Future Dualities: Community & Independence
We find strength in connection and vulnerability in dependence. This is part two of our Future Dualities series. New around here? Check out the introduction before reading on.
![](https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=225&q=90&w=400&s=64c6913874dc2fc96f9e057668fd5cdd 400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=337&q=90&w=600&s=dec09097be6118f6e4404e3f1fecba67 600w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=449&q=90&w=800&s=a155ea3b1928db71063376a492ca1bb4 800w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=562&q=90&w=1000&s=ba45b5d05cd3bc6820c6f5bc0955e111 1000w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=674&q=90&w=1200&s=0645553608a0e7ccc773f41526642ad6 1200w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=787&q=90&w=1400&s=5383efa054108682d66ad27dbc6ec406 1400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=899&q=90&w=1600&s=3c0455a61f9d95b97a9288824598217f 1600w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=1011&q=90&w=1800&s=fe58f803566301ff4c9180685ba3ac00 1800w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=1124&q=90&w=2000&s=026565d9128095d122ac67d10053e7c9 2000w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=1236&q=90&w=2200&s=1e1c491dc93058e40ea562804541c2d9 2200w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/community-header-2.jpg?auto=compress%2Cformat&crop=focalpoint&cs=srgb&fit=crop&fp-x=0.5&fp-y=0.5&h=1348&q=90&w=2400&s=27360441ead2624d61a019c80e0c4efa 2400w)
Contact info for Eden Dotan
Global Senior Business Designer
Contact info for Lasse Underbjerg
Global Future Lab Director
Thinking ahead is messy. In futurism, it's a widely accepted fact that we can't predict one true future. There is not one direction forward, but many different — sometimes contradictory — directions happening at once.
Paradoxically, we humans still love a simple story; Good and bad. Us and them. But more than ever, we need to shift away from simplified, binary thinking. If we want to design truly sustainable futures for both planet, people, and profit, we need to stop oversimplifying our choices. Explore the continuum, present and beyond. But it's not an easy feat.
To start, we interviewed thinkers and creators from across the world and across competencies to get a deeper and wider perspective on the possibilities and pitfalls ahead. Our conversations led us to five overarching dualities through which we can view, explore, discuss and begin shaping strategies for potential futures.
This article will dive into the first of these five dualities: Community & Independence.
Community: Self-organised communities rise above traditional institutions
An erosion of trust in traditional institutions and big tech, rising social discontent, and increasing connectivity lead to the rise of self-organised and value-based communities. They support one another and create change together — often more effectively than governments or longstanding institutions.
'There are just as many people handing out sandwiches to the protestors as there are protesters — this is community. This is the new leadership.' — Sybil Ottenstein, psychotherapist
Some communities are local and intimate: The supportive network of neighbours, the local group of runners, and the mom and pop shops coalition. Others cross borders and spark global conversations — from Black Lives Matter to global platforms like Dinner Confidential to the hyperactive communities of Tik Tok.
'Organisations will need to understand the value of catering to smaller communities — this may have greater value than the large scale.' — Alice Grandoit, Founder of Deem and Room for Magic
On the one hand, a community provides us with connection, meaning, and agency in an increasingly chaotic world. On the other, it risks quieting the voices of those who don't belong.
'The ambitions for our public spaces are growing. There is a need to create environments that integrate communities, and welcome everyone.' — Jason Bruges, architect and artist
Consider the implications for your organisation. In a future characterised by communities, you need to understand the collective and your place within it.
- Which communities are relevant to your business, and what role do you play within them?
- What do these communities value, and what do you offer them?
- How can you help foster inclusive communities?
Independence: Isolation provides stability
With increasing dependence comes increasing fragility. As we've all witnessed in the face of crumbling global supply chains: remove one link, and things fall apart.
'Not everything is global anymore. We are considering how we can develop the muscles to help ourselves at times of trouble, rather than relying on global partners.' — Professor Oded Maimon, Tel Aviv University, Data Mining and AI
As the vulnerability inherent in depending on other people, nations and organisations become clear, the desire for independence and self-sustenance is growing — driving demand for everything from local production to homeschool curriculums (and resulting in bizarre new experiences, like baby chicken shortages).
