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BREAKING CHAINS: STEPPING OFF THE GRID
Understanding the new mainstream thesoundhq.com
BREAKING CHAINS:STEPPING OFF THE GRID
Welcome to our Fringestream series, our monthly magazine exploring how the fringes of culture are shaping mass behaviors. What happens when fragmentation, diversity and the choice to live
differently becomes the new normal?This month we explore Off the Grid, where more and more of us are making the conscious choice to free ourselves from the Social, Technological and
Economic systems and structures of today.
“OFF THE GRID”What is it? Why is it? Where is it? So What?
THE GRID =
WHAT IS IT?
THE ESTABLISHED.The familiar. The way things are done. Grids are any systems or structures Girmly entrenched, widely participated in, and with a real opportunity cost to step away from.
We participate in dozens of grids each day. Every time we send a text, ride a train or buy a piece of fruit we’re giving up a bit of autonomy to take part in a system much larger than ourselves.
STEPPING OFF = “OPTING OUT”Grids are not new. They’re as old as we are. What
is new is our ability to see them, to analyze the real cost of participation and make a choice
whether or not to buy in.
We’re watching as more and more of us take a closer look at these previously unquestioned
systems, and it seems the more we see, the more we’re will to take the Girst step off the grid.
WHAT IS IT?
BROADLY ESTABLISHED SOCIAL, TECHNOLOGICAL AND ECONOMIC SYSTEMS & STRUCTURES
HOW WE POWER HOW WE SPEAK HOW WE SUSTAIN
HOW WE LEARNHOW WE SETTLE HOW WE LOVE
WHAT IS IT?
civilized adj.[siv-‐uh-‐layzd]
1. having an advanced or human culture, society2. easy to manage or control; well ordered
STRUCTURED l SPECIALIZED l STABLE COMPLICATED l CROWDED l CLUNKY
BUILDING GRIDS IS HUMAN NATURE...We love grids. We can’t stay away from them. They’re our go-‐to solution to an ever present problem -‐ how to make sense of the chaos around us.
Grids exist because they serve a genuine purpose. They help us organize, socialize, allow us to share info and resources efGiciently and predictably. Ideally, our grids exist solely to make our lives better, safer, easier, and a bit more civilized.
...BUT OUR GRIDS ARE OUT OF DATEThe problem is not that these systems exist, but that over time they’ve become mismatched with
the people they were built to serve.
As we’ve built larger, more complex grids they’ve become cumbersome and resistant to change. Ironically, structures built for efGiciency and
organization are now clearly broken and unable to adapt. It seems we’re evolving at a pace the
traditional systems cannot match.
THIS WASN’T AN OVERNIGHT EVENT. It was slow and stealthy. Born of thousands of small tweaks, upgrades, and shifts each individually benign but adding up until their cumulative impact is difGicult to ignore...
HOW DID WE GET HERE?
For the first time in history, FACE TO FACE INTERACTION HAS DROPPED TO THIRD BEHIND TEXTING, IM & FACEBOOK messaging for those those born from
IN 5 YEARS141.94 DAYSOF YOUR LIFE WILL BE SPENT ON THE SMARTPHONE
WE’RE EXPOSED TO AT LEAST 250 IMAGES PER DAY ON AVERAGE
We’ve created more information in the last 10 years than in all of human history before thati
In the US, Public trust in the government remains near historic lows. In February 2014, 75% said they trust the government in Washington only some of the time or never.
September 2014 - Americans' confidence in the media's ability to report "the news fully, accurately, and fairly" has returned to its previous all-time low of 40%
Experts report that the typical American spends up to 25% LESS TIME IN NATURE THAN IN 1987, and time spent in nature dropped by about 1% annually since then
PLAYING OUTSIDE DECLINED BY 50%
BETWEEN 1997 AND 2003 THE PROPORTION OF 9-12 YEAR
OLDS WHO SPENT TIME In 2014, 54% of the world’s
population reside in urban areas.
BY 2050, 66 PER CENT OF THE WORLD’S POPULATION IS PROJECTED TO BE URBAN.
WE SPEND 90% of our lives within
buildings
OFF THE GRID
1990-1999
84% of people can’t go a single day without their mobile device in hand
1 IN 5 CHECK THEIR PHONES EVERY 10MINS
GRIDS ARE HURTING NOT HELPING
WHY IS IT?
