Decoding Tomorrow: 10 Observable Trends To Get You Thinking Like A Futurist
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Decoding Tomorrow:
10 Observable Trends To Get You Thinking
Like A Futurist
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01 Startups:
Creative Destruction
Make no mistake about it – we are in It’s a similar story in the United States. bit slowly? Get in Hadrian, a robotic
the midst of a revolution. Not so long According to the American Enterprise brick-layer. 6
ago technology used to be thought of Institute, thanks to creative
as an industry in its own right. Now it’s destruction, of all the firms that made Smart companies are looking for ways
simply a part of the fabric… ingrained the Fortune 500 list in 1955 – only 60 to think like futurists and to learn from,
2 and partner with, these game-changing
into almost every industry you can remained on that list by 2017. In a note
imagine – from InsurTech, RegTech and to investors, Credit Suisse’s analysts startups. For an example of how to do
FinTech, to AgriTech and EduTech. point out that “the average age of a it right, check out LumenLab 7-
When you take a step back, it’s fair to company listed on the S&P 500 has launched by our client Metlife, with the
say that every company is now a fallen from almost 60 years old in the aim of breathing new life into the
3 insurance industry, this exciting
technology company – with a license in 1950s to less than 20 years currently”,
your old vertical. whilst Innosight’s 2018 Corporate incubator is ushering in a new era of
Longevity Forecast predicted that, “at open innovation and collaboration with
As the potential applications and the current churn rate, about half of InsurTechs. In 2018 the incubator
implications of these new technologies S&P 500 companies will be replaced directly led to Metlife’s ‘Vitana’, the
4 world’s first automated insurance
continue to unfold, swift and nimble over the next ten years.”
startups continue to transform the solution that harnesses blockchain tech
$
business landscape. Take Australia for In other words – the business to offer women with gestational
example. As James Alexander, landscape is changing… and fast. The diabetes financial protection without
Co-Founder of Galileo Ventures, rate of change has never been this fast them even needing to make a claim.8
recently pointed out - in 2013 VC funds and will never be this slow again.
raised a mere $155m, Atlassian had Entrepreneurship is exploding, with an
recently raised $60m at a $460m exciting breed of young entrepreneurs
post-money valuation, and you could leading the charge. Again, in Australia,
count the number of accelerators on Aussies have over 70 startup programs
one hand (four). Oh, and the biggest affiliated with universities and half of
exit in tech was just $46m (software the nation’s most active accelerators The average lifespan of an S&P500 company
company Distra). are university backed. is now less than 20 years
70
Fast forward to 2018 and over $1.8bn This has seen startups tackle almost 60
was raised by VC funds in the previous every conceivable pain point for every
two years, there are 25 accelerators & industry you can think of. Think banks 50
incubators, and Atlassian’s valuation are evil for charging excessive
sits closer to the $13bn mark. And 40
overdraft fees? FinTech startup Dave
there have been multiple billion dollar will help advance you up to $75 at 0% 30
exits in the last 12 months.1 5
interest. Think your brickie is moving a
20
10
0
1958 1980 2012
92 We’re Starting To Go A
Little More Hands-Free
BlackBerry Apple iPhone
~ 5 1/2 years to 30%
8000 series
Voice assistants have well and truly mirrors that purchase your wardrobe adoption
reached the mainstream. Bain for you, smart fridges that plan your
research found that in the U.S. 33% of meals and order your shopping based
18-24-year-olds, and nearly a quarter Smartphones
on what you’ve got hiding inside it – October 2005 June 2007 February 2011
of 25-44-year-olds, already have a but most humans aren’t thinking of
voice assistant like Alexa or Google the implications. Voice Assistant
Home. 10 From telling you the time to November 2014 July 2018
turning on your Christmas lights, you How is the rate of conversational
name it – you can bark out the order commerce adoption likely to ~3 1/2 years to 30%
and consider it done. And for those of influence how we make decisions? adoption
you thinking that most people will Consumer brands need to start Amazon Echo
still be too reluctant to use it for looking beyond Google search 13
sensitive information like banking… rankings and start thinking about
think again! Another piece of what it would take to be the first
research Bain did in 2018 showed that name on their customer’s voice
voice assistants are being adopted at assistants’ lips – or voice search
a far quicker rate than smartphones rankings. In a world where Amazon
were (3 ½ years to 30% adoption has the power to recommend
compared to 5 ½ years),11 and that 27% everything from Amazon Prime to
are already open to using a voice Amazon private label batteries – this
Voice assistants are coming on strong
assistant for everyday banking. The isn’t going to be an easy battle. This
rate of change is going exponential. is a wake-up call to not only be
thinking of how to remove friction,
Wherever you look companies are but to completely reimagine how
looking to remove friction in the your brand’s voice is going to be 33 27
purchasing process. Again, looking at heard. 24
22
Amazon, 2018 saw the public launch % 15
of their first payless supermarkets. 12 12
Customers can literally walk in, throw 6
their shopping in their cart, and walk
straight out the door. In Asia, payless 18-24 25-34 25-34 45-54 55-64 64+ Currently using Open to using in the
stores are even taking it a step further future
“Do you have a voice
by offering you discounts for smiling “Would you consider using
assistant device at home a voice assistant to do
as you enter. 12 (e.g. Amazon Echo/Alexa, everyday banking?”
