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Our thanks go to all of the conversations we have had with community members. It is great to converse with such lovely people:

1.???? Vikas Garg, founder of Artlune and an amazing all-round entrepreneur

2.???? Daniella Opoku – the voice of a generation and lead conversationalist at Town of Tawiah

3.???? Richard Watkins – fellow traveller and creative force behind Imaginar

4.???? Dani Chamorro – of ArtClubber CIC – making waves in supporting creatives

5.???? Chris Winnett – forging a pathway to better financial advice at Compass Solutions

6.???? Madeleine Last - founder at Gaming Gone Good, changing the way we engage with immersive tech

7.???? Lovely Chaudhary – special educational needs champion and one-half of Prospero Teaching

8.???? Alex Holliman – award-winning, regal marketing expert changing business practices for good

9.???? Vishal Desae – making food waste a thing of the past – smart kitchens for the new age

10. Daniel Smart – more than an MBA – a pro-business person, all-round nice guy and smart cookie

“We can only see a short distance ahead, but we can see plenty there that needs to be done.” Alan Turing

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CATCH THE WAVE

A HORIZON SCAN – WHERE RISK AND OPPORTUNITIES RESIDE

EVENTS

People, Planet, Pint – The Weave takes over the reins

We are delighted to announce that we are building upon the hard work of Alex Holliman and his Climbing Trees Team and taking over the hosting role for this amazing network. We have so much we want to do with it, not least see if we can make it more regular, change the venues around, and do evening sessions. We want to combine this with challenges and competitions – but keep the ethos of social and fun. This is NOT a sales network – it is a cause-based relationship-building one. We will go through the odd aspects of learning, but we generally want to ensure it stays fresh and on point.

Why did Alex stop? I've only known Alex briefly, but he's incredibly determined, passionate about pursuing his dreams, and always stands up for his team and those around him. All of this leads to success. He's a modest man, but when something extraordinary happens, he should be proud of it. So, when this arrived in the mail, he enjoyed the moment and celebrated it.

We should all celebrate with Alex and his amazing Climbing Trees team. If we look after the individual bees, the hive will prosper. Alex’s award brings opportunity and reward for all.

Join our community and share the welcome.

The next event is Thursday, the 8th of August, at the Church Street Tavern – it starts at 12:30, and the first beverage is on us! We're looking forward to seeing many of our valued community members there. Book here

Unfortunately, our Thinking Outside Event didn't attract enough attendees, so we had to cancel it. We're disappointed, but we're not giving up. We believe it's important to step out of the office and connect with nature, and we want to understand why some people may not be interested in our events. We want to express our heartfelt gratitude to Sophie and Sara of Thinking Outside for their unwavering support and patience and for designing an amazing day. If you found the event intriguing but didn't attend, please let us know why. You can find the details on our LinkedIn page if you can't recall the event. Please send your feedback to [email protected], and we'll send you a small token of appreciation. What could the gift be?

A big shoutout to another community member who is changing the face of the region: the lovely and impassioned entrepreneur and sustainability advocate Linda Blanchette, who has been nominated as a finalist for the Retailer of the Year 2024.

I have worked with Linda for several years, pre-pandemic, and she was a founding evangelist of the Weave community. All that is said and done is that it is Linda’s hard work, belief, and vision that has got her here – we would encourage anyone interested in turning back the fast fashion culture to engage with her. We are delighted with her success and will feature Linda’s story in a forthcoming case study.

Congrats, Wiki, on getting a first!

Wiktoria is our social media marketer and a passionate advocate for the Weave. She is also deeply committed to sustainability and the circular economy. We are thrilled to announce that she has achieved a 1st class degree from Essex, with an impressive 80% score in her dissertation on the circular economy.

We are honoured to have her on the Weave team and will continue to support her in her pursuits. You can connect with her on LinkedIn or meet her at the next PPP event. We are proud to have a circular economy expert like Wiktoria on our team.

THE TED LASSO APPRECIATION CORNER?

#7 The Wisdom of Ted Lasso – just for you!

“The past is written, but the future is up for grabs.”

The past is written—those events and decisions you have made have ripples that spread out but cannot be changed. We should take the time to reflect on what was and put it into the context of what could be. Examine what worked well, what didn't, and why. Leverage those lessons to inform your future strategy.

Let’s not get bogged down because the future is up for grabs. While the past may be immutable, the future remains unwritten. Let’s write it together – with Ted (I know he's fictitious, but for some of us, he sure felt real).

If you haven’t seen Ted in action, then watch Apple TV and download an inspiring series that underpins servant leadership as a philosophy.

TRENDS

A monthly horizon scan as we look around at what’s being talked about Nationally and Globally. We identify potential threats and opportunities that should appear on all our radars.

Headline of the Month

Copenhagen Tries Rewards for Good Tourist Behavior

By Ceylan Ye?insu – New York Times – 8th of July 2024

The story covers Copenhagen's new initiative to reward tourists for engaging in climate-friendly behaviours. I read it with interest, and as a student of systems thinking, I thought it provided an excellent case study to examine the use of incentives, particularly through this lens. Anyone familiar with incentives probably knows the historical example of the Cobra effect, a rather perverse legislation that led to quite the opposite of what was intended. Why you should worry about incentives? Gains drive all systems; by nature, gains are incentives for some but not everyone. By analysing these elements, we can draw valuable insights into the design and implementation of incentives to foster positive community behaviours while avoiding unintended consequences. But first, let's drop back into a bit of history.

