GOVERNMENT &

PUBLIC SECTOR
INDUSTRY UPDATE · OCTOBER 2019

EXCLUSIVE TO TREND·WATCHING PREMIUM CLIENTS

WELCOME
… to TrendWatching’s Government & Public
Sector update, an unmissable window into
innovations impacting this industry.

The Featured Trend, END OF EXCESS,

Note: When viewing the 'best of' innovations from page seven onwards,
spotlights the steps local authorities are taking
look out for the trend tags! Each example is labeled with its related mega-trend to tackle citizen concerns around climate
(listed below), followed by the corresponding sub-trend.
change.
STATUS SEEKERS » JOYNING »

BETTERMENT » HUMAN BRANDS » Chosen from the 100+ trends you have access

SECURITY SYSTEMS » BETTER BUSINESS »

to as a Premium client, it’s backed up with best-
practice examples to inspire your own trend-
YOUNIVERSE » UBITECH »
led innovations in the coming year and beyond.
LOCAL LOVE » INFOLUST »

PLAYSUMERS » FUZZYNOMICS »
Enjoy, and good luck!
EPHEMERAL » PRICING PANDEMONIUM »

HELPFULL » POST-DEMOGRAPHIC »

SEE ALL GOVERNMENT & PUBLIC SECTOR EXAMPLES »

