Opening'Keynote'

Sarah'DaVanzo'Chief&Cultural&Strategy&Officer&sparks'&'honey''@culturecartog&

#Content14 @ContentCouncil

CULTURAL CONTENT CONNECTION The Future of Content

Society has entered a period of accelerated change...

We’ve gone from this...

to this

...to this.

Today’s changes are exponential.

Exponential

Linear

“47% of the world's currently existing jobs are likely to be automated over the next 20 years” !!- Wired Magazine

VUCA - volatile, uncertain, chaotic, ambiguous

TECHNOLOGY IS DRIVING CHANGE

Vatican City 2013Vatican City 2005

Google Maps launched in 2005

“In 2005 Facebook didn’t exist for most people, Twitter was still a

sound, 4G was a parking space, and ‘Skype’ was a typo”

- Thomas Friedman, The World is Flat

3D printing in 2005: clunky!

Today, nano 3D printing

Modular manufacturing

3D printed customization

3D printed beating heart

4D printed “living” objects

3D printing is mainstream. Sky Mall for heaven’s sake!

]

Now, drones on Sky Mall !

Drone videography

Drone photography

TECHNOLOGY IS DRIVING CHANGE

Drones + autonomous cars

Autonomous cars + oculus rift

TECHNOLOGY IS DRIVING CHANGE

Oculus rift vicarious experiences

Oculus rift mixed reality

Hyper-reality 360 ball camera

Immersive camera

©28

Circular camera

Deep focus (infinite focus)

HD slow mo: sensory amplification

HD slow mo story telling

Braingasms (autonomous sensory meridian response… i.e., asmr)

Extrasensorial

Synesthesia: semsory amplification

Sensory deprivation

syncing with culture

youthfulness

SCORING

ENERGY PREDICTION

LANGUAGE

INFLUENCERS

MEDIA

signals from noise

Burst1

Roll3

Arc2

Swell4Time (Prediction)

Cul

tura

l Ene

rgy

1

2

3

4

4 types of trends

9

cultural newsroom

Seize opportunity.

Plan for the future. !

Design for the future.

CONTENT OF THE FUTURE

Crowd Funding as Content

Research as Content

©46

Meta Content as Content

©47

Emojis as Content

©48

Picto-Narratives as Content

©49

Pranks as Content

Biometrics as Content

“Computational Creativity” as Content

©52

Data Viz as Content

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Live Streaming Gameplay as Content

NEW NATION OF CONTENT CREATORS & CONSUMERS

A population tsunami is approaching

55

http://time.com/6693/coming-soon-to-your-office-gen-z/

Millennials ( 20-37 )

24.5%

Gen Z ( <19 )

25.9%

Swing ( 69+ )

10.5%

Gen X ( 38-49 )

15.4%

Baby Boomers ( 50-68 )

23.6%

361,000 Approximate number of babies

born in the US each day

56

Weaned in a post 9/11 world in recession

73% of Americans were

personally affected by the Great Recession

1 in 4 American children

are living in poverty

43% of 7-to-13 year olds feel

school violence/shootings will have the biggest

impact on their generation

Multi-generational households

57

Multi-racial households

58

+400% increase in multiracial

marriages (Black and White) in the last 30 years (with a

1,000% increase in Asian-White marriages)

Entrepreneurship is in their DNA

59

61% of high school students

want to be an entrepreneur rather than an employee

(compared to 43% of college students)

72% of high school students want to start a business someday (compared to

64% of college students)

Mature and in control

60

89.1

Teen Birth Rate (per 1,000 women age 15-19)

72

60

40

20

1.3

80

60

40

29.4

1950 ’60 ’70 ’80 ’90 ’00 20101980 ’85 ’90 ’95 ’00 ’05 2010

Alcohol

Marijuana

Cigarettes

Cocaine

Use of Illicit Substances (Among high school seniors)

57% of Gen Z say they would rather save money than

spend it

25% of Gen Z teens say they

were in a physical fight in the past year (down from

42% surveyed in 1991)

10% of Gen Z teens say they

tried an e-cigarette in 2012 (a doubling in one year)

Short attention spans

61

8 sec is the average American

attention span (down from 12 sec in 2000)

11% of children 4-17 years old have been diagnosed with

ADHD (up from 7.8% in 2003)

4D thinkers with 360-degree expectations

They communicate with symbols

image source

63

64

Tech Innate: 5 Screens Think in 4D

Judiciously Share (GeoLoco Off) Active Volunteers

Blended (race & gender) Togetherness

Mature Communicate with Images

Make Stuff Have Humility

Future Focused Realists

Want to Work for Success Collective Conscious

Tech Savvy: 2 Screens Think in 3D Radical Transparency: Share All Slacktivists Multi-cultural Tolerance Immature Communicate with Text Share Stuff Have Low Confidence Now Focused Optimists Want to be Discovered Team Orientation

Don’t treat Gen Z like Gen Y

Gen Z Millennials

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! •Communicate in images – pictures, symbols, videos, emojis, etc.

•Tease their curiosity and pique their interest with intrigue (surprises, puzzles, games)

•Communicate in smaller, snackable bursts more frequently… but also provide the long-form reads version

•Brand marketing and storytelling/story-doing needs to be 5-screen: phone, computer, Tv, tablet, wearable

•Brand engagement needs to be live-streaming

They Have a Different Relationship with Content

SKILLS OF THE FUTURE

FQ (focus quotient)

experimentation

flâneurship

instagramability

pivoting

glyph literacy

joy bombing

The content industry is both a catalyst and mirror to change.

THANK YOU!

find me @culturecartog