The Cobra Effect: A Cautionary Tale

The Cobra effect refers to a historical incident during British rule in India. The British government, aiming to reduce the number of dangerous cobras, offered a bounty for every dead cobra. Initially, this led to a decrease in the cobra population. However, some enterprising individuals began breeding cobras to kill and collect the bounty. When the government realised this, they stopped the bounty program, leading to the release of the bred cobras and a subsequent increase in the cobra population, worsening the situation.

The story presents a critical lesson in systems thinking: well-intentioned incentives can lead to perverse consequences if the system's complexity and potential feedback loops are not fully understood.

We saw this and possibly will continue to see it, with bankers' bonuses. When the system rewards short-term gain through expedient activity, it relinquishes long-term consequences, and we end up with misaligned outcomes. Bankers were encouraged to realise profits on trades that could sit on their books for the next 10, 20 or even 100 years. Bank it now and worry about the consequences in the future.

Systems Thinking in Copenhagen’s Initiative

In its raw form, systems thinking involves understanding the interconnectedness of components within a system and anticipating how changes in one part can affect the whole. Think of throwing a pebble into a stagnant pond, and we see ripples emerge; of course, throw a rock into a choppy sea, and we see chaos. Everything is relative. In this case, Copenhagen's approach to incentivising sustainable tourism behaviours can open up some interesting avenues for exploring:

1.???? Interconnected Incentives: Copenhagen’s initiative integrates multiple facets of tourism and sustainability. It creates a positive feedback loop encouraging sustainable behaviour by linking climate-friendly actions (like cycling and beach cleanups) with desirable rewards (free meals and museum tours).

2.???? Community Engagement: The program involves tourists in local sustainability efforts, fostering a sense of community and shared responsibility. This aligns visitors' interests with those of residents, potentially enhancing the overall tourist experience and community well-being.

3.???? Monitoring and Adaptation: By starting with a pilot program involving 20 attractions, Copenhagen can monitor the outcomes and adjust the incentives as needed. This iterative approach allows for fine-tuning to prevent unintended consequences, like how systems thinking emphasises continual learning and adaptation.

Avoiding Perverse Consequences

To avoid perverse consequences like the Cobra effect, several strategies can be employed:

1.???? Holistic Design: Ensure that the incentive system is designed with a comprehensive understanding of the local context and potential loopholes. This involves engaging stakeholders, including local businesses, residents, and tourists, to anticipate and mitigate unintended behaviours.

2.???? Feedback Mechanisms: Implement robust feedback mechanisms to quickly identify and address adverse outcomes. For example, if certain incentives lead to overcrowding at specific sites, adjustments can be made to distribute the benefits more evenly.

3.???? Transparency and Communication: Communicate transparently with all stakeholders about the initiative's goals and progress. This helps build trust and allows for collaborative problem-solving if issues arise.

4.???? Diverse Incentives: Offer a variety of incentives to appeal to different motivations. This reduces the risk of any single incentive being exploited in a way that leads to negative consequences.

The Weave is a community; as such, we love seeing how we can incentivise certain behaviours and activities. Sometimes, this works well, and other times, not so. But what is consistent with us is that we will never stop trialling and learning.

Enlivening Communities Through Incentives

Incentives can be powerful tools to enliven communities when designed thoughtfully:

·?????? Cultural and Educational Rewards: Incentives can enhance a community's cultural richness and promote learning by offering access to cultural and educational experiences, like museum tours and art workshops.

·?????? Sustainability and Environmental Stewardship: Incentives encouraging participation in environmental initiatives foster a culture of sustainability and collective action. That is why we invested in hosting PPP, because it is all of us working towards that aim.

·?????? Economic Benefits: Well-designed incentives can benefit local businesses by increasing tourist engagement in diverse activities, spreading economic benefits across the community. Who better than some motivated entrepreneurs and citizens to grasp the nettle and invest in our region?

Conclusion

Copenhagen's initiative to reward climate-friendly tourist behaviours showcases how incentives can be used to promote positive community engagement and sustainable practices. The initiative aims to create a ripple effect of responsible tourism by applying systems thinking principles. To avoid the pitfalls of the Cobra effect, it's essential to design incentives with a holistic understanding of the system, implement feedback mechanisms, maintain transparency, and offer diverse rewards. Through these strategies, incentives can be harnessed to enliven communities and contribute to long-term sustainability goals.

Could we do the same in North Essex? Could you do this in your region? Join the Weave and join the conversation.?

POLITICAL TRENDS – June/July 2024

UK Politics:

Well, it was predicted – the absolute numbers were big, but not as big as some had projected. They were still big, though, and Labour secured a massive majority. After the election, there seemed to be a sigh of relief, and unlike some countries, the handing over of power was peaceful, amazing and conciliatory.? However, what is clear is that the UK is now a safe political haven. What! Yes, we are. Compared to some of the world, the UK has just gone from a basket case to a fire-resistant box. Of course, we are in the throes of a honeymoon period, but the Starmer Labour Party looks more governable than any other party for some years. There are some major concerns, not least the 4 million people who voted for the right-wing, populist agenda yet still only managed 4 seats. This will throw up the whole issue of electoral reform, the paradox being that the party most in favour of binning the first-past-the-post system benefited from it. Will the Lib-Dems drop their cause célèbres or stick with the 70 seats they secured (the best ever) on the back of tactical voting? At present, the politics of the UK encourages many to think about where their inward investment should go, and we could start to see, despite the potential for higher taxes, people wanting to stay here. Who knows, is the UK destined for a Scandinavian-style economy?

