Our crises, often dark and gloomy, weigh heavily and can push us into passivity and resignation. Yet crises can be opportunities and provide a gateway from one world to the next. Take a helicopter view of the vast range of initiatives happening, large and small, across Europe and beyond to address the solutions to create a more human- and nature-centred world and you see some positive patterns. Still, for the moment, fragmented and without sufficient power and traction, big agendas are coming together in unprecedented ways and driving this change are many: activists, civil society, politicians, researchers, inventors, artists, entrepreneurs, business, writers and more. There is a mood and a movement emerging. We are seeing the possibility of creating a different world driven on other principles. There is a Planet B in sight, even though to get there we must get Planet A right.

It is a compelling story. Think how eco-principles are beginning to shape our mindset and how that provides the frame and therefore

We have an image of what could be: a zero-carbon society, a gender-equal society, a world where the dividends rather than the threats of diversity are promoted. The solutions are there but we think too often that technology will sort it out and that we can continue to just act as before. Technology takes on the responsibility and authority. We abnegate, we feel less answerable to what is happening. Shifting our mindset and how we think, plan and act—our behaviour—is the far bigger task.

Taking an eagle-eye view of the world in motion demands we unscramble the nested complexities and look at existing trends in order to assess their depth or superficiality, their characteristics and the nature of their impacts. 

A good analogy is to think of change like an ocean. Ripples on the surface are less important than waves of increasing significance, which are themselves formed by tides, currents, climatic changes and

A mindset is the order within which people structure their worlds and how they make choices, both practical and idealistic, based on values, philosophy, traditions, experience and aspirations. Mindset is our accustomed, convenient way of thinking and guide to decision-making. It not only determines how we act in our small local world, but also how we think and act on an ever-encompassing stage. Mindset is the settled summary of our prejudices and priorities and the rationalisations we give them. A changed mindset is a re-rationalisation of a person’s behaviour and is difficult as people like their behaviour to be coherent—at least to themselves.

imaginatively will it be approached. This is not to deny the value of our existing specialist knowledge. We cannot all simultaneously have the skills of an engineer, a biochemist or environmentalist, but we can understand their essence and so merge them with other skills or insights to make them more effective. This integration with other skills—especially in the human and social sciences, such as history, anthropology, sociology and psychology—has too often been lost in most affairs. For instance, a traffic issue is never only about cars and land use. If transport planners had understood psychology or culture better or the ideas of mental geography, they would have been more careful about building urban motorways that scorch their route through communities. 

So, how can youthink small and with less when we are used to thinking big and with more? This transformation is a cultural project, the biggest of our times, as it is about values, mindset, attitudes and hearts, minds and skills. Seeing things culturally is powerful as culture is who we are. Creativity helps shape what we can become. 

There are various ways to change behaviour and mindset: to coerce through force or regulation; to induce through payment or incentives; to convince through argument; to con, fool or trick people; to seduce (an odd combination of the voluntary and involuntary); and finally to create and publicise aspirational models. It is the latter we need to

Engagement with the creative activities combines both stretching oneself and focusing; feeling the senses and expressing emotion. Art, for instance, can broaden horizons and convey meaning with immediacy as well as depth; it can facilitate immediate and profound communication; symbolise complex ideas and emotions or encapsulate previously scattered thoughts; anchor identity and enhance communal bonds or, conversely, stun and shock for social, moral, or thought-provoking ends. Art can criticise or create joy, entertain, be beautiful and even soothe the soul and promote popular morale. More broadly, expression through the arts is a way of passing ideas and concepts on to later generations in a (somewhat) universal language. 

What art does is not a linear process. Humans are largely driven by their sensory and emotional landscape in spite of centuries of developing scientific knowledge and logical, analytical, abstract and technical thought. We are not rational in a scientific sense, but we are a-rational rather than irrational. This is why all cultures develop arts. 

What are the elements that help transformation along the way? We see here a combination of urgency, perhaps a crisis, and increasing evidence that the old ways do not work. Then a new concept comes in that encapsulates a way forward, as when the notion of sustainability emerged especially after the Club of Rome report in 1972. That in turn can drive an intent, a vision, a mission. Missions act as calls to action and as gathering devices to bring interests together towards a common aim. Crucially, we need real-life projects that embed the intent as it is only the lived experience of, say, a sustainability

This is a place of relationships, from the incidental to the casual to the deeply profound. You connect and communicate face to face with neighbours, work colleagues, friends, acquaintances and those different from you. You link to the wider world physically and digitally as well as with your past and potential futures.This place is locally bonded. It is at ease with itself and with the wider world. It reaches out. It is relaxed about meshing its diversities. There is seamless connectivity enabled by high quality urban design, good gathering places and possibilities for chance encounter. Its walkability and varied transport modes—internally- and externally-focused—connect beyond the city confines. Its digital infrastructures reach out to virtual worlds stretching out far and wide. It is the hub from which your transactions with the world flow—both those near to you and those afar.

