To explain by analogy:
If you think of an innovation as a seed, we are examining the ground it is planted in.
If you think of an innovation as a swimmer, we are analysing the water and weather she is swimming in.
Originally inspired by Michael Porter’s PEST analysis — of political, economic, social, and technological factors — the Future Is Here uses an updated model that includes more areas, which form a mnemonic we call:
D — demographics, eg, longer lives, aging populations, more people
A — aesthetics, our changing perception of what is/isn’t beautiful, useful, and usable
S — science, as discoveries change our attitudes and behaviours
S — socio-cultural, our attitudes, aspirations, dreams, behaviours
T — technological, arguably the most important driver of change in the 21st century
E — economics.
E — environment, the time bomb in any conversation about human behaviour in the 21st century
P — political, how we act as groups and get on with others (think of Occupy and the Brexit campaign)
L — legal, as laws can speed up/slow down change (think homosexuality and marijuana)
E — ethics, social norms and beliefs