BUILT WITH THE BEST OF INTENTIONS (more choices, more power, more convenience, more everything!) it seems our grids are actually quite unhealthy. They’re restrictive, overwhelming, stiGling.
Opting out is costly and difGicult, but we’re starting to see the true cost of participation might be even higher...
STRESSFULWorn out by navigating increasingly
large and complex grids
STERILEUnful8illed by our new synthetic environments and interactions
SHADYFed up with hidden systems
operating outside our best interest
The effects of national economic disparities and turmoil have trickled down to our schools and learning institutions, resulting in uncertain stability. For Gen Edge, not knowing if a local school will remain open next semester or if teachers will be present to teach a lesson has become an all to typical dinnertime conversation. Furthermore, conventional basics can no longer be taken for granted -‐ i.e. supplies, resources, and extended school hours for additional help.
UNRELIABLECONTEXTUAL FACTORS
We have never lived in a time with this level of connection. We have been gifted nearly unlimited access to the world around us at any given time from any given place. The distance between us and information, entertainment, or socialization has never been so thin, but it would seem this gap has not only closed for the better.Unlimited access does not Gilter itself, and we’re Glooded with misinformation, constant comparison, and are overstimulated from Girst moment we wake up until our heads hit the pillow. It would seem we have yet to perfect how to wield this new power, and the impact of its misuse is more and more evident. We’re suffocated by it, addicted to it, distracted by it, and desperately in need of a better way to manage it.
STRESSFUL
"As our need for instant gratification increases, we are becoming more impatient and addicted to the constant stimulation. The more "sped up" we are, we develop a lower
threshold for tolerating discomfort. In those moments of poor discomfort management, we activate the fight or flight response. Instead of saving our lives, it can contribute to insomnia,
depression, panic attacks, and a host of other health concerns."Dr. Patricia Fitzgerald, Huffington Post
‣ Connection Fatigue - There are no lack of studies telling us the “always on” lifestyle is mentally, spiritually, & physically draining.
‣ Paradox of Choice - An abundance of options in every aspect of our lives requires enormous energy to navigate, and we’re trained to fear making the wrong choice.
‣ Constant Change - The rules have yet to be written on how to handle many of our new tech and social realities, but by the time we catch up they’ll have evolved again.
CONTEXTUAL FACTORS
STERILENot only is the sheer size and reach of our current grids overwhelming, the nature of our interaction within is lacking. We’re spending far less time with the tangible, the real, the random. Less time out in “the wild”, wandering through nature or learning the intricacies of navigating a face-‐to-‐face conversation. Less time with things we can touch, that make us move, that move us.What’s being lost are not trivial experiences. They’re critical in our social development, our physical health, and ultimately our ability to achieve a sense of humanity. If our focus and energy is a limited resource, we’re far overspending in areas that oppose our natural wiring leaving us feeling a bit empty.‣ Living Indoors - In a relatively short period
of time, we’ve built a dramatically indoor-centric society, with startling low time spent experiencing nature and our planet.
‣ Alone Together - Not only are we distracted, but we’re losing our ability to improv, read social cues, and make meaningful connections with each other.
‣ Feeling Lost - The self-improvement market is $10 billion industry in the US, showing no sign of slowing down and fueled by repeat purchases.
“The magnitude of these modern changes should not be underestimated. For instance, for 350,000 generations humans lived close to the land as hunter–gatherers, and for that we
had a sense of belonging, place, and feeling embedded within the broader natural world that is an integral characteristic of those cultures.” - Chris Walker, Ecopsychologist
CONTEXTUAL FACTORS
SHADY
‣ Demand for Transparency - Nicknamed the “Unreasonable Consumer”, a better-informed public wants to see behind the curtain before choosing to sign up.
‣ Demand for Privacy - Edward Snowden started a public dialogue about our right to privacy that is still unfolding.
‣ Demand for Quality - Be it the ingredients on the label, respect on the phone, or how a company treats its workers, the bar is being raised for what “good” means.
