justice
creative class
34%
14%4%
16%
5%
15%
0%
11%
1%
economic competitivenes
creative class
more transportation choices
15COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
UrbanRe-Development
EconomicCompetitiveness
Social Justice
The CreativeClass
Infrastructure
Co-Designwithin
CommunityGovernment
EconomicDevelopment
Diffusionof Power
Self-SustainingCommunities
Sustainable MassTransportation
Systems
GreaterIndividual
EmpowermentNew Urbanism
Ride Sharing
StrongerValue
More Integrationof Infrastructure
Eco-Driving
Eco-Tourism
Micro-Funding
ReuseItems
Open Communities
Developmentmm new
Business Models
Local Production(Food, etc.)
Urban Gardens
Universal HumanValue
SustainableCommunities
SustainableFinance
SustainableMobility
MoreTransportation
Choices
Recycling
systems
groups
individual
Sustainable Mobility
sustainable mass transportation systems
more integration of infrastructure
ride sharing
eco- driving
eco- tourism
stronger value
self- sustaining communities
51%
1%
14%
18%
15%
1% 0%
16COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
UrbanRe-Development
EconomicCompetitiveness
Social Justice
The CreativeClass
Infrastructure
Co-Designwithin
CommunityGovernment
EconomicDevelopment
Diffusionof Power
Self-SustainingCommunities
Sustainable MassTransportation
Systems
GreaterIndividual
EmpowermentNew Urbanism
Ride Sharing
StrongerValue
More Integrationof Infrastructure
Eco-Driving
Eco-Tourism
Micro-Funding
ReuseItems
Open Communities
Developmentmm new
Business Models
Local Production(Food, etc.)
Urban Gardens
Universal HumanValue
SustainableCommunities
SustainableFinance
SustainableMobility
MoreTransportation
Choices
Recycling
systems
groups
individual
Sustainable Finance
local production
open communities
diffusion of power
universal human value
development of new business models
reuse items
urban gardens
26%
1%
19%
7%
18%
14%
8%
4%
3%
recycling
greater individual empowerment
17COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Hypothesis: Why Coworking
Key Identified Trends:A. Development of infrastructure and
transport systemsB. Bicycling as an individual statementC. Sustainable communitiesD. Hybrid vehiclesE. Driving licensesF. Corporate MobilityG. Urban Re-DevelopmentH. InfrastructureI. Co-Design within Community
GovernmentJ. Economic Development
K. New UrbanismL. Social JusticeM. The Creative ClassN. Economic CompetitivenessO. More Transpiration ChoicesP. Open communitiesQ. Micro-fundingR. Kick-startersS. Sustainable investmentT. Sustainable business modelsU. Investment in clean technologyV. Service exchange & bartering
“…only 12.3% of people want to work
from home”- Regus
18COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
COWORKINGSPACES
Coworking acts as the Nexus
19COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
COWORKINGSPACES
Coworking spaces provide an opportunity for cultivating community and building collaborative efforts. Many are actively engaged within the local city or neighborhood landscape.
Coworking acts as the Nexus
20COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
COWORKINGSPACES
Coworking spaces act as an outlet for shortening working commutes. Businesses have the opportunity to leverage multiple spaces as teleworking hubs for their employees.
Coworking acts as the Nexus
21COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
COWORKINGSPACES
Coworking allows for community and local investment. Many spaces are concerned with sustainable practices and invest in local goods and services.
Coworking acts as the Nexus
22COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
- Frederik Littschwager,rural coworking advocate
In a small town you get to know all the key players in your environment quickly. Perhaps coworking offers a new perspective and different opportunities since it is a little hard to build interest
groups around specific vocations in small towns.
Coworking is Diffusing:Out of the city. Into the Town
23COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
RE
SE
AR
CH
TR
EN
DS
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
UrbanRe-Development
Infrastructure
The CreativeClass
EconomicDevelopment
New Urbanism
Co-DesignwithinCommunityGovernment
EconomicCompetitiveness
Social Justice
MoreTransportationChoices
GreaterIndividual
Empowerment
Micro-Funding
ReuseItems
Open Communities
Diffusionof Power
Urban Gardens
Universal HumanValue
Developmentof new
Business Models
Local Production(Food, etc.)