But the above is only the first stage of an important process of recovery and enhancement of this masterpiece. In recent years, with a project that was completed in 2020, the University Suor Orsola has designed and developed a project to enhance the space through the integration of digital technologies organised in five interactive and multimodal visit experiences.

In the first, available to the visitor as soon as they enter the Chapel, spatialised sound tracks have been created, with a story about the place and its protagonists, which can be enjoyed through wireless headphones while moving freely.

A second experience allows the visitor to immerse themselves in a video that reproduces the space in its entirety, explorable in 360 degrees with the technique of cinematic virtual reality. Through immersive visors, the user can watch a story unfold within the walls of this building. That story, furthermore, is connected to another story, set instead at the Suor Orsola University a few kilometres away. where another space equipped with an immersive visor allows for a complementary experience. Thus, in either space the visitor is engaged in a virtual and remote dialogue, united by virtual reality and

In their recent history, Europe and the countries of the Western world have caused dislocations and injustices that continue to this day and whose postcolonial reappraisal is far from complete. 

Against this background, do we even want to speak of a New European renaissance? Is there not something deeply nostalgic about the Renaissance concept, as the historian Thomas Tobias Becker recently stated in a lecture?³ „The past was [in the pre-Modern era] the Golden Age, change itself was suspect. If change was wanted, it dressed itself in the garb of return, renaissance, reformation or revolution.” Such a nostalgic understanding of a European renaissance, however, would be backward-looking, Eurocentric and ultimately hostile to progress. 

A desirable progressive European renaissance that wants to be more than a nostalgic transfiguration, that rather wants to unfold a great transformational power, must be driven by openness and exchange with the world, by a clear commitment to dialogue and to the

New focal points are regularly added to the Latitude website. Writers like Cidinha da Silva from Brazil and Philipp Khabo Koepsell from Germany, for example, have written essays on „black literature“ and its positioning in the global literature business. The constantly growing number of voices on Latitude can be accessed via a register of experts that makes the participants visible and enables networking among them. In addition, ideas and insights from many Goethe-Institut projects on decolonisation and postcolonial power relations flow into Latitude. The topics range from the return of illegally acquired art objects to the societies of origin and the decolonisation of museums to the redefinition of power relations between the West and the global South and the reorientation of postcolonial development cooperation. For example, the handling of controversial art objects from former colonies is examined from different perspectives, from experts calling for unconditional repatriation as well as from advocates of a broader spectrum of alternative approaches to cooperation between former colonies and colonial powers. These debates are necessary to gain a sense of a decolonised and anti-racist world.

The Covid-19 pandemic physically isolated people from each other worldwide. At the same time, the world also moved a little closer together in the digital realm through the final breakthrough of unbounded communication and learning platforms. The Goethe-Institut as a provider of global learning opportunities also found itself exposed to these opposing dynamics. The possibilities of digital learning, especially in the area of cultural and creative industries, are far from exhausted. 

Since 2015, the Goethe-Institut has been testing hybrid formats with the Massive Open Online Course „Managing the Arts: Cultural Organizations in Transition“ and the „Master in Cultural Management“ degree programme run jointly with Leuphana University Lüneburg, in which more than 27,000 participants from more than 190 countries around the world have so far exchanged ideas about the work and the changing conditions of the global cultural sector and the cultural and creative industries. More than 50 lecturers from five continents share their knowledge and create a global learning platform for change through culture. As the academic director of the MOOC Managing the Arts Prof. Dr. Nishant Shah puts it, „What impressed us was how many people were talking in the forum about how culture

