We cannot foresee at this point
which scenario is likely to emerge,
and history suggests that the outcome is likely to be some combination of the two: "Utopia and dystopia are here, they're just unevenly distributed."

 - Gibson, W. speculative fiction writer



The Data colonization Era



When we are mediating data, we are mediating
the socialization of people with the world.

"left to itself, cyberspace will become a perfect tool of control"  - Lawrence Lessig

As information about individuals’ personal characteristics and behaviors are being utilized across companies, databases, platforms, devices, and services in real-time guided only by economic goals, a data environment will emerge leading by an ubiquitous corporate surveillance. Individuals will be constantly surveyed and evaluated, categorized and grouped, rated and ranked, numbered and quantified, included or excluded, and, as a result, treated differently. This may lead to discrimination, and reinforce or even worsen existing inequalities. Privacy will increasingly became as the greatest luxury of the new digital era.

Read more

'It's digital colonialism': how Facebook's free internet service has failed its users

The 21st century consumer landscape is remarkably different from its 20th century predecessor.  While once material goods in retail stores defined the consumer market, today consumers desire and expect more. The wealthy society is much more inclined to spend on luxury experiences (and expect as much in their retail shopping as well). They are also spending more and more on long term, intergenerational investments such as education and retirement. Today’s global middle class consumer is as likely to come from Mumbai as it is from the Midwest of America. These changes have put pressure on retailers to rethink how they position goods and services, and what exactly those products might be.

The advent of a multitude of emerging technologies has shifted the status quo in just about every field. 3D printing, for example, has enabled industries to move from on-demand prototyping, to increasingly distributed manufacturing and offered up seemingly limitless medical applications.


Blockchain and other distributed ledger technologies, are aiding transparency by creating and securing an immutable record to verify financial services transactions, while supporting alternative digital currencies such as Bitcoin.


The McKinsey Global Institute's February 2016 report Digital Globalization: the New Era of Global Flows noted that cross-border data flows were by then generating more economic value than traditional trade in goods.

This uptick in cross-border data flow raises concerns about privacy and security. In February 2016, for example, a hacking attack siphoned $81 million out of Bangladesh’s central bank; while this was considered one of the largest bank robberies ever, an additional $850 million in fraudulent transfer requests were actually prevented from executing during the attack. For consumers, the protection of personal data and privacy has emerged as a priority .

We are going to explore now the leading concerns raised by consumers in one major trend forecasted by us, called Behavioural Money. For this trend we mapped 11 technologies. Each one of them cover emergent developments in different degrees of evolution.

Consumers are being increasingly leveraged by new technologies to meet their biggest demands such as transparency, security and privacy.

Behavioural Money

Where are you? Who are you with? What kind of news do you read? These pieces of information are just the tip of the iceberg of what brands and institutions can learn from the collection of user data online. This behavior, when tracked and analyzed, is valuable as it allows advertisers to target specific consumers, companies to produce better products and even governments to get a grasp on public feelings. With sensors and processors becoming cheaper yearly, there is no doubt that the gathering of data will continue to increase and become even more valuable with more potent programs to make sense out of everything. All this near constant tracking can make comments, likes and shares quantifiable, creating a new economy based on attention, influence and behavior.


Where are

Who are

What kind
of news do







Social media and digital platforms are changing
 how we interact, make decisions and form opinions.
As we pin, post and preen our way to an online ideal identity, these personality fragments are forming the new components of a the Self – in which we inhabit as many lives as we like. Turning once, singular identities to digital-shared ones.

"We now create several versions of the self, all with different personalities and personas, not just between the online and offline worlds, but different versions of the online self."

Jamie Bartlett

Director of the Demos Centre for the Analysis of Social Media and author of The Dark Net: Inside the Digital Underworld.

Future of payment  // Behavioural Money

as a tool
for brands

Distributed ID

These pieces of information are just the tip of the iceberg of what brands and institutions can learn from the collection of user data online.

New forms of identities combine the digital and physical attributes of an individual. The resulting identity can be an evolving asset that enables better identity proofing and risk assessment. A digital identity can update at the speed of digital transactions to capture the dynamic nature of online behaviors.  Those behaviors in turn, can be used to assess the true identity and the intent of the individual. Further, a digital identity can ensure that we can distinguish between the real user behind an identity, and a fraudster who has stolen it.

turning point

Capitalized identity

This behavior when tracked and analyzed, is valuable as it allows advertisers to target specific consumers, companies to produce better products and even governments to get a grasp on public feelings.

If you are not paying for it, you’re not the customer; you’re the product being sold.

Future of payment  // Behavioural Money

case //

Big data meets Big Brother
as China moves to rate its citizens

Under this system, citizens have all aspects of their life measured and rated in a social score that can be used to apply punishments, or even to gain financial allowances for products or services.


Big Data is being used industry-wide. Into the financial sector, credit card companies are utilizing big data not only to analyze recent purchase history, but also social media and location-based information. Banks and insurance companies are turning it for risk and security management. Nowadays, it's impossible to dissociate consumer's data management of the financial system.


“Something as innocuous as a person's shopping habits become a measure of character. Alibaba admits it judges people by the types of products they buy. "Someone who plays video games for ten hours a day, for example, would be considered an idle person," says Li Yingyun, Sesame's Technology Director. "Someone who frequently buys diapers would be considered as probably a parent, who on balance is more likely to have a sense of responsibility." So the system not only investigates behaviour - it shapes it. It "nudges" citizens away from purchases and behaviours the government does not like."


Rachel Botsman, in Wired UK

Our awareness is rising about how much our sense of self is worth, and how and why we need to share it.

