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Mapping Weak Signals

Inspired by: FP7 » Putting the NO on InNOvation

version: 1 / created: 2010-08-10
id: #966 / version id: #966
mode: VIEW

Originally submitted by: Vanessa Watkins
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Last changed by: Vanessa Watkins
WI-WE status:
submitted unpublished archived

Source of inspiration

European Commission Framework Programme for RTD (FP7)

Theme/activity of inspiration

Theme 8 - Socio-economic Sciences and the Humanities

Sub-theme/area of inspiration

Blue Sky Research on emerging issues and other research economies

Optional reference/s to FP7 project/s

Use the following format: Project Acronym (Project Reference No.). Use commas if more than one project is associated to this Wild Card, for example: ALFA-BIRD (213266), SAFAR (213374), LAPCAT-II (211485)
Source: INFU (225229) - http://www.innovation-futures.org/ http://www.realinnovation.com/commentary/archive/putting_the_no_in_innovation.html http://www.mpdailyfix.com/2009/04/when_saying_no_to_innovation_m.html http://www.youtube.com/watch?v=HUCOXvsgzsg

Signal's headline

(max. 9 words)
Putting the NO on InNOvation

Signal's description

(approx. 150 words)
Please describe the Weak Signal (approx. 150 words)
In the beginning of 2009 the American cereals manufacturer Post came up with a new campaign under the tagline “Why we put the NO in Innovation.” By emphasizing the 100% natural ingredients and the fact that the product has not changed for centuries, Frank Duff – a fictional CEO – motivates his employees to be proud of the lack in progress and innovation their company and their product have shown over the years.

Keywords

attitude towards innovation, campaign, media, public backlash

Signal's potential evolution

It could lead to...
issue type of issue/development potential impact on society timeframe for the issue to become at least 50% probable
#1 Change in current innovation patterns new/emerging
 		neutral
 		now-2025

Under what assumption the Weak Signal might evolve.

This weak signal could be a hint that more and more companies start actively distancing themselves from an innovative image. Instead they merely focus on their “evergreens” and rely old but proven and successful products with a stable market share, e.g. Post, Coca Cola, Manufactum etc. In the last years traditional brands did not change radically, but they have innovated packaging design, sales channels, production and logistic processes. It is hard to imagine they will stop innovating processes. But maybe they will start hiding it from the public?

Importance

please specify
please select
Level 2: important for a particular world region Highly industrialised regions

Key driving forces of this signal

Please use these boxes to provide up to 2 drivers of HIGH importance. Click on HELP to see examples:
Driver 1 Driver 2
Social The success of the advertising campaign is driven by a growing mistrust in innovation by consumers, who increasingly cherish values, like honesty, trustworthiness, security and ecological awareness.

Signal's relevance for European Grand Challenges

where? please justify:
particularly relevant Europe world
Behavioural change

Signal's relevance for thematic research areas

please justify:
particularly relevant
Social Sciences and Humanities
Science in society