Content Networks: Deep Dive Report Oneness: Winter 2012
Aug 21, 2014
Content Networks: Deep Dive ReportOneness: Winter 2012
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I invite you to explore our final deep dive report of 2012 on the paradigm-‐shi;ing Oneness movement. As more people worldwide embrace the idea that all things are connected, new opportuniCes to create products, businesses and services will present themselves to those who truly understand and embrace this shi;. This report is the first in a series of reports and arCcles that we will launch on the Oneness and Conscious Media space over the next 60 days.
If the Oneness Content Network is criCcal to your business, then please contact us to explore deeper insights, addiConal reports and real-‐Cme approaches to help synchronize your brand with the latest high energy cultural shi;s.
KidultOnenessThe notion of everything in the universe being one inter-connected being. ENERGY PREDICTION
Networks
Connection
Spirituality
Ecosystems
Science
DNA
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About Oneness
The Oneness Content Network* tracks the increasingly popular idea that everything is part of one interconnected whole. Science, technology and spiritual traditions are coming together to validate this theory, highlighting and exploring how connections on many levels provide benefits and a sense of wholeness. From practical to spiritual concerns, the Oneness Content Network is transforming how we relate to one another, the planet, our communities and our life’s purpose.
A major driver of the Oneness Content Network is the explosion of Conscious Media. Conscious Media uses alternative modes of thinking -- integrating spiritual, first-person experiential and contemplative ideas with methodologies drawn from modern science -- to explore and understand the human condition and ways in which individuals can align their spiritual, emotional and physical beings to live in harmony with themselves, with others, and with the planet. As more people have been consuming Conscious Media, knowingly via experts like Deepak Chopra or unwittingly via films like Life of Pi or Avatar, the notion of interconnectedness is pervading popular consciousness and driving a generational shift in thinking.
* Content Networks are a mapping system used to model and understand dynamic, interconnected webs of cultural activity. Content Networks help brands understand and connect with popular culture in order to make more strategically informed business decisions.
About 25 Percent of Adult Children Live at Home with Their Folks
Barack Obama’s Campaign Scoring Points with Video Gamers
Street Pong
12-Year-old Steers Car to Safety After Dad Has Seizure on Highway
Mattel’s All-Pink Cruise Line for Barbie Fans
4
Why Small Moves, Smartly Made, Can Change the World
Scientists Discover Children’s Cells Living in Mothers’ Brains
A Brain Cell is the Same as the Universe
Who are the Spiritual but not Religious?
INFLUENCERS
NATURAL LANGUAGE
TIMELINE OF EVENTS
Mapping The Oneness Content NetworkIm
ages
are
hyp
erlin
ked
5
NYC Spiritual Activist Summit
Higgs Boson Particle Discovered
6/8/12 11/9/12
Facebook Reaches1 Billion Users
7/4/12 10/4/12 10/26/12
Microbiome Project
6/13/12
The Dalai Lama Tells His FB Friends
“Religion is No Longer Adequate”
9/13/12 10/2/12
Pew Survey Finds 1/5 Americans Are Without Religious
AffiliationLife of Pi
11/21/12 12/21/12
End of the Mayan
Calendar
Gay HendricksNeale Donald Walsch
Marianne WilliamsonWayne Dyer
Rodney Yee
Eckhart Tolle Dalai Lama
Andrew Weil
Deepak Chopra
Open Center
Esalen
Omega Center
Kripalu
INSTITUTIONS MEDIA OUTLETS
GaiamTV Shambala Sun
Whole Living
Health and Wellness
OM-TimesVoice America
Cloud AtlasPrometheus
Wanderlust
Spring 2012
John Mackey
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Millennials
The New Yoga Raves
Making Vegan the New Normal
Meditation Reduces
Loneliness
HealthBenefits
of Spirituality
Life of Pi
Russell Brand on
Spirituality
BET Adds Spiritual
Themes to Primetime
The Tools: Spirituality
for Screenwriters
Spirituality in Pop Culture
Usher Going Vegan, UrgingBieber to Get Healthy
Vegetarianism/Veganism
Katy Perry Embarks on
Spiritual Quest
Snoop Lion and the Struggle
to Find Spirituality in
Hip Hop
CelebritySeekers
Energy: 2/5
Energy: 2/5
Energy: 1/5
Energy: 5/5
Energy: 3/5
Water.com Aims to End Global Crisis
The Human Microbiome
All Things Are Connected
Arctic Ice Melt Cloud Means More
Extreme WintersNatural
Resources,Health and
SustainabilityEnergy:3/5
Energy: 3/5
Oneness Topic Clusters
CONTENT NETWORK
TOPIC CLUSTER
EXAMPLE
ONENESS7 Habits of
Extraordinary People
De-stress With Simple
Breathing Exercises
James Altucher
Meditation and Work
Origins
Was Kundalini Yoga in Avatar?