Recycling
Ride Sharing
Stronger
Value
Self-Sustaining
Communities
Sustainable Mass
Transportation
Systems
Eco-Driving
More Integration
of Infrastructure
Eco-Tourism
CO-WORKINGSPACES
IDENTIFIED TRENDS
IDENTIFIED FOCAL AREAS
CENTRAL FORECAST FOCUS
Opportunity Map
24COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
RE
SE
AR
CH
TR
EN
DS
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
UrbanRe-Development
Infrastructure
The CreativeClass
EconomicDevelopment
New Urbanism
Co-DesignwithinCommunityGovernment
EconomicCompetitiveness
Social Justice
MoreTransportationChoices
GreaterIndividual
Empowerment
Micro-Funding
ReuseItems
Open Communities
Diffusionof Power
Urban Gardens
Universal HumanValue
Developmentof new
Business Models
Local Production(Food, etc.)
Recycling
Ride Sharing
Stronger
Value
Self-Sustaining
Communities
Sustainable Mass
Transportation
Systems
Eco-Driving
More Integration
of Infrastructure
Eco-Tourism
COMMUNITYTRADE SYSTEMS
LOCALVEHICLE TRADE
CO-OPS
NETWORK &TRANSPORTATIONCOMMUNICATION
TOOLS
CO-WORKINGSPACES
IDENTIFIED AREAS OF POSSIBLE OPPORTUITY
IDENTIFIED TRENDS
IDENTIFIED FOCAL AREAS
CENTRAL FORECAST FOCUS
Opportunity Map
25COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
RE
SE
AR
CH
TR
EN
DS
SUSTAINABLECOMMUNITIES
SUSTAINABLEMOBILITY
SUSTAINABLEFINANCE
UrbanRe-Development
Infrastructure
The CreativeClass
EconomicDevelopment
New Urbanism
Co-DesignwithinCommunityGovernment
EconomicCompetitiveness
Social Justice
MoreTransportationChoices
GreaterIndividual
Empowerment
Micro-Funding
ReuseItems
Open Communities
Diffusionof Power
Urban Gardens
Universal HumanValue
Developmentof new
Business Models
Local Production(Food, etc.)
Recycling
Ride Sharing
Stronger
Value
Self-Sustaining
Communities
Sustainable Mass
Transportation
Systems
Eco-Driving
More Integration
of Infrastructure
Eco-Tourism
COMMUNITYTRADE SYSTEMS
LOCALVEHICLE TRADE
CO-OPS
NETWORK &TRANSPORTATIONCOMMUNICATION
TOOLS
CO-WORKINGSPACES
IDENTIFIED AREAS OF POSSIBLE OPPORTUITY
IDENTIFIED TRENDS
IDENTIFIED FOCAL AREAS
CENTRAL FORECAST FOCUS
Opportunity Map
26COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Recommended Next Steps
During our process we were offered the option to delve further in our trend analysis or identify a range of new business opportunities. We chose to better understand as means of maximizing our efforts.
With the support of WWF Switzerland the next COINs research team can be directed down many avenues: first, exploring the application of new coworking business models; second, developing more research into the market areas outlined in the Opportunity Map; and third, developing more research into the next evolution of coworking and the cultures that evolve out of these spaces.
The fact is that new spaces are popping up everywhere (e.g. Otaniemi campus where quite a large part of Aalto University is located has many new spaces for coworking purposes). It would be interesting to study how all of the coworking spaces work together and communicate (e.g. what tools, what channels, which service providers, etc.).
For the next team
27COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Recommended Next Steps
From WWF’s perspective, they can begin promoting the use of coworking spaces by challenging already collaborating organizations to adapt and excel in this new way of working.
WWF can use its influence and resources to introduce this new culture of working in the developing world, or WWF can invest in introducing the enablers (resources required for this way of working) into developing countries.
In our view, WWF can already start cultivating this new concept in the upcoming generation (through schools, universities and sister organizations) to mold this as the new standard of working.
For WWF
28COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
“BUT…Only 12.3% of people want to work
from home”Today more than 2,000 coworking spaces exist across the globe—an increase of 250% over two years—and new ones are opening every day.