The impending Metaverse—as the successor of Facebook in a family that houses its siblings Twitter, Instagram and TikTok—is not an index of a recent crisis: it configures a dynamic that has been going on for quite some time now. However, this crisis—or moment of decision, in its etymological meaning—has become acute in the last couple of years. Everywhere voices are warning that either we do something now or humanity may lose its grip on its destiny. The remarkable novel The Machine Stops¹, published by E.M.Forster in 1909, was at the time considered to be just a piece of futuristic divertissement. But its depiction of a proto-Metaverse shows all the characteristics Mark Zuckerberg boasts about his project. Forster’s book was a fantastic effort to anticipate a reality in which humanity has been increasingly living since then, with some dramatic peaks in the last couple of years—one of them being the attempt to invade the Capitol on January 6, 2021, to keep Donald Trump in power. Even our contemporary social media is described in 1909 as the „behavior modification empire“.This description is a rather generic, mild, and euphemistic label and could equally apply to the movie industry, the television industry, and much more. Therefore, we prefer to name it more straightforwardly: antisocial media.

As the computer scientist Jaron Lanier, author of Ten Arguments for

If there is still time to remedy this situation, the solution lies in the complete understanding of the meaning of the term “antisocial media” and, in a broader sense, of eCulture. „Understand in order to control,” warned Ludvig Wittgenstein. Humanity must understand eCulture, or eCulture will completely control humanity. Of course, that has always been the issue with every new technology, be it the horseless vehicle, photography, movies, radio, or television. However, none of these innovations compares with the overwhelming power and ubiquitous presence of the antisocial media and artificial intelligence, which have been developing in eCulture—probably the final cultural utopia. Of course, a utopia may be a dystopia or a utopia—that is up to humanity to decide.  In order to contribute to the effort towards a utopian eCulture, the Media Solution Center (MSC) has developed the „Reach“ project aiming to promote the understanding of eCulture in as many fields as possible—in the arts, culture, economy, social behaviour—and to create the conditions for eCulture to become a fundamental tool to the advancement of knowledge in a way that promotes civilisation. eCulture has the potential to achieve this goal if humanity can control it. This would be a renaissance.

MSC’s Reach project’s first mission is to support and amplify the conversation between the Humanities and the „hard“ sciences. The Reach Project will not directly address science and digital technology. It will also investigate eCulture as the medium to which science, digital technology, and the Humanities converge to create a distinctive culture, a culture that can face the Metaverse. MSC’s principal arm for that is its academic, nonprofit research program dedicated to today’s culture’s complex and multidisciplinary study. This program includes contributions from the most diversified areas, including physics, neurosciences, biology, the study of social systems, and other complex approaches to the way we are living today surrounded by the internet and all forms of virtual representations. This program will consist of lectures, colloquia, seminars, and short duration courses oriented by the just-in-time principle, as opposed to the just-in-case principle.

“Tipping Point,” a work by Barthélemy Antoine-Lœff. If you don’t come to Lagardère, Lagardère will come to you. Simple and efficient. Beyond its crucial role for individual and collective mental health, culture is the vector of three living dynamics in our territories: it drives and increases the attractiveness of rural areas, cities and regions; it is the engine of a diversified social cohesion; and finally, it creates economic value. Culture is an economic force that is now on everyone’s lips—those of politicians, institutions, companies in the cultural and creative sectors: 2250 billion euros, or 6.1% of world GDP; 353 billion euros in exports, or 3.4% of total world trade; and 29.5 million jobs, or 1% of the world’s active population. In Europe, culture employs more than 8 million people and represents 4.4% of the territory’s GDP in 2019¹ (i.e. before the COVID-19 crisis). These are higher revenues than telecommunications or the pharmaceutical industry! With more than 800,000 companies, 3.2% of the companies in the European Union, the cultural sector is also a source of human exchanges: in fact, 40% of inter-European tourists travel for cultural purposes.

avant-garde, institutional spaces, or the oppositions between the arts from the street and those from the academic training. Of course, our time amalgamates, and everything becomes „art and culture“. Every evening we declare the death of art, and every morning it is reborn. With or without ashes. 

One of the characteristics of our time is the capacity of artists to perform, to hybridise, to „hack“ techniques and technologies. An exploration that becomes polysensorial, simply listening to our senses. And it is in the search of the sense, of our senses, that the artist must create a new place and put his talents, his imaginations in the service of new social hybridisations. More and more of us are questioning ourselves, taking a step back. The artistic approach is a powerful one in a world where the link between the real and the virtual, between the physical and the digital spaces, between the material contents and the 0 and the 1 becomes more and more tenuous. The notion of a digital mirror world to ours, the umpteenth desire to live an increased polysensoriality in other spaces, materialises in the metaverse, a new Eden offering countless horizons. Let’s keep in mind the words of J.R.R. Tolkien in order „not to confuse the prisoner’s escape and the deserter’s flight“: embracing virtual worlds is in no way a flight, but a relevant anchoring to reality. To appropriate parallel digital worlds is not an ultra-modern obsession, unconscious of the stakes and dangers; it is, on the contrary, an opportunity to make those digital worlds deeply human and at the service of humans.