Prometheus
The Mythology of Burning Man
The Pleasure of Problem Solving
Insatiable Search for Meaning
Death of the American
Dream
Creating New
Narratives
The Spirituality of Imperfection
Modern Mythology
Spirituality Meets
Science FictionEnergy: 5/5
Energy:2/5
Energy: 3/5
Energy: 4/10
Contactee Predicts UFO Behavior,
Demonstrates Spiritual
Space and Spirituality
Should Religion Boldly go
Interstellar?
Ancient Buddha Carved from Meteorite
Energy: 2/5
Energy: 2/10
Space in the Air
Rise in Atheism Among Millennials Leading
America to a Secular Future
Rise Of The Believer
Decoding DeepakRise of the New
Atheists
The Master Blends Performance with
Unconventional Subject
Science MeetsSpirituality
Agnosticism/Atheism on the Rise Among Millennial
Generation
New AtheismEnergy: 4/5
The Dalai Lama
Spiritual Celebrities
Energy:5/5
Energy:5/5
Energy: 6/10
Energy: 4/5
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Instinctively, People Are Generous A Virus in The Food Chain
John Mackey on Conscious Capitalism How Bacteria in Our Bodies Protect Our Health
A Virus in the Food Chain
Although Prop 37 was defeated in
California, the debate rages on
over labeling Genetically Modified
Foods. Opponents of GMOs
claim that there are numerous
possible negative side effects and
chain reactions from introducing
modified food and organisms into
our interconnected food chain.
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December 3, 2012
How Bacteria in Our Bodies Protect Our Health
John Mackey on Conscious Capitalism
New research initiatives such as the
Human Microbiome project are
demonstrating that our bodies (and
the world at large) is made up of
complex interlocking ecosystems.
Trillions of bacteria in this example
help basic physiological processes
—from digestion to growth.
John Mackey, the founder of Whole
Foods, is one of the leaders of the
Conscious Capitalism movement,
and author of the new book
Conscious Capitalism, which
espouses free market capitalism
and entrepreneurialism as drivers for
doing good in the world.
October 9, 2012
January
Instinctively, People Are Generous
New research is showing that humans are naturally more giving and thoughtful of others than was previously believed. Contrary to popular thought, people intuitively make decisions to help each other rather than being reflective and selfish.
October 4, 2012
ENERGY
PREDICTION
GenerosityInstinctsGivingIntuitionScienceDecision Making
DNA
GMOEcosystems
Food ChainHealthConsequences
Labeling
ENERGY
PREDICTION
DNA
ENERGY
PREDICTION
EntrepreneurshipGood
ValueIdealisticSocial Responsibility
Business
DNA
PREDICTION
ENERGY
MicrobesEcosystems
BacteriaHealthMedicine
Probiotics
DNA
Imag
es a
re h
yper
linke
d
9Spirituality in The Age of Social MediaThe Thrive Movement
Science and Spirituality Come Together at CERN The Spiritual Hunger of Young Adults
Science and Spirituality Come Together at CERN
The Spiritual Hunger of Young Adults
Buddhist spiritual leaders and scientists
from the European Organization for
Nuclear Research (CERN) recently came
together to explore how the spiritual
community can work with the scientific
community to solve the world's
problems.
Young adults raised in a digitally
mediated, individualistic culture are
increasingly reaching out for a sense of
togetherness and real community both in
the spiritual context and in general.
According to a recent Pew study, a third
of adults under 30 are also religiously
unaffiliated today. There is a strong
desire from this "spiritual but not
religious" demographic to find groups
where they can connect and support
each other and the world at large.
September 26, 2012November 16, 2012
Spirituality in The Age of Social Media
Deepak Chopra explains how social
networks are extensions of our minds,
and therefore, anything put into a social
network will influence the neural
networks of participants. This "one world
mind" can be used for both good and
bad and offers a manifestation of just
how connected we all really are.
September 17, 2012
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The Thrive Movement
ENERGY
A growing movement is exploring the
idea that there is one core recurring
pattern throughout nature, from atoms to
plants and galaxies. Using this pattern is
helping advance technology, design and
clean energy generation.
