Conference PaperPDF Available

Transition-­-oriented Futuring: Integrated Design for Decreased Consumption amongst Millennials

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3.2 Zygo:+Futuring+narratives+
O@D@> A/*6)=&/%'2)L03'(*Q)?'&#!"$)'"()R33'))
Mar$ne!and$Emma$are$roommates,$and$longG!me$friends."Mar$ne'is'23'today,'but'there'is'no'$me'
for$a$birthday$celebra/on.$She$and$Emma$have$spent$the$whole$day$packing(and(cleaning!their&rental&
apartment.!!"#$%&# '(()#%#*+),#%)-#./0),#-%12#1("#34**#+3#%).506%.+)7#8he#last%year% of%college%is%over,%
the$ dream!job$ is# on# the# horizon.!Taking' a' picture' off' the' wall,' Mar5ne' glanced' at'Emma'and'burst'
into% laughter.% Emma$ was" hugging!their& purple& reading& chair" hard," clearly' unhappy!about& the$
prospect( of( par+ng( with( it.( A!freshman$ girl$ was$ to$ come$ in$20$ minutes$ and$ take% the% chair% away.!
Emma!knew!that$she!cannot&take&it&with%her!to#the#city!she$is$moving$to."Mar&ne"loved&the&chair&too,&
but$her$heart$was$now$set$on$a$limited$ edi,on$Hygge$living$room$piece$that$she$will$get$for$her$new$
place.!For$ the$ past$ few$ months,$ she$ has$ been$ taking$ a$ longer$ route$ home,$ the$ route$ that$ led$ by$
Hygge’s'window'display,'showcasing'what'she'considered'to'be'the'ul7mate'chair.!Mar$ne!looked&at&
the$ picture$ in$ her$ hand.!She$ found$ herself!staring( at( a( photograph( showing( the( party( in( their(
gorgeous'living'room,!from%two% years% ago.%It!evoked& lots& of& memories&of&their&arrival& to& this& place.&
Mar$ne' had' just' a' few' books,' a" bicycle,!some% lamps% and% her% favourite% curtains.% Even% though% the%
studies'and'the$part% &me%job%took%most% of%her!energy,'she'and$ Emma$ s"ll$ managed'to#create#more#
than% a" decent" interior,( on( a( *ght( budget.( Thanks( to( Zygo( and( its( University( Circle.( Mar*ne( and(
!""#$% #&% '#&% ()#*+,-.#/% '01.% 2)#*3#,.2$% 43(!a" bunch" of" things" from" their" apartment" on" Zygo!
University)Circle,'the'purple" chair&being&one&of&them."Everyone' bought'as'a'freshman'and'sold'when'
gradua&ng.)It)was)customary)to)take)good)care)of)things)in)use,)in)par&cular,)of)things)for)home)that)
were$solid$and$made$with$love.$It$was$nice$and$convenient.!The$incoming$students$would&always&look&
for$stuff$at$the$University$Circle$first,$because$it$was$very$local,$and$thus,$even$without$a$car,$easy$to$
pick%things%up.%They!called&this!Zygoing”%the%place.%)
It#was#the#day#when#they#got#the#much#sought#a1er#coffee#machine#from%a%newly#graduated#girl#that$
Mar$ne' famously' declared' that' she' and' Emma' were' Zygo!pros.& Time& really& passed& fast." For$ four$
years,'this$place$was$home$and!it# reflected' so'much'of'who'Mar$ne!was$then,& and&who&she&wanted&
to#be,#too.#Snapping'back'to'the'present,'Mar#ne& turned'to'Emma:!“You%know,%I%will$miss$very%much%
Zygoing'my#new#place#with#you.!Apart%from%Hygge’s%chair,%I%will%Zygo%everything.%Do%you%really%have%
to#go#live#that#far#away?”"Emma" smiled"and"pa#ed&the&back& of& the&purple&chair&“I# will# never#forget#
how$we$ killed$ our!backs!carrying(this(chair( for$ the$ en)re$ four!blocks,"and" then" up" to" the" third"floor."
We#were#just#awesome.)
