THINKING OF THE FUTURE

limited when dealing with international conglomerates.

GETTING IN THE GOVERNMENT’S EAR

It’s unlikely the lack of regulation around new technology is because of a lack of awareness. After all, surveillance capitalism is the dominant business model in Silicon Valley. And some firms have gone out of their way to influence local policy by hiring lobbyists, usually referred to as public policy and government relations specialists or consultants.

Last year, Uber hired a New Zealand-based lobbyist in an effort to smooth its image and calm regulatory controversy. (The company hired Mitch Cooper – formerly a lobbyist for Vodafone.) Google also has a local government relations manager. Other companies use local lobbying firms, rather than hire an internal specialist.

But it’s not just the disrupters trying to get their point across, traditional service providers – like taxi companies – also lobby the lawmakers. While those charged with making the decisions are being hit from all sides, it’s not hard to see why they’re taking their time to implement new regulations.

BIG BUSINESS KNOWS ITS AUDIENCE

Businesses looