CRAVING THE FUTURE?

Have you ever CRAVED anything in your life? Possibly a delicious consumable, a thrilling experience or simply peace of mind in a turbulent world? Well, turns out you are not alone. Just about everyone craves type of tangible thing, experience, emotion condition and quest in life. Could be smoked salmon at sunset on a fishing pier off the Pacific coast, the sensation of exhilaration from speed or the extraordinary desire to care for another human being or even an animal. Satisfying our cravings bring joy. So, it would be cool to better understand what and why people crave. 

Over the past thirty years I have conducted hundreds of research interviews regarding a wide spectrum of topics all over the world - and learned a lot about what people crave. I have inquired about the meaning of authenticity, the conditions for rebellion, the best flavors for ice cream and the ideal shopping experience for jeans. I have learned about people’s lives in Russia, Brazil, China, France, Mexico and dozens of big cities and small towns in America.  

Through all of these experiences, I have noticed a clear connection between what people CRAVE and the FUTURE innovation that is possible to create based on those cravings. Since my insights about craving are derived from hundreds of qualitative conversations, I have decided now to explore the concept of craving quantitatively.  

Here’s a small sample of what we learned in a beta test with a nationally representative group of 250 people across America.  

First, we asked whether people are more likely to crave special foods or drinks, feeling special emotions or fulfilling life goal. In this case the responses were split almost equally with slightly more people craving the opportunity to fulfill their life goals.

Then, we asked what kind of feeling people crave most. Perhaps, true to Maslow, the feeling of safety and security was #1 followed by a sense of belonging. Might this be reflective of the divisiveness in our country? But, feeling unlimited creativity as well as autonomy and freedom were close seconds. Might this reflect people’s desire to express them selves in original and unrestricted ways within a political climate that portends restrictions of freedom and creativity?  

We also asked what type of overall lifestyle people crave the most, touching a bit on Jungian archetypes. Turns out the strongest craving is for a lifestyle of Mindfulness and Peace, followed by Adventure and Exploration. Surprisingly, the desire for Power and Control was least desired. Phew!

One of the more interesting findings was about the dichotomy of digital and analog or of technology vs sustainablity. We asked people what kind of future they crave, expecting to hear that everyone craves dazzling technology and virtual reality because we hear that in the news so much. Turns out more people crave a future of sustainability or fine craftsmanship than mind-bending technology. We are seeing that in reality also, with artisan bakeries, breweries, creameries and apparel stores emerging all over the country, in small and large towns and usually with an eye toward sustainability. Humans care about humans, yes?

We will be fielding a new study in the next few weeks. What do you crave learning? Please send me a message at michael@cestwhat.org and we will try to cover your questions in the next survey.