US Politics:

Biden is in real trouble, not least his own struggles to move the conversation away from his cognitive capabilities, but now the assassination attempt on Trump has all but changed the narrative and brought the focus back on the MAGA agenda. The loss of life from this one event is tragic, and Biden’s plea for calm and to detoxify the conversation will, for many, fall on stony ground. Yes, Trump is a convicted felon, though the courts, unbelievably, have granted him immunity, and #TrumpPedoFiles has been trending on X for quite a while – with the release of new images and documents. Still, he shows no signs of humility or regret, and with the assassination attempt, nor will he. Meanwhile, the Democrats are panicking, and quite rightly, since they lied about Biden’s health to the American people, and having a serving president who is only functional during certain hours of the day does not fill any of us with confidence. Ray Dalio, founder of Bridgewater and writer of Principles, paints a truly daunting picture of a US in terminal decline and now facing a no-choice election. In his latest post, he accentuates this argument by arguing that “a) (Democrats) hid President Biden's weak and rapidly declining condition and then when that condition became apparent, b) told the American people that we shouldn’t worry about it and that it will be best for President Biden to run for and be elected president.” This loss of confidence is like rats running from a sinking ship. Major supporters of Biden, including Hollywood star George Clooney, have distanced themselves from his campaign and former House Speaker Nancy Pelosi, who could be relied on, are vocally challenging him. This is at a time when the 81-year-old, who hosted the NATO summit, managed to deliver two significant gaffs: Vice President Trump and calling President Volodymyr Zelenskyy, Trump. Biden himself is challenging the higher order of the Almighty as the only true authority as to whether he should quit. America is not on a pathway to unity any time soon, and the rest of the world will look on with some concern as the real debates in turbulent times play second fiddle to the MAGA agenda.

European Politics:

The French have done it again – this time ditching the right (not completely) and instead shifting towards a Cobinesque style left-winger. Flip-flop and see-saw politics are unnerving the markets and making Europe less appealing as a bastion of stability. The German coalition is struggling to put together a growth package, and Hungary's Orban has had peace talks with Putin on the Ukraine war at a time when they bombed a hospital. It's toxic stuff – and no wonder the rest of Europe is in outcry. They look lost, and political leadership for Europe is far from robust, whether it’s Macron’s poor judgement or the delayed process of electing the President – who we now know is Ursula von der Leyen once more. United in Diversity Europe may well aspire to be, but the recent appointment of António Costa,? to serve as the President of the European Council will lead to a challenging relationship between the two.

Putin and Modi are in love – India’s recently elected Prime Minister has extended the hand of friendship to Putin in a show of loyalty.

You can’t help but wonder how this will play out – last month, we wrote about the BRIC (Brazil, Russia, India and China) coming together in a show of unified force. This will undoubtedly garner further impetus now that Modi is fully integrated into the system. NATO has just acknowledged that Ukraine is welcome whilst the nuclear powers of Russia, India and China cosy up together. Anyone who thinks the Ukraine situation will end quietly and harmoniously will have to reimagine a less palatable future. All you can say is that the hardship for people caught up in this crazy situation will remain overlooked whilst a new wall is constructed. If Trump wins, which is ever more likely, his statement of abandoning those who do not contribute enough will prove an even greater concern.?

What can we learn from Labour's Election Strategy?

Trying to break into a new market – take note!

The Labour Party’s recent landslide victory on the 4th of July was written in the stars for some time. It offers many valuable lessons for businesses looking to break into new markets, the primary lesson being patience. Their strategic approach, which included behind-the-scenes efforts, effective messaging, and sophisticated audience understanding, offers a template for those businesses eager to break through. In this article, we look closer at how Labour’s tactics can be applied to startups aiming for market disruption.

?1. Behind-the-Scenes Efforts: Building Foundations

Labour’s success was not just about what was visible to the public. A significant portion of their strategy involved extensive groundwork away from the cameras. They conversed with key business voices, and the shadow cabinet, the senior face of Labour, spent a lot of time developing trust. Upon taking office, because they had invested in building strong ties and gained insights into the areas of the challenge, they immediately presented a compelling case for change and an action plan to follow.

Startup Applications—Networking: Whether this is a new venture or a seasoned business, our networks offer us a pathway to credibility and endorsements. We must establish relationships with potential thought leaders and influencers from within our industry as Labour did. Find partners who match our values and whose customer base overlaps but does not wholly mimic what we already work with. Labour reached beyond their comfort zone to find others sitting on the fence and to communicate their concerns; we needed to do the same. These connections can provide insights, endorsements, and opportunities that are not immediately visible but crucial for long-term success.

Market Research: Conduct thorough research to understand market needs, competitor weaknesses, and potential opportunities. Use this data to build a solid foundation for your market entry strategy.

?2. Clear and Consistent Messaging

Labour’s campaign centred around a simple, consistent message of ‘Change.’ They effectively communicated this message across various platforms, maintaining clarity even amidst the noise from competitors. In opposition, no one takes you seriously, you have no power, and the power resides with the incumbent. Labour knew this but equally chose not to be too controversial. Instead, they challenged and prodded, often criticised for not being radical enough, knowing that radical happens when you have the power.

In essence, Labour rebranded and did so in an unassuming way. They chipped away at the persona of Labour’s traditional support base, modified the language gradually, and fought back the challenge to become scary. They became the party of dull – but not quite boring.

In our case, don’t be fearful about playing around with your brand message. When you are small and generally not in the eye of the storm, change is about testing and learning. Each approach allows you to develop a clear, concise brand message that is on point for that moment. Practice your communication, and don’t sacrifice your core values. Instead, happily modify your value proposition. Once you have a message, ensure that this message is consistently conveyed across all marketing channels.

Value Proposition: Labour's value proposition wasn’t any single policy; it was one message: ' After 14 years of chaos, it was time to change.' Focus on your startup's unique benefits and the transition you want to make. Avoid complex jargon; keep it simple and relatable to your target audience.

