THE FLOOD IS COMING!A NEW MARKETING MODEL FOR 2020

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AN FPBR PRESENTATIONNovember 8, 2011

CONFIDENTIAL© FAITH POPCORN’S BRAINRESERVE 2011 ALL RIGHTS RESERVED

PREDICTING THE FUTURE SINCE 1974

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1990 20011997 2000 2012

OUR DIFFERENTIATION:

Align Brands and businesses to the emerging cultural

forces that will enable them to realize their best future

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APPLIED FUTURISM DRIVES MEGA-GROWTH

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OUR PRIOPRIETY IP

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FPBR TRENDBANK

ANCHORING99 LIVES COCOONING

BEING ALIVE CASHING OUTAtmosFEAR CLANNING

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EVEolutionFANTASY ADVENTUREDOWN-AGING EGOnomics Future TENSE

VIGILANTE CONSUMER

SMALL INDULGENCES

ICON TOPPLING

S.O.S. (Save Our Society)

PLEASURE REVENGE

95% ACCURACY PREDICTING THE FUTURE

1984: Told GE Capital that the future of finance and small businesswill be Female.

1987: Told Kodak to prepare for a “Filmless Future.”

1990: Told Stanley Tools to target women: DIH – The Do It Herself Movement.

1989: Told Coke to Bottle Water.

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DIH – The Do It Herself Movement.

1993: Told Roche Pharmaceuticals to target consumers directly: The Doctor is Dead.

2006: Told Pepsi to stop bottling water.

2007: Predicted there would be a global revolution: Life Rage.

2012: Predicting the “SHE-change” a decade of feminine energy fueled by money, power and compassion.

THE TRENDS TELL US

IT’S THE END OF THE WORLD

AS WE’VE KNOWN IT

11/15/2011 8

THE CULTURAL CONTEXT

THE GREAT RECESSION HAS

ALL THREE ANCHORS OF

THE TRIANGLE OF CULTURE HAVE

SIMULTANEOUSLY FAILED

CRASHED OUR CULTURE

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ENVIRONMENT

THE ECONOMY IS DROWNING

ENVIRONMENT

“80% chance the U.S. Economy will re-enter recession”Merrill Lynch

U.K. Inflation hits a record 5.2%

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Collapse of global banking system predicted by Citigroup’s

Willem Buiter

THE RICH HAVE LIFE JACKETS

The 500 highest earners make more than

ENVIRONMENT

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the poorest 416 million people.UN Human Development Report

ETHICS UNDER-WATERENVIRONMENT

Wal-Mart China CEO quits as retailergrapples with pork scandal

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30 members of the U.S. Congress are under ethics investigation

Accused of Deception Citi Agrees to Pay $285 Million

A DELUGE OF DISASTERS

By 2025 two billion people

won’t have enough waterThe International Water Management Institute

Climate related

disasters way up

ENVIRONMENT

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The International Water Management Institute

Climate change threatens

30% of species with

extinction by 2100

IPCC

THE FLOOD

IS COMING!

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IS COMING!

We’re Looking

for our

Transport

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for our

Transport

to Safety

Introducing

The Ark

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The Ark

A place of:

Reinvention and Renewal

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Reinvention and Renewal

Inspiration and Elevation

Connection and Nurturance

Transparency and Honesty

HOW DOES A COMPANY GET ON

The Ark?Follow the Commandments

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Ark

Commandment

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The Consumer is dead.

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LONG LIVE HUMAN BEINGS

who seek substance

over superficiality.

WE ARE RE-EVALUATING OUR

RELATIONSHIP WITH CONSUMPTION

Reset Reclaim

1Consumer

is Dead

2020

CASHING OUTQuestioning personal/career satisfaction and goals, people opt for simpler living

ResetICON TOPPLING

A new socioquake transforms the world as the pillars of society are questioned

and rejected

Reclaim

HITTING RE-BOOT

ON OUR VALUESReset

90% of people are opting for simpler living

95% believe wealth ≠ happiness

1Consumer

is Dead

2121

72% want to remove clutter from their life

1% of Millennials list ‘Fame’ as their top life goal

35% would sacrifice a portion of their salary for more personal time

FPBR Recession Survey

DEMANDING A MORE

EQUITABLE FUTURE

1Consumer

is DeadReset

Millionaires stand with those in Zuccotti Park

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THE RISE OF

ONE-DOWNMANSHIP:

LESS IS MORE

1Consumer

is DeadReset

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Interviewed by phone and e-mail she was in Croatia on a business trip, Ms. Popcorn said: “I see a nurse practitioner,” rather than a doctor, “unless there’s really a problem. I also wait a little longer before I seek help, in case nature cures the ill.”

And when it comes to clothes shopping, Ms. Popcorn, the mother of two daughters, ages 4 and 10, said she caters “to my T.J. Maxx addiction more often.”

“Three times last week to by the kids back-to-school clothes,” she added. “No more Jacadi or Bon Nuit for me. Target or TJ’s just fine.” JANE L. LEVERE

WON’T BE DEFINED

BY OUR CONSUMPTIONReclaim

Consumers buy brands.Humans join them.