Artists are now producing hybrid works and exploring advanced

Desperately (really) seeking creative co-working

Today, no one questions the crucial role of collaboration in innovation: between brands, between teams of the same company, between teams of companies from different sectors, between generations, between countries, etc. However, the holy grail has not yet been found for an implementation on a European scale that would make it possible to embody these transdisciplinary collaborations on a large scale. We remember the innovative European programs, notably Kaleidoscope (one of the first financial support programs for artistic creation and cooperation, 1996-1998) and Culture 2000 (2000-2006), with disparate effects at European level. How to make collaboration between actors and territories concrete without confusing team-building and innovation?

This European ambition needs a program with a relatively long timeframe so that fertile crossings materialise and that tomorrow, an Italian neuroscience laboratory works with Swedish designers to

Pascal Denoël, President of the ZeKat Group, who participated in season 1 of Culture au Futur,sums up the experience as follows: „You abolish all boundaries. Everyone must create according to their technological and artistic sensibilities and within a project that has a dimension that goes beyond the company; everyone must remove their own barriers. At this point I see my collaborators differently as a leader, but they see each other differently. People talk to each other more easily and respect each other much more easily. (…) And the result is tangible: the technological innovations that were conceived together are going to be found in our products, to be marketed. And the spectacle is magnificent.“

Within the framework of our interventions, we work on projects at the crossroads of innovation and creation. For example, a company making clothes for professionals had the ambition to think about tomorrow’s work clothes, by collecting data on individuals, to limit difficulties at work. A visual artist poetically re-examined the materials in order to illustrate the dynamics of the company immersed in issues of health and well-being at work. Cross-fertilisation also led us to the hacking of a Smart Guitar with the aim of completely reinventing the scenography of a show and the way in which one can remotely control the instruments on stage thanks to a virtual reality headset and a gyroscopic application. Or a textile manufacturer of more than 200 wished to re-examine the life cycle of its materials and, thanks to the crossed views of researchers in acoustics with that of an artist specialized in the fold, the company was able to upcycle these dormant stocks. The latter were transformed into powerful soundproofing sheets! What a smart collaboration…Ultimately, applying the CreativeTech’s methodology empirically means creating hybrid project methods according to the realities of the actors involved, guided by the same desire: to create a work and find an operational solution to a business problem in a “win-win” and transgenerational logic. Europe is the new playground, and with its protean resources, the possibilities are endless. Finally, some good news!

¹ Marc Lhermitte, Hugo Alvarez, EY, January 2021. https://www.ey.com/fr_fr/government-publi-sector/panorama-europeen-des-industries-culturelles-et-creatives-editio.

² Edgar Morin, “La méthode”, 1981.

“It is hard to see a way to a golden age, especially since we know we need to shift our economic order and a way of life that is materially expansive, socially divisive and environmentally hostile. And doing that cannot be grasped by a business-as-usual approach as it takes a while for new ethical stances and new ways of operating to take root and to establish a new and coherent world view.“¹

The impression of missing out on the next is re-enforced by the ever-growing need for the next big transformations to tackle climate change and save the planet from overheating. For 30 years now, transformation toward a sustainable society has been debated in professional circles and while a bundle of theories emerged how to change complex systems in a wicked crisis—from Uwe Scheidewind’s Zukunftskunst to Mariana Mazzucato’s Mission Economy—societies at large are unwilling or reluctant to embrace change, especially quick change, without guarantees about being on the winning side after such change. Even with the emergence of activist groups like Fridays For Future—the youth-led global climate crisis strike movement—and declarations of a climate crisis in many cities, speedy realisation in societal change is not widespread. It is five minutes to midnight and still the “Next” seems to remain a grim inevitability rather than a cheerful freedom.

But what if the “Next“ is something different?

What if… generating the next generation of talents, jobs, housing, cities and streets, growth and wealth in the current system of doing the next thing no longer works given the current paradox of a raging standstill?