3. Reactiveness and Agility

Labour’s digital marketing strategy was notably agile and strategic. According to the Guardian, which cited ‘Who Targets Me’ monitoring website, “Labour outspent the Tories by ￡350k to ￡50k on Google/YouTube in the first week and by about ￡500k to about ￡200k on Facebook.” They reacted quickly to campaign developments and leveraged real-time content to maintain their lead. They played to their strengths and won the digital space with resonated content.

Any business needs to engage with multiple channels. Some we are comfortable with, others not so. Those we are not so well versed with may well offer greater access than you might have considered. Your marketing needs to be agile, flexible, and responsive to market changes and customer feedback. Implement a marketing strategy that works down multiple channels but allows quick adjustments based on real-time data and insights. One aspect that perhaps no party had control over was the rise of deep fake AI posting, which was not all sinister and based on parody. According to Marianna Spring, The BBC’s social media correspondent, what was noticeable was that the algorithm for each platform often catapulted these unsanctioned posts into people’s timelines, undoing much of the posting from legitimate sources.

Your content strategies need to create reactive content to engage with your audience. This could include timely social media posts, blog updates, and email campaigns that address current trends or news relevant to your industry.

4. Understanding the Audience

Labour’s campaign showcased a sophisticated understanding of different audiences across platforms. They tailored content to resonate with specific demographics, such as the youth vote through TikTok and the undecideds on Facebook and Instagram. They recognised that if they were to succeed, the dissatisfied Tory voter needed to be coaxed into trusting their message; many did. The Labour evangelists didn’t aim their support at the core; they softened the message to the periphery.

So, who do we target when we post? We often target our content directly to our customers, which is fine, but audience segmentation also needs to focus on the periphery, those who may come across to us. Identify and segment your target audience based on demographics, behaviour, and preferences of those with whom we haven’t previously found favour. Simplify the message to focus on the transition your customers get and measure the response. Tailor your marketing efforts to meet the unique needs of each segment.

Our platforms need to be optimised so that the right platforms reach your target audience. For example, LinkedIn can be used for B2B marketing, Instagram and TikTok for younger consumers, and email campaigns for personalised outreach. Remember to target each platform to different users and change the messaging to resonate.

5. Broad Reach and Engagement

Labour’s broad social reach helped them stay ahead from the start. They won the social media messaging contest and kept their messaging tight. We often hear criticism about Labour simply being low-key, but when your competitors shoot themselves in the foot, it is far easier to sit to one side. Labour didn’t shy away from doing the hard yards; they just walked softly. They cast a wide net, ensuring their message reached a diverse and extensive audience.

Your social media presence shouldn’t be brash, controversial, or aggressive. You can build a strong social media presence as long as the message is understandable, the delivery is authentic, and the problem is broad enough for many to relate to. We are learning that the space in which we feel most comfortable (in our case, LinkedIn) is not always where we need to be. Broaden the channels, online and off, and use multiple platforms, but modify the messaging for the audience and aims of what you are trying to do. Engage with your audience through regular posts, interactive content, and responsive communication.

Community Building is about nurturing your brand. Labour encouraged grass-route posting and support so that you can encourage user-generated content. Ensure your values are clear, illicit reviews, and ask for testimonials to build trust and loyalty. Look to your community to cocreate your offer.

Conclusion

Labour’s election strategy offers a blueprint for any business aiming to disrupt new markets. Startups can position themselves for success by laying strong foundations through behind-the-scenes efforts, maintaining clear messaging, staying agile, understanding their audience, investing in digital marketing, and ensuring broad reach. Adapt these strategies to your unique business context and watch your startup thrive in a competitive landscape.

SOCIAL TRENDS – Picking up the news from June and July

Food security is a major topic for all of us. Still, for the UK, where we are constantly fighting land battles between land for development, land for food, and land for improved infrastructure, this battle has led to many unforeseen consequences. The pandemic and the empty shelves in our shops and supermarkets had real human consequences, such as people being denied access to what we determine as essentials: fresh fruit and vegetables. With the UK importing around 50% of these, we must address a major vulnerability to the UK food system.

The Government agreed to publish a Food Security Index, which they first did in May 2024, and have updated it recently. The key takeaway is that food security is stable, with a strong production base and access to global trade. However, risks from climate change and other factors must be monitored and mitigated, not least supply-side vulnerability throughout Europe and beyond. One such risk is the pursuit of a balance between domestic production and imports, especially concerning global supply chain issues stemming from geopolitical tension. Additionally, agricultural productivity and resilience improvements have been observed, but constant stimulus is needed.

The creation of this index will do two things: first, it will allow us to monitor prevailing trends, and second, it will engage in factors that prioritise sustainable and resilient food production in the UK and become a focus of new opportunities.

Opportunities that may emerge

The increasing focus on food security in the UK offers abundant business opportunities, especially for smaller businesses and startups. Here are key areas where companies can drive innovation and growth:

1.???? Sustainable Agriculture and Farming Practices

a.???? Emphasise Vertical Farming and Hydroponics

b.???? Prioritise Organic Farming

c.???? Implement Regenerative Agriculture

2.???? Technology and Innovation

d.???? Harness Precision Agriculture

e.???? Develop AgriTech Solutions

f.?????? Focus on Climate-Resilient Crops

3.???? Supply Chain Optimisation

g.???? Establish Local Supply Chains

h.???? Implement Blockchain for Traceability

4.???? Food Waste Reduction

i.?????? Lead in Food Rescue and Redistribution

j.?????? Pioneer Innovative Packaging

5.???? Consumer Engagement and Education

k.???? Promote Community-Supported Agriculture (CSA)

l.?????? Offer Cutting-Edge Educational Programs

6.???? Alternative Proteins and Food Sources

m.?? Drive Development of Plant-Based Proteins

n.???? Explore Insect Farming and Lab-Grown Meat

7.???? Renewable Energy Integration

o.???? Integrate On-Farm Renewable Energy

p.???? Champion Energy-Efficient Technologies

How Smaller Businesses Can Connect to the Problem

1.???? Foster Collaboration and Partnerships—work with the hospitality industry to address food waste and improve circularity. Lean into the University on your doorstep and mentor and support those engaged in this field.

