SxSW observations. Privacy comes out of the closet. Digital manufacturing gets accessible. Social responsibility emerges as a cool thing to do. Actions beat advertising when it comes to marketing. And more.
Now, $650 buys you a milling machine.
Free software (EASEL) makes manufacturing
as easy as blogging.
The maker movement will go mainstream.
Larger brands, retailers, big box stores will modify business models
to accommodate the new interest.
A smaller percentage of goods will be made in China.
More and more brands will do rather than tell.
Consumer participation will be essential to all
good marketing ideas.
Content will be created by the brand, the user
and the experience itself.
No health organization has the resources or
infrastructure to bring clean water to remote areas
in Paraguay or Ghana.
Coca Cola is the one brand whose tentacles
reach to the most distant corners of the world.
Partnering with DEKA, Coke transport the parts
to build EKO Centers and bring the
Slingshot clean water system to those who need it most.
More brands will find value in social responsibility.
Innovative partnerships and collaboration
will create opportunities for both parties.
More of the world’s problems will be solved
by for-profit corporations.
Founder Anne Wojcicki previously worked on Wall Street
investing in companies that made money off of treatment rather
than prevention. Treatment of preventable diseases — obesity and
diabetes for example — is a multi-billion dollar business.
But lots of companies compete to make money
off of treatment. Why not make money off of prevention?
Personal data is the new gold rush.
Profit motives will be disguised as being more altruistic
than they actually are.
Consumers will come to expect and even rely on data
about their health, DNA, lifestyle, energy consumption and more.
New moral issues — breeding better offspring — will
challenge social and legal standards.