What if… for change of the societal pact and its structures to happen, understanding and researching the “next” as a process for the systemic “next” is necessary?

What if… the “next” is an innovative method of change-making?

Our contribution to this Next Renaissance takes a closer look at examples of re-designing the systems of arts, culture and creative industries just as arts, culture and creative industries are re-designing systems of industries and markets, of cities and regions or of technologies and societal changes. And let’s not forget how the arts and culture re-design technologies.

In 1435 “Alberti published the treatise On Painting, leading to inventors using the camera obscura to automate perspectival drawing, and, within decades, Louis Daguerre and William Henry Fox Talbot industrialised it by inventing photography.“⁸ The iPhone took photography to a final stage of everyday use and empowered potentially everyone to be an innovator, to have a new take on and picture of the world! “Did Alberti imagine streaming media when he wrote On Painting? Imagine the value unleashed by 21st-century infrastructure of media—from streaming to 3D—which supports decades, even centuries, of progress.”⁹

While this book takes a closer look at examples of re-designing the systems of arts, culture and creative industries, it is not devoted to a historical analysis or even a language-sensitive analysis of historical Renaissance. While some authors here find analogies between the present-day and previous Renaissances, we did not look into the social settings of these times. Instead, this book works with an image, a perception of the historical Renaissance—but this picture does not necessarily resemble more rigorously historical representations of those earlier Renaissances that we get from scholars of the subject. For example, the word “art“ was not used in Renaissance times as we understand that term today. In fact, Science and Art were not distinguished as separate fields in the historical Renaissance as they are today.

¹ Charles Landry

² https://www.weforum.org/agenda/2022/01/mariana-mazzucato-on-rethinking-the-state/

³ https://www.c40.org/what-we-do/building-a-movement/cities-race-to-zero/

⁴ https://en.unesco.org/creative-cities/content/why-creativity-why-cities

⁵ https://www.digitaleurope.org/about-us/

⁶ Charles Landry

⁷ von der Leyen, https://europa.eu/new-european-bauhaus/index_en

⁸ Ali Hossaini

⁹ Ali Hossaini

¹⁰ Charles Landry

¹¹ Pier Luigi Sacco

¹² Johannes Ebert

¹³ Geoff Mulgan

Europe is undergoing a period of fundamental change. Whilst this comes with great challenges, we ought to recognise the enormous opportunity behind it. The top five issues of our time in all their complexity – globalisation, digital revolution, climate change, pandemics and natural disasters – are adding extra urgency to the question of where our European society is – or should be – heading. What do we want the future to look like? How are we proposing to get there? What type of innovation do we want to push forward for the benefit of our society? Those are questions of real concern.

Renaissance and its synonym, ‘rebirth’ are words that evoke inspiration. After all, the Renaissance period was marked by a variety of major innovations in art, science, technology, architecture and the trades. The ‘discovery of humanism’ was the game changer. Artists like Leonardo da Vinci, Artemisia Gentileschi or Albrecht Dürer are testimony to what really transformed things back then – the recognition of humans as subjects and as a creative and innovative force.

This wealth of ideas, of human creativity, needs to be called upon once more. We must use the potential of innovation in all its variety and simultaneity across economy and society and use it to get on top of the big challenges – digital transformation and the move towards climate neutrality by 2045. The key to innovation will always be the combination of creativity and technology.

The digital revolution has a huge impact on our proven concept of a democratic and liberal Europe. Future technologies such as artificial intelligence or blockchains hold enormous potential for innovation that we must exploit, but responsibly and in line with ethical values. Digital transformation of public services is the key to instilling trust in the work of government.

The transition to a climate-neutral economy and society is going to affect, if not upturn, all walks of life. We need renewable materials for the circular economy, new architectural and transport strategies, realignment of the energy system and forward-looking town planning philosophies.

In his ongoing quest to find out more about how people create and innovate, Professor Brian Uzzi, a professor of leadership at the Kellogg School of Management, Northwestern University, and his team, measured the citations of every paper available in the Web Of Science, a repository of some 30 million scientific papers dating from the early 1900s to the present day.³ The articles with the most significant impact, he discovered, were collaborative. “Since 1950, teams have become more prevalent as a production mechanism,” he said in an interview for the BBC podcast Sideways.⁴ “Teams are getting bigger over time, [and] they are three to four times more likely to write a hit paper or produce a hit patent than individuals.”