2.???? Seek Out and Secure Funding and Support—Use Weaves' new grant finder engine from Considered Capital and join a funding clinic to find potential funding opportunities.

3.???? Engage Effectively in Local Markets – understand the logistics of the local food ecosystem and consider the problems that it faces with a mindset to help solve them

4.???? Embrace Innovation and Experimentation – setting out to find alternatives

Conclusion

The focus on food security in the UK presents a fertile ground for business innovation and a promising avenue for growth. Smaller businesses can play a pivotal role in this sector by developing sustainable agricultural practices, optimising supply chains, reducing food waste, and engaging with local communities. By leveraging technology, forming strategic partnerships, and accessing available resources, these businesses can substantially contribute to a resilient and sustainable food system in the UK.?

We would love to hear your thoughts and share them with the community.

Technology Trends July 2024

I got an email this week launching Apple’s Vision Pro headset. It has a hefty price tag but is packed with potential. Some will certainly resist buying and investing in a piece of technology that, if accepted, could eventually eliminate our reliance on smartphones or even keyboards. I am neither a technology expert nor an Apple evangelist. Still, I appreciate that AI is reshaping the future, and many thousands of people are designing the next set of code that will bring ‘spatial computing’ to the mass market. Apple are by no means the only people playing in this field. Meta and Ray-Ban developed glasses that were launched earlier in the year, and there will be many others out there, united and transfixed by a mission to drive the connection between humans and machines ever closer. Despite the new tech on the market, and given the anecdotal evidence relating headsets to gaming, online searching shows declining interest levels. This may be why Apple has downgraded its sales forecasts for the equipment with reports of a sluggish, boring launch. However, gaming is not the only area where the new technology will be used, and with greater diversity of use, we may see more mainstream adoption. What is the case is that Apple and Meta battle it out; upstarts may be thinking about more nuanced approaches.

Given some of these thoughts, it might be prudent to examine the VR, AR, and XR markets in more detail to see how they could impact different sectors.

The first thing to recognise is that these technologies enhance the experience and improve the overall efficacy of the exchange between the provider and consumer, whether in the retail, educational, or health and well-being arenas. We must understand that for our businesses, customisation differentiates our offerings from those of our competitors. The consumer needs personalised and tailored solutions for individual and specific ends, whether in the traditional business-to-business (B2B) or business-to-consumer space (B2C).

Let’s consider how customisation can create that competitive advantage:

1.???? Meeting unique needs: Customisation allows businesses to address individual customers' specific needs and preferences. Personalisation is about offering a unique and memorable experience for the one. We unbundle collective representations of the generic and refocus our attention on the needs of the individual. We used to do this when the world was a lot smaller and far less complicated; these technologies reacquaint us with that experience.

2.???? Enhanced customer experience: When customers see products or services that uniquely fit their needs according to their preferences, they feel a sense of ownership and involvement in the creation process. This can result in a deeper emotional connection with the brand and a more positive overall experience.

3.???? Differentiation from mass-produced alternatives: Customisation stands out as a unique offering in a market saturated with mass-produced products. It allows businesses to differentiate themselves from competitors and creates a higher value and exclusivity perception.

4.???? Competitive pricing: Contrary to the perception that unique or bespoke is expensive, advancements in these technologies and manufacturing processes have made them more cost-effective. Inevitably, price is a resisting factor, but making the leap can build deeper relationships with supply chains and benefit from co-creation opportunities in the early stages.

5.???? Building customer loyalty: How much do we love being catered for, looked after, and ultimately loved? These emotional responses develop loyalty, build moats around the business, and create opportunities for viral growth. This loyalty can act as a barrier to entry for competitors and contribute to the company's sustainability.

In the past, it has been hard for businesses to balance customisation with standardisation since being bespoke and responsive to tailor-made solutions equalled personal time while standardisation could scale. Even now, customisation offers benefits, but it is also essential to maintain operational efficiency and ensure scalability. That is why technology can potentially reinvent the relationship between customers and institutions.

According to Statista, the market for these technologies is worth $40 billion in 2024 and is expected to grow at a Compound Annual Growth Rate (CAGR) of 9% between 2024 and 2029. Most of this growth will be in software applications that will support the role out of the hardware, and the data is representative of the B2B and therefore, the B2C side will also be huge. All this activity will change the face of many sectors; in this next section, we will quickly look at three: health, retail and hospitality.

How AR/VR/XR can impact different sectors:

Medical and Well-being

-??????? Medical Training: AR/VR provides immersive simulations for training surgeons and medical students.

-??????? Therapeutic Applications: VR is used for pain management and mental health therapies.

-??????? Remote Consultations: XR enables enhanced telemedicine with interactive and 3D visualisation of patient data.

In mental health therapies, we see significant opportunities to destress and engage with the forces of nature within the confines of your home, especially for urban living.

Latest Trends:

-??????? Spatial Computing: Enhances surgical precision with real-time data overlay.

-??????? Haptic Feedback: Improves realism in training simulations and patient interactions.

Hospitality Industry

-??????? Virtual Tours: Prospective guests can explore hotel rooms and facilities virtually.