END OF
EXCESS
It’s time to ditch or
reimagine single-use
and ephemeral products

FEATURED TREND:
END OF
EXCESS »
Climate awareness – and the
myopic mindset of ‘grab-go-throw’
– has turned into a global
movement. One consequence?
Governments around the world
are re-evaluating environmental
policies and seeking to tackle the
long-term impact of consumption.
And that includes ditching and
reimagining single-use and
ephemeral products.
OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE
WH Y NOW?
THE TIME IS NOW
Estimates suggest that 50% of plastic is used
once and thrown away, and that most plastics
take more than 400 years to degrade. Only 9%
of all plastic waste ever produced has been
recycled, the rest end up in landfills, dumps,
and the natural environment. We must act.
ECO PSYCHE
Yes, we’re aware of the plastic problem. But
consider the consumer eco-psyche: 87% of
UK consumers say they are concerned about
plastic, but only 3% think the responsibility
lies with consumers themselves (Ipsos,
2018). Instead, they expect businesses and
governments to solve this issue for them.
THE PRESSURE IS ON
And no surprises there! Complex problems
require coordinated, policy-level solutions.
High-profile events, including the UN Climate
Summit and ongoing civic actions (some
spearheaded by school kids!), are putting
pressure on governments to create the
necessary policy change.
04
YOU R RESPONSE?
DRASTIC MEASURES WELCOME
Yes there’ll be opposition, but working to
fully understand, minimize and regulate
environmental footprints is a huge opportunity
to show leadership. Governments in Bali,
UK, Fiji and Pakistan have shown their
commitments. What about you?
RAISE AWARENESS
Consumers will welcome tools that help raise
awareness, inform, and empower them to live
sustainably. Helsinki’s Think Sustainably is a
great example that also leverages the power of
data.
RALLY INDUSTRY PLAYERS
It’s simply not possible to solve the global
waste issue alone. Committed governments
will think broadly about partnerships and
collaborative solutions. The French government
did just that with 32 fashion brands. See OPEN
SOURCE SOLUTIONS for more on that!
FEATURED TREND
E N D O F EXCE SS
Governments enforce sustainable consumerism for the planet
GOV E RN ME N T O F FI J I
Fiji government unveils
climate change plan »
In August 2019, the government of Fiji unveiled a blueprint
to combat climate change that includes restrictions on plastic
use, the reduction of carbon emissions to net-zero by 2050,
a carbon-credit scheme and communities-relocation procedures.
The country’s parliament will study the bill ahead of the UN
Secretary-General’s September 2019 climate summit which
seeks to cap global warming at 34.7 degrees F, a measure Fiji’s
government has called ‘selfish’ because of its lack of ambition.
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OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE
GOVERNMENT OF INDONE SI A
Ban on single-use plastics
comes into effect in Bali »
A 2018 decree banning single-use plastic bags, straws and
styrofoam came into effect on the Indonesian island of Bali
in July 2019 after being upheld by the Indonesian Supreme
Court. The law is expected to achieve a 70% decrease in Bali’s
plastic marine waste and allows for substantial penalties for
parties that fail to comply with the ban, including loss of business
permits. Indonesia is the number two source of plastic marine
waste globally, behind only China.
05
GOVE R N M E N T OF GI LGI T- B ALT I STA N
Cloth bags supplied for free as plastic
is banned from the Hunza Valley »
April 2019 saw the Government of Gilgit-Baltistan in Pakistan
ban the use, purchase, export or import of plastic bags in the
mountainous Hunza Valley. Instead, a pilot scheme supplied
10,000 cloth shopping bags, with additional reusable bags
produced locally. A joint venture with the Environmental
Protection Agency and the Karakoram Area Development
Organization, the intention is to reduce the more than 70,000
plastic bags that are discarded in the area each year and,
ultimately, phase them out.
FEATURED TREND
E N D O F EXCE SS
Governments enforce sustainable consumerism for the planet
KERI N G & OT H ER S
Fashion companies make pact to
reduce their environmental impact »
In August 2019, representatives of 32 international fashion and
textile companies, including Adidas, Burberry, Chanel, Hermès,
Nike and Prada, signed a pact aimed at reducing the industry’s
environmental impact. The Fashion Pact focuses on cutting
greenhouse gas emissions to zero by 2050, restoring natural
ecosystems, and reducing the industry’s negative impact on the
world’s oceans. The initiative was launched at the Elysée Palace
ahead of the G7 meeting, at the invitation of French President
Emmanuel Macron.
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OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE
CITY OF NEW YORK
& ELLEN MACARTH UR F OU N DAT I ON
City joins nonprofit campaign
to tackle clothing waste »
New York City has partnered with the #WearNext campaign to
tackle the problem of clothing waste. Supported by major fashion
brands and created as part of the non-profit Ellen MacArthur
Foundation’s Make Fashion Circular initiative, the campaign
aims to establish a circular business model for the global
apparel industry. Between March and June 2019, New Yorkers
can drop off old clothes at the 1,100 collection points across
the city identified by the Department of Sanitation on an online
map. #WearNext is also encouraging New Yorkers to share their
experiences trading, selling, or repairing their old clothes on
social media.
06
C I TY OF HE L SI N K I
Digital tool helps users choose
sustainable businesses »
In August 2019, the city of Helsinki, Finland, launched Think
Sustainably: an online city guide enabling locals and visitors
to discover lower-impact restaurants, shops, attractions and
other services. In its pilot phase, a limited number of venues
and providers are being invited to report their progress against
several criteria, such as whether a venue’s energy is sourced
renewably, the proportion of vegan and vegetarian food options,
use of reusable over single-use materials, etc. Businesses that
meet 10 or more out of the 17 criteria in the restaurant category
are highlighted on the site. The pilot will be evaluated in
September 2019.
15 KICKASS
INNOVATIONS
15 KICKASS INNOVATIONS
LOCAL LOVE
CITY LIGHTS
BA I D U
Chinese ISP signs partnership to
