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Radar 2/7


Looking to the future


commercial success through embedded sustainability.


The ‘Brand Futures’ experiment, car- ried out by global design and innova- tion agency Dragon Rouge, is based on a combination of research, expert brand knowledge and commercial insight. Dragon Rouge analysed the current activities of six brands – Argos, Bupa, easyJet, Morrisons, Primark and Rio Tinto – alongside the major social, geo- political, commercial and climate change trends. Each brand had its business model reinvented taking into account these fac- tors, all of which are widely considered to have a bearing on future resource scarcity concerns. Under this blueprint, which is set in 2030, Primark would have transformed itself into a leading light in


Six brands of the future... Argos: Lease it. Love it. Argos it Argos’ model will shift to one of leasing, upgrading and repairing products at con- sumers’ convenience. No longer just silos for collection, the stores would become hubs of activity for thousands of Argos employees leasing, upgrading and repairing household products. When a product reaches its end of life, it remains the property of Argos, which can then easily ensure its remanufacture.


easyJet: Hi-comfort, jet speed rail travel easyJet’s model would turn its back on low cost flights and start developing revolution- ary jet speed trains to provide affordable and hyper-efficient journeys across continents. Connected to the EU’s smart grid, its fares would react to projected excess capacity and its trains supply back to the grid via an advanced kinetic energy recovery system.


Rio Tinto – Mine the gap


Rio Tinto’s model would pioneer the adapta- tion of mining techniques for application to landfill mines. It would source, grade, re-pur- pose and process used metals, plastics and minerals.Materials fit for re-purpose would be leased out wherever possible.


Bupa: One step ahead of healthcare Bupa’s model would become preventative through an OpenHealth platform that helps users manage their lifestyle, self-diagnose minor illnesses and access the most efficient route to healthcare assistance. OpenHealth implants would alert users when they are ill before individual digital assistant proposes action, monitors compliance and provides real-time information.


Morrisons: Keeping local, local


Morrisons’ model would shift to partnership working with local, independent greengro- cers, butchers and bakers through a series of networked neighbourhood stores. This collaborative consumption would reinvigor- ate the high street and help with community regeneration.


Primark: Subscribe to style


Primark’s model would be based on style- subscribers who buy into the latest fashions through a flexible, affordable wardrobe. By choosing items from monthly collections and keeping them for as long as desired, users can have access to as many new items as they want while returning used items for reconditioning and remanufacturing.


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