-??????? Enhanced Guest Experience: AR apps provide interactive information about hotel services and local attractions.

Latest Trends:

-??????? Spatial Computing: Facilitates personalised guest services and smart room controls.

-??????? Drone Controls: Used to deliver amenities and provide unique guest experiences.?

Retail

-??????? Virtual Try-Ons: AR allows customers to try products virtually before purchasing.

-??????? Immersive Shopping: VR creates virtual stores where customers can shop from home.

Latest Trends:

-??????? Spatial Computing: Enhances in-store navigation and personalised shopping experiences.

-??????? AI Integration: Combined with AR for customised product recommendations and virtual assistance.

We would love to hear your thoughts and share them with the community.

ECONOMIC TRENDS – Cuts have started, but are they contagious?

The markets are waiting for cuts – to solidify gains and underpin some of the most recent moves in stocks, bonds and currencies. Sterling has been appreciating on the back of the election results, but the assassination attempt on Trump has seen a flight to the dollar and capped its recent rise AT 1.30. We still see an upside for GBP vs the USD and against the Euro based on the relatively stable political situation but also because the growth agenda set by Labour may coincide with a collection of forces. This may undermine the BOE’s eagerness to cut so far, although we think a cut sooner rather than later is on the cards. In the UK, house prices are softer across the board but are 2% lower in the Southeast. Volumes of deals remain relatively buoyant. The Euros, despite losing, will have a legacy effect that will feed into the economy as more money finds its way to the grassroots from premier clubs and the government. The tech economy has faced some headwinds and has had a robust first half in 2024, with Europe 16% up on investment into this sector and the UK attracting nearly half of this. With political stability and a growth agenda, we expect the UK to benefit even more, which will significantly impact the growth in general. These favourable winds will see UK investments outperform for the first six to nine months of the Labour tenor before the honeymoon wears thin and the US election results start to see rising long-term US rates and a closed border leading to the repatriation of the USD.

Globally, China’s economy is looking sick, with property the most significant drag on what was once the primary engine of growth. Normally, a weak Chinese economy would manifest in falling and lower commodity prices, but according to a World Bank report, this is unlikely to be the case. This could concern central banks' eagerness to lower rates because input costs remain high. The primary drivers of this move are rising geopolitical risks, and these are not lessoning and constraints on the oil supply, which all lead to safe-haven bets on the commodity market. If there is any sign that political stability starts to erode geopolitical concerns, we could see a correction.

According to the Economic Policy Uncertainty think-tank, risks are certainly not as elevated as they have been, except in China, which remains near highs.

https://www.policyuncertainty.com/index.html

Globally, China's concerns are more concerned because of declining risks in Japan, the UK, and the US. The focus on China’s domestic strategy for growth and the shift away from an export-led economic model seems to be struggling, with consumer demand and housing as the main drags. Rising inequality in China appears to be an outcome.

CONSUMER TRENDS – The Problem with a Brand like Burberry

The rising inequality in China has made it the largest market for the British Luxury brand Burberry. The immediate impact of a Chinese slowdown is declining sales, which just cost Joshua Schulman, the former CEO, his job. Burberry and several other high-street names are struggling with rising living costs. What was seen as rich pickings in Asia and China now seem less assured. The strategy of hunting down pockets of aspiration and areas fueled by new wealth could now be changing tack once more, with the Middle East as the primary focus of attention. It is not just Burberry; other major players like Kering and LVMH have reported similar declines between 19 per cent and 10 per cent in Asia during Q1 2024.

If billionaire Mukesh Ambani’s youngest son, Anant, 's recent wedding to his longtime girlfriend, Radhika Merchant, is anything to go by, the Indian luxury goods market could be stealing the show. The celebrity-endorsed event has been hailed as a symbol of India’s growing global presence, while others have questioned its ethics at a time of rising inequality.

UK Millionaires Head for the Exit—According to several reports, the UK's demographic wealth makeup is due to see UK-based millionaires becoming a smaller proportion of our total society. Is this a UK-only issue, and should we be concerned about it?

According to Statista, the US has the highest percentage of its population (6.6%) as millionaires, while the UK sits behind Canada (5%) and Australia (7.3%).

The UK appears to be the only country forecast to see, in absolute terms, a decline from over 3 million to 2.5 million by 2028. In isolation, this looks hugely concerning, but what if a closing of the wealth gap accompanied this? We know that as a percentage of income, millionaires spend less than people with a lower income. If we raise the middle belt and increase the number of people in the higher bracket, the spending in the economy will be different (less on luxury perhaps) but still higher. Do we need millionaires to drive growth (yes), and can we use alternative means (yes)?

The exodus, which started post-pandemic, accelerated during Liz Truss’s failed attempt at cutting taxes in an unfunded way. The wealth taxes suggested by Labour are used to argue for an even greater exodus, which may be the case. We know that lower taxes encourage people to take risks, which is good, but it is not taxes that people truly object to; it is an unaccountable expenditure originating from high taxes that people rebel against. This country is expected to lose 500,000 millionaires to Italy and Spain; to counter this exodus, we must see living standards rise generally and across the nation whilst setting out to appreciate and reward our millionaires for staying. The UK has much to offer and now is the time to press that home. ??

Disney+ is losing its younger audience to the YouTube phenomenon. If your kids are anything like my grandchildren, you will know how much of their time is being dedicated to watching YouTube vs how much is in the land of streaming. Disney+ is certainly a multigenerational channel that appeals to young and old audiences, but it is losing the connection between the child audience and what Disney, as a brand, stands for. In pursuit of content that is supposed to appeal to the breadth of its audience, Disney is in danger of ruining all its mainstay franchises, Star Wars, Pixar and Marvel, and in doing so, losing touch with all the audiences it so adamantly seeks to maintain.