“There’s some serious shit about to go down in D.C., and if you are one of the 180 million Americans out there using a smartphone, and you are not pissed off right now, then you are not paying attention, but you need to. They don’t give a damn about you, or about making this industry better. They just want to jack up your bill and line their pockets. It is the same old
crap, on a different day.”John Legere, CEO T-Mobile, June 2015
Over the last few years we’ve watched as the demand for open information has been met, and the stories that emerged were repeatedly unsettling. It seems the more questions are asked, the more the answers erode the view of traditional systems and structures.We’re in the the midst of an endless Glow of headlines, documentaries, TED talks, investigations and interviews digging into the way grids work behind the scenes, and there are serious trust issues with all things big. The beneGit of the doubt is long gone, and in its place is a growing group of skeptics demanding truth. Where does this come from? What went into it? How safe is my info? Right or wrong, the conversation has turned personal, tension is high and the burden of proof is on the established.
We grew up with digital technology and so we see it as all grown up. But it's not, it's early days. There's plenty of time for us to reconsider how we use it, how we build it. I'm not suggesting
that we turn away from our devices, just that we develop a more self-‐aware relationship with them, with each other and with ourselves
Sherry Turkle, TED Talk - Connected, but alone?
In it’s most extreme sense, being off the grid can mean completely detaching from the structures of society.
However, living FringeStream is not about abandoning the big pillars of life as we know it. Rather it’s about taking these fringe values and adapting them to our everyday.
It’s about looking at stressful, sterile, and shady grids and making a choice...
The choice to cut out the unnecessary... The choice to reconnect with what’s real...The choice to make something your own...
And ultimately find a new sense of freedom. FREEDOM to...
WHERE IS IT?
FILTER BE REAL BE IN CHARGE
OFF THE GRID DOES NOT MEAN LIVING ON AN ISLAND...
IT’S AS MUCH ABOUT THE SMALLER
EVERYDAY CHOICES
SIMPLER GRID FREEDOM TO FILTER
In a world where it is commonly assumed that more information, faster must be better, and constant connectivity is the norm, people are realizing that reducing connectivity and consumption means reducing stress and gaining freedom...
1. Freedom from the addiction of technology
2. Freedom from the distraction of beeps and rings
3. Freedom to be totally immersed in one activity
4. Freedom to be more creative
By Giltering out what’s unnecessary we are free to live simpler, slower, more substantial, stress-‐free lives.
Lite phoneThe anti-smart phone. It is thin, light, lasts 20 days on a charge, and literally does nothing but make and answer calls.
Unplugged San FranciscoA digital detox and device free party that requires attendees to hand in their devices at the door.
Moment iOS appAutomatically tracks how much you use your iPhone and iPad each day, and set limits.
Camp Grounded: A Summer Camp for Adults - where you’re required to trade in your digital devices, schedules, and work lives for an off-the-grid weekend in the woods.
AUTHENTIC GRIDFREEDOM TO BE REAL
Aside from the information overload and complexity that the online world brings, an increasing number of our interactions today occur between screens, placing a barrier between ourselves and the physical world around us. This expansion of digital everything has resulted in a desire to step away from the virtual, and make efforts to be present with ones surroundings and have tactile experiences. We see this, for example in the resurgence of analog systems such as vinyl records, physical books and book-‐stores, and hand-‐written notebooks.By being free from the virtual world, we are able to refresh and reconnect with nature and 8ind ful8illment in tangible, sensory experiences.
SoulcycleOffers an immersive experience, that engages all of the senses. Dim lighting, candles and custom music set the ambience.
DUST store, MelbourneA “multi-sensory concept label”, that stocks products that appeal to each of the five senses E.g.printed shirts, imported records, a fragrance and more.
Moleskin LivescribeWrite on a real page with a real pen, but easily store and recall notes and sketches later through a paired app.
“ Tens is a “Real life photo filter" that "lend[s] an uplifting tint to the world beyond the lens.... The lens de.ines the ethos of our brand, summer, outdoors and
adventure.” -‐ Tom Welsh, Tens Lens
‘MY’ GRIDFREEDOM TO BE IN CHARGE
Growing awareness as well as choice in todays society means that within all facets of their lives, people not only want but expect higher levels of customization and control. Food corporations are having to become more transparent about where their food comes from, utility providers are having to become more Glexible with their contracts, and media companies are having to become more personalized in their offerings. By creating their own more nimble, personalized systems people are free to regain independence, cut out inef8iciency, and have more assurance in the end product.
Urban Agriculture + FarmingUrban Garden NYC uses environmentally responsible methods and strives to keep locally grown and organic plants and garden supplies.