DNA
ENERGY
PREDICTION
ReligionScienceInnovationGlobalCollaborationGyalwang Drukpa
DNA ENERGY
PREDICTION
CommunitySocial GoodReligionTogethernessContemplationSupport
DNA
ENERGY
PREDICTION
NetworksSocial Network
MindConnectionNeural Nets
Technology
DNA
PREDICTION
Sacred GeometryDesignEnergyControlEnvironmentScienceHealth
Implications
• Microbial Health: The multitude of microbial ecosystems involved with the human body will become increasingly important considerations in beauty, nutrition and health regimens.
• Connected Eating: Food origins and heritage will continue to become important concerns, as small negative actions are seen to have wide-ranging effects throughout the connected food chain.
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Health and Wellness
Implications
• Building New Religions: The rise of atheism and non-traditional spirituality is leading large portions of society to search for new ways of connecting with the sacred, a sense of meaning and a new mythology. Many opportunities will arise to serve this rapidly growing but undefined movement.
• Looking for Wisdom: Expect more people to gravitate towards the “New Age” Oneness/Conscious Media space as they search for answers and meaning outside of traditional religions.
• Spiritual Technology: An explosion in the use of embedded sensors with its accompanying culture for measurement of all things will drive systems and services that will help to measure spiritual intangibles such as enlightenment and energy.
12
A Return to Connected Spirituality
Implications
• Conscious Media Themes Continue to Permeate Popular Culture: Appetite for Conscious Media continues to expand with the release of Life of Pi, two Avatar sequels and one prequel and the addition of Yoga to the 2016 Olympics.
• The Next Generation: A generation raised on spiritually-themed entertainment such as the Last Airbender and Spirited Away are primed and open to Oneness themes and topics.
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Convergence of Mass Media and Conscious Media
Implications
• Geopolitical Events Drive Greater Interest in Conscious Media: Known unknowns such as global economic and political unrest, global warming and major natural disasters will lead to more people seeking knowledge and answers provided by the Oneness and Conscious Media space.
• New Happiness Policies: The advent of the Gross National Happiness Index shifts national political and social debate from economics and GDP to harmony, well-being and GNH.
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New Social Reality
Implications
• Conscious Entrepreneurship: More businesses take up the idea of heroic entrepreneurship in the hopes of driving corporate growth and making a contribution to the greater good.
• Eco-Friendly Business Growth: A renewed focus on climate change, supported by tax breaks and incentives for green energy and technology drive more businesses and innovations that support sustainability, foster environmental imperatives and promote an integrated view of the connectedness of living things.
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Conscious Business
Throughout this report you will see icons representing Energy, DNA and Prediction Scores*. These scores can help you contextualize the information and examples in this document.
How To Read This Report
ENERGY SCORE
low high
The Energy Score is rated on a scale of 1-5. It is represented by these icons:
DNA
PREDICTION SCORE
short long
The Prediction Score is rated on a scale of 1-40. It is represented by these icons:
A unique set of attributes that describes each example.
The Energy Score is the speed and volume of buzz and reach of the example.
The Prediction Score reflects potential duration or life of the example.
*The scores contained in this report are reflective of energy levels as of December 11, 2012. All scores are dynamic and change over time.
Same-sex marriageEqualityCorporate SupportLoveAcceptance+11 more
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STRATEGY WORKSHOPS
Deep-dive sessions where we focus on innovation opportunities for your specific brand based upon fringe signals and cultural conversations.
25+ report-types that help you translate high-energy cultural moments into valuable opportunities for your brand, including:
In addition to the identification of broad macro level trends, sparks & honey offers a wide variety of capabilities that can be leveraged for strategic planning, innovation, marketing communications and content development:
What We Do
Appendix
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At sparks & honey, we synchronize brands with culture.
Using a proprietary Cultural Mapping Platform, we track and identify cultural bursts and trends in real time, score their energy level, project their lifespan and analyze their cultural resonance.
This data is aggregated into what we call Content Networks. Content Networks are a mapping system used to model and understand dynamic, interconnected webs of cultural activity. These Content Networks help brands understand and connect with popular culture in order to make more strategically informed business decisions.
We are monitoring for both signals of longer term change and fast moving cultural buzz. This enables us to identify both cultural waves that are ripe with immediate opportunity (Fast Culture) and longer term shifts that will play out over time (Slow Culture).
Examples of Fast Culture include: fads, memes, fashion, viral content, natural language, trending topics, news events and micro trends. Slow Culture includes: macro trends, consumer behaviors and movements that have cultural impact over a period longer than 3-6 months.
sparks & honey makes no claim regarding ownership or trademark of the language used to name or describe the Content Networks herein. Any usage of similar language by other individuals or organizations is purely coincidental.