He also noted that these teams were primarily composed of specialists from different disciplines: “Biologists working with economists and anthropologists, or historians working with big data experts and ethnographers.” This meeting of minds across boundaries is known as recombinant innovation, and it has an impressive track record of helping humanity make significant strides forward.

Fear of sharing IP, however, is deeply embedded. Sandra Vengadasalam of the Max Planck Digital Library describes how researchers feel about the issue: “If you ask them ‘What are you afraid of?’ – and it doesn’t matter which discipline – it’s ‘Oh, I’m super afraid to get scooped’.” In other words, there is strong concern that colleagues or competitors will steal a march on you and publish first. “It starts when you want to share your PowerPoint presentation, some pictures of your last microscopic data, whatever,” she continues. “There’s always the fear of ‘Okay, what can I give out? And what about my intellectual property?’”⁵

In his book How Innovation Works,⁷ Matt Ridley lists endeavours for which the free sharing of ideas was pivotal: “…the Dutch East India company’s cargo ship, the Fluyt; Holland’s windmills; Lyons’ silk industry; crop rotation in England; Lancashire’s cotton spinning; America’s engines for steamboats; Viennese furniture; Massachusetts paper makers…” He also notes: “It was the flowering of societies, clubs and mechanics’ institutes that gave Britain its lead in the Industrial Revolution.”

Just as societies and clubs provided meeting grounds and shared points of cultural connection, it is necessary to now share spaces of common understanding with culture as a pivotal element, and creativity as both facilitator and the reason for coming together. For the past decade, MTF Labs has demonstrated that music provides that shared cultural touchpoint, common ground, creative spark and “social glue” that connects otherwise divergent minds.

Music thrives on the melding of diverse perspectives. For instance, the ongoing global success of the Swedish songwriter Max Martin has relied on an extraordinary list of collaborators: death metal artists, classically trained pianists, musicians from Barbados, India and beyond. This has contributed to Sweden being the number one country in the World for music exports per capita.⁸ Writer and thought-leader Matthew Syed argues that pop music has become the “recombinatorial art form par excellence,” a product of “the constant search for the sweet spot of musical collaboration.”

Crucially, those collaborations are supported by an advanced IP framework, thanks to more than a decade of work by the music industry to develop platform alignment for metadata. That industry is also starting to adopt systems for rights registration at the point of creation, such as Sweden’s Session, now used by Spotify and YouTube,⁹ which can unlock hundreds more millions of euros in untapped value. The Industry Commons IP Framework Study (2021)¹⁰ identified several cross-domain use cases where this kind of approach to IP management is already speeding up time to market. Equally, expanding one’s sphere of influence may uncover unexpected markets. A study of the expansion of the European Open Science Cloud revealed that its FAIR system of data sharing (findable, accessible, interoperable and reusable) turns into a system of data valorisation when deployed by commercial organisations.¹¹

¹ According to Harvard Business School Professor Gary Pisano, incremental innovation for existing competencies and business models is routine; radical innovation builds new competencies for an existing business model; disruptive innovation proposes a new business model for existing competencies; and architectural innovation introduces both new competencies and business models. (Pisano, G. 2019, Creative Construction: the DNA of Sustained Innovation, PublicAffairs).

² Experiments with creative innovation communities in partnership with blockchain technology companies and other decentralised platforms at MTF Labs in Helsinki, have demonstrated that it’s possible to establish new ways of recording, tracking, and tracing intellectual property live, in real-time, at the point of creation, using distributed ledger technology. These ideas have been codified and scaled up in the Industry Commons IP Framework study (2021).

³ https://insight.kellogg.northwestern.edu/article/science_as_team_sport/

⁴ https://www.bbc.co.uk/programmes/m000tccj

⁵ https://mtflabs.net/podcast101/

The new mobility—especially in large cities—is creating an acute need for innovation in the industry far beyond the ecological-technological sphere. Thus, data- and content-based business models are becoming a central component of a sustainable business model. For the automotive industry (as for many other industries), it will also be a matter of crossing previous industry boundaries and working in an interdisciplinary manner in order to remain capable of innovation. Above all, however, companies will have to deal more and more intensively with the future. We often still cling to the idea that we can’t determine the future, but that it will be determined. But that may prove to be a mistake. Instead, we will have to create tools and methods to really look ahead. Only in this way will the picture emerge toward which we must work.

