TIM STOCK The Patterns of Culture Strategic Design & Management Summer 2014 TIM STOCK 2 trend analytics - reading and patterning signals LANGUAGE CODES CULTURE STORY TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR 3 analyzing language on the social web understanding how language evolves in context is critical to transformative consumer intelligence TIM STOCK 4 Google Ngram a tool that allows to test linguistic patterning on a large corpus of scanned texts TIM STOCK 5 Google Ngram as a cultural analytics tool google Ngram is a tool that allows to test linguistic patterning on a large corpus of scanned texts TIM STOCK 6 victory gardens - expressed language 1940 TIM STOCK PERCEPTION/ BEHAVIOR 7 victory gardens as an Ngram visualization 1939 1970 TREND FORCES austerity sustainability meaning forces meaning forces TIM STOCK 1969 1981 drug culture as expressed language what trend forces correlate to the peaks in narrative? 8 TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR 9 drug culture as an Ngram index 1965 1980 status rebellion meaning meaning forces forces marijuana cocainelocal global TIM STOCK 10 1970s hip-hop - tracking expressed language TIM STOCK TREND FORCES PERCEPTION/ BEHAVIOR 11 1975 1985 1995 2005 what forces shaped the rise in language?1. how has the meaning evolved?2. meaning meaning meaning forces forces forces TIM STOCK 12 2014 hip-hop - meaning evolves as past symbolic expression becomes common vernacular TIM STOCK 13 aspiration culture - patterns in language 1980s TIM STOCK 14 cellphone as totem - identifying hidden meaning LANGUAGE TREND FORCES CODES CULTURE 1980s TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES 15 LANGUAGE TREND FORCES CODES CULTURE LANGUAGE TREND FORCES CODES CULTURE LANGUAGE TREND FORCES CODES CULTURE 80s meaning forces meaning forces meaning forces 90s 00s cellphone as signifier - the context of signals TIM STOCK 16 yuppie culture - cultural systems / connotation LANGUAGE TREND FORCES CODES CULTURE 1980s TIM STOCK 17 yuppie culture - cultural systems / connotation TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES economic boom + new urbanism sushi cappuccino 1985 18 status + fraternity + rank yuppie culture - cultural systems / connotation meaning forces TIM STOCK LANGUAGE TREND FORCES CODES CULTURE decoding Bobos 19 in the 2000s a new culture of aspiration emerges 2000s TIM STOCK decoding Bobos 20 in the 2000s a new culture of aspiration emerges 2000s TIM STOCK made in usa 2000 PERCEPTION/ BEHAVIOR TREND FORCES 21 guilt + tactile + local codes of Bobo culture - cultural systems / connotation meaning forces TIM STOCK decoding whole foods vs. trader joes 22 whole paycheck vs. the rise of a more understated urban shopper LANGUAGE TREND FORCES CULTURE CODES TIM STOCK stories 23 patterns The Future of __________ trends as innovation where do we invest? signals TIM STOCK 24 The Future of __________ trends as innovation - where do we invest? supermarkets past present future TIM STOCK LANGUAGE TREND FORCES CODES CULTURE transparency eating tastes and behavior quantity 25 quality past present future the future of supermarkets what trend forces are likely to impact future patterns? technology + farming + government subsidies culture casts meaning TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 26 frozen foods shaped behavior towards quantity and convenience 1960 how I make my home new suburbia + appliances + globalism improved processed science decoding supermarkets culture casts meaning TIM STOCK 27 where do we invest? the evolution of food signals FIXED LIVING 1960 2014 TIM STOCK FROZEN 28 xed / standardized clean / wisdom our move to fresher food reflects a shift codes inform the broader narrative 1960 2014 FRESH FRESH TIM STOCK 1980 PERCEPTION/ BEHAVIOR TREND FORCES 29 convenience craft language reveals the point that culture begins to change course tracking inflection points meaning forces patterns TIM STOCK LANGUAGE TREND FORCES CODES CULTURE future forecasting futures: scenarios based on cultural dynamics 30 MACRO TREND farming/retail hybrids I trust food I see grown transparent production + fuel costs + sustainability local seasonal trust TIM STOCK 31 The Future of __________ trends as innovation - where do we invest? cars past present future TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2014 32 the future of cars how does a car company leverage trends? what is the meaning of the car? fuel costs + urban planning + technology why do I need a car? freedom utility past present future exibility culture casts meaning culture casts meaning culture casts meaning TIM STOCK 33 predicting the future meaning of cars electric cars were the future in the early 20th century TIM STOCK PERCEPTION/ BEHAVIOR TREND FORCES 34 the rise and fall of electric cars TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 35 1960 Ford Falcon second car MICRO TREND the meaning of cars in the 1950s cheap materials + abundant oil + suburbia I drive everywhere freedom keep up with the Jonses forces/language/culture TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2002 Hummer post-9/11 36 car as fallout shelter MICRO TREND 9/11 + homeland security + upcycling pro equipment why do I need a car? security the extreme professional forces/language/culture the meaning of cars after 9/11 TIM STOCK 37 the meaning of cars after 9/11 forces/language/culture TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2012 Nissan Cube 38 moving toasters MICRO TREND how do you see cars differently from your parents? why? the generational meaning of cars TIM STOCK LANGUAGE TREND FORCES CODES CULTURE 2014 Google Driverless Car 39 geo-location + articial intelligence car as personal device what happens when we stop driving? safety MICRO TREND passive neo-urbanism integrated mega-cities auto grids MACRO TREND TIM STOCK LANGUAGE TREND FORCES CODES CULTURE future source: Wired.com/Autopia 40 you wont need a drivers license in the future MACRO TREND insurance MICRO TREND telematics geo-location + articial intelligence car as personal device neo-urbanism passive integrated mega-cities anonymous seeing the transformative narrative TIM STOCK 41 acting on trend signals MACRO TREND integration MICRO TREND conveniencealways factor in evolving cultural dissonance TIM STOCK 42 The Future of __________ a peek into next week... cars fast food education fast fashion music television video games wearable tech museums how might you help a client get ahead of where the culture is going? TIM STOCK 43 thank you.