Google home)?”
We’re witnessing a fundamental shift
in the way we interact with products,
14
and it’s raising some serious
questions. We’re so close to smart3 Learning To See People
As Digits
We’re fast learning the true power of for his arguments via Facebook. In Oil giant Shell for example built an
data. The trouble is, we’re not always the end, Alexander Nix, Former CEO analytics platform that allows them to 394
great at getting it right. According to of Cambridge Analytica has gone on anticipate when over 3,000 different 75 39
Gartner a staggering 85% of all Big record saying “pretty much every oil drilling machine parts might falter. 616137363 47
Data projects fail. message that Trump put out was No longer were they in the dark when 7173631893 561613736
data-driven.” 15 Claiming to be it came to the state of parts and 8163913637 3717363189
In 2018 Cambridge Analytica hit the customer-centric without being machinery across its various global 1936193716
headlines and showed the world just data-centric is no longer plausible.
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facilities. Instead, as well as reducing 27236262
how powerful data can be. In fact, in 719361937
their inventory analysis from over 48 628393173
2012 Computational Psychologist and In sport, data has clubs and codes 16272362
hours to less than 45 minutes, they 672108111
Big Data Scientist Michal Kosinski looking for advantages wherever now had a clear and compelling 6262839
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proved that, based on an average of they can find it in true Money Ball picture that allowed them to plan 31736721
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68 Facebook “likes”, you could style. In 2018, Arsenal welcomed their operations effectively. In an 08111018
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predict a person’s skin colour with Mikhail Zhilkin to their backroom industry where minutes matter and 27 330
83 028
95% accuracy, their sexual orientation staff in order to help them downtime costs millions of dollars a 37 208
01 823
with 88% accuracy, and their political overcome recent fitness and injury day, big data is now a very big deal. 3 018 71 028
affiliation to 85%, along with a whole issues. His background? Mikhail is a 23 37 283
range of other information like drug Russian data scientist, who played a With all the amazing possibilities 0 28
and alcohol use, religious beliefs and key part in the success of Candy afforded by these great swathes of 3 72
whether their parents were divorced Crush. In case you’re wondering just data – how is your company handling 0
or not. In 2018, it became popular how successful Candy Crush has it? And how confident are you that
knowledge that using a similar been, the series of games you’re doing all you can to harness
methodology, Cambridge Analytica reportedly brings in close to US$4m that data to provide actionable 39
reportedly played a significant part in a day, with the original 2012 Candy insights to help you work smarter and 47 39
both the Brexit vote and Trump’s Crush Saga responsible for an create more value for your 561613736 47
election. In the case of Trump’s astounding revenue of US$930m for customers? 3717363189 561613736
campaign, the company helped to the 12 month period ending July 3816391363 3717363189
segment, target, and tailor messages 2018. 7193619371 3816391363
to an alarming degree – at the level of 62723626 719361937
psychographics. It’s said that on the It’s not just about predicting 26283931 16272362
day of the third presidential debate success – smart companies are using 73672108 6262839
with Clinton in 2016, Trump’s team big data to predict, prevent and
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tested 175,000 different ad variations minimise the impact of failures too.