- The Third Wave of Virtual Work, Harvard Business Review, Jan. 2013
29COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Support Material & Research
Deskmag’s 2nd annual co working survey, Deskmag, Berlin 2012
30COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Deskmag’s 2nd annual co working survey, Deskmag, Berlin 2012
31COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Deskmag’s 2nd annual co working survey, Deskmag, Berlin 2012
32COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Node percentages for gathered trends
33COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
As workers become increasingly untethered, neighborhoods and communities are more important than ever. In the third
wave of virtualization, we stand to recapture the best of what we had before globalization, when the citizens of communities
felt their mutual dependence in every working moment, and human connections were deep.
- The Third Wave of Virtual Work, Harvard Business Review, Jan. 2013
34COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Support Literature
1. Durbin, A., Herz, S., Hunter, D., Peck, J., Shaping the future of sustainable finance: moving the banking sector from promises to performance.
2. Gerster, R., 2012, Sustainable Finance: Achievements, Challenges, Outlook, Striking a balance ahead of Rio+20 in 2012.
3. Global Trends 2030: Alternative Worlds, a publication of the National Intelligence Council, 2012.
4. Johns, T., Gration J. and L., 2013, The Third Wave of Virtual Work, Harvard Business Review.
5. Rosling, H., 2007, New insights on poverty, Video on TED.com, http://www.ted.com/talks/hans_rosling_reveals_new_insights_on_poverty.html
6. Sustainable economy in 2040, a roadmap for capital markets, forum for the future – action for a sustainable world, Aviva Investors, http://www.forumforthefuture.org/project/framework-sustainable-economy/overview.
7. Technology and Innovation Futures: UK Growth Opportunities for the 2020s-2012 Refresh, Government office for Science.
8. Vision 2050, The new agenda for business, World Business Council for Sustainable Development. http://www.wbcsd.org/web/vision2050.htm
9. 2nd Annual, global co working survey, deskmag’s. www.deskmag.com
10. The new collaborative workspace, Cisco systems inc, 2011
11. Human Capital Trends 2011: Revolution/evolution, Deloitte consulting, 2011
12. Boomers: the rising cloud and the new ‘consumerisation’ of workplace technology, orangebox, 2012. www.Orangebox.com
35COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
13. Intuit 2020 report, twenty trends that will shape the next decade, 2010. www.intuit.com/2020
14. Mark Dixon and Phillip Ross, Measuring the benefits of agility at work, Regus: corporate workspace solutions, 2010, 2011.
15. Timmy Johns and Lynda Gratton, The third wate of virtual work, Harward Business review, 2013.
16. WorkPlace Now: Top CRE predictions for 2013, Johnson Controls Inc, 2012. www.johnsoncontrols.com/content/us/en/products/building_efficient...
17. Coworking- London Market 2012, Eoffice
18. John T.Anderson, Worktech 12 London, Asure Software, 2012.
19. 360 Future Focused: issue 64, 360 steelcase, The magazine of workplace research, insights and trends.
20. The new third place, 360 Research, www.360.steelcase.com/articles/..
21. John Hagel and John Seely Brown, The increasing importance of Physical location, Harward Business Review, 2010.
22. Ilana CeBare, Office plans, complete with crayons, 2008, www.sfgate.com/business/article/
23. Peter Engardio, innovation goes downtown, businessweek , 2009. www.businessweek.com
24. White paper, Supporting new patterns in hotel workspaces, 2010, 360steelcase. www.360.steelcase.com
25. Playbook: Home, office and laboratory, businessweek , 2007. www.businessweek.com
36COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
26. GlaxoSmithKline Case Study HQ Magazine - Good Design is Good Business A publication of McGraw-Hill, 2012. www.Hq.construction.com/case_Studies
27. Thomas Frey, City of future part1 and 2, 2010. www.Futuristspeaker.com/2010/10
28. Steve McCallion, Tranportation in 2020, 2010. www.forbes.com
29. Martin Ford, Your Job, 2020, 2010 www.forbes.com
30. David F. Carr, Why companies don’t need headquarters, 2010. www.forbes.com
31. Quentin hardy, your choice in 2020, 2010. www.forbes.com
32. Designing a better “third” place, 360 steelcase. www.360.steelcase.com
33. The leader, Cornet Global, 2009
34. The hidden peril of working from home, 2012. www.regus.com
35. London 2012 Olympic Games: turning potential business disruption to you advantage through Flexible Working, AOS studly, 2012.
COINs Seminar | Team 8 | WWF Switzerland | Fall/Winter ‘12/’13
Thank You
Top Related