bring AI innovation to Chongqing »
China-based internet search provider Baidu announced in August
2019 a strategic partnership with the Chongqing municipal
government to collaborate in integrating AI and big data into the
city’s economy. Under the agreement, the two partners will work
to find and implement autonomous driving, smart cities, smart
government and blockchain solutions in Chongqing. In addition,
the municipal government will encourage collaboration between
local companies and Baidu, and help the latter develop its AI
technology ecosystem and foster talent in the Chinese city.
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OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE
FUZZYNOMICS
NEW LABOR
CITY OF H ELSINKI
Tech savvy Helsinki promoted as
world’s first ‘City as a Service’ »
In September 2019, Helsinki’s city government launched a
campaign promoting Finland’s capital as a City as a Service (CaaS)
destination. The idea is to attract tech professionals to Helsinki
in November during Slush, a four-day tech festival that regularly
sees upwards of 25,000 attendees, and appeal to them to stay
and live and work in the city. The CaaS piece of the campaign
is an inclusive bundle that is intended to help international tech
talent feel at home, motivating, guiding and introducing them to
Helsinki’s neighborhoods, hot saunas, ice dipping, cuisine, a laser
festival and other experiences. Some 10 leading tech companies
are supporting the campaign and have open positions in the city
for which they are actively recruiting tech professionals to relocate.
08
POST-DEMOGRAPHIC
HERITAGE HERESY
R OYAL M I N T
UK coin producer launches
tracker fund for investors in gold »
September 2019 saw UK government-owned coinage producer
the Royal Mint announce a move into listed securities with the
launch of its exchange traded commodity (ETC) for gold. Similar
to an exchange-traded fund but holding physical assets not
shares, the ETC is backed by real gold bars stored in the Royal
Mint’s round-the-clock guarded vault in Cardiff, Wales. The ETC
should be available for investors in the UK, Italy and Germany
from Q1 2020. Fees will be announced once the fund launches.
15 KICKASS INNOVATIONS
HELPFULL
AMBIENT WELLNESS
AU R A & W I L D LI FE DEPART M EN T O F S RI LANKA
Incense created to deter elephants
from areas of human habitation »
September 2019 saw the launch of Aura ‘Aliya’: an incense stick
designed to discourage elephants from getting too close to
villages. The incense stick is a collaboration between Sri Lanka-
based fragrance maker Aura and the Wildlife Department of Sri
Lanka. Elephants have a strong sense of smell and it is hoped that
the incense, which comprises five non-toxic, natural elephant-
repelling ingredients including ginger, lemongrass, citronella,
palma rosa and patchouli, will keep the animals away
from villages.
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OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE
SECURITY SYSTEMS
SAFETY NET
BETTER BUSINESS
OPEN SOURCE SOLUTIONS
MICROSOF T
Secure, auditable standard set to
change voting systems in the US »
August 2019 saw US-based tech giant Microsoft announce that it
will begin trials of its ElectionGuard open code standard to create
digital voting machines. The standard allows votes to be encrypted
but tallied without being decrypted. Accessible on Github,
the code can be used by anyone to create apps to plug into
ElectionGuard to tally voting results. The electronics are housed in
a case along with an Xbox adaptive controller and a Surface tablet.
The machine also includes a QR code scanner, allowing voters
to complete their ballot at home then generate a QR code that
can be scanned and checked by the voter in their polling place.
ElectionGuard is going into limited pilot trials in the US in 2020
and Microsoft is hoping it will start serving voters by 2021.
09
BETTERMENT
CURRENCIES OF CHANGE
GOVE R N M E N T OF AM B I KAPU R
Local government opens
India’s first garbage café »
In July 2019, the local government in Ambikapur, India created
a garbage café where patrons pay for meals with plastic waste.
The aim is to encourage people to recycle plastic from the streets
in return for food. One kilogram (2.2 pounds) of plastic pays
for a full meal and 500 grams (one pound) is enough for
breakfast. The café recycles the plastic waste and, with the local
government’s help, uses some of it to build roads.
15 KICKASS INNOVATIONS
POST-DEMOGRAPHIC
POST-DEMOGRAPHIC EMPOWERMENT
NC I L
Webinar series teaches disabled
candidates how to run for office »
June 2019 saw US-based, disability rights group the National
Council for Independent Living kick off its Elevate Campaign
Training Program (ECTP), the first in the US for disabled
citizens who wish to run for office. The program hosted political
consultants to speak on topics such as discussing a disability on
the campaign trail, how to create a campaign website, and how to
canvas with mobility difficulties. Offered as online webinars, they
enabled participants to attend without having to travel, included
closed-captioning and call-in listening options, and slides written
in plain English. ECTP was designed to help candidates running
in 2019 and 2020 elections.
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OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE 10
BETTER BUSINESS POST-DEMOGRAPHIC
ECO-URBAN NEW NORMAL
UTRECH T COUNCIL M AYOR OF M E X I CO C I TY
Bus stops transformed into bio- Mexico City announces gender-
diverse shelters to attract bees » neutral school uniforms »
In July 2019, Utrecht council in the Netherlands transformed In June 2019, the Mayor of Mexico City, Claudia Sheinbaum
more than 300 bus stops in the city into ‘bee stops’. These bee Pardo, announced that children would be permitted to decide
sanctuaries on top of the bus stops contain grass and wildflowers what school uniform they would prefer to wear. The policy means
that attract bees but require little water and maintenance to both girls and boys will be permitted to wear pants or a skirt.
survive. The bus stops are fitted with bamboo benches, and The move is aimed at combating gender-specific stereotypes.
energy-efficient LED lights driven by windmills. The aim of the
project is both to improve street level air quality and encourage
the city’s biodiversity.
15 KICKASS INNOVATIONS OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE 11

