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DYSTOPIA 2041

It was over Sunday lunch back in the winter of 2022 that we had the heated family argument over all this. Dad was on one of his ‘hell in a handcart rants’ and was convinced the government wanted complete control over every aspect of our lives and we should resist at every turn. What he failed to see was any of the positive side: the health benefits, the increased security and even our own longevity for that matter. No, he certainly wasn’t right about everything.

Take the ApMan system, for example. Yes, it tracks everywhere I go but it also nudges me to take more exercise or even drink more water. It lets me know when the air is safe and even recommends the safest route for a daytime breather. After ‘consumer traffic’ was banned in cities in 2030, carbon monoxide levels have thankfully plummeted, but levels of ozone and PM (particulate matter) can still be dangerously high, so it’s best to stay indoors, even for an amber warning. No need to take unnecessary risks.

Traffic levels are historically low but there are still plenty of autonomous trucks and cabs running around so the PSS (Pedestrian Signal System) keeps us safe. I seriously cannot imagine how treacherous the roads were back in the day when Dad used to drive around in his own car…and without any guidance control! Terrifying.

When occasionally we do venture out on foot it’s so much safer these days, even if you do get fifty quid knocked off your UBI for cutting the corner at a zebra crossing. You soon learn to stick to the allocated routes and zones.

ApMan is indispensable, frankly. Obviously you need it to get into a bar, store or a gallery, but now that it’s linked to my personal genome it advises me on what’s best to eat, how much, and at what time of day. Following his advice also gives me a serious discount off my health insurance, so it really is a win win. Over indulge on anything and it will vibrate annoyingly for hours so there’s very little drunkenness anymore, at least not for the tracked and healthy. Pubs are more highly regulated than anywhere, so you’d be crazy to flout ApMan’s advice if you want to stay off the trouble maker list.

Restaurants are pretty strict too as they have to follow so much of the latest legislation, so it’s easier just to order from one of the dark kitchens. There’s so much more choice than in the restaurants anyway, and it’s a hell of a lot safer than mixing with everyone, that’s for sure. Every day there’s news of yet another outbreak in a bar or a brasserie that’s then forced to shut down for disinfection. And it often takes months for full Green Clearance.

I remember the local food markets we had around here until they were eventually banned for being the proven source of countless infections and viruses. No one wants to risk their health like that anymore. I think it was the long, hot summer of 2025 that the Hygiene Squad swooped in to close ours down. Quite an exciting day that was!

London is so much cleaner and impressive looking than it was in Dad’s day. All the architecture is tastefully illuminated at night and the roads are so much quieter too, with PSS embedded into the pavements everywhere and distress buttons every few hundred metres or so. The heated underpasses do fill up with the homeless in the evenings, but above ground the city looks better than it’s ever looked, I imagine.

I haven’t used the Tube in years but apparently it’s almost exactly as it was fifty years ago, complete with some of the (now protected) posters and ads for fast food and alcoholic drinks. Some E-friends of mine made a Youtube documentary about it not long ago. London’s Underground really is a piece of subterranean living history, shuttling cleaners and sanitary workers beneath the city right around the clock.

Back at home my children are pretty well balanced, all things considered. Their bi-monthly Social Wellness tests put them in the top 20%, even though they both spend most of the day in the Metaverse. They go to concerts there as well as educational classes and lectures in order to boost their home studies, so it isn’t all e-sports and shoot-em-ups. Sam’s actually got a paid job in there, managing some digital entrepreneur’s identity or something on an Ethereum retainer. It’s all a bit beyond me, to be honest.

So you see, what my father couldn’t understand was that giving up a bit of our independence would in return help make us so much safer, healthier and more financially secure than ever before. Dad might not agree but I believe that’s a price well worth paying.

I promise my next blog will be a tad more upbeat. Meanwhile please follow me on Twitter @retailfuturist for daily insights and wry retail based musings.

