The commoditisation of our needs and values to incentivise behaviour change

Need Commoditisers

New wealth, new trade offs, same data battle

The advanced digitisation of our lives could result in the quantifying and subsequent unionisation of different aspects of behaviour and the values that drive them. This could lead to the trading, gaming, competing and collecting of those units as if they were commodities, and the use of these commodities by ourselves and others to influence our behaviour further.

For example, someone’s commitment to environmental causes could be measured and coded and turned into earnable credits or tokens. Then, the environmentally positive behaviour is transformed into a currency because that behaviour has an understood value in multiple contexts, to multiple people.

What might be down the path?

Within this new service role, we can envisage an extension of the concept of ‘the quantified self’. In other words, data simply provides insight, to the user and potentially others, into a dynamic where the data is commoditised as a proxy for the behaviour that led to it. As a consequence, we may see trends around new types of ‘wealth’ resulting from new ways of comparing value between people and companies. We may see tangible connections drawn between different areas of our lives like happiness and health leading to previously unseen, data driven trade-offs. And we may see a power struggle as users try to harness the value of their own actions and data for themselves and for others while continuing to grapple with concepts of privacy and protection.

Each design proposition is a vehicle that helps map this territory.

Find out how we ‘Framed strategic questions’ to define the design research.
Read More
01

Greencoin

Greencoin is a proposition that tracks your environmental impact. When you have a positive impact you earn Greencoin currency, which can be spent on sustainable products.

02

Pulse

Pulse is a proposition that extends your gaming life outside of the digital space to incentivise healthy activities and prevent gaming from becoming detrimental.

03

Qualitime

Qualitime is a proposition that helps you track how everything you do influences your happiness and your life expectancy, so that you can decide what is most important to you.

04

Ethos

Ethos is a proposition that learns, tracks and guides your behaviours to help you live more in line with your values and beliefs.

Jump to:

Proposition Types

Agency Enhancers

Developing a deeper AI driven understanding of yourself to influence your decisions and optimise for your happiness and prosperity.

Proposition Types

Self-Editors

Optimising and Editing yourself and your life to meet your personal criteria for success.

Other Proposition types

Proposition Types

Ethics Providers

Platforms as facilitators and brokers of value judgements. It’s possible that in the future we could foresee an advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Would you like to know more?

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.

The commoditisation of our needs and values to incentivise behaviour change

Need Commoditisers

Altered and automated engagement with beliefs

In the future, we foresee a possible advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life. Services could evolve to  understand, translate and guide people through the implied ethical components of decisions —ranging from who to vote for, who to pray for, what products to buy or abstain from, which organisations to support, how to raise a child or educate them and who to follow. With this technological capacity, we envisage a politicisation of many organisations and activities, and an ability to track behaviours and allocate people to distinct ethical categories, opening a type of transparency and clarity to people’s beliefs.

The complexity of adhering to ethical principles and making distinct choices often leads to people wanting to outsource these decisions. This is fundamentally not that new. People frequently default to other ethical structures such as religious leaders, familial beliefs, friendship groups, social media bubbles, journalists or role models etc. for guidance. In this context, what has the potential to expand is the ability to clearly select and integrate your own values with other adopted ethical structures and allow them to algorithmically integrate and guide you clearly through everyday decisions.

What might be down the path?

Within this new type of relationship between people and services, we may find that people in the public domain, with influence in whatever form, could become ethical leaders. They could ascribe their own beliefs to public ethics platforms and amass followers who  adopt their guidance and integrate their ethics into their own. Consider adding a David Attenborough plugin to your ethics system or Stormzy, Donald Trump or any instagram influencer or being able to see who your friends and family ‘follow’ and being able to do the same. Might professional ethicists and philosophers gain new importance? Consider then, those influencers guiding and recommending what food you eat, what you believe from the bible, what you read, what your children see online, what films you watch or who you vote for.  

This concept embedded into politics becomes even more interesting. The examples above are mostly figures outside political organisations, but they become more political through these services. If politicians did the same, their values would be more transparent and their alignment or misalignment to your own values could be clear. Particularly, as there will likely be some sort of tracking of these behaviours, and perhaps a willingness for politicians to declare their adherence to the values they proclaim  —similar to the publicising of tax returns.

Another emerging component of this future landscape is that people may feel less freedom to explore and live the values they inherently believe in, in favour of the values that are ascribed and popularised by their influencers. There could emerge a difference between what people believe and the ethics and values they live by. Ultimately evolving into an environment in which people’s freedoms are restricted. These services may initially represent an opportunity for people to live more closely with their values, but could eventually alter the integrity or the honesty with which people engage with their values —unless efforts are made to distinguish and develop an individual’s perspective as well.

Each proposition is a vehicle to help map this territory.