An interactive visual tool that can show you the trackers present on the news websites you visit; which companies they, in turn, connect with, and where else your data may have travelled between those two points

As a consequence, consumers will expect even more tangible benefits in products and services that capture, analyze and manage their data.

cases //


Real Time Messaging

A real-time service that delivers location-based discount coupons by analyzing purchase patterns of customers.


Code 9

Shinhan Card

A credit card line that cluster male and female clients into nine groups based on card usage, consumption patterns and preferred trends.




In this service, customers can connect their social media accounts to their credit card in order to receive personalized discount offers

Future of payment  // Behavioural Money

major consequence rised on WKS

We instinctively understand why it is so essential, that the tracking and sharing of information about us is a crucial part of the new connectivity. Debates about fundamental issues such as the impact on our inner lives of the loss of control over our data will only intensify in the following years. Similarly, the revolutions occurring in biotechnology and AI, are redefining what it means to be human by pushing back the current thresholds of life span, health, cognition, and capabilities. It will compel us to redefine our moral and ethical boundaries.

Privacy is one of the biggest individual challenges on consumer's workshop due to new information technologies.

Privacy as commodity

The Value of digital footprint:

Consumers are educating themselves about the use that companies made of their data.  Aware of this, they begin to decide the value of personal information and what to do with it.

Marketing companies are constantly using your data to track and profile you – the sites you visit, the documents you download and where and when you log in to your social media. With all that information, they can target you with advertisements that are specific to your apparent likes and interests, mediating your experience online with ultra-specialized content. This could lead to a more frictionless buying experience, but at the same time consumer also feels violated. By using online “surveillance” to sell products, it can lead to a consumer backlash.

These digital technologies promise to make our lives more efficient, at the same time they normalise the use of surveillance in our daily routine. Therefore, data security is becoming one of the key issues for today, with brands struggling to establish themselves as trustworthy custodians of customers’ information


Read more

Hackers roubam dados de 29 mil clientes da corretora XP Investimentos


It becomes desirable to learn by tracking brands on self-monitoring. Our routine becomes measurable through the number of likes, shares, and followers. Consumers are willing to gain control of their data and brands can leverage that giving full disclosure of their intentions.


As consumers are more aware that the online world is powered by their attention, it is also becoming increasingly savvy with how they distribute it. When they are committed to a product, however, they are still willing to pay, and here lies a great potential for new models of brand-consumer relationship.



Quantified Self




An ad-blocking platform with a difference; acknowledging the fact that this relatively recent technology is undermining existing business models, and possibly turn it impossible for publishers who use ads to fund content. Brave automatically blocks ads, but creates a system of donations to get the funds back to publishers.

Workshop insights


Online information that can be aggregated and wielded are already being used to manipulate our world and even to enhance serious biases

John Holcroft

As a result, consumers demand transparency on targeted content, but also on the collection and use of the data they make available on the network. Further, they demand new ways among the use of their data collection, by boosting their lives in meaningful ways.
A study conducted by Ernst & Young, shows that half of digitally savvy customers were happy to share more data with their bank if they got something back from it.




When your privacy becomes currency

Now that our privacy is worth something,
every side of it it’s being monetized

Post-privacy Economy

"We’ve come to understand that privacy is the currency of our online lives, paying for petty conveniences with bits of personal information. But we are blissfully ignorant of what that means. We don’t know what data is being bought and sold, because, well, that’s private. The evidence that flashes in front of our own eyes looks harmless enough: We search Google for a new pair of shoes, and for a time, sneakers follow us across the web, tempting us from every sidebar. But our information can also be used for matters of great public significance, in ways we’re barely capable of imagining."


How Privacy Became a Commodity for the Rich and Powerful -
 The New York Times // Illustration by Derek Brahney

Derek Brahney

We foresight a future
with to major consequences

Autonomy over the data
/Data enhancement



The development of data analysis methods, powered by artificial intelligence and machine learning solutions, will create a curated content of each one of consumers leading to outreach truly relevant
and valuable inputs of products and services for each individual.

As daily life becomes increasingly saturated with connected technologies, brands will have many ways to reach users, through access to the deep and regulated customer data. As ambient computing development aims to be
an integral part of the background of everyday life, every device you interact with will automatically play to its strength and you will move it frictionlessly from one experience to another. It could possibly, give us another perspective about interaction with artificial intelligence, and consequently improve our lives on daily basis.


Towards a customized and seamless future

Workshop insights


of Transparency



The value of data that was first noticed by companies, begins to be perceived also by the people who will start to make agreements on the use of this data that are beneficial for both sides.




Boosting the
privacy debate



Clarification is the central point when talking about data. It is actually, the main interest when it comes to relate yourself or not with a particular brand or provider. In this sense, VISA can be a company that stimulates this awareness and fights digital colonialism.

Business learnings

Behavioural Money

In a context in which there is a dispute over the quantification of the number of likes, shares and followers, data will become a commodity.


How can we ensure that the consumers, more and more aware of privacy policies, can gain from the metrification of their life?



The world is undergoing a global
digital transformation where digital and physical reality are blurring into a single integrated modern way of living.


Emerging technologies are working as
a platform towards a distributed future, where people are being placed back
into systems with more autonomy and decision power. By giving people the ability to conduct transactions fairly on their own terms, you put trust back into an already distrusted ecosystem.


Michell Zappa



Arthur Soares

Head of Product


Ariana Monteiro



Julian Boledi


Thiara Cavadas

Head of Research


Thomaz Rezende

Head of Design


Laura Del Vecchio



Cintia Ferreira

Head of Operations


Rafael Pelosini

Vice President


Bruno Roma

History Expert