Why this matters: The next franchise will emerge from YouTube, not Disney. Therefore, to stay relevant to future trends, you need to stay connected to YouTube; your children are, and they are, the next generation of customers.

Sustainability News June 2024

Dutch denim label G-Star Raw partnered with researchers to grow cotton for denim in a greenhouse. It might be the future of fashion.

Partnerships are vital in developing ideas. In this case, a Dutch denim company partnered with a Dutch university to address the issue of sustainability in the cotton growing sector. Cotton is grown in greenhouses on the doorsteps of manufacturing companies and, ultimately, next to the retail outlets that will end up seeing the products on the shelves. This shortens the supply chain, reduces the CO2 footprint, and de-risks the situation while creating local jobs.

This is just one example, but at the University, we see an endless stream of imaginative and opportunistic startups. Whether it's creating skin creams from kelp or solving women’s hygiene by creating materials from the byproducts of other industries, university partnerships are formidable ways of making new ideas fly.

Here are some more suggestions that might prompt some new thinking from you. Several peripheral universities in the UK have successfully engaged in sustainability-focused partnerships with businesses. Here are some well-documented cases:

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1. University of East Anglia (UEA) and Aviva:

?? - Partnership: UEA's Tyndall Centre for Climate Change Research and Aviva, a multinational insurance company.

?? - Focus: Climate risk assessment and sustainable finance.

?? Outcome: The development of methodologies to assess climate risks and integrate them into financial decision-making, influencing the insurance industry's approach to sustainability.

2. University of Exeter and Southwest Water:

?? - Partnership: Collaboration through the Centre for Water Systems at the University of Exeter.

?? - Focus: Sustainable water management and innovative water treatment technologies.

?? - Outcome: Implement sustainable practices in water management, improving water quality and reducing environmental impact in the South West region.

3. University of Hull and Siemens Gamesa:

?? - Partnership: The Aura Innovation Centre, supported by the University of Hull and Siemens Gamesa.

?? - Focus: Offshore wind energy and renewable energy technologies.

?? - Outcome: Significant contributions to the development and deployment of offshore wind turbines, boosting the renewable energy capacity in the UK and creating jobs in the region.

4. University of Portsmouth and IBM:

?? - Partnership: The University of Portsmouth’s Centre for Blue Governance and IBM.

?? - Focus: Marine sustainability and the use of technology to monitor and manage marine environments.

?? - Outcome: Advanced research on marine ecosystems, development of technologies for sustainable fishing practices, and improved marine conservation strategies.

5. Aberystwyth University and Innovate UK:

?? - Partnership: Collaboration with Innovate UK and several agricultural businesses through the BEACON project.

?? - Focus: Bio-refining and the development of sustainable bio-based products.

?? - Outcome: Creating bio-based materials and chemicals from renewable resources, reducing reliance on fossil fuels and promoting sustainable agriculture.

6. University of Plymouth and Marine Biological Association (MBA):

?? - Partnership: The Marine Institute at the University of Plymouth and the Marine Biological Association.

?? - Focus: Marine conservation and the impact of climate change on marine life.

?? - Outcome: Research leading to improved marine conservation policies, strategies to mitigate the effects of climate change on marine ecosystems and enhanced public awareness of marine sustainability issues.

7. University of Stirling and Scottish Water:

?? - Partnership: The University of Stirling's Institute of Aquaculture and Scottish Water.

?? - Focus: Sustainable aquaculture and water resource management.

?? - Outcome: Development of sustainable aquaculture practices, improving the health and productivity of aquaculture systems while minimising environmental impact.

These examples illustrate how peripheral universities in the UK significantly contribute to sustainability through strategic partnerships with businesses, fostering innovation and promoting environmentally friendly practices.

INNOVATION: LEARNING OPPORTUNITIES TO BRING ABOUT VALUABLE CHANGE

TAM, SAM and SOM

You may have heard of these acronyms, but when do you need them, how do you use them, and what value do they bring you? In this piece, we explain what they are and some of the most valuable times to engage with them.

TAM, SAM, and SOM are acronyms representing different levels of market size:

TAM - Total Addressable Market

SAM - Serviceable Addressable Market

SOM - Serviceable Obtainable Market

These concepts are important because they help businesses understand their market potential, set realistic goals, and develop targeted strategies. They're typically used in business planning, market research, and investor pitches.

TAM represents the total market demand for a product or service. SAM is a subset of TAM that a company can target with its specific products and services. SOM is the portion of SAM that a company can realistically capture in the short to medium term.

These metrics are used when:

·?????? Developing business plans

·?????? Setting sales targets

·?????? Pitching to investors

·?????? Making strategic decisions about product development or market entry

Businesses typically combine market research, industry reports, and internal data analysis to calculate these figures.

To explain the approach, I have created two examples of using the concept, both on fictitious companies.

"EcoScoot" produces eco-friendly electric scooters designed for urban commuters. What makes them different is that their model is a lease rather than hiring. You are charged a small monthly fee for the scooter, which opens up opportunities for upgrades and a rescue service. It also stops scooter disposal anywhere, creating a new social problem and hazard.?

We'll walk through calculating the TAM, SAM, and SOM for EcoScoot.

?Example: EcoScoot

?1. Defining the Product

-???????? Product: Eco-friendly electric scooters on a lease contract.

-???????? Target Market: Urban commuters, therefore regular users, looking for sustainable transportation options.

?2. Calculating TAM (Total Addressable Market)

-???????? Step 1: Identify the broadest market.

