Updated: Jan 3
Written by: Megan McDowell
Reduce, Reuse, and Share
In a recent documentary by Vice, entitled The Third Industrial Revolution, the speaker Jeremy Rifkin lays out the bleak reality of our current state of economics and how it has come to an end. The once heralded capitalistic model is on it’s last legs, and what has it produced? A society that is dependent on fossil fuels, and about 80 individuals as he puts it, that account for 90% of the worlds wealth. Not to mention a planet that is in dire peril because of this reliance on fossil fuels. So what is next? Cue the Millennials, a sharing economy and the Internet of Things (IoT). The documentary made me think about how our market research online community software is in line with this new way of thinking. Whereas before we had some interest in our product, we are seeing a greater increase by the week from companies realizing that they need to be connected with their customers and gathering data in the form of qualitative and quantitative research. This new model is about community, sharing, reducing waste and becoming optimized.
Efficiency Upon Efficiency
In regards to transportation, Rifkin explains how the new model is one of maximizing the sun for energy so that we use less oil and gas, and creating a more efficient transportation system; Convert cars from gasoline to battery powered like Tesla, have those cars driverless, and use those cars to collect data as they drive. This efficiency is further increased by the millennial generation’s desire to not own a car and rather use car sharing apps such as Uber. Interest in sharing over owning, according to Rifkin, will result in 80% less cars needed on the road. Where there was waste and excess with the previous model, the new model creates efficiency upon efficiency.
The Internet of Things is connecting objects to the grid so that they can be tracked and monitored with sensors. Buildings, roads, cars, crops and pretty much everything you can think of becomes smart and starts providing data. Data is then tracked and monitored and can be controlled remotely. Lights in buildings get turned off, temperatures get lowered, cars collect road condition data, and the list goes on. Rifkin sites that energy used by buildings, one of the leaders in creating pollution, can be brought under control by the IoT. He mentions that the second largest cause of pollution is the meat and dairy industrywhich he says the Millennial generation will also reduce, as they are moving to a plant-based, vegan diet.
Jobs that Pay for Themselves
The documentary cast the future in a positive light showing that the new model will be better for the planet, and for people. The reduction in waste and energy will be massive. The number of jobs that this new revolution will create will be massive. The amount of construction to refit buildings, roads and other objects with sensors to connect to the grid can only be done by humans. As well, individuals will need to monitor the data this connectivity will create. The money to pay for this new model will come through the savings that it creates. As a company, you need to ask yourself how connected are you to your customers and what data are you receiving from them to cut down on waste of time and energy and create more efficient products then consider a market research online community.
If you would like to find out more about how market research online communities can help you, please feel free to contact us.