Emerging Trends: Darwinism

Survive and Thrive

By Ethan Lyon, Senior Writer
Definition
To summarize Darwin’s work: adapt or die. When faced with a seemingly insurmountable challenge, consumers nationally and internationally are forced to adopt a doctrine of change. We’re re-assessing our impact as individuals and a people while we adapt to our current social, technological, economic and political environment. Even blue chip companies could not stave off evolution. When adaptability meets reality, no one is immune to change.

Spin
Extinction—Just as in nature, when companies do not adapt, they face certain extinction. At this pivotal time in our history, we have to make tough decisions. And for those who lack foresight, their future is uncertain.
Adaptation—Companies and people alike have a choice… either change and march ahead, or give up and fall behind. Through our business decisions, and personal behavior (whether it’s buying or voting etc), we have to adjust to our shifting environment if we want to be successful.

Examples
The Detroit Three—Foreign automakers have been the driving force in innovation and efficiency. Unfortunately for the Detroit Three, their image has been quite the opposite. As the Detroit Three struggle to re-brand themselves into an image similar to their foreign counterparts, adaptation is a necessity for survival.
Rentobile—The up-to-date and “coolness” factor are two elements that drive technology. Apple, is all about the “coolness.” They sell “cool.” And consumers are constantly changing phones to get the most recent “cool.”
Rentobile has squeezed itself between the traditional supplier and consumer to meet our incessant need for this “cool.” It offers mobile phones for rent, much like Blockbuster, except with $200-500 products. Simply rent a phone on a month-to-month basis and if you like it, keep it for however long you want. Then, if Blackberry comes out with a new phone, exchange your old product for the new “cool.”
China—The 2008 Beijing Olympics was a snapshot of an emerging global economy experiencing some sizable growing pains. Pollution, national infrastructure, overpopulation, international image are a few of the issues hitting the worlds third largest economy (surpassing Germany, according to the World Bank) like a ton of bricks. China’s policy of isolation has taken a 180-degree turn in direction–making adaptation essential for continued success and growth.

Key Words
Adaptation, Extinction, Evolve, Survival, Change

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