'The citizen of the world disappears when people are in crisis and worrying about themselves. We're going back to me, my family, my tribe, my country.' — Shlomo Dovrat, Co-Founder, Viola Ventures
Independence can heighten our personal security, strength, and resilience. But as we shut others out of our self-sustained circles, we risk enhancing polarised, protectionist discourse. And in an era of misinformation and mistrust, this can be a dangerous path to walk down.
'We are literally calling our social circles' bubbles'. We have gotten guidance from the state that a bubble should have no more than 12 people. How do you create room for difference and diverse opinions?' — Etienne Fang, Principal Researcher, Amazon
Consider the implications for your organisation. In a future of heightened independence, you face increasing selectivity from people and partners.
- How can you serve as a source of value, security, and independence for your consumers?
- How do you feed into polarised feedback loops? How can you break them?
- What are the dependencies you rely on as an organisation?
Of course, there is a range between community and absolute independence. Homeschoolers may have retreated from traditional learning institutions, but many build new, intimate communities where their children learn together. People are increasingly growing their own produce with the support of thousands of Facebook plant aficionados.
Possible futures lie on each end of this spectrum and at any tension points in between. Each of these futures carry implications on diverse industries and markets. And we can begin to understand and explore these implications when we turn imagined possibilities into tangible artefacts.
We use dualities to inspire tangible future scenarios that ignite thoughts, feelings, discussion — and initial hypotheses and decision-making for the future.
Let's look at ageing.
As the world's population ages, how will we experience healthcare, social interaction, and self-fulfilment? What could these look like in a future of empowered communities? In a future of lone wolves? In the murky in between?
Take a look at the possible future scenarios below. What implications could they have for businesses that cater to ageing populations? What responsibilities and opportunities could arise for your own organisation?
![](https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=eb1dc14c941bf19ec7993fc0ff13d150 400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=d26013da41b515b2a6ddee2a387352c6 600w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=7828e1684f323aed0b9499c92386d33e 800w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=2962a18a84f66c1ad2d2bc270d458080 1000w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=2859276d71d77e0994bb23b38d4e7499 1200w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=e024b16e68109a3dd1c96a844efc3463 1400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=36913f68d2d4d4c3e83647087db84c73 1600w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=54c8f149dddc7af722d3d85a12de92fe 1800w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=a0fa87f041f0346fc157c6c4124c0a78 2000w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=02f17063f14c2847607afec4cb14debf 2200w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=0a615d67a866a9736bc9a321b14d6630 2400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-01.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=bdd36295b547cab55982ae4f0cc35452 2600w)
Age together, at a community garden near you.
![](https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=400&s=35ddc51b03d98e42718fb7ace0623500 400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=600&s=6a25ee3ba6e85f120cba70cead411818 600w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=800&s=570215d4aa3663740157827d04db6e66 800w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1000&s=006b0a8aaa2c8583e7e4ca2d4570b7e3 1000w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1200&s=b8a3fcb5d6ef6f05293daf516b16e057 1200w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1400&s=2146df1fba0bb472413e60b04f0dee88 1400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1600&s=1bb9a5fcfa243ac7fce3a8549d10c473 1600w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=1800&s=d827d3ea1cf962b8224aa03b07aae249 1800w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2000&s=1e7479869ba1c4ebec6f8505a6bbd9d5 2000w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2200&s=c9f2469cff5ad8dd3a84985860446fb7 2200w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2400&s=bb0b605de173ebe3fd28a6581cc31aea 2400w, https://designit-web.imgix.net/images/Point-of-view/Future-Dualities/aging-02.png?auto=compress%2Cformat&cs=srgb&fit=clip&q=90&w=2600&s=4b33a918c06c4a77115e8577de4169ff 2600w)
No need to leave home when data is your doctor.
Stay tuned. Next up in our Dualities series is Fast & Slow, Convenience & Consideration, and Automation & Serendipity. How are we seeing these dualities play out today? How could it shape a particular industry in the future? And what questions should you be asking about your organisation moving forward?
To learn more about what lies ahead, we built our very own Futures Generator. Don't forget to take it for a spin - the results may surprise you.
Interested in giving the futures of your business some more thought? We’d love to have the conversation. Get in touch.