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Content Networks: Deep Dive Report Oneness: Winter 2012
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Oneness Content Network Deep Dive Report

Aug 21, 2014

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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. This report is the first in a series of reports and articles that we will launch on the Oneness and Conscious Media space over the next 60-days. 
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Page 1: Oneness Content Network Deep Dive Report

Content Networks: Deep Dive ReportOneness: Winter 2012

Page 2: Oneness Content Network Deep Dive Report

2

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.  

Page 3: Oneness Content Network Deep Dive Report

KidultOnenessThe notion of everything in the universe being one inter-connected being. ENERGY PREDICTION

Networks

Connection

Spirituality

Ecosystems

Science

DNA

3

Page 4: Oneness Content Network Deep Dive Report

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?

Page 5: Oneness Content Network Deep Dive Report

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

Page 6: Oneness Content Network Deep Dive Report

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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

Page 8: Oneness Content Network Deep Dive Report

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.

8

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

Page 9: Oneness Content Network Deep Dive Report

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

Page 10: Oneness Content Network Deep Dive Report

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

10

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

Page 11: Oneness Content Network Deep Dive Report

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.

11

Health and Wellness

Page 12: Oneness Content Network Deep Dive Report

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

Page 13: Oneness Content Network Deep Dive Report

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.

13

Convergence of Mass Media and Conscious Media

Page 14: Oneness Content Network Deep Dive Report

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.

14

New Social Reality

Page 15: Oneness Content Network Deep Dive Report

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.

15

Conscious Business

Page 16: Oneness Content Network Deep Dive Report

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

16

Page 17: Oneness Content Network Deep Dive Report

INDUSTRY REPORTS

REAL-TIME CONTENT

Proven methodology for creating, approving, launching and distributing content rapidly to take advantage of cultural moments.

• Competitive Assessment Report

• “Future Of” Report

• In-Depth Industry Report

• Innovation Report

• Media & Technology Usage Report

• Up & Coming Celebrity Report

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

Page 18: Oneness Content Network Deep Dive Report

Appendix

18

Page 19: Oneness Content Network Deep Dive Report

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

19

Page 20: Oneness Content Network Deep Dive Report

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

20

Page 21: Oneness Content Network Deep Dive Report

“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

Page 22: Oneness Content Network Deep Dive Report

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

47

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