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04 The Quantified
Self and Tales of
Transformation
It was 2007 when Gary Wolf and Kevin
Kelly coined the term ‘Quantified Self’,
and now it seems everywhere you turn
there is a new app or device to help us
keep track of a new aspect of our lives
– from sleep, to sun exposure, to
This is becoming so important,
because we’re not just talking about a
shift from a ‘Transactional Economy’ to
an ‘Experience Economy’ anymore -
we’re witnessing a shift to a
‘Transformation Economy’. Brands like
18
Nike, and Lululemon understand that
5 From Compliance
& Keeping It Safe
To Doing The
breathing – you name it. when you partner with consumers on
Right Thing
19
that journey, you create deep and
According to a study from Juniper meaningful connections. So, whether
Research, there are already over it’s energy savings, muscle gains or
40,000 health-related smartphone share profits – how are you using data
apps,16and estimates show 60% of U.S. to create rich, visualised and There’s a flipside to all this data And when it comes to ‘doing the right
adults are using some form of device compelling stories – and proof points - though. A recent report showed that thing’, brands are being held to a
to track their exercise, diet or weight.17 of personal / business transformation close to 90% of people attempting to higher standard than ever before. No
It’s no longer about being able to log to your clients? log in to online retailers’ websites are longer is Corporate Social
20
our data and use it as a yardstick hackers using stolen data. And KMPG Responsibility about taking
against yesterday’s scores, we’re now showed that 19% would not use a ownership of your own impact – each
using it to get a rich and in-depth view retailer if they had been breached, and every partnership and platform
of what is really going on – and using it and 33% would take an extended you are using is coming under the
to predict our future selves. The data is break before they would use them spotlight too. Even the seemingly
21
starting to tell stories, in turn creating again. With large scale scandals like untouchable ones.
science fact. And brands need to be the Equifax hack rumbling on, it’s
looking at ways that they can tell us more important than ever for brands At Thinque, with our work in the
these stories. to ensure that they have their house marketing industry we’ve seen this
in order when it comes to keeping increased scrutiny up-close. In 2018
data safe. our client Interpublic Group were
presiding over Unilever’s marketing
As Gartner put it, as customers activities as the world’s second
become increasingly aware of both biggest advertising spender (at the
the value of their personal time) publicly threatened to withdraw
information and how it is being used, its advertising from online platforms
the conversation is shifting from “are like Facebook and Google,23 with
we compliant?” towards “are we Unilever’s CMO describing them as
22
doing the right thing?”. We need to ‘little better than a swamp’ in terms
24
start coding our business models for of transparency.
ethics.6 Trust & The New
Gatekeepers of The Truth
Are we living in a post-truth era? If so, Maybe. But maybe not for long. With see companies shift away from the
how do brands prove themselves to a ‘techlash’ escalating (the U.S. saw hype around bitcoin toward deeply
be authentic and trustworthy? trust in social media platforms drop a practical uses of the technology, in
huge 11% between 2017 and 2018 to a turn ushering in a new era of
Trust and truth is such a hotly paltry 30%)29 and the 2019 Edelman distributed trust.
debated topic right now. And when Trust Barometer showing that
you look at the U.S., it’s easy to see globally 73% of respondents worried It’s no longer enough to try to tell
why. According to The Washington about fake information or fake news your customers an authentic story –
Post, by November 2018 Trump had being used as a weapon – it’s clear you need to be able to prove it
told over 6,000 lies or misleading that we’re witnessing a new breed of beyond doubt.
25
claims during his presidency. In the savvy and sceptical consumers, weary
seven weeks leading up to the of ‘fake news’ and ‘fake search’ who
26
midterms, he averaged 30 per day. crave transparency and
30
Spotting a liar is getting even harder accountability. Of course, social
too - with AI tools now able to create media is still going to remain an
compelling ‘deep fake’ videos, as we important storytelling tool for a while
TRACKING THE SUPPLY OF DIAMONDS WITH
learnt when the video of Obama’s yet, but companies can no longer rely
on glitzy photos and catchy hashtags BLOCKCHAIN TECHNOLOGY
words being utterly convincingly (and
terrifyingly) manipulated went viral. 27 to win over increasingly shrewd
consumers.
So where does truth really reside?
Who can the public trust? Have we Enter blockchain and the digitisation
really reached the stage where big of trust. From smart, self-executing
data companies like Facebook and contracts, to plugins like TrustedNews
Google have so much power that they that verify how biased an article is
are, as distinguished essayist and likely to be, to being able to trace the 0 0
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site where your diamond or your
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author Rana Dasgupta put it during
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lettuce came from – we’re starting to
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his 2018 piece on ‘The demise of the
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nation state’, “the primary
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gatekeepers of social reality”?