-???????? Market: Global market for electric scooters.

-???????? Step 2: Estimate the number of potential customers.

-???????? According to market research, there are approximately 1.5 billion urban commuters worldwide.

-???????? Step 3: Determine the average revenue per customer.

-???????? The average leasing price of an electric scooter is ￡360 per annum.

-???????? TAM Calculation:

-???????? TAM = Number of potential customers * Average revenue per customer.

-???????? TAM = 1.5 billion * ￡360 = ￡540 billion.

?3. Calculating SAM (Serviceable Available Market)

-???????? Step 1: Narrow down to the geographical and demographic reach.

-???????? EcoScoot targets urban commuters in North America, Europe, and Asia.

-???????? Step 2: Estimate the market size within the target regions.

-???????? The urban population in these regions is 600 million (North America is 100 million, Europe is 200 million, and Asia is 300 million).

-???????? Step 3: Calculate SAM by focusing on the target regions.

-???????? Assume these regions represent 40% of the global market for electric scooters.

-???????? SAM Calculation:

-???????? SAM = TAM * Percentage of the target market.

-???????? SAM = ￡540 billion * 40% = ￡216 billion.

?4. Calculating SOM (Serviceable Obtainable Market)

-???????? Step 1: Estimate the market penetration rate.

EcoScoot estimates that it can capture 2% of the SAM within the first five years based on competition, marketing budget, and market dynamics.

-???????? Step 2: Calculate SOM by applying the market penetration rate.

-???????? SOM Calculation:

-???????? SOM = SAM * Market penetration rate.

-???????? SOM = ￡216 billion * 2% = ￡4.3 billion.

Example: Blooming Bliss Florists

In the second example, they have a local opportunity but have wider national ambitions.

Blooming Bliss Florists is based in Colchester, Essex. They are an established florist but believe that by niching the business and then building a local footprint for wedding flowers, they can establish their brand as a valuable wedding florist catering to the wedding party's needs. Once locally established, they can create a national distribution service for wedding flowers, bridal bouquets, church arrangements, table decorations, and wedding party gifts.?

?1. Defining the Business

-??????? Local Business: Blooming Bliss Florists in Colchester, Essex.

-??????? Initial Focus: Local wedding flowers (bridal bouquets, church arrangements, table decorations, wedding party gifts).

-??????? Expansion Goal: National distribution of wedding flowers and related services.

?Calculating TAM, SAM, and SOM for Blooming Bliss Florists

A.??? Local Market in Colchester?

?1. Calculating TAM (Total Addressable Market) for Local Market

-??????? Step 1: Identify the broadest market.

-??????? Market: Total wedding flower market in Colchester, Essex.

-??????? Step 2: Estimate the number of potential customers.

-??????? Colchester has approximately 200,000 residents. Assuming an average of 1,000 weddings per year in Colchester.

-??????? Step 3: Determine the average revenue per wedding.

The average cost of wedding flowers is ￡1,500 per wedding.

-??????? TAM Calculation for Local Market:

-??????? TAM = Number of weddings per year? Average revenue per wedding.

-??????? TAM = 1,000 weddings? ￡1,500 = ￡1.5 million.

?

?2. Calculating SAM (Serviceable Available Market) for Local Market

-??????? Step 1: Identify the target segment.

-??????? Blooming Bliss Florists targets weddings in Colchester and nearby areas within a 20-mile radius.

-??????? Step 2: Estimate the reachable market.

-??????? Assume that Blooming Bliss can serve 80% of the weddings in Colchester and nearby areas.

-??????? SAM Calculation for Local Market:

-??????? SAM = TAM? Percentage of reachable market.

-??????? SAM = ￡1.5 million? 80% = ￡1.2 million.

?3. Calculating SOM (Serviceable Obtainable Market) for Local Market

-??????? Step 1: Estimate the market penetration rate.

-??????? Blooming Bliss estimates it can capture 25% of the SAM in the first year.

-??????? SOM Calculation for Local Market:

-??????? SOM = SAM? Market penetration rate.

-??????? SOM = ￡1.2 million? 25% = ￡300,000.

?B. National Market for Wedding Flower Distribution?

?1. Calculating TAM (Total Addressable Market) for National Market

-??????? Step 1: Identify the broadest market.

-??????? Market: Total wedding flower market in the UK.

-??????? Step 2: Estimate the number of potential customers.

-??????? There are approximately 250,000 weddings per year in the UK.

-??????? Step 3: Determine the average revenue per wedding.

- The average cost of wedding flowers is ￡1,500 per wedding.

-??????? TAM Calculation for National Market:

-??????? TAM = Number of weddings per year? Average revenue per wedding.

-??????? TAM = 250,000 weddings? ￡1,500 = ￡375 million.

?2. Calculating SAM (Serviceable Available Market) for National Market

-??????? Step 1: Identify the target segment.

-??????? Blooming Bliss targets online customers and wedding planners across the UK.

-??????? Step 2: Estimate the reachable market.

-??????? Assume Blooming Bliss can reach 50% of the UK market through online channels and partnerships.

-??????? SAM Calculation for National Market:

-??????? SAM = TAM? Percentage of reachable market.

-??????? SAM = ￡375 million? 50% = ￡187.5 million.

?3. Calculating SOM (Serviceable Obtainable Market) for National Market

-??????? Step 1: Estimate the market penetration rate.

-??????? Blooming Bliss estimates it can capture 2% of the SAM in the first three years.

-??????? SOM Calculation for National Market:

-??????? SOM = SAM Market penetration rate.

-??????? SOM = ￡187.5 million 2% = ￡3.75 million.

If you do not know how big the opportunity is, how will you know how well you are doing?

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