Professional Documents
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Whole-system Thinking
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WHOLE-SYSTEM THINKING
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WHOLE-SYSTEM THINKING
: Cult of Resource how artists and designers are inspired by the merging of nature and technology
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WHOLE-SYSTEM THINKING
Drivers
People are beginning to realise that we have turned a corner as a species. As we alter the biosphere at a planetary
level, we are starting to understand that, to survive, we will have to channel natural forces to our advantage.
Anthropocene Mindsets
In an age of entanglement between human activities and
nature, the environment is no longer a pristine space to
be protected from consumerism, as previous
conservationists believed.
The idea of creating a benign, sustainable economy has
failed consumerism is now part of the environment,
and vice versa.
This concept has begun to influence humanists, cultural critics and consumers.
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WHOLE-SYSTEM THINKING
System Collapse
Whether we choose to respond to climate change or not, it is increasingly clear to the general public that human
activity is fundamentally altering our environment.
Recent signs point to a tipping point in opinion. A New York Times/Stanford University poll carried out in January
2015 found that 61% of members of the US Republican Party, previously resistant to the idea that humans are
influencing climate change, now believe that if nothing is done, global warming will be a very or somewhat serious
problem in the future.
Among the general population, the shift in thinking is even starker. In a February 2015 poll by The Future Laboratory
just 12% of Britons and 11% of Americans said that in the year 2035, my life will not have changed to accommodate
shifts in the environment.
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WHOLE-SYSTEM THINKING
Re-enlightenment Rising
In 2013, LS:N Global described how science was bursting out of the laboratory and into the public consciousness
in Re-enlightenment Rising.
Now, as people are equipped with more knowledge of
science as well as greater interest, they are more readily
engaging with it as an answer to the large-scale,
systemic problems we face.
Zooniverse
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WHOLE-SYSTEM THINKING
Consilient Thinking
With sweeping global problems to confront, collaboration
between specialists from all fields is increasingly
necessary. Consilience, which Pulitzer Prize-winning
scientist and philosopher Edward O. Wilson defines as
the interlocking of causal explanation across
disciplines, is the order of the day.
In 2011, MIT professor and Nobel Laureate Phillip
Sharp called for convergence between the life sciences,
physical sciences and engineering.
The Smog Free Park by Studio Roosegaarde, to be unveiled in
Rotterdam in 2015, uses an electronic vacuum cleaner to remove
smog particles
he wrote. Four years on, Consilient Thinking is reaching beyond science to have an impact on consumerism.
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WHOLE-SYSTEM THINKING
Impacts
Innovators are embracing a deeper engagement with living systems, facilitated by biotechnology and genetic
engineering. Just as nature and humanity are merging, biology is merging with technology. Meanwhile, the food
chain is merging with personal technology, the dining sector is redesigning its supply chain from a Whole-system
Thinking perspective, and brands are creating models of commerce that benefit the environment rather than
exacerbating existing problems.
The New Biodisruptors
Just as the information revolution began with home
tinkerers such as Steve Jobs, a new generation of
biotech innovators is shaking up Silicon Valley.
The first industrial revolution was about machines and
the second one is about information,
says Nina Tandon, CEO and co-founder of EpiBone,
which grows living human bones for skeletal
reconstruction.
The third one will be seeing what we can do as we
connect what we know about fabrication and information
with what we are learning about biology.
For more on why the new wave of technology investment is expanding beyond medicine into consumer
biotechnology, read our New Biodisruptors microtrend.
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WHOLE-SYSTEM THINKING
Agrilopolis Living
Urban agriculture is often seen as the future of the food
supply. We are now seeing new systems for growing
food in urban settings, beyond vertical farms.
Growing Underground has created a micro-herb
operation in a tunnel 33m beneath the streets of
Clapham in London to grow micro-greens and salad
leaves. LED lighting and other technology ensure that
conditions remain stable throughout the year for
continual production, while all nutrients are kept within a
closed-loop system.
In Japan, Fujitsu has converted a microchip factory into a Low-potassium lettuce growing in Fujitsu factories in Fukushima
radiation-free lettuce farm, while in Singapore,
Panasonic has created an indoor vegetable farm to supply fresh produce to local restaurants.