1Consumer

is Dead

CONSUMERCONSUMER CITIZENCITIZENCONSUMERCONSUMER CITIZENCITIZENHUMAN

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“We want to feel like we’ve bought well and on our own volition.” Oliver Gunther, TalentBank Expert, Professor of Economics,

Humboldt School of Business and Economics, Germany

Humans join them.

HOW TO GET ON THE ARK:

KNOW THE CONSUMER IS DEAD

People are seeking substance

over superficiality

Less is more- Help people feel cared for

1Consumer

is Dead

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- Help people feel cared for without feeling indulgent

Creating Connection

- Let them ‘join’ your Brand. Give them a voice in shaping your offer, who you help and how you help them

Ark

Commandment

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Ark Brands listen

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Ark Brands listen

and respond.

To the UNSPOKEN FEARS

in the culture.

A BREAKDOWN OF COMMUNITY

The mean number of confidants fell 33% in the last 20 years

2Listen and

Respond

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A LACK OF LOVE

The average AOL user will hear:

‘You’ve got mail’ 446,000 times

‘I love you’ 3,400 times

2Listen and

Respond

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THE EROSION OF

SUPPORT SYSTEMS

Suicides among women 45-54

rose 31% over five years

2Listen and

Respond

83% of suicides are among 40+

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83% of suicides are among 40+

Attributed to erosion of

family and community safety

net

A CRAVING FOR SKINSHIP

“We’re touch deprived . At spas we pay for non-sexual intimacy we used to get from mothers, sisters, girlfriends”

2Listen and

Respond

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sisters, girlfriends”Arlie Russell Hochschild,

The Commercialization of Intimate Life

WE MUST REALIZE WE’RE

INTER-CONNECTED

THE WEB OF WELLBEING: We Can’t Be Well If Our Universe Is Ailing

2Listen and

Respond

FRIENDS

FAMILY

SPIRIT

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FAMILY

COMMUNITY

WORK

WORLD

ENVIRONMENTME

ARK COMPANIES CREATE

WELLNESS THROUGH COMMUNITY

Malikka Chopra’s Wellness Network: Find Wellbeing By Connecting To Others

2Listen and

Respond

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ARK COMPANIES BRING

A HUMAN TOUCH

2Listen and

Respond

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Pharmaca spends 3x as long with patients

HOW TO GET ON THE ARK:

LISTEN AND RESPOND

To make the individual well,

address the wellbeing of the group

Tap into the power of human touch

2Listen and

Respond

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Tap into the power of human touch

to treat the epidemic of loneliness

Use the safe and nurturing environment

of the spa to help people connect with others

Ark

Commandment

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Ark Companies have power.

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Ark Companies have power.They never abuse it or use it

to deceive or inflict fear,

only as A FORCE FOR GOOD.

IN NOTHING WE TRUST

61% of young Indians fear corruption more than terrorism

65% of people don’t trust the

3Power for

Good

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10% believe their company’s leaders are ethical

65% of people don’t trust the ethics of corporations

FPBR Recession Survey, Maritz Research 2011

WE DON’T TRUST ANYONE

BUT WE STILL CRAVE LEADERSHIP

81% want companies to play a leadership role in society

3Power for

Good

3737Cone Study 2011

WE KNOW WE CAN’T DO IT ALONE

“90% believe it’s important to be environmentally responsible , and need

3Power for

Good

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environmentally responsible , and need companies to do the same.”

Green AMPlified Survey

COMMITTED TO

DOING THE RIGHT THING

94% would switch to a brand associated with a good cause

3Power for

Good

3939Cone Study 2011

EXPECT ACTIONS NOT WORDS

96% want you to change the way you do business to fix social and eco issues

3Power for

Good

4040Cone Study 2011

THE FUTURE OF ‘INC’ =

B CORP

Benefit Corporations:

- Transparent actions- Higher accountability

3Power for

Good

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- Higher accountability- Rigorous social and environmental standards

ARK COMPANIES ARE FULLY

TRANSPARENT

Patagonia discloses the eco

good and bad of their products

3Power for

Good

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ARK COMPANIES =

ACTIONS NOT WORDS

Coke’s living billboard cleans the air

3Power for

Good

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Contains 3600 tea plants that absorb 47,000 pounds of CO2 a year

ARK COMPANIES DEMAND

INCLUSIVE GROWTH

Co-op supporting 40,000craftspeople across India

3Power for

Good

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ARK COMPANIES DON’T SUPPORT CAUSES,

THEY SOLVE PROBLEMS

3Power for

Good

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Ensuring Children Around The World Have Shoes

With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.

3Power for

Good

ARK COMPANIES DON’T SUPPORT CAUSES,

THEY SOLVE PROBLEMS

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Panera’s‘Pay What You Can’ Café

Jon Bon Jovi’sCommunity Restaurant:Buy or Earn Your Meal

HOW TO GET ON THE ARK:

USE YOUR POWER FOR GOOD

Put goodness at the heart of your business:

Appoint a Chief Consciousness Officer

Don’t support a cause,

3Power for

Good

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Don’t support a cause,

commit to solve a problem

Be honest, not perfect:

Let people know how you’re trying to improve

Ark

Commandment

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Ark Companies embracetheir feminine side.