Practical Home Solar PowerTime magazine states residential solar power has hit a tipping point where it’s now an affordable, reliable clean energy source.
Virgin Group Rewriting the WorkplaceRichard Branson places vacation time in the hands of his employees, free to take as much as they’d like if the job is getting done. goTenna - A Brooklyn based start-up that allows your phone to work off the grid,
communicating with other connected devices without the need of a carrier service.
“OFF THE GRID” REALLY MEANS REDEFINE THE GRID...
SIMPLERAUTHENTICMY-OWN
The access to information, technology and Glexibility of our world today means that reconGiguring or redesigning an existing system is now easier than ever.
With the ease of discovering new ideas and alternatives comes the desire to redeGine or build a new grid if it will ultimately improve upon the current solution.
This is an optimistic movement. It’s about looking at something broken and taking ownership of the solution. It’s making the choice to update the structures of society to match the evolution of its people.
SMARTERGRIDS
We look at our business and say, ‘How can we remake ourselves?’
Richard Smucker, CEO Smuckers, May 2015
WHY DOES THIS MATTER?
BECAUSE YOU’RE PART OF A GRID.As consumers continue to redefine their relationship with larger systems and structures, their view and usage of the brands within will inevitably follow suit....
SO WHAT?
NATURE VALLEY - shows us a chilling picture of tech addiction by asking 3 generations - “When you were a kid, what did you do for fun?”, then encourages us to find a park and get back outdoors.
BE AWARE, BE EMPATHETICBRAND IMPLICATIONS
Stepping off the grid is uncomfortable. Whether a giant leap or a set of smaller everyday shifts, breaking away from long established systems requires the commitment of time, effort, and a fair amount of guts.
But they are willing to give up plenty of ease and familiarity for the hope of reconnecting with something better, richer, more fulGilling.
There is plenty of room on the new grids for brands, as long as they are willing to be 8lexible to new ideas and help work towards the solution not add to the problem. Tell them which side you’re on.
Tell them they’re not crazy for doing so.
Most of their friends and family are on the grid, and any small head nod of encouragement would be welcomed. Show them you “get it.” Show them you see the stressful, sterile, and shady side of the grids they see, and empathize with their choice to break away.
USE THEIR MOTIVATION AS INSPIRATIONBRAND IMPLICATIONS
This is not (only) a tech story. It’s a movement of people seeking more freedom in the way they spend their time, energy, and money -‐ whatever and wherever that may look like to them.
Luckily there’s a simple way to think about this -‐ the fundamental drivers behind the decision to step off grid make for easy innovation inspiration:
Consider ways to encourage and enable the step off grid in the little, everyday choices they make.
‣ Help them FILTER -‐ Are you just adding to the mountain of overstimulation, or can you play a role in simplifying the noise?
‣ Make them GET REAL -‐ How can you nudge them into something tangible? Pull them off a screen and into somewhere real.
‣ Put them IN CHARGE -‐ Give them a platform, not a product. Put the tools and trust in their hands to own the end result.
IKEA - With placemats designed to hide cell phones during meals, a home furniture line inspired by bringing the outdoors in, and kitchen pieces specifically to shelve homegrown vegetables and herbs, IKEA has embraced each element of the off the grid story.
SHOW THEM YOUR GRIDBRAND IMPLICATIONS
Over time large systems have become synonymous with overly complex, inefGicient, and untrustworthy. Newer entrants are showing that this doesn’t have to be the case.
By pulling back the curtain and demystifying the process, brands are rebuilding conGidence through legitimate transparency.
Shrink the perceived size of your grid by openly displaying and breaking down the pieces in a straightforward manner.
Everlane - Full Disclosure FashionWith a mission of ‘Radical Transparency’, this retailer displays production costs alongside prices, openly discusses factory conditions, and encourages customers to ask more questions.
No one said “big” has to be bad. Specialization helps everyone when done right, with integrity, and without the need for cover.
Figure out what pieces of your grid tend to be tucked and way and show them proudly. You’ll be thanked for the honesty.
THANK YOU!BREAKING CHAINS: STEPPING OFF THE GRID
Understanding the new mainstream thesoundhq.com
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11 http://thumb9.shutterstock.com/display_pic_with_logo/78238/196145192/stock-photo-fragility-of-a-human-creature-conceptual-body-art-on-a-woman-196145192.jpg
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24 https://ca.everlane.com/
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