Trash to Table
The dining sector is also rethinking its relationship with larger ecological systems. Silo restaurant, originally launched
in Melbourne by entrepreneur Joost Bakker, offers a seasonal menu that avoids waste, and produces all of its own
ingredients. Chef Douglas McMaster opened a Brighton branch of Silo in September 2014.
Joost Bakkers Melbourne restaurant Brothl goes even further towards re-inventing dining from the perspective of
Whole-system Thinking. The menu is based around broths created using bones and offal discarded from
neighbouring restaurants.
I truly believe that nutrient-dense soil produces nutrient-dense food. We cant keep stripping the land and not putting
back what we take out.
Bakker tells The New York Times. For more, read our forthcoming Trash to Table microtrend.
Joost Bakker: Flowers for Bones, film by Earl Carler for The New York Times
Watch this video at https://www.lsnglobal.com/macro-trends/article/17236/wholesystem-thinking
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WHOLE-SYSTEM THINKING
Domesticulture
City-dwelling consumers are cultivating a new
relationship with the food chain that gives them control
over provenance and growing conditions.
Rather than emphasising craft and artisanal
techniques as urbanites did in the 2000s, this new
wave combines urban farming with technology. This is in
line with Whole-system Thinking and its emphasis on
fusing natural processes with advanced technologies.
Massachusetts start-up SproutsIO is now testing a
smartphone-responsive hydroculture system that
Niwa smartphone-controlled plant-growing system
enables consumers to grow produce in their homes.
Instead of the laborious DIY approach of conventional
urban farming, SproutsIO adopts a plug-and-play approach, and a clean design with the potential to reach a wide
consumer base interested in convenience above all else. You place the seed pod into the SproutsIO, you add water
and you turn on your app, and its good to go, explains SproutsIO founder and CEO Jennifer Broutin Farah. It can be
as easy as making a coffee in your espresso machine.
Powered by Waste
Brands and designers are looking at waste as a source of energy and nutrition. In July 2014, Sainsburys worked with
waste management firm Biffa to convert food waste into electricity using anaerobic digestion at its store in Cannock,
near Birmingham. The store will no longer be connected to the grid for day-to-day power needs.
Livin Studios project Fungi Mutarium imagines technology that enables edible fungi to be grown on discarded
plastic. The project imagines a future in which plastic waste could be converted back into organic matter, blurring the
lines between the natural and the synthetic.
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WHOLE-SYSTEM THINKING
Neo-materialism
Brands are rethinking materials and supply chains from
a Whole-system Thinking perspective, making products
that actively benefit the planet when consumed.
G-Star RAW has created garments using textiles woven
in part from recovered ocean plastic, which threatens the
health of the planets oceans. Demand for the products
creates a further incentive to clean up eco-systems.
A partnership between musical artist will.i.am and CocaCola has resulted in Ekocycle, a brand initiative that
educates consumers about recycling. The Ekocycle
Cube is a 3D printer that enables consumers to print
objects using post-consumer recycled plastic, cutting
down on the waste produced by 3D printing.
Natural Capitalism
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WHOLE-SYSTEM THINKING
More brands are assigning economic value to aspects of the natural world that formerly were not quantified. Puma
has implemented an environmental profit and loss system in which the company assigns monetary value to natural
assets such as clean air, fresh water and productive land. This enables the company to gauge whether its activities
ultimately benefit the environment.
Other companies that are beginning to place a dollar value on eco-system services include the Dow Chemical
Company and Pumas parent company, Kering.
It is my conviction that sustainable business is smart business. It gives us an opportunity to create value while
making a better world,
writes Kering CEO Franois-Henri Pinault.
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WHOLE-SYSTEM THINKING
Consequences
As the fusion of technology and living systems continues, consumers will begin to see how genetic engineering can
work in favour of health, transparency and ethical eating, values they already hold dear. Meanwhile, as technology
harnesses energy alongside natural processes, artists and designers are creating work that reflects this exchange.
