Territory Stories

Year in review 2016-2017, Northern Territory Cattlemen's Association



Year in review 2016-2017, Northern Territory Cattlemen's Association


Northern Territory Cattlemen's Association yearbook; Reports; PublicationNT




Made available via the Publications (Legal Deposit) Act 2004 (NT).




Livestock -- Northern Territory -- Periodicals; Beef cattle -- Northern Territory -- Periodicals; Ranches -- Northern Territory -- Periodicals

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Northern Territory Cattlemen's Association

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integrating other devices the first of those is smart toilets. It sounds weird but these already exist and what they do is monitor health markers in your urine and send that information to your doctor. If you take this one step further and connect it to a mobile phone system which also exists already where through an implant in your skin or bloodstream, or through urine analysis, it will give you additional health markers and will monitor things like blood glucose, blood pressure, overall caloric density, etc. What will happen is that these systems will become increasingly integrated, so not only will your fridge order your food it will also talk to your toilet and your phone and it will find out what sort of food you should be ordering it might notice that youve overindulged in alcohol and stop ordering alcohol, or the same thing for salt, fat etc etc. This also means that once youve set your preferences you dont have to bother doing anything, the system will do it for you. It becomes a system that is less open to brand intervention and advertising and far more open to health bodies and governments being able to dictate how people consume in very subtle ways. This is, in essence, a move from conscious consumers to passive conscious consumers where people still want to eat a certain way (ethically, responsibly, sustainably, healthily etc etc), but they dont want to put in the effort to do it they want their technology to do that for them, e.g. reordering the same thing over and over again with no effort or input from them. This sort of system is a big challenge and becomes far more closed to us, as marketers, and our intervention. Your smart phone will be at the absolute heart of this new system. 87% of Australians already own a smart phone, and the number of people who wake up and look at their phone and go to bed with the last thing they see being their smart phone screen is massive. Your smart phone will integrate with and control all of these other smart systems (fridges, ordering systems, toilets etc). This is the space that we have to get to - how do we influence this personal computer thats in peoples pocket all the time? This actually becomes a bit of a problem because people dont like it when you advertise on their smart phones, they dont like to be interrupted. Theyd much rather see ads from the TV, or even a tablet. Smart phones are the lowest receptivity of any of the screens that we measure for advertising. Im not sure that it will remain the lowest when you add in smart fridges and toilets, because I think people would be less receptive to toilet advertising. This all means that people are moving into a system where we have less space and control to influence them. How we prepare food It will surprise you to know that 8590% of meals in Australia are eaten at home - we have this tendency to think that people eat out a lot, but the younger generations are actually cooking more, not less. We sort of think that young people are useless, right? But actually they are cooking a lot more because it gives them control over what they eat and how it is prepared. So, we have this increasing tendency to make our food at home and not buy our food out so that we can take back the control of the food we eat. But this doesnt mean that people are willing to put in all of the work so were seeing the rise of easy-toassemble foods: pre-packaged, pre-cut, pre-marinated, and curated food services that send you a recipe along with the ingredients. Younger people are eating less junk food and less of the old-school microwave meals, and are preparing meals themselves with fresh ingredients, so they still have control, but its control with ease; they dont have to think or worry about it. The future though, could look like this: food robots that make the food for you. This actually exists (see Image 1) and it can cook 2,000 meals. It sounds like an amazing thing. Not only do I not have to buy any of my own food, I could actually have something that does all the preparation and cooking for me too, without having to employ someone. My prediction is that this technology will very quickly be overtaken by the next technology, which is food printers. Its all very well to have a manual system that does it all for you, but it relies on you to think about cooking in the way that we currently conceptualise cooking. Food printers exist already you just put freeze dried cartridges of food into the machine, it lays down pixels of the food, cooks it with a laser, and there you have it. This is the future of how were going to eat (see Image 2). If we go back to our internet of things, e.g. my mobile phone, that Ive been pee-ing on religiously for the last week so it can tell me all my health markers and is going to tell the food printer what sort of medication I should be getting. These food printers could compensate for all of the information that is collected in your Image 1: Food Robots The digital consumer of the future 72 NTCA YEAR IN REVIEW 2016/17

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