Find out how we ‘Framed strategic questions’ to define the design research.

01

Ethos

Ethos is a proposition that learns, tracks and guides people’s behaviours to help them live more in line with their values and beliefs.

02

Greencoin

Greencoin is a proposition that tracks your environmental impact. When you have a positive impact you earn Greencoin currency, which can be spent on sustainable products.

03

Mobible

Mobible is a proposition that helps connect your faith with you, your life and your community via a chatbot. It is based on church teachings and knowledge decoded from the scripture.

04

Empath

Empath assesses and builds student’s social intelligence and empathy for other people through in-school, personalised, immersive story-telling.

05

Kinderpendent

Kinderpendent helps you understand how balanced your child’s online exposure is to challenging social topics and perspectives. It manages that exposure through intelligent balancing and censorship tools and offers advice and support for parents and children while navigating big topics.

Jump to:

Proposition Types

Agency Enhancers

Developing a deeper AI driven understanding of yourself to influence your decisions and optimise for your happiness and prosperity.

Proposition Types

Self-Editors

Optimising and Editing yourself and your life to meet your personal criteria for success.

Other Proposition types

Proposition Types

Ethics Providers

Platforms as facilitators and brokers of value judgements. It’s possible that in the future we could foresee an advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Would you like to know more?

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.

The commoditisation of our needs and values to incentivise behaviour change

Need Commoditisers

Empowered but contentious social connections

In the future, we may see a progression in AI whereby it becomes capable of codifying relationship dynamics and learning methodologies that can bring different personality types together in different ways and intimately learn the characteristics of individuals. With these new capacities, services could be put to use forging new and varied types of relationships and assisting people through their myriad complexities.

The power that these services develop could make us passive players in an orchestrated culture curated by the service. Relationship facilitators could also empower their users with greater self-awareness and understanding, increasing our capacity to grow as individuals among more harmonious relationships and communities.

What might be down the path

In these scenarios, there are three important considerations that may indirectly emerge:

  • Firstly, should these services become commonplace, there may be implications for the culture of our relationships. 
    • Even the context of the initiation of relationships has a large bearing on the nature of the culture that is formed between people. With enough frequency of algorithmically initiated introductions, it could be possible to see a proliferation of different types of relationships. 
    • In a similar way, but to a lesser degree, one could argue that the current ubiquity of dating app introductions between people has led to more ambiguity about the emotional commitment that can be assumed in early relationships. This shift may consequently lead to a negative change in trust dynamics or a positive change in the independence of individual identities in relationships.
    • These changes are potentially minor and normal in the course of history, however when we see the integration of services into the management of relationships in an ongoing manner, their culture and dynamics are surely, for better or worse – malleable. This alludes to a deeper issue with all of these services that interject, coordinate and manage our relationships —If the level of service interference in our lives continues to escalate and the data and intelligence upon which they operate continues to swell, at what point do these services disrupt what is authentically us? And how important/valuable is that?  
  • Secondly, there is a possibility that an interesting dependence may befall us, if we become reliant on these services to guide our interpersonal relationships. 
    • It is perhaps important for services to make the data, insight and knowledge available and understandable to each user so that their own capacity for relationship skills is heightened and the technology does not make us less resilient. 
  • Another interesting parallel can be drawn between this scenario and the present day situation where most young couples meet through digital match-making services. Could it be argued that culture has shifted and depleted the opportunities for ‘undesigned / unplanned’ introductions and could this have an impact on people’s capacity to approach strangers or make instinctive decisions about compatibility. 
  • Thirdly, with these concerns about unwanted influence and dependence aside, there are a plethora of incredible ways that these types of technologies can be used to integrate people into new communities and society in general, even just with the emergence of cultures that welcome algorithmically made introductions. 
    • Even the introduction of in-relationship interventions could be massively supportive for people who struggle with getting to know others, with maintaining friendships or people who frequently repeat mistakes in relationships.
    •  From a societal perspective, we could look to these tools as a way to innovate and alter the fabric of relationships between people, strengthening connections where it is valuable for people individually and as a community.
    •  However, as with all these services there are huge risks. While these services may be used to bolster communities to build resilience, tolerance and social capital, they may also strengthen divisive or exclusionary communities or, from a less malevolent perspective, by strengthening some interactions, others may be neglected.

  

Find out how we ‘Framed strategic questions’ to define the design research.
01

Empath

Empath assesses and builds student’s social intelligence and empathy for other people through in-school, personalised, immersive storytelling.

02

Eros

Eros is a romantic relationship coach and assistant, wrapped into the convenience of an app.

03

Yolt

Yolt is a community building app that orchestrates group meetings online and offline by matching people based on the potential quality of a conversation not simply based on being similarly minded.