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The arbitrators of truth.28
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DIAMONDS CAN BE TRACKED FROM MINE TO RETAIL7 Consolidation of
Power & The Giants
Want More Pie
If someone would have told you a the myriad start-ups flooding the rolled from sector to sector, picking
decade ago that a site started by a business landscape, the giants also up momentum, removing friction for
group of friends at Harvard to rate pose more of a threat than ever. It consumers, and gathering size and
the attractiveness of girls would soon seems no matter where you look, customers wherever it blows through.
have the power to swing elections - I from healthcare to entertainment, Verticals are converging and industry
doubt you would have taken them security to education, FAMGA boundaries are disappearing. Is your
very seriously. But that’s where we (Facebook, Apple, Microsoft, Google, industry their next target?
have found ourselves. In fact, in March Amazon) are extending their claws
2018 we saw one of the most into all kinds of new flavours of pie. This consolidation of power means
powerful examples of just how They’re so big that Inc. reported that companies need to be increasingly
unintended, far-reaching, profound, when combined (and taking vigilant when it comes to protecting
and previously inconceivable the Alphabet, Google’s parent company, themselves from a potential
influence of modern-day tech into account) they are worth more onslaught from these giants. With
companies can be – as Facebook was than the entire economy of the United that in mind – anyone working in a
directly called out by the UN and Kingdom. 32 retail environment should be asking
blamed for playing a leading role in themselves what it is that really
31
inciting genocide in Myanmar. The same threat is present in the East, differentiates themselves from the
with companies like Tencent and pack, and what they are uniquely
Whilst it’s true that on one hand we Alibaba beginning to feel like the offering that can’t simply be sold on
need to be vigilant to the threat of equivalent of a snowball that’s being Amazon?8 Shopping Is Taking
On A Whole New
Meaning
Figures show that we are spending Chinest biggest retailer, Alibaba is a
less money buying ‘stuff’ and more on staggering example of what's
‘doing things’.33 James Wallman, possible in retail. Their decade-long
author of Stuffocation: Living More association with China's national
with Less, sums it up nicely when he Singles’ Day has seen them take
says “if you think about the 20th almost complete ownership of the
Century, the big dominant value day. On 11 November 2018 their 'See
system was materialism, the belief Now Buy Now' fashion event sold
that if we had more stuff we’d be $30.8bn in gross merchandise - 40
happier… the big change to what I call reaching the $1bn mark by one
experientialism is more about finding minute 25 seconds.41 That’s double
happiness and status in experiences the amount U.S. consumers spent
instead.”34 online for Black Friday and Cyber
42
Monday combined in 2018.
For retailers, this means a few things.
Firstly, shopping needs to become Secondly, brands need to makes it
more than transactional. Whether even easier for consumers to say
30
that’s relatable direct-to-consumer ‘yes’. They need to create seamless TOTAL RETAIL SALES ($B)
brands like Casper,35 and Warby user journeys that not only engage
Parker looking to cut out the middle and delight, but that reduce friction 25
man and give back to society in the at every pain point. From payless
process.36Or brands like Virgin,37 North stores to next hour food deliveries,
Face,38and Krug using in-store 3D printed prescription glasses whilst 20 Singles’ Day
activations, hosted events and you wait to curb-side sneaker pick up Cyber Monday
festivals – brands need to be looking – these are just the tip of the iceberg.
39 15 Black Friday
for ways to elevate their offerings. Expect 2019 to see brands push for
new and exciting ways to augment
and simplify the user journey. 10
5
0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
2018
Source: Comscore, Statista9 Equality No Longer Just
A Buzzword.
most controversial ad of the year. who responded positively even said
Equality in society has long been on
Turning their famed ‘Best a Man Can they “loved” the campaign. This,
the agenda, but there are signs that
Get’ slogan on its head, their ‘We coupled with the fact that 70% of male
maybe the time for talking is over.
Believe: The Best Men Can Be’ ad, and 85% of female respondents said
The #MeToo movement has not just
imploring men to ‘say the right thing’ they felt brands should participate in
lifted the lid on the dark underbelly of
and ‘act the right way’, amassed 23 culturally relevant campaigns, shows
showbusiness, it has forced society to
million views, over 330,000 comments, just how precarious a world brands are
stand up and start taking action.
