WWF Switzerland Coolhunting

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


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


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


RESEARCH ANALYSIS SYNTHESIS

CO

ND

OR

& S

NA

CONTEXUAL

DEEP DIVE

TRENDANALYSISAFFINITY &

INSIGHT

DEVELOPMENT D

EV

ELO

PM

EN

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OF F

OC

AL

PO

INT

HYPOTHESIS

DEVELOPMENTFINAL

REFINEMENT

ITERATIVE PROCESS

Introduction: Process



CO

ND

OR

& S

NA

CONTEXUAL

DEEP DIVE


INSIGHT

DEVELOPMENT D

EV

ELO

PM

EN

T

OF F

OC

AL

PO

INT

HYPOTHESIS

DEVELOPMENTFINAL

REFINEMENT

ITERATIVE PROCESS




CO

ND

OR

& S

NA

CONTEXUAL

DEEP DIVE


INSIGHT

DEVELOPMENT D

EV

ELO

PM

EN

T

OF F

OC

AL

PO

INT

HYPOTHESIS

DEVELOPMENTFINAL

REFINEMENT

ITERATIVE PROCESS


Focus Areas

Hypothesis


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


The NumberOf Tweet Mentions

BetweenDec. 22 - Jan. 26

SUSTAINABLECOMMUNITIES

SUSTAINABLEMOBILITY

SUSTAINABLEFINANCE


The NumberOf Tweet Mentions

BetweenDec. 22 - Jan. 26


SUSTAINABLEMOBILITY

SUSTAINABLEFINANCE

51.39%

38.89%

9.72%


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.


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


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.


UrbanRe-Development


Social Justice

The CreativeClass

Infrastructure

Co-Designwithin

CommunityGovernment

EconomicDevelopment

Diffusionof Power



Systems

GreaterIndividual


Ride Sharing

StrongerValue


Eco-Driving

Eco-Tourism

Micro-Funding

ReuseItems

Open Communities

Developmentmm new

Business Models


Urban Gardens



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


UrbanRe-Development


Social Justice

The CreativeClass

Infrastructure

Co-Designwithin

CommunityGovernment

EconomicDevelopment

Diffusionof Power



Systems

GreaterIndividual


Ride Sharing

StrongerValue


Eco-Driving

Eco-Tourism

Micro-Funding

ReuseItems

Open Communities

Developmentmm new

Business Models


Urban Gardens



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%


UrbanRe-Development


Social Justice

The CreativeClass

Infrastructure

Co-Designwithin

CommunityGovernment

EconomicDevelopment

Diffusionof Power



Systems

GreaterIndividual


Ride Sharing

StrongerValue


Eco-Driving

Eco-Tourism

Micro-Funding

ReuseItems

Open Communities

Developmentmm new

Business Models


Urban Gardens



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


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



SUSTAINABLEMOBILITY

SUSTAINABLEFINANCE

COWORKINGSPACES

Coworking acts as the Nexus



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.




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.




SUSTAINABLEMOBILITY

SUSTAINABLEFINANCE

COWORKINGSPACES

Coworking allows for community and local investment. Many spaces are concerned with sustainable practices and invest in local goods and services.



- 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


RE

SE

AR

CH

TR

EN

DS


SUSTAINABLEMOBILITY

SUSTAINABLEFINANCE

UrbanRe-Development

Infrastructure

The CreativeClass

EconomicDevelopment

New Urbanism

Co-DesignwithinCommunityGovernment


Social Justice

MoreTransportationChoices

GreaterIndividual

Empowerment

Micro-Funding

ReuseItems

Open Communities

Diffusionof Power

Urban Gardens


Developmentof new

Business Models


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


RE

SE

AR

CH

TR

EN

DS


SUSTAINABLEMOBILITY

SUSTAINABLEFINANCE

UrbanRe-Development

Infrastructure

The CreativeClass

EconomicDevelopment

New Urbanism



Social Justice


GreaterIndividual

Empowerment

Micro-Funding

ReuseItems

Open Communities

Diffusionof Power

Urban Gardens


Developmentof new

Business Models


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



Opportunity Map


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


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


“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


Support Material & Research

Deskmag’s 2nd annual co working survey, Deskmag, Berlin 2012


Node percentages for gathered trends


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


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


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


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

WWF Switzerland Coolhunting

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