Jump to:

Proposition Types

Agency Enhancers

Developing a deeper AI driven understanding of yourself to influence your decisions and optimise for your happiness and prosperity.

Proposition Types

Self-Editors

Optimising and Editing yourself and your life to meet your personal criteria for success.

Other Proposition types

Proposition Types

Ethics Providers

Platforms as facilitators and brokers of value judgements. It’s possible that in the future we could foresee an advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Would you like to know more?

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.

The commoditisation of our needs and values to incentivise behaviour change

Need Commoditisers

Shaping yourself, to what agenda?

As we look to the future, we can envision an environment where AI may have continued to expand in its sophistication and become intertwined in our lives. At the same time, we may see a continued exploration, and advancement and adoption of biotechnology, which integrates digital tools and performance enhancing into our bodies.

We explore these ideas through the lens of two propositions that investigate how these advancements offer people the opportunity to enhance themselves, tune their lives, improve their performance and edit the way that they operate in the world. These services offer people the capacity to alter themselves in new ways. Thus, we explore how that may work and what might happen if they were to proliferate in society.

What might be down the path?

The integration of such powerful technology in our lives could potentially enable a radical new capacity to shape individuals and tackle ubiquitous problems at scale, whether it is diet, wellbeing, concentration, sleep or physical fitness. Some services may work to build a person’s ability to control their own lives without the service, while there may well be other services that could result in people’s dependence on them. In both instances, it’s likely that services will amass huge amounts of data that may result in the capacity to make highly accurate and customised recommendations for people about how to tackle whatever issues they’re facing —the opportunities are vast.

Although these ideas and attitudes are optimistic and positive, they are typical of a solutionist approach to humanity. In other words, they imply that each problem we face can be solved with technology. Not only is that obviously incorrect, but when the approach is applied to people as individuals, their characters, identities or behaviours, we are forced to ask which ‘problems’ should be solved. Should one enhance their sleep, or reduce their predilection to argue, optimise their ability to communicate, build their physical strength or lengthen their capacity to concentrate? Maybe yes, if that makes them happy, but when could editing oneself over-reach? One could argue that the approach and it’s philosophy provoke or even force an impulse to maximise oneself for performance, whether it is performance at the gym or at work, or in their social lives. Could extending the intent to maximise yourself ever prevent you enjoying yourself? When does  self-improvement become self-harm?

Both propositions give people new powers to adapt who they are. Edit (a DIY behavioural habit changer) is a less drastic proposal than Pyro (a biotech performance enhancing service), but it shows a glimpse of a service that may one day become more potent, offering behavioural tweaks that could radically change how someone acts.

One could argue that it is a fairly ubiquitous aspiration for people to want to increase their available choices about who they are and what capacities they have in life. But, is there a risk for people when they are offered these choices? Is this a paternalistic or pastoral concern? Clearly, within the biotech proposal, there is a need to protect people physiologically, but within both concepts there are potential risks to a person’s psychology or sense of identity. There may be potential problems in working conditions, workers’ rights or societal tensions. Who has the capacity to minimise the dangers here? At what point should an authority decide that people do not have the capacity to make radical decisions about self-improvement?

Within this space, we return to the topic of agency and ask to what extent do these services improve it? Sociology defines agency as the ability to act independently and make free choices. Therefore, to improve agency, we can increase available options, increase capacity to access those options and liberate individuals from structures that determine or limit their choice between options. If our general objective is to improve agency, we demonstrate our belief that decisions made with agency are preferable. But the above discussion around protecting people, and many of the proposals within this project, operate under the assumption that people are frequently irrational and in many cases we see future services that support the user in overcoming those irrationalities. Therefore, we are extending our ambition beyond simply giving people independence in choice, to also try to enhance people’s capacity to make those choices well? It is not clear how people should be supported to make decisions about improving themselves when their powers are more radical and the pressures on them may be heightened.

More significantly than in other categories of proposition, we are forced to consider what contribution these services offer to people’s agency. They are self-editing services, which potentially give people unprecedented power over themselves, but do not enhance their capacity to wield that power. When does that become a problem?

Each proposition below is a vehicle that helps us map this territory

Find out how studio teams ‘defined the problem area’.
Read More
01

Pyro

Pyro has the best access to the latest and safest physical and mental augmentations on the market. As soon as these products and services are on the market, you can get them from us.

02

Edit

Edit is a lifestyle service that helps you edit things in and out of your life through enriched tracking and mini-experiments.

Jump to:

Proposition Types

Agency Enhancers

Developing a deeper AI driven understanding of yourself to influence your decisions and optimise for your happiness and prosperity.

Other Proposition types

Proposition Types

Ethics Providers

Platforms as facilitators and brokers of value judgements. It’s possible that in the future we could foresee an advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Would you like to know more?

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.

