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Citizenship
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But its easy to forget that were doing well for ourselves, when the flip side stares us
right in the face. Harsh realities like climate change, human rights issues, and social
and economic inequalities are just some of the pressing challenges for humanity
today. And people arent content to ignore it anymore.
Apathy is gradually being replaced by concern and a willingness to tackle these
issues. There seems to be a collective desire to advance in a more ethical and
environmentally-responsible manner. Activism is no longer a thing that hipsters do
its increasingly becoming a moral duty, for people and organizations alike.
This explains why were seeing more and more movement around citizenship from
global communities uniting to fight for human rights, to businesses pledging to
increase their positive handprints. Everyone wants to contribute towards the greater
good.
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Introduction
I want to be remembered
for the things I did on this
planet, not for the trash I left
behind.
Lauren Singer,
Why I Live a Zero Waste Life
TEDXTeen
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1. Near Me A platform that helps people create their own sharing economy
marketplaces.
2. Good Gym A community effort to run for good, amplified by sports brand New
Balance.
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8. Google News Lab - A new data-rich website that aims to provide journalists with
helpful resources for reporting.
9. Twitters Project Lightning A content curation feature through which anyone
can access customized real-time content on the platform.
We hope you enjoy this issue. Let us know what you think at @PeoplesLab.
Nidhi Chimnani
Director Research and Insights, MSLGROUP @nidhichimnani
Melanie Joe
Consultant Research and Insights, MSLGROUP @melanie_joe
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People can make a difference too
1. Near Me
2. GoodGym
3. City Gym
4. Greek Bailout Fund
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Photo: D B Young
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Near Me
Call it by any name sharing economy, collaborative consumption,
relationship economy or asset economy the sharing and leasing of
products and services has gained rapid momentum in recent years. In the
past five years alone, the sharing economy has created 17 hugely
successful billion-dollar companies, and an increasing number of startups.
#SharingEconomy
Photo: Near Me
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Photo: Near Me
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Mark Smith
Sharp Tech Inc.
James
Regalo
Near Me
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GoodGym
Heres an idea - on your next morning jog, you could fix a broken
playground swing, run an errand for someone in need, or spend some
time with an elderly citizen.
#RunningForGood
In other words, what if you could help around your community with your
daily exercise regimen? Sounds inconceivable, absurd even. But thats
what the GoodGym is about giving back to society while running
yourself to shape.
Liverpool-based not-for-profit GoodGym encourages runners to combine
exercise with social good, by doing low-intensity manual labor within their
community.
How it works: Registered runners can contribute to local community
projects supported by GoodGym, and choose running routes that lead to
and from the location of these projects.
Athletic apparel company New Balance is their official supporter, and are
promoting GoodGym as part of their #UseYourRun campaign.
Photo: Near Me
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With GoodGym, runners can choose from three different programs - opt for a group run, where they work with
others for community projects like clearing up a public space or help in building a park. Those who prefer working
in silos can take up individual missions where they can perform one-off errands or tasks for someone like
picking up something from the supermarket/fixing a screen door. Finally, a runner can volunteer to pay regular
visits to an isolated elderly person, who also doubles up as their motivational running coach. GoodGym also
provides the runners with professional trainers who advise them on technique and fitness.
GoodGym
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GoodGym
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Mike
Runner
Veronica
Coach
GoodGym
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#BusinessTransition
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What started as a nation-wide hunt for a small business to promote during LGBT Pride Month internationally
observed in June led Google to City Gym in Kansas. With its inclusive policy towards transgender persons, City
Gym seems like an apt fit for Google, a company that has always been vocal about its support for the LGBT
community.
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So popular was the video with over 1.3 million views that Google aired it
on ABC during the ESPYs, right before Caitlyn Jenner was presented with
the Arthur Ashe Courage Award.
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#PeoplesMovement
Photo: Near Me
He promised to refund the donors if the campaign did not reach its target.
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To encourage people to contribute, Feeney announced perks that varied with the amount of the contribution - 3
would get them a postcard from Greek Prime Minister Alexis Tsipras while 5,000 could get them an all-inclusive
vacation for two in Athens. The idea was also to stimulate the Greek economy through trade, by employing
Greeks to source the perks.