Howard Saunders Nov 15, 2021 advertising, city, discount, face recognition, Future, smartphone, technology, Uncategorized Comments Off Read More

WHY I’M BETTER THAN YOU

I may sound arrogant but since everything turned upside down in early 2020 I’ve learnt so much more about who and what I am, so I’ve decided to be more honest with myself, as well as with those around me.

Everything has changed, there’s no doubt about that, and lockdowns really made us re-evaluate our priorities. For example, I’m lucky that I can work from home, so I was able to enjoy more time with my family and get to know my local area for once. I enjoyed having stuff delivered to be honest. Some days I had so many deliveries it felt like it was Christmas as I’d forgotten what I’d ordered most of the time. (Good job delivery drivers and supermarket staff can’t work from home though, haha!). I do enjoy my work, but I must say, it’s been nice not having to get up at 6am every morning. There’s no way I’ll go back to doing that every day.

So yes, it’s fair to say I’ve changed considerably and have a much better understanding of what life is really about, and how I compare with others.

Education

It’s not like I went to school wearing a top hat or anything but I like to think I had a decent enough education. My Comp was ok I guess, but I did have a great group of friends and they teach you everything you need to know in terms of how to survive normal life, so I’ve always felt pretty well prepared. To be honest, I find the sort of people who’ve had a so-called ‘proper’ education pretty hopeless when it comes to real life, don’t you think?

Social Media

I use it every day yes, but I don’t post my every waking moment on Facebook or Instagram, that’s for sure. And I certainly wouldn’t say I’m addicted. I only really use it to keep in touch with old friends, from school and that. Some of them, literally, post every blinking meal and every time they step out the front door, and I hardly ever do that! Oh, and my TikTok videos are just for laughs really, although I do get quite a few likes.

Lifestyle

I’m not fanatical about it but I do try different diets on and off, like cutting down on meat or sugar for a bit. I’m pretty good at sticking to the rules, mostly, but when I go out with my friends, like on a Friday night after work, all that good intention goes out the window, I’m afraid. But I work hard, so I think that’s fair enough. I’m definitely not sedentary all day so I’m reasonably fit I reckon, although I do have a weakness for carbs. I do love my pasta. If pressed I’d say I was an ‘everything in moderation’ type. That’s pretty good isn’t it?

The Pandemic

I’m sick of hearing about it to be honest but it was scary, certainly at the beginning. Last year I used to pass the shopping to Dad on the end of a broom handle for god’s sake! But you can’t go on like that forever can you? I wouldn’t say I was terrified but it certainly was worrying. Still is! I do wear a mask when I have to, because like Tesco says ‘every little helps!’ Some of the rules do seem crazy though, like it’s ok to take it off when you’re sitting in a restaurant but not when you go to the loo. I’m sure those in charge know what they’re doing though, don’t they?

It was shocking to see those pictures though. The hordes of people on the beaches, at the football and those festivals, none of them wearing a mask! Ridiculous at a time like this. I mean, I enjoy a good time along with the best of them, but I guess some people are just born irresponsible.

The Environment

Yes, it’s very worrying. It’s obvious something has to be done, isn’t it? I mean, something’s changing what with all those fires in Greece and California and everywhere. Seems like there’s extreme weather events happening somewhere every day now. And yes, I accept I might have to pay more tax, if it will help. But frankly, if the super rich just paid their fair share, instead of hiding it away in all these offshore banks, that would be probably solve it, wouldn’t it? I mean, they’re flying all over the place in their private planes and stuff and yet, you wait, it’ll be ordinary, hard working people like me who’ll have to foot the bill. Pay your fair share, that’s all I ask.

All in all I think I do my bit, certainly more than most. I recycle everything possible, and wash everything before it goes in the blue bin, which is more than most people. I use those hessian carrier bags as often as I can and try and buy the most sustainable things at the supermarket. Local produce whenever it’s available, but it’s not always easy.

Too many people out there openly throw their rubbish on the street like they don’t give a damn. Incredible really, but some people actually leave their old mattresses and fridges up by the heath, believe it or not. It’s completely unacceptable, frankly. Disgusting actually. Something should be done about it.