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Ark Companies embrace

Maternalism, connectedness

and NURTURING WILL PERVADE

the new business culture.

their feminine side.

“I speak to you with a feminine voice. It’s

the voice of democracy, of equality. I am

certain, ladies and gentlemen, that this will

be the women’s century. In Portuguese,

words such as life, soul and hope are of

the feminine gender, as are courage

4Feminine

Values

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the feminine gender, as are courage

and sincerity.”

Brazilian President Dilma Rousseff, The first woman to open the debate at the UN General Assembly

21.9.11

FEMALE SKILLS WIN IN

THE 21st CENTURY WORLD

13 of the 15 job categories projected to grow

are dominated by women

4Feminine

Values

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“Classic male virtues are out of date in a world where networking, cooperation, and communication are prized.”

“The Decline of Men” Guy Garcia

are dominated by women

YOUNG WOMEN

OUT-LEARNING AND OUT-EARNING MEN

% of university graduates who are female:

Estonia 70%, UAE 65%, Brazil 60%,

USA 60%, China 47%

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Young women earn more than young men

WOMEN IN THE EMERGING WORLD

ARE SMASHING THE GLASS CEILING

% of female senior managers:

32%

% of female CEOs of large companies:

11%

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China 32%USA 23%

Britain 19%

India 11%Britain 5%USA 3%

WOMEN PUT THEIR MARK

ON THE ECONOMY

Women own more than

40% of

In 1970, women contributed 4% of

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40% of private

businesses in China

contributed 4% offamily income.

Today it’s 42%

WOMEN: A BETTER FINANCIAL BET

Female stock brokers perform

better:

9%

Female CEOs out-performed

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Women: 9% returns

Men: 5.82%

out-performed Male CEOs by

28%

WOMEN: THE LARGEST

EMERGING ECONOMY

Women’s global income is greater than

the GDP of China and India

4Feminine

Values

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THE ROI OF WOMEN IS HUGE

Return on Equity: Outperformed by 53%

Boards with the highest % of females

make more money:

4Feminine

Values

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Return on Equity: Outperformed by 53%

Return on Sales: Outperformed by 42%

Return on Invested Capital: Outperformed by 66%

ARK COMPANIES INNOVATE

TO MEET WOMEN’S NEEDS

EVEolving to keep women in the workforce in Asia:

Google: Taxis to get women home safely

4Feminine

Values

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Boehringer Ingelheim: Mothers come on business trips

Infosys: Sabbaticals and extended maternity leave

ARK COMPANIES ARE INFUSED

WITH FEMALE VALUES

4Feminine

Values

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NURTURING CHANGE:Education and Collaboration to create a ‘Wellcare’ system

HUMAN TOUCH:Visit you at work or at home

HOW TO GET ON THE ARK:

EMBRACE YOUR FEMININE SIDE

You are ahead of the pack:

4Feminine

Values

Teach other businesses what you already know

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Women will need your help even more

to prioritize their own needs

Be a leader in supporting the needs

of female employees

Ark

Commandment

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Ark Companies do not fear change, they create it.

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Ark Companies do not fear

That takes future-forward wisdom

and the courage to ACT ON IT.

change, they create it.

THE WORLD LOVES

FEARLESS COMPANIES

5Embrace

Change

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Fearlessness pays:“Since 2005, Apple has yielded a 52% ‘innovation

premium’ – the share of the company’s value that can’t be accounted for by products and cash flow”

ARK COMPANIES STAND UP FOR

WHAT THEY BELIEVE

5Embrace

Change

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The first company to support

Occupy Wall Street

ARK COMPANIES AREN’T AFRAID

TO HAVE BOLD DREAMS

5Embrace

Change

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MASDAR, UAE

‘We will be the world’s first zero waste city powered entirely by renewable energy sources”

ARK COMPANIES DON’T COMPETE;

THEY COLLABORATE FOR GOOD

5Embrace

Change

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Volvo invented the seatbelt in 1959, but shared it with

the industry because it was too important

ARK COMPANIES EMBRACE

UNTRADITIONAL THOUGHT PARTNERS

Gamers outfox scientists and crack

AIDS mystery in three weeks

5Embrace

Change

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Uncovering the structure of a protein

key to the way HIV multiples

HOW TO GET ON THE ARK:

CREATE CHANGE, DON’T FEAR IT

You will meet other companies like you

on the Ark. Together you can do

transformative things

5Embrace

Change

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Don’t be scared of diversity.

Bring in untraditional thinkers

Trust your intuition. Brilliant ideas come

from your heart and gut, not focus groups

AUTHENTIC HUMAN ARK

Ark CompaniesThe Rise Of

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Creating the highest good for

the Citizen, Planet and Brand

AUTHENTIC

INTENT

Wisdom, Intuition, Compassion, Empathy

HUMAN

TECHNOLOGIES

ARK

COMMANDMENTS

To lead people to a healthy, balanced,

rewarding future

SAIL OR FAIL

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