1.
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Davos 2018

2.
Hello!
Jennifer Schenker
Editor-In-Chief
The Innovator
Thomas Crampton
Consulting Principal
OgilvyRED

3.
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5.
In this presentation…
What is Davos? The what, when, who and why
All the trends you need to know The meat
Key takeouts Key learnings
‘Wow’ moments Stick around for this

6.
In this presentation…
What is Davos? The what, when, who and why
All the trends you need to know The meat
Key takeouts Key learnings
‘Wow’ moments Stick around for this

7.
In it’s 48th year
3000+ attendees
From more than 110 countries
Over 150+ sessions (Live-streamed on World Economic Forum, YouTube)
Why? “To improve the state of the world”

8.
This years attendees…
A gathering of 3000+ world business and technology leaders,
economists, politicians, and a smattering of celebrities

9.
“Creating a shared future
in a fractured world.”

10.
In this presentation…
What is Davos? The what, when, who and why
All the trends you need to know The meat
Key takeouts Key learnings
‘Wow’ moments Stick around for this

11.
Trend #1:
Blockchain &
Digital Identity
About 1.1 billion people lack formal identification.
Secure, immutable digital identity and access systems
can unlock a range of basic and empowering services
for individuals, including financial inclusion, healthcare
and education.
They also hold significant promise for helping refugees
and displaced populations to access immediate and
longer-term services.
Governments are already starting to test the use of
Blockchain to establish Digital Identity and for things
like land registry and health records.
Banks and telecom companies are looking at how they
might create new revenue streams by moving into
digital identity services and management.

12.
The Known Traveller
The Known Traveler Digital Identity system will allow travellers to digitise
and share their travel documents in advance with airlines, security staff,
border authorities and others with the goal of improving security and
efficiency at each step of the journey.
The system would allow travellers to create a digital identity by scanning
their passport and certain biometric data, which may include a picture of
their face, their fingerprint, their voice and more, into a mobile app.
Once that identity is verified by a government authority, the traveler can
easily share it – such as with airlines during booking or with a security official
at an airport – without having to show the original documents.
Each time the data is accepted, known as an attestation, it strengthens the
person’s status as a “Known Traveler.”

13.
Source: Accenture
Example use case at arrival and border security

14.
High-level prototype

15.
Trend #2:
Artificial
Intelligence
Between 400 and 800 million people around the globe
could be displaced by automation and will need to find
new jobs by 2030.
Of those displaced, 75 million to 375 million people may
need to switch occupational categories or learn new
skills by 2030.
Both governments and business will need to take
leadership roles in re-skilling the workforce.
Business has an important role to play in ensuring the
development of ethical AI. Companies should appoint
Chief Values Officers whose job would be to supervise
the ethical/ responsible use of AI and to run an ethics
advisory panel.
The panel should look at the use of AI in each product at
the initial stage so that ethical, human-centered and
responsible design is built into the application from the
start.
If companies and governments only commission and
create ethical, human-centered and responsible AI then
that is the type of AI that will spread.

16.
Trend #3:
Cyber security
Threats are outpacing the abilities of governments and
companies. The World Economic Forum’s new Global
Centre for Cybersecurity seeks to help companies and
governments better combat digital infiltrators.
So how could cybersecurity threats shake and shape our
world today? From putting the integrity of
communications in danger to increasing the uncertainty of
decision-making, the stakes have never been so high.
Cyberattacks have the power to tighten tensions and
escalate delicate situations which can result in the
deployment of military actions, including nuclear weapons.
And as we move more and more towards utilising new
technologies like AI, robotics and the IoT in sensitive
industries, the need for high level cyber security is of
utmost importance.
However, as John Perry Barlow said in 1996 “Cyberspace
does not lie within Government borders”, but does this
remain true in our less utopian, and much less futuristic
world? Whilst corporations and governing bodies alike
make the case for cyber regulations, many like Perry
Barlow once did, will continue to proclaim the complete
freedom of whatever the human mind may create.

17.
The annual cost of cybercrime to
the global economy could go up to…
$500 billion

18.
“If we want to prevent a digital dark age, we
need to work harder to make sure the benefits
and potential of the Fourth Industrial
Revolution are secure and safe for society.
The new Global Centre for Cybersecurity is
designed as the first platform to tackle
today’s cyber-risks in a truly global manner,”
Alois Zwinggi, Head of the Global Centre for Cybersecurity

19.
Trend #4:
Food of the future
The future of meat was on the table in Davos as leaders
from the food and agricultural industry, Government,
civil society, and food technology companies recognised
rising middle-class demand.
Health issues linked to both under- and over-
consumption of meat and protein and environmental
sustainability will require changes to the Global system
of meat and protein production.
Tech innovations in meat and protein delivery such as
laboratory-grown meat, plant-based protein alternatives
and ultra-precision farming will help, but advanced
production and feed systems and a change in consumer
behaviour is also needed.