650,000 likes and 1.1 million dislikes 45 living in. Consumers expect brands to
within just over a week of being stand for more, but opinion is often
In December 2018 KPMG disclosed that
uploaded to YouTube – dragging the divided across age, sex, and all manner
over the last four years seven UK
debate on gender stereotypes well and of demographic and psychographic
partners had left the firm because of
truly into the mainstream in the boundaries.
inappropriate behaviour, including
bullying and sexual harassment.43 In the process.
What does all this mean for how
same month, Deloitte disclosed they
Whilst many quarters are pointing brands interact, both internally with
had fired 20 UK partners for
towards a general feeling of negativity their own teams, and externally with
inappropriate behaviour over the same
regarding the ad,46 independent their customers? How can you become
timeframe.44
research by Persky focused on younger part of the solution without alienating
millennials and Gen Z found that of the people or being labelled as
Fast forward a month to January 2019
3,500 US men and women aged 18-34 inauthentic? The current reality
and Gillette’s attempt to show the
that they surveyed, 84% of women and appears to be that for brands to
world that they stand for more than
77% of men responded positively or at continue to reinvent themselves and
just manufacturing shaving products
the very least weren’t offended by the truly resonate with their customers,
saw them put up a front runner for the
ad.47 33% of women and 20% of men they will have to risk dividing opinion.
One thing is for sure, culture has never
been so paramount. In 2019 expect
further emphasis on diversity and
inclusion, and a shift away from a
society where ‘culture is King’ to one
where ‘culture is King and Queen’.
Inspired by work from
artist Deva Pardue10 The Boundary Between The
Real and The Virtual Is
Disappearing
AR and VR are really starting to 2016 and 2017 to US$209.2 billion by stool samples for you, robo-advisors
49
gather pace. Consumer products are 2022. If those figures sound taking over the role of financial
becoming so advanced (and far-fetched, a 2017 survey by Statista advisors, ‘social credit scores’
affordable) that in 2015 Stanford in the States found that half of punishing bad drivers with travel
Virtual Human Interaction Lab respondents would be willing to get a restrictions or slower internet in
decided to replace their $40,000 VR VR headset if the price was right,50 China – we really are entering a brave
setup for a consumer version of the with 27% planning to bite the bullet new world. One in which the rules of
48
Oculus Rift valued at $350. Whilst within a year. 51 engagement are being completely
it’s true that public hype surrounding re-written. What are you doing to
VR and AR has dipped from its peak a Along with upticks in Co-Working, redefine your future brand
few years ago, continued advances we’ve see Co-Living emerge as a interactions?
point to it having a substantial part to genuine trend - with companies like
play down the track. According to We-Live (of WeWork fame) aiming to Standing still is not an option. In
May 2018 forecasts from Statista, the create a ‘physical social network’, in order to make the uncertain a little
global AR and VR market is about to turn reimagining what it means to live more predictable, and to set yourself
explode – with the market size in today’s urban environment.52 up for success – you need to take
worldwide set to sky rocket from action. You need to learn how to start
US$6.1 billion and US$14.1 billion in With 3D bio printers building custom thinking like a futurist.
organs, smart toilets that analyseYour Pre-Mortem
Imagine it is now 2022, and on your watch
your company went belly-up. What were
the trends you missed, the signals your
ignored, and the decisions you delayed
which led to this demise? What change will
you make today to prevent this from
happening?
FUTURIST
Anders Sörman-Nilsson (LLB / EMBA) is a global futurist and innovation strategist who
helps leaders decode trends, decipher what’s next and turn provocative questions into
proactive strategies. With an average of 240 international travel days a year, Anders’ view is
that the future and the now are converging in a city or start-up near you, giving the curious,
the creative and the courageous a competitive and sustainable edge. At the same time, that
same future contains fearsome forecasts for futurephobes.
