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The end of naughty Trends for 2015: The end of naughty [3/4]

As 2013 was the year of ‘tech under the radar’ and 2014 the year of ‘tech all over’, 2015 will be the year of data, data, data and more data.


But that’s not quite it yet. We live in an era where we have moved from big data to smart data, where we can find information about ourselves just about anywhere and where this is used for both commercial and illegal purposes (system hacking).

The question we need to ask ourselves is: Does privacy still exist? And are we up to protecting our privacy these days? In this world of ‘technology overload’, protecting one’s data is becoming increasingly difficult. We’re not just being tracked, we’re being hacked too!

Hot tweetawayHot tweetaway: Does #privacy still exist in the era of #smartdata? insit.es/1un6Li4 by @Sven_Seven via @CoolBrands #geny #millennials #trends2015

Here are some examples:

  • According to McKinsey & Company, 80% of all companies are not fully protected against hackers.
  • At some point, Dick Cheney (ex-vice president of the USA) deactivated his pacemaker’s Internet connection, fearing that it could somehow be hacked and switched off (fear for terrorism).
  • In the near future, one of the main threats for the American president will not really be a sniper, but a virus attacking his DNA.


Another question we could ask: To what extent can we remain anonymous? Is it true that we cannot be identified if they don’t know our name? The answer is no, both times.

Hot tweetawayHot tweetaway: Can we remain #anonymous in the era of #smartdata? insit.es/1un6Li4 by @Sven_Seven via @CoolBrands #geny #millennials #trends2015

These days, your identity can be retrieved through a limited amount of information. The FBI states that about 80% of US citizens can be identified based merely on their gender, postal code and age.

Just tracking the speed you are driving your car at is enough to determine your route and the route you will be taking in the future. Your daily route is said to be as accurate as your fingerprint to identify you. Cars are becoming snitches, revealing every secret one might have!

What to think of Ford’s development in process to create a smart car seat that can measure and log your heartbeat. If your heart activity turns abnormal or is higher than regular, certain people can be informed.

It’s not just our car seats snitching on us! Darma’s office chair also registers your breath and your movements and informs you when it detects stress; if you have been sitting down for too long, the app will make suggestions on how to remedy it.

Helius, medication with sensors built in, also worries about our health. These small digital pills register when you have not taken certain medicines and remind you to do so! It can go so far as to inform your doctor and relatives when you have not taken certain medication.

The Pavlok wristband really gets you moving! If you don’t reach your target when working out, you get electric shocks which gain in strength.

Good health can mean good money at Russian Alfa Bank. They use your fitness data to give you a better interest rate. Health wearable fraud might become a new way of cheating the system. You may be looking healthier in the world’s eyes but actually your son is wearing your Fitbit when he’s working out, while you are playing couch potato.

Health wearable fraud

The permanent tracking of our behavior means the end of our little pleasures and naughty, lazy habits. We will be held responsible for how we treat our own health. The insurance rate we pay will depend on it. If apps like Coyote or Waze tell us how fast we’re supposed to drive our car but we actually choose to speed in traffic, we are responsible for the consequences. As a society we can choose to impact traffic mortality positively or just ignore our own responsibility.

Although we might not have control over our data, we do control our own behavior. If all the collected data indicates our behavior should be altered, we become responsible for doing so… or not. Whether the start of smart (data) means the end of stupid (behavior) is totally up to us!

Hot tweetawayHot tweetaway: We might not control our #data, but we do control our own behavior insit.es/1un6Li4 by @Sven_Seven via @CoolBrands #millennials #privacy

In this series of blogposts, we give a view on the Gen Y consumer and societal evolutions for 2015 and beyond. It is based on multiple brainstorms and discussion with a number of trendwatchers including Herman Konings (@soeproza), Tom Palmaerts (@palmaerts), Sven Mastbooms (@Sven_Seven) and Joeri Van den Bergh (@Joeri_InSites). End of 2014 we aleady shared the first 2 trends: Perfectly Imperfect and The age of FUD & Impatience.

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