THE
INDULGENCE
AGENDA
Anticipating the Future of Heightened Experiences
May 10-11, 2016
Price: $2000
649 Front St #300,
San Francisco, California 94111
For more information contact
Sabina Birgen sbirgen@ideacouture.com
or check out ideacouture.com/indulge
Is your brand prepared to deliver heightened experiences of the future?
Join an immersive two-day event for senior insight professionals who are hyper-curious about the impact of emerging change, experiences and consumer expectations on their business.
More than just observing, participants will unpack the forces that drive change, explore forward-thinking scenarios,
and prototype new business strategies that capitalize on both the enduring principles and emerging criteria reshaping indulgence.
Why Attend?
The Insights
Build your knowledge about the past,
present and future contexts of indulgence in order to integrate changing consumer behaviors, values and
expectations into your strategy today
The People
Engage with insights peers, professionals and thought leaders to better
understand the diverse ways other
companies are embedding emerging
changes, insights and strategies within
their organizations for impact
The Impact
Develop future-oriented business
perspectives that are industry specific (e.g. health, CPG, entertainment,
retail, automotive) and can be shared
and actioned within the context of
your organization
ideacouture.com/indulge
THE
INDULGENCE
AGENDA
Anticipating the Future of Heightened Experiences
DAY
1
Unpacking Indulgence
MAY 10, 2016
A History of Indulgence: Timeless Patterns & Principles
For millennia, humans have been denying
themselves the pleasures of life, but then
secretly indulging themselves after the
fact. This is an attempt to understand how
differences in social and cultural contexts
throughout history have given rise to different kinds of indulgence and the guilt that
comes with it.
Indulgence Today: Current Trends & Future Projections
Is indulgence worthy of scorn and judgement? Our propensity to recognize and
legitimize our desires — and grant ourselves
permission to fulfill them — is inherent. But
will our modern hedonism have consequences on our future?
DAY
2
Why We Indulge: The Psychology & Neuroscience of Indulgence
Our drive to indulge is an artifact of our
evolutionary history, buried deep into our
brains. Does this mean that we are simply
wired for indulgence, or are there steps
we can take — both as individuals and as
a society — to better control our desire to
indulge?
The Ethics of Indulgence: Exploring The
Limits of Human Compulsion
I ndulgence, at its very core, is about excess.
When we indulge, we skirt and then eventually cross the fine line between good and
bad, between discipline and pleasure, and
between being responsible and satisfying
our desires. This raises the question: Can indulgence ever be ethical? More importantly,
does it even need to be?
Designing for Indulgence:
Formulas for Pleasure
No longer reserved for any subset of
brands, heightened experiences are fast
becoming the definitive delivery mode for
brand encounters, both small and large.
Using best-in-class examples, we will unpack
the mindset, methods, and metrics that
make these experiences appear effortless
and irresistible.
Evening Event: Indulgence 2030
Future opportunities or challenges are better understood when they are consumed as
experience. Participants will engage with a
future of indulgence through an immersive
dinner event set in 2030.
Prototyping Possibilities
MAY 11, 2016
From Signals to Scenarios of Change:
Frameworks for Disruption and
Transformation
Scenario development is an exercise in
sensemaking, strategy, and speculative
storytelling. We’ll apply our learnings to
generate possible, plausible, preferred, and
alternative future worlds, after which we’ll
imagine the innovative products, services,
and businesses that could inhabit them.
Prototyping Heightened Experiences:
Applying Future Insights to Indulgence
he future is meant as an input for planning
T
and taking action today. This two-day event
will culminate in a business case activity.
Participants will develop a future vision and
near-term products or service strategies for
a fictional organization, given a set of common business constraints.
Idea Couture is an award-winning global
strategic innovation and experience
design firm. You might know us from
MISC, a design thinking and innovation
magazine we publish quarterly.
Our strategic foresight team places the
human experience at the core of how we
imagine the future. We make tomorrow a
place your business can’t ignore.
ideacouture.com/indulge