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WHOLE-SYSTEM THINKING
Animal-free Omnivores
At the moment, the public is uncomfortable with
genetically modified (GM) foods. Public views diverge
more widely from the views of scientists on GMO safety
than on any other issue, according to a January
2015 study by the Pew Research Center. While 57% of
the public believed that genetically modified foods were
generally unsafe to eat, only 11% of scientists surveyed
expressed this belief.
But few people have yet considered the idea that GM
products could potentially reduce reliance on the
industrial agriculture system and increase transparency.
Muufri Animal-Free Milk
According to a September 2014 report from research
company Hartman Group, those Americans who were avoiding or reducing GMOs in their diet cited transparency as
their foremost concern.
Several companies are developing products such as milk, eggs and leather that can be grown in
laboratories. Modern Meadow can cultivate a square-foot leather sample in less than two months in a lab, compared
to the two or three years needed to produce leather from an animal. Muufri is using bacteria to grow milk using six
key proteins for structure and function, and eight key fatty acids for flavour and richness. And the IndieBio company
Clara Foods aims to produce ex-vivo egg whites.
Although these novel systems appear unnatural, they have the potential to be much more transparent than the
current industrial agriculture system, according to scientist, entrepreneur and biohacker Ryan Bethencourt. He
imagines a billboard contrasting the bloody scene at a traditional slaughterhouse with meat grown in vitro in a lab. All
you see is meat, thats it, with sugar, water and nutrients, in a very clean system, almost like an Apple-type factory
floor, he says. The contrast is just so strong.
Biosynthetics 2.0
The emerging field of synthetic biology follows on from
Consilient Thinking to combine insights from physics,
engineering, computer science and other disciplines.
This approach enables scientists to create new biological
systems, fusing nature and technology.
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WHOLE-SYSTEM THINKING
Super Surfaces
Whole-system Thinking is ushering in a phase in which artists and designers look more readily to the living world for
inspiration. In line with this, automotive and infrastructure designers are creating advanced surfaces that convert
sunlight into energy.
In November 2014, Mercedes revealed the Vision G-Code SUV, a concept car finished in multi-voltaic silver paint
that relays solar energy to the cars internal power system, and also generates electricity from wind.
Dutch design firm Studio Roosegaarde has developed Glowing Lines, a project that aims to replace street lamps
along Dutch roads with strips of photo-luminising powder. These absorb solar energy during the day and glow at
night, marking out lanes and showing drivers the shape of the road ahead.
Cult of Resource
A new secular reverence for nature is emerging along with Whole-system Thinking. Artists and designers are
blending nature with artificial technology, venerating both.
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Futures
As we re-invent our lifestyles around Whole-system Thinking, in the far future architecture will merge with energy,
biodiversity will be preserved using synthetic life, and advances in synthetic food production will unleash culinary
creativity.
Energetic Architecture
In the context of a system-level crisis, architects are
fundamentally rethinking the relationship between
energy and the built environment to create holistic
systems.
For some, this means sustainable designs that harness
existing natural flows in novel ways. The Masdar
Institute of Science and Technology in Abu Dhabi, for
example, is developing a facility that uses seawater to
irrigate the surrounding desert, producing fish and
shrimp for human consumption and plants for biofuels.
Masdar City by Foster and Partners, Abu Dhabi
More radically, architects are re-imagining energy flows
as a medium for architecture. Sean Lally, founder of the
Chicago architecture group Weathers and author of The Air from Other Planets: A Brief History of Architecture to
Come, imagines speculative futures in which regions of electromagnetic, thermodynamic, acoustic and chemical
energy can be turned on or off and reconfigured at will in urban spaces, much like street lights.
Im trying to create a visual language and an aesthetic quality to energy and these new states so people can see the
potential beyond sustainability as a moral good
Studio Roosegaard has created a concept for Beijing that reflects Lallys ideas about malleable regions of energy.
Its Smog Free Park envisages zones of clean air in public spaces, created using patented ion technology. The
studio has also designed high-end Smog Rings made from compressed particles vacuumed from the air. The park
will be realised in Rotterdam in 2015 before travelling to China.