I love nature and always feel properly recharged when I get out into the country. It’s a very special feeling that’s hard to explain so I can’t really believe what humans are doing to this planet, to be honest. That’s what my tattoo is trying to say I suppose: my emotional connection to Mother Nature, if you like. No, I’m definitely not religious though I would consider myself much more spiritual than I used to be. There’s so much we don’t know about, don’t you think?

Hospitality

When we go out, yes if I’m honest, I want to be treated with respect. I mean I work hard for my money and wherever I decide to spend it, whether it’s in a restaurant or a clothes shop, then I want to be treated like it really matters, not like I’m just another customer. Especially when I’ve been before. They should welcome you back properly and be grateful for your business, don’t you reckon?

The Future

I don’t think things will go back to normal for quite a while yet. When they do I’ll definitely be going on holiday…masked up if I have to! All in all I think I’m pretty lucky. I don’t do the lottery very often but if I did win I’d spend the money wisely, not like most of them you read about. I’m not being funny, but I definitely think I have some hidden talents, as yet untapped haha! Time will tell, I suppose.

I do like the idea of having children someday, but I don’t think it’s fair to bring kids into this messed up world at the moment, so we probably won’t. You don’t need to be stuck in a traffic jam or travel on the tube at rush hour many times before you realise there’s simply too many of us on this planet, for god’s sake. Some people are still having, like, five kids and it’s not a good look is it? You know what I mean?

Finally

Yes, all things considered I think I am probably better than most people. I don’t mean to sound big headed or anything but I’m probably more hard working, a bit more thoughtful, more balanced perhaps than most people I know. Just being honest.

I am everyman and everywoman. I am your neighbour, your work colleague, the shop assistant you just thanked and even that couple standing at the bar over there. I am a brand new blend of caution and entitlement. I am the masked narcissist, your preening, dancing, digitally distanced TikToker. I am the strange lovechild of Homo-Trepidatious and Homo-Narcissus. I am the vast majority of your customers…and your staff. You’ll be getting to know me very well indeed as I intend to stick around for the rest of this decade at least. Catch you later!

Now that we’ve established that I’m better than you, please follow me on Twitter @retailfuturist for daily insights and musings.

Howard Saunders Sep 15, 2021 Future, me age, Retail, shopping, smartphone, Uncategorized Comments Off Read More

THE REBOOT

Looking back it was obvious really. Ridiculous rents and rates marching onwards and upwards meant eventually something had to give. For years our high streets were kept teetering on the edge, terrified of change and too poor to try anything new. Switching off the global economy in 2020 resolved all that overnight. Yes folks, the retail reboot is here.

When it comes to predicting what’s next for our town and city centres the general consensus seems to be that everything will shift online apart from the edge of town space-age supermarket, manned by robot shelf stackers and illuminated by Minority Report style hologram-ads. But rest assured, this is the vision of the techno-nerd, and techno-nerds are experts in misunderstanding humanity. Their vision of the future won’t happen for one simple reason: we don’t want it.

But we have changed. Lockdown, has taught us a lot. We probably bake a bit more, or read more than we did previously. We’ve learnt how easy it is to buy online and have it delivered the next morning. Posing with our feet next to a parcel for a doorstep snap has become part of our daily routine. But lockdown has also taught us what we secretly knew all along: that shopping was never just about buying stuff, it was about getting out and having fun.

What’s more, now that we’re armed with that magical little black slab of glass, (that smart device that carries the sum of all human knowledge with us wherever we go) our expectations are primed for take off faster and higher than Elon Musk’s Space X. We have access to everything now, we compare notes too, and cannot be suckered by your seductive advertising like we were a mere decade ago. Today we’re connected, we live at the centre of the universe with our eyes wide open, and we’re crying out “whatever you’ve got for us, it better be good!”