SPEAKER
This Swedish-Australian futurist has shared stage with Hillary Clinton, Nobel Laureates, and
European and Australian heads of state. He is an active member of TEDGlobal, has keynoted
at TEDx in the United States and Australia, was nominated to the World Economic Forum’s
Young Global Leaders in 2019, and was the keynote speaker at the G20’s Y20 Summit in
https://www.anderssorman-nilsson.com/asn-contact-us
Click here to get in touch to find out why Australia.
brands like Apple, Burger King, Johnson &
His presentations are meticulously researched, highly energetic and always fascinating with
https://www.anderssorman-nilsson.com/asn-contact-us
Johnson, and IBM have entrusted us with
https://www.anderssorman-nilsson.com/asn-contact-us content tailored to the audience, which is why clients like Apple, Cisco, Mercedes Benz,
their future-proofing. Hilton, SAP, Gartner and Macquarie Bank have turned to Anders over the years to help them
turn research into foresight and business impact.
AUTHOR
His thought leadership has been featured in international media like Monocle, Business Insider,
Sky News Business, Financial Review, CIO Magazine and Boss. He is the author of the books
Seamless: a hero's journey of digital disruption, adaptation and human transformation (Wiley,
2017), Digilogue: how to win the digital minds and analogue hearts of tomorrow's customers
(Wiley, 2013) and Thinque Funky: Upgrade Your Thinking (Thinque, 2009).1 J. Alexander, 2018, Australia’s startup ecosystem is booming and universities are jumping in, https://medium.com/@jralexander/australias-booming-startup-ecosystem-f7b639947391
2 M. Perry, 2017, Fortune 500 firms 1955 v. 2017: Only 60 remain, thanks to the creative destruction that fuels economic prosperity, http://www.aei.org/publication/fortune-500-firms-1955-v-2017-only-12-remain-thanks-to-the-creative-destruction-that-fuels-economic-prosperity/
3 M. Sheetz, 2017, Technology killing off corporate America: Average life span of companies under 20 years, https://www.cnbc.com/2017/08/24/technology-killing-off-corporations-average-lifespan-of-company-under-20-years.html
4 S. Anthony, S. Patrick Viguerie, E. Schwartz and J. Van Landeghem, 2018, 2018 Corporate Longevity Forecast: Creative Destruction is Accelerating, https://www.innosight.com/insight/creative-destruction/
5 https://www.dave.com
6 https://www.fbr.com.au
7
http://lumenlab.sg
8 http://www.vitana.sg
9 M. Sheetz, 2017, Technology killing off corporate America: Average life span of companies under 20 years, https://www.cnbc.com/2017/08/24/technology-killing-off-corporations-average-lifespan-of-company-under-20-years.html
10 G. du Toit and A. Cheris, 2018, Banking's Amazon Moment, https://www.bain.com/insights/bankings-amazon-moment/
11 G. du Toit, K. Bradley, S. Swinton, M. Burns and C. de Gooye, 2018, In Search of Customers Who Love Their Bank, https://www.bain.com/insights/in-search-of-customers-who-love-their-bank-nps-cx-banking/
12 R. Cameron, 2018, At Alibaba’s Facial Recognition Cashierless Store, a Smile Gets You a Discount, https://brandinginasia.com/alibaba-facial-recognition-store/
13 G. du Toit and A. Cheris, 2018, Banking's Amazon Moment, https://www.bain.com/insights/bankings-amazon-moment/
14 G. du Toit, K. Bradley, S. Swinton, M. Burns and C. de Gooye, 2018, In Search of Customers Who Love Their Bank, https://www.bain.com/insights/in-search-of-customers-who-love-their-bank-nps-cx-banking/
15 A. Lusher, 2018 Cambridge Analytica: Who are they, and did they really help Trump win the White House?,
https://www.independent.co.uk/news/uk/home-news/cambridge-analytica-alexander-nix-christopher-wylie-trump-brexit-election-who-data-white-house-a8267591.htmlh
16
J. Zia, T. Le, S. Munson, M. Heitkemper & G. Demiris, 2015, Download Alert: Understanding Gastroenterology Patients’ Perspectives on Health-Related Smartphone Apps, hhttps://www.nature.com/articles/ctg201525
17 S. Rosenbaum, 2015, The Quantified Self - Measuring To Curate Your Life, https://www.forbes.com/sites/stevenrosenbaum/2015/05/17/the-quantified-self-measuring-to-curate-your-life/
18 A. Sorman-Nilsson, 2016, Nike’s New Strategy - Move into the Transformation Economy, https://www.anderssorman-nilsson.com/blog/nikes-new-strategy-move-into-the-transformation-economy
19 https://shop.lululemon.com/story/community
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