Next Nature
Next Nature
Transhuman Cuisine
Artists have begun to explore the long-term implications of synthetic biology for food culture, imagining how people in
the future will eat when the boundaries between nature and technology have fully collapsed, and even the ability of
humans to process food may have been technologically enhanced.
The Dutch group Next Nature has created the In Vitro Meat Cookbook , featuring meat paint, revived dodo wings,
meat ice cream, cannibal snacks, steaks knitted like scarves and see-through sushi grown under perfectly controlled
conditions.
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WHOLE-SYSTEM THINKING
Royal College of Art student Paul Gong created the Human Hyena project, which explores a future in which
synthetic biology might allow us to create microbes that enable humans to digest mouldy and out-of-date foods.
I imagine transhumanists, DIYbio enthusiasts and
makers coming together to form a group known as
human hyenas, who want to tackle the increasingly
serious problem of food wastage
Living Technology
Noting that the human body processes certain
computations more efficiently than any silicon microchip,
researchers are looking towards a future in which
computers will use DNA to store data and make
calculations. Research published in the journal New
Scientist estimates that each gramme of DNA could
potentially store 455 exabytes of data, which means that
only about four grammes would be needed to store all
digital data now in existence.
Artists are already exploring these possibilities. The band OK Go is working with the University of California, Los
Angeles to encode its latest album in DNA.
Anti-extinctionists
Synthetic biology is creating a new approach to
conservation that substitutes lab-grown products for
natural ones, preserving eco-systems through
commerce.
The biotech start-up Pembient has set out to supplant
the illegal trade in rhinoceros horns by creating an
identical product grown in a lab using rhinoceros DNA.
Demand from Asia, where some claim rhino horn has
medicinal properties, has driven the rhinoceros nearly to
extinction. Pembient, however, has found that these
consumers are willing to accept lab-grown rhinoceros
horn as a substitute for the real thing.
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WHOLE-SYSTEM THINKING
Toolkit
The Age of the Long Near calls for truly integrated thinking,
which moves far beyond the environmental, and sees brands and
businesses as inextricably embedded in global networks. Only by
understanding the opportunities and threats that can come from
counterintuitive places can brands truly maximise their potential.
This consultancy toolkit gives some pointers along the way.
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WHOLE-SYSTEM THINKING
Toolkit
: Businesses need to move away from individualistic thinking, and instead focus on
a shared narrative, with shared responsibilities. Brands and businesses need to look
at the wider implications of their decision-making, turning themselves into a
positive ecosystem that enhances everything it comes into contact with
: One mans waste is another mans fortune. Smart business will see long-term
thinking as commercial viable growth; not a gimmick or even a moral imperative.
Think in multi-revenue work streams, and find value in unlikely places, such as
waste and our biological futures
: Dont be afraid to bet on the counter-intuitive, and apply new mindsets to old
problems. An artist will dare to do what an economist never would, and the results
can often be surprisingly impactful. Rather than taking a reactive approach,
become proactive and playful in the way you tackle the future
: Its time to accept the fact that synthetic biology is the next step in technology.
Smart brands need to own the nature-tech discourse in a passionate and proactive
way, to make sure they remain part of the conversation, and can even move it
forward
: Think of your role in research, politics and academia. Brands need to be the
conduit for heavy-hitting subjects, and help move these Big Ideas away from
something abstract, and into something impactful. Be a leader in bringing science
into the everyday
: Reframe GM, and create a more meaningful, acceptable term. The negative
connotations of this debate are unsolvable, so start creating messaging around biohacking, synthetics and genetic tweaking. This will be increasingly important in
enabling our transition towards synthetic, efficient futures
: Brands and businesses need to think more progressively than just recycling, and
to go beyond vertical integration. You need to better understand the complex global
webs of connection that are providing opportunities and threats to your business
: Brands need to understand that what is for the greater good is also often good
business practice too. This isnt fuzzy ethics, but good business, so brands need to
start collaborating across sectors and markets in unusual ways. Rather than just
focusing on those connected to you in a direct, transactional, sense, think about
how you can bring about greater transformations
: Be active not passive, and believe in improvement, not just maintenance. This is
the key to the Spiral System, which isnt a closed loop or a complete linear
narrative: it is an open and constantly expanding process
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