The commoditisation of our needs and values to incentivise behaviour change

Need Commoditisers

Empowering or unsettling intimacy with tech

This category of services identifies a selection of propositions where the value is, in large part, derived directly from educating the user about themselves. We foresee how an increased prevalence of AI in our lives could be used, not just to advise people, but to educate people about themselves in order to expand their personal agency. The sophistication of data collection and analysis and the increasing overlap between services and our lives means that services have huge potential to share their knowledge and expand our capacity through self awareness. However, through the following investigations, we have discussed many ways in which these services must be devised carefully to prevent unintended consequences.

What might be down the path?

One of the first considerations is that digital services are largely based on the ‘app’ market and there may be a perception that apps generally provide extrinsic quick fixes for a small investment.

Apps typically don’t cost a lot of money and most users expect to see quick returns for their time or money. It’s in this backdrop that the market has developed and expectations have been set.

Subsequently, it is plausible that services that help people learn about themselves may suffer, because often those services have to learn about you first or if not they may require you to self-analyse or critically reflect. Essentially, it is difficult for a service to position itself (either through brand of the general positionality of the service) so that it seems serious enough to be respected. but not so serious that it seems like it might ask too much before giving anything back.

While the first consideration is about how to establish users’ relationship with a service, the second is about what shape these new relationships may take. For these services to truly build agency it is important that they or the user correctly balance the involvement of the service in the user’s life, so that happiness is not dependent on the service. They must engage users in such a way that their knowledge of themselves and ability to act on that knowledge is constantly elevated without also damaging people’s existing networks and support systems.

As with all digital services of this nature, it is also important to consider what impact interventions may have if they were to expand massively in scale. Agency building services require self understanding to build self control, but there are different ways of understanding (i.e. western or eastern), which may influence someone’s identity, culture or mental health if extended throughout their life. One could argue that instagram has been a problematic self-understanding tool, because it has influenced some people’s sense of identity by encouraging their comparison with inauthentic representations of others. So, perhaps there should be varied mechanisms for self understanding to offer users choice. Additionally, services may need to be cautious implying good and bad values against a users persona, whether it is with likes, or followers, scores or access. This gamification in such intimate circumstances could have heightened impact.

Within this category of services there is clearly a heightened risk that goes hand in hand  with the increased levels of intimacy in the relationship people have with their technology. However, we can also see a strong set of principles begin to emerge for how technology can offer new intrinsic value to people, that can empower them, build self-assurance, resilience and freedom by strengthening the skills they need to learn for themselves how to live the way they would like to.

Each proposition below is a vehicle which helps us map this territory.

Find out how we ‘Framed strategic questions’ to define the design research.
Read More
01

EQLS

EQLS is a digital space where people can speak to AI characters about anything they’d like. They help people learn about themselves and they help life get easier.

02

Mymes

Mymes uses an understanding of people’s behaviour to create simulations of their future to help them make decisions. It distills different sides of their character to help them explore who they are.

03

Spark

Spark is a service that helps you discover your financial personality to align it with your consumption. It helps you make better financial decisions and achieve financial health and wellbeing.

04

Qualitime

Qualitime helps you track how everything you do influences your happiness and your life expectancy so that you can decide what is most important to you.

05

Edit

Edit is a lifestyle service that helps you edit things in and out of your life through enriched tracking and mini-experiments.

Jump to:

Proposition Types

Agency Enhancers

Developing a deeper AI driven understanding of yourself to influence your decisions and optimise for your happiness and prosperity.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Other Proposition types

Proposition Types

Ethics Providers

Platforms as facilitators and brokers of value judgements. It’s possible that in the future we could foresee an advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Would you like to know more?

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.

The commoditisation of our needs and values to incentivise behaviour change

Need Commoditisers

Reading the landscape

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01

Need Commoditisers

The commoditisation of our needs and values to incentivise behaviour change.

02

Ethics Providers

Platforms as facilitators and brokers of value judgements.

03

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

04

Self-Editors

Optimising and Editing yourself and your life to meet your personal criteria for success.

05

Agency Enhancers

Developing a deeper AI driven understanding of yourself to influence your decisions and optimise for your happiness and prosperity.

Jump to

Live Services

Real, emergent services responsive to the future

Explorations

Provocative future service concepts brought about by interactions between future people and their future contexts.

Other Proposition types

Proposition Types

Ethics Providers

Platforms as facilitators and brokers of value judgements. It’s possible that in the future we could foresee an advancement of AI with the ability to codify and model the highly complex ethical parameters of everyday life.

Proposition Types

Relationship Facilitators

Creating and facilitating relationships through enhanced empathy and compatibility.

Would you like to know more?

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.

Let's Talk!

Let's find the place to think, the freedom to challenge and the capability to act on real change. Together.