The reaction to the campaign was explosive. A mere two days after it started, 16,190 people had chipped
in 249,830 and by the time it ended six days later on the day the IMF payment was due, thousands more had
participated and pledged a total of 2 million. In addition, Feeney says a lot of Greek people also wrote to him,
appreciating his efforts.
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Photo: vil.sandi
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Volvo LifePaint
In recent years, theres been an increase in the number of cyclists in the
UK.
#LifePaint
More cyclists on the road means that theyre sharing the road with
motorists which puts them at a considerable risk of accidents. In the UK,
19,000 cyclists are injured or killed in road accidents annually.
In an effort to improve the safety of cyclists, automobile manufacturer
Volvo teamed up with Swedish start-up Albedo 100 to introduce LifePaint
a wash-off reflective spray for bikes. Containing fine powder particles
that reflect under headlights, its designed to glow in the dark and alert
motorists about the presence of cyclists on the road.
As a part of a trial run, Volvo distributed 2,000 free LifePaint cans to
cyclists on the streets of London. They were also given away across cycle
shops, which proved to be a big hit among people.
Some sprays are now on sale on eBay, and Volvo is considering
manufacturing more.
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Whether or not its a PR stunt, it demonstrates peoples appetite for smart solutons. With LifePaint, Volvo
could manage to help in increasing the visibility of cyclists on the road, as pedestrian and cyclist visibility is
important in preventing accidents. Its also an important step in actively helping to solve a long-standing
problem.
Volvo LifePaint
via Citylab
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Volvo LifePaint
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#LuckyIronFish
While there are several supplements in the market for people with iron
deficiencies, most of them are either too expensive or inaccessible to
people from the economically weaker sections of the world.
As a solution, a joint team from Cambodia and Canada have invented the
Lucky Iron Fish.
What is it? Invented to combat the high rates of anemia in a village
population in Cambodia, it is an iron ingot which can be placed in pots and
pans used for cooking. The iron Lucky Iron Fish can provide an entire
family with up to 75% of their daily iron intake.
Lucky Iron Fish has won many awards, including the Grand Prix for
product design at the Cannes Lions International Festival of Creativity this
year.
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Heinekens Legendary 7
Heineken is perhaps one of the most creative brands around. Through the
years, its campaigns have been consistently innovative and relevant to
consumers. It also holds the reputation of being a sustainably conscious
brand as per Heinekens sustainability report for 2014, Heineken has
saved 75 million ($83.8 million) by using less energy and water in its
breweries over the last six years.
#Legendary7
Photo: Heineken
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Heinekens Legendary 7
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With Google providing a host of data through News Lab, journalists can now have easy access to
highly relevant and streamlined data required in the newsroom at a much faster pace than before.
Whats in it for Google? A chance to stay relevant, boost usage amongst journalism and perhaps
also to increase its ad revenue.
Google News Lab
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Sururu News
Every fortnight, Leo Cardoso from Espalhe MSLGROUP
shares four pieces of news from the digital industry. Each one
is shared within 20 seconds and available on YouTube.
The video series gets its name from Sururu Valley, where it is recorded.
Why Sururu Valley? Apart from the calming views, its also the location of
Brazils Silicon Valley an area rich with startups and home to Espalhe
MSLGROUPs Innovation Center.
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Check out our latest report, Data In. Data Out. Transforming Big Data into Smart Ideas. *
Peoples Insights is available as a blog, powerpoint decks, infographics, white papers and magazines,
a Kindle eBook and even an iPad app.
Follow us on Twitter at @PeoplesLab or subscribe to our newsletter to receive our monthly briefs and quarterly
magazines.
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2.
3.
4.
Our community and gaming features encourage people to share rich content, vote/ comment on other peoples
content and collaborate to find innovative solutions.
Peoples Lab forms the core of our insights and foresight approach, which consists of four elements: organic
conversation analysis, MSLGROUPs own insight communities, client specific insights communities, and
ethnographic deep dives into these communities. The Peoples Insights reports showcase our capability in
crowdsourcing and analyzing insights from conversations and communities.
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Thank you!
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