In 2019, nextMedia.Hamburg and the Cross Innovation Hub (part of Hamburg Kreativ Gesellschaft mbH) developed Content Foresight, a unique, Europe-wide tool for bringing together different perspectives, different know-how, different inspirations, and also very different creative approaches in a media- and technology-diffuse world. Content Foresight has since proven to be a highly effective method for making reliable predictions for the content industry based on creative input and interdisciplinary collaboration with other industries. Just one example: If autonomous driving becomes established in the medium term, mobility providers in particular will have to become much more involved in other business areas than before. Because when the car drives itself, drivers will have time and space for new forms of occupation, new forms of media use. This, in turn, requires creative and content-related input, i.e., content! And that promises enormous potential for creative and media professionals.

In our view, Strategic Foresight is therefore the most suitable method for bringing together areas that are supposedly alien to one another to exchange ideas and find concrete solutions to their current and future challenges. After all, looking into the future promotes innovation today. However, companies still too often face major hurdles in perceiving and exploiting this potential. But simply dealing with a time horizon of five years is still unusual in companies. In order to better cope with the approaching, rapid changes and not only remain capable of acting, but also to be able to shape the future, even more courage and willingness to take risks will be required in the future.

This willingness also includes cooperation across industry and company boundaries. Most industries and management strategies still seem to be unfamiliar with open and cross-innovation processes. Yet the increasing complexity of our world is due not least to the convergence of markets and industries. So while classic competitive thinking can make long-term innovation even more difficult, it is often neutral and supra-organisational approaches that can create new spaces of opportunity and change mindsets. And above all, the involvement of the creative industries creates additional potential. Their ways of thinking and working not only provide new impetus for the innovation process itself, but are also becoming indispensable in view of the need to shape a new, sustainable, equitable future.

Picture below: Michail Paweletz reads 2034, Copyright: Laura Müller

II.

2029. The project team of MaibornWolff and pilot Hamburg planned the next step: With S.T.E.P—the Seamless Travel Experience Platform—mobility and entertainment/information are individually tailored to the user. Instead of having to actively choose from countless options how to get from A to B and which content can be consumed on the way, a digital twin creates situationally optimal decision bases for seamless travel planning. The blockchain-based application already developed promises all-in-one processing. In a planning horizon of about five to 10 years, app chaos on smartphones will then be as much a thing of the past as login madness. Through a public-private ownership model, in which the public sector acts as a regulator, a critical mass of services and users* can be aggregated, which can fully keep an eye on the optimisation of passenger transport, independent of the economic success of individual providers.

So… You can’t do it without looking into the future. But… Everyone looks at the future differently. To find the best solution together, it is crucial to organise an exchange—and to learn from each other. This is the only way to create innovations.

If you want to be innovative tomorrow, you have to be open today, even for unusual input—and above all for new content!

Dr. Johanna Leuschen, Head of NDR Audio Lab (Norddeutscher Rundfunk)

„We believe that in the future we will always get the content that is best suited to our mood, in the current mobility situation, in the time available. The keyword here is personalisation. The user focus is and will remain essential. For journalism, AI could be useful in an assisting role: Tasks that do not necessarily require creativity (weather, election or sports results) could be taken over by algorithms. Then journalists could devote themselves entirely to creative and research-intensive topics. And we assume that companies in general, not just content providers, should look at an audio and voice strategy and tailor their offerings for a voice-driven world in the long term. Discoverability is going to be a big challenge going forward.“

The project was driven by a motivation to understand the stark reality of microplastic pollution from a more-than-human perspective. Central to the concept is the fact that plastic pollution is, like forests, itself a carbon sink. In the context of fossil fuel extraction and the carbon cycle, the question arises of whether microplastic interaction with trees might, beyond the instinctive horror of artifice pervading nature, carry another meaning. The research for the project, which is still ongoing in the form of a long-term experiment, mixes artistic and scientific methods to explore how birch, a pioneer tree species, and microplastic particles interact.

Austen, K, Maclean, J, Balanzategui, D and Hölker, F, “Microplastic inclusion in birch tree roots”, Science of the Total Environment, 808 (2022) 152085 https://doi.org/10.1016/j.scitotenv.2021.152085

More info: https://www.katausten.com/portfolio/stranger-to-the-trees/  

Other partners involved (think of artists/ producers/ industry/ science collaborators): STTT is realised within the framework of the European Media Art Platforms EMARE program at WRO Art Center with support of the Creative Europe Culture Programme of the European Union

All Photos: Copyright by Andreas Baudisch