IntroductionAbout Sparks & Honey
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We invented the concept of Content Networks as part of our Wave Branding offering and have identified a total of 60 dynamic Networks that are most resonant in popular culture today.
We monitor online sharing and conversations, media stories and specialized influencer groups to understand the energy levels of each Content Network and discover examples in real-time.
This document takes an in-depth look into the Oneness Content Network, which has been bursting with energy over the past 180 days.
The trends and insights in this Deep Dive Report are valuable for marketing and media professionals, product strategists and anyone running a business seeking to be culturally relevant. This research can help guide your decision making process and strategic tactics over the next six months.
IntroductionAbout The Oneness Content Network Report
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“This Omnicom-backed "newsroom"-oriented agency starts each morning with a cultural briefing for clients such as Hyatt, Jarden and Life is Good, for whom it developed six "culture-to-commerce" T-shirts. In 2013 it grew from two to 17 clients and quadrupled its staff to 20.”
SPARKS & HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE
1 Sa
Space in the Air
2 St
Shock & Transgress
3 Pl
Play
4 Mm
Memory Management
5 Ab
Absurdism
6 En
Enchanted
7 Rc
Refreshed Classics
8 Cx
Codex
9 Sm
Snack Media
10 Ax
Armchair Explorer
11 Nh
New New Hollywood
12 Bi
Binge
13 Rt
Radical Transparency
14 Ob
Open Brand
15 Pr
Premiumization
16 Le
Life as Entertainment
7 Cc
Convergence Culture
1 Uf
Unfat Generation
2 Nm
New Masculinity
3 Pw
Power Woman
4 Tg
Third Genger
5 Rr
Redefined Retirement
6 Hy
Hyper Culture
8 Ss
Second Skin
9 Si
Singletons
10 Mf
Modern Family
11 Sq
Squealing
12 Ex
Exponentials
13 Ft
Flattening
1 Rt
Real Thing
1 Dd
Data Divinity
2 Sc
Screen Culture
2 H
Hack Design
3 Gc
Geek Chic
4 Te
Ephemeral
5 Ki
Kidult
6 Sm
Small-scaling
Sm 7 Sp
Slow Perception
8 Ti
Tangible Intangible
15 Dc
Decay
9 De
De/re-materialization
D 10 Fh
First Hand Look
11 Ra
Raw
12 Lm
Living Matter
13 Wt
Warm Technology
14 Gl
Glitch
22 72
1972
16 Ne
Neo-psychedelic
17 Na
Nano World
18 Ma
Mashup
19 Hd
Hand Drawn
20 Ie
Immersive 360°
21 Fl
Flat Design
1 Ic
Icognito
2 In
Inwards
3 Ru
Rurban
3 Ru 4 Us
Made in the USA
5 Ec
Ecoboostering
6 On
Oneness
7 Lw
Living Without
Rs
Restoration
8 9 Ss
Startup Society
10 Mi
Moral Imperative
11 Rb
Rise of the Believer
R 12 Ll
Life Logic
13 Cq
Crowd IQ
14
Provenance
15 Se
Sharing Economy
16 St
Strangify
17 Io
Insumer/Outsumer
13 Mg
Mood Geisting
14 Fq
Focus Quotient
3 Sh
Super Human
4 Qs
Quantified Self
5 Sn
Sensor Network
6 Qe
Quantified Everywhere
7 Fl
Frictionless Life
8 Mg
Mind Gaming
9 Sf
Social Flares
10 We
Wearables
11 Mi
Micro Manufacturing
12 Cs
Cyborg Singularity
S&H CORE OFFERINGS
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INNOVATIONCULTURAL INTELLIGENCE CONTENT & AMPLIFICATION
• Macro Trend Identification & Quantification
• Projecting Segments into the Future (Consumers of the Future)
• Product, Service & Packaging Development
• Business Model Design & Reimagination
• Business Context Analysis
• Futurism
• Whitespace Identification
• Brand/Partner & Acquisition Recommendations
• Social & Cultural Listening
• Competitive Intelligence & War Gaming
• Segment Analysis & Tracking
• Topic Deep Dives
• Event Tracking
• Issue Monitoring
• Real-time Burst identification
• Channel Analysis
• Content & Influencer Strategy
• Editorial & Cultural Calendars
• Pre-Planned (70/30) Content Production - Online and Off Line
• Real-time Content Production
• Real-Time Commerce
• Social Media Content (short and long form) - posts, tweets, vines, videos, blog, etc.
• Community Management
• Influencer Outreach
• Channel Optimization & Fan Base Development
• Analytics & Measurement
• Real-Time Media Amplification
CULTURAL STRATEGY
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SYNCING BRANDS WITH CULTURE