The$narra(ve$shows$Mar(ne$and$Emma$ as$ part$ of$ the$ established$ social$ prac(ce$ around$ acquiring$
home% stuff% from% Zygo’s% University* Circle.* They* bought* from* gradua9ng* students,* they* sold* when*
they%graduated.%It%was%local,%green%and%they%felt%good%about%it.%This%way%of%engaging%with%the%service%
even$ got$ a$ name:$ Zygoing.$ The$ girls$ made$ an$ assembly$ of$ things$ from$ Zygo$ easily,$ as# they#
appropriated)things)in)a)manner)consistent)with)the)vision)of)frugal,)communal)student)life.)They)got)
nearly' heirloom,' lovable' pieces' of'furniture' that' it' was' hard' to' part' from.' However,' Mar:ne' was'
facing'a' possibly'challenging' situa2on.'Buying' the#Hygge#chair,#she# risked# having# to# get# everything#
much%classier%that% intended,%in%order%to% match%the%superb%design%of%Hygge%chair.%The%matching,%or%
Diderot!effect!!"#$%&'()*(&+,-(.//01,"and"the"social"comparison"mechanism"during"the"transi3on"from"
student# to# professional# life# were# known# to# trigger# overconsump+on.- !"#$%&'$()*+, -'#.&(, /'0, ',
Zygoing'pro,'and'was'aware'of'this'possible'trap.'The$narra(ve$offers$opportuni(es$for$futuring$and$
discussing( prac,ces( related(to( the( service,!in# conjunc (on# with!thinking' about' social' prac1ces' and'
consump(on) mechanisms,) both) at) the) theore(cal) level) and) at) the) level) of) engagement) with) Zygo!
over%&me,"tracing"the"evolving"worldview,!while&transi,oning&towards&the&preferred&future.&!
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O@D@O C#$'(6)["($4$"($"#)?0,$&Q)R(9'&())
Edward!loved& his$ mornings.#His#27# years# old# body# was# thriving# on#morning# runs.# He# !just% returned%
from%a%run,%and%was%tending%to%his!breakfast)making)rou0ne.)He#looked#through#the#kitchen#window,#
and$found$out$that$he$was$once$more!admiring(the$view." It#had#a#bunch#of#quali0es#he#appreciated.##
A"scarce" find" these"days."Wai$ng'for'the'toast,"he" could" not"help"but"no.ce" some!GoGwheels& in&the&
area.% “Well,!at# least# they%are% bioGpowered”,) he) thought,' avoiding' conflic/ng' emo/ons'of' guilt' and'
pride.!Guilt& emerged& every!!me$ he$ thought$ he$ had$ some$ responsibility) for) GoGwheels& presence&
everywhere,& and& pride&whenever& he& acknowledged& that& they& actually& do& their& job& well.& GoGwheels&
were$ driverless$ carts,' used' by' the' vast' majority' of' delivery( services' these' days.!Zygo!Inc.,# where#
Edward&now&works,!is#one#of#them.#When!businesses'were'looking'for!green%alterna)ves,%Zygo!led!by#
example.(Edward!appreciated!the$vision$of$the$company.!He"accepted"the" job$ offer%at#Zygo# because#
of# its!cu#ng& edge,& dynamic& and& global& work& profile.!Also,& because& the& company& was& familiar.& He&
grew%up%using%their%services.!His#four#star#ra*ng#and!all#the#badges'he#won#as#a#youth!prove!his$long$
las$ng' devo$on' to' the' service." Now,!a" part" of" Zygo," living" the" life" he" always& wished& for,!he# was!
working(with(a(team(introducing!Zygo’s'hologram(inventory(displays(to!local% stores."Interac(ng*with*
holograms)is) fun,) but) he)s2ll) likes) the) Radius)that) helped) him) earn) many) of)the) badges.) Two) days)
ago,"he"stepped"into"his"favourite"shoe"store"and!found&himself&scanning&a&pair!of#running#shoes#with%
Radius.( The( light& on& the& Radius& turned' green.& It# meant # that# he# could# get# a# used# pair# on# Zygo.# He#
pressed&the& order&bu,on.&Edward& glanced!at#shoes!si#ng&in&the& hallway.!He#ran!in# them#today.#He"
picked!them!up#yesterday(from%a"GoG!"##$%&'()*&+,#-&"#&-#*(-.#/&0-12&!1-34&5"#&)"1#)&6+2#&!7*"&+&
story%of% the%previous%owner,%a%local%athlete.!They$were$barely'broken'in,'but' s!ll#more#comfy#than#a#
new$pair.!)
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... The paper 893 (Leitão 2018) considers myths that are hindering the transformation of our ways of thinking and conditions that will enable new epistemologies to emerge. The third paper (Srivastava and Culén 2018) investigates pathways for decreased consumption amongst millennials. Authors Swati Srivastava and Alma Leora Culén describe Zygo, a future service based on the second-hand marketplace. ...
... The paper 893 (Leitão 2018) considers myths that are hindering the transformation of our ways of thinking and conditions that will enable new epistemologies to emerge. The third paper (Srivastava and Culén 2018) investigates pathways for decreased consumption amongst millennials. Authors Swati Srivastava and Alma Leora Culén describe Zygo, a future service based on the second-hand marketplace. ...
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