20.
IN 2017 the world was projected to produce a record 263 million tonnes of beef,
pork and chicken meat
•Global livestock produces about 15% of all greenhouse gas emissions
•Production consumes a significant amount of water and is a major
driver of deforestation and habitat loss – responsible for up to 75% of
all forest clearing in the Amazon
•Livestock production in wealthier countries also uses a lot of grain –
in 2016, 30% of all grain produced was used for animal feed
•People in higher-incomes countries consume 10X more meat than
that of lower-consuming populations. Well above World Health
Organization guidelines for safe adult consumption.

21.
TOMORROW this is is expected to double by 2050
The Food Systems Factor
Under a business-as-usual scenario, a doubling in meat production would likely mean even more grain being
grown for animal feed. Yet, 1 billion tonnes of grain – while lacking nutrient diversity – are, from a calorific
perspective, estimated to be enough to feed 3.526 to 427 billion people. This means a projected population of
just over 9 billion people by 204028 would require a global grain yield of up to 2.3 billion tonnes, which is
actually slightly less than the global grain harvest today.
The Environment Factor
Without a change to business-as-usual, the meat industry will be challenged to deliver on both human
demand and animal feed simultaneously – to meet growing demands for affordable beef and protein and to
do so in a way that does not increase GHG contributions or drive deforestation and habitat loss.
The Human Choice Factor
We see signs of changes in consumer-driven demand already happening. In many western markets and in
China, there are rising levels of consumer concern about food – and not only from a safety perspective.
Consumers, especially millennials, are increasingly asking: What is in my food? How was it made? Where does
it come from? Beef consumption in the US has dropped by nearly one-fifth from 2005 to 2014. A survey linked
to this data found that 25% of consumers ate less meat due to health concerns

22.
THE FUTURE?
Illustrative portfolio of solutions. Source: World Economic Forum

23.
Source: Mosa Meat

24.
Trend #5:
Urban mobility
The stories about personal transport in cities these days
tend to be put into one of two categories: public bikes
and driverless cars. The narratives each go like this: how,
in a sharing economy, public bikes are changing our
commute and how the automobile is being disrupted by
Silicon Valley companies (e.g. Tesla and Google’s
driverless cars).
All the discussion about urban mobility comes back to
the fact that the car-centric model has failed. It is
impractical for the developing world to follow a similar
model. Even if we accepted the health implications of
pollution and the impact on global warming, from a
simple space management perspective mobility will
eventually collapse in cities that give priority to the
automobile.

25.
Trend #6:
Revamping retail
Online, offline, logistics and data.
A full integration it’s in store for the future of
“retail-as-a-service.”
As technology continues to enable the transformation
of brick and mortar stores, it is fascinating to see how,
for example, Chinese giants are harnessing physical
shops to boost their online businesses, bringing in
new shoppers, richer data sets and new sources of
revenues.

26.
To succeed over the next decade and beyond, both
retailers and CPG companies will need to:
1. Build a greater understanding of and a stronger
connection to increasingly empowered consumers
2. Rapidly adopt game-changing technologies
3. Unlock the power of transformative business
models in physical and digital spaces
4. Redefine and build key future capabilities

27.
Retail Industry Vision 2026
So, what will the future of retail look like in 8 years?
• Technology is embedded into all manners of life and hyper-connectivity
is the new black
• The high-street is an extension of a seamless and engaging shopping
experience. A key touchpoint to reach new customers and secure
valuable data
• Technology has been leveraged to better society and create end-to-end
digital customer journeys by integrating online, offline, logistics and data
across a single value chain
Source: World Economic Forum. Future of Retail. Insights Report

28.
Trends Driving the Future of Retail
1. Always-on retail experiences
Customers want it all, and rightly so
2. The “I want it, too” Effect
Inclusive, global and shared retail
experiences
3. The value of the invaluable
Consumers want to engage with
companies who create shared value
across shareholders and society alike

29.
Trend #7:
Smart factories
The manufacturing industry appears to be next in line
for massive disruption.
Historically operating efficiency in manufacturing has
come through specialization, scale and repetitive task
robots.
The factory of the future will operate much differently: it
will use advances in robotics, AI, material science, 3D
printing and the Internet of Things.

30.
Manufactures of the future: Proceed with caution
Widespread concerns in this industry include job losses, the
digital skills gap and an escalation of cyber attacks on
factories once the use of the Industrial Internet of Things
becomes the new norm.

31.
The potential value that smart factories can add to the global
economy within five years
$500 billion to $1.5 trillion
Source: Capgemini forecasts

32.
In this presentation…
What is Davos? The what, when, who and why
All the trends you need to know The meat
Key takeouts Key learnings
‘Wow’ moments Stick around for this

33.
Key takeouts
Blockchain & Digital Identity XXX
Artificial Intelligence XXX
Cyber Security XXX
Food of the Future XXX
Urban Mobility XXX
Revamping Retail XXX
Smart Factories XXX

34.
In this presentation…
What is Davos? The what, when, who and why
All the trends you need to know The meat
Key takeouts Key learnings
‘Wow’ moments Stick around for this

35.
Panel not a ‘manel’

36.
“Artificial Intelligence will save us not destroy us”

37.
IQ of Love

38.
Social Addiction

39.
Crypto-mania

40.
Questions?
Jennifer Schenker
Editor-In-Chief
The Innovator
Thomas Crampton
Consulting Principal
OgilvyRED

41.
THANK
YOU