The world has changed too. There’s no doubt that 2021 is the year retail sheds its skin. It’s also the year we draw a line under the ever-rising rents and rates that thwart fresh blood from flowing through the arteries of our towns and cities. Call it the Great Reset if you like.

But while we’ve been stuck at home watching Netflix, the cleverest brands have been plotting and planning new and exciting ways to tell us their story, entertain us, inspire us and put us at the centre of their universe. They know that the online world alone can never do that. And they know that they cannot simply reopen their stores the way they were in 2019. They’ve learnt a lot too and very soon they will gather up all their online knowledge and data and drag it into the real world to create truly immersive brand experiences that know exactly who we are.

So, in our cities the rich multinationals, (the brands that sell us the stuff we want but don’t need) will build spaces, places and pop-ups that make a mockery of that little word retail to encompass events, exhibitions, social spaces, work places, leisure hybrids and workshops to provide us with an ever changing array of branded entertainment. The old model (product in the window, stock on shelves and out the back) will make way for engaging spaces that immerse us in a brand’s story. Their job will be to get into our brains and our bloodstreams, not to sell in the conventional sense as they won’t care where or how you finally get hold of their precious wares.

We’ve already witnessed this from global behemoths Apple, Samsung and Nike who have created ‘stores’ that are part town square (Apple, Chicago & San Francisco) stores that are more of an events venue (Samsung, New York & London) or stores that are ever-changing exhibitions (Nike House of Innovation, New York & Paris).

These are the places where technology can really enjoy itself. Stores will be aware of your arrival, know how many milliseconds you paused over their new product on social media, know your tastes in fashion, music and how often you exercise in order to direct you to things that can be tailored especially for you: limited edition, numbered, tracked and even insured… all you have to do is swipe your thumb. Here, the online and offline worlds will meld seamlessly, with you at the epicentre.

More flexible leasing will finally allow brands to show off and have a bit of fun without signing up for ten years at a time. So our shopping centres will become venues for product launches, branded experiences and pop-up exhibitions like the Samsung Experience in London and the Adidas Originals exhibition in Seoul, shown here. The empty boxes left by our dearly departed stores will open up a thousand opportunities. Some will be converted to digital interactive leisure concepts such as Toca Social’s football based games (opening at the O2 this summer) or e-racing concepts from brands such as Zwift (zwift.com). These brands will kickstart a retail revolution tentatively entitled ‘competitive socialising’. Other big box spaces will become health and beauty hubs offering fitness and yoga sessions, lunchtime botox, teeth whitening and de-stress injections.

By contrast, much of the future will also be about reinventing the best of the past. Back in our towns and suburbs you may have already noticed that the age of the independent is returning. Your local butcher, baker (and candlestick maker) have been given an electrifying lease of life, heralding a decade of young innovators and entrepreneurs desperate to revitalise our communities now that rents are set to be somewhat more sensible. They’ll open funky new bars, delis, health food stores and restaurants on more flexible terms, which in turn will make for a more dynamic local retail scene. Our luckiest towns might even see their moribund concrete shopping centre replaced by a glazed market hall, brimful of fresh produce and eateries, not unlike the Victorian ones we demolished in the sixties.

So don’t listen to the techno-nerds. The stage has been cleared and new players are waiting eagerly in the wings. The audience has greater expectations than ever before and, oh boy, we’re determined to get out and enjoy ourselves. We want to experience things we’ve never even thought of. We want to see pop-ups and wacky brand collaborations. We want to hang out in big, breathtaking dining halls and cosy, artisan coffee shops and delis. We want our fast fashion chains to host start-ups and our favourite national brands to promote young talent in their branded incubators. We want to go to concerts, exhibitions, product launches and festivals of music, food and culture, and we want to join local clubs and go to workshops in the evening.

Above all, we want to live again. It’s obvious really.

This article was commissioned by my good friends (and loyal client) Aptos.

Howard Saunders May 06, 2021 Apple, Food, Future, Retail, San Francisco, shopping, smartphone, technology, Uncategorized Comments Off Read More