POST-DEMOGRAPHIC INFOLUST
CULTURAL CREDITORS INFORMAL INFO

UBITECH LOCAL LOVE HUMAN BRANDS

INTUITIVE INTERFACES LASTING SPACES MOMENTS OF TRUTH

A MA ZON & T H E N HS BUDJ BIM TWITTER

UK health service teams Aboriginal cultural site receives Twitter rolls out tool to combat
up with Amazon Alexa » World Heritage status » misinformation about vaccines »

A scheme allowing UK residents to receive health advice via
Amazon Alexa devices launched in July 2019. A partnership
between US-based Amazon and the UK government and National
Health Service (NHS), the initiative aims to reduce demand on the
NHS by helping those who have difficulty accessing the internet,
such as the elderly and the blind. Amazon’s algorithm uses
information from the NHS website to provide answers to spoken
questions such as, how do I treat a migraine headache, or what
are the symptoms of chickenpox?
In July 2019, the 6,600 year-old Budj Bim landscape in Victoria,
southeastern Australia, received UNESCO World Heritage
protection based on its importance as an Aboriginal cultural
site. The area was home to the Gunditjmara people, who built
a system of pools and waterways to harvest eels and lived there
in fixed dwellings. Budj Bim is the 20th site in Australia to receive
a UNESCO World Heritage listing.
In May 2019, Twitter released a tool in partnership with the
US Department of Health & Human Services to flag authoritative,
trustworthy public health resources to users who are searching
with keywords associated with vaccines. The prompt is available
on iOS, Android, and mobile.twitter.com in the US, Canada, the
UK, Brazil, Indonesia, Japan, Korea, Singapore, and in Spanish-
speaking Latin American countries. The tool is already in use
when individuals search for terms associated with suicide and
self-harm as part of Twitter’s #Thereishelp initiative.

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15 KICKASS INNOVATIONS
FUZZYNOMICS
NEW LABOR
GOV E R N ME N T O F S ÃO PAU LO
City government opens free co-work
space for lower income communities »
May 2019 saw the government of São Paulo in Brazil open
Teia Tapas, the city’s first free co-work space. Located in the
public library in Taipas district, the space provides high-speed
internet, meeting rooms, mentoring, and work spaces for up to
30 entrepreneurs from lower-income communities. The initiative
also aims to help its users succeed by fostering networking,
providing workshops, lectures, and assisting them in the
development of their business models.
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OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE
INFOLUST
INFORMAL INFO
CITY OF OSTEND
Beach in Belgium uses
emojis as landmarks »
June 2019 saw coastal city Ostend in Belgium install emoji icons
as area markers along its beach. Called zeemoji (or ‘sea emoji’),
the smile, heart and poop ideograms help people, especially
children, find others easily by using the emojis as reference
points. The zeemoji are part of a bigger innovation project to
modernize the beach, together with the designation of smoke-
free and plastic-free zones.
12
SECURITY SYSTEMS
SAFETY NET
BETTER BUSINESS
OPEN SOURCE SOLUTIONS
B M W, VOLVO, F OR D & OT HE R S
Carmakers launch safety
data sharing project »
July 2019 saw the launch of a pilot project in Europe allowing
the sharing of real-time traffic safety data generated by cars and
associated infrastructure. Cars manufactured by BMW, Volvo,
Ford and Mercedes will provide alerts to a neutral cloud-based
database, providing an open exchange of safety-relevant traffic
data. When a driver activates their hazard lights or a vehicle’s
sensors register slippery conditions, for example, the data will be
shared with all participants. The project has also been joined by
Netherlands-based mapping and navigation technology firms
HERE Technologies and TomTom, as well as several European
governments.
DON’T
FORGET!
When tracking consumer
expectations, it pays to look outside
your industry. Check out these
examples and get inspired!
DON’T FORGET OCTOBER 2019 GOVERNMENT & PUBLIC SECTOR INDUSTRY UPDATE 14

FASHION FOOD & BEVERAGE HOME & GARDEN MOBILE & TELECOMS

VOLLEBAK SEED WUTOPIA LAB SAMSUNG

T-shirt made from wood pulp and algae Company offers probiotics Communal space for Cellphone users can customize alerts
decomposes in 12 weeks » education for brand influencers » neighbors to gather » with celebrity voices »

RETAIL HEALTH NONPROFIT & SOCIAL CAUSE TRAVEL

RE:STORE AMAZON & THE NHS AURA & WILDLIFE DEPARTMENT OF SRI LANKA BOOKING.COM & THINK OLGA

Concept store brings digital-first UK health service teams up Incense created to deter elephants Travel engine’s publication empowers
brands to consumers » with Amazon Alexa » from areas of human habitation » women who travel solo »

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 THE CONSUMER TREND
CANVAS »
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IN PREMIUM? in this Industry Update? Gather
your team and start turning
that inspiration into meaningful
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Trend Canvas.
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powerful trends that will impact
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QUESTIONS? at sofie@trendwatching.com.
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Released in November 2019,
the report includes all the
trends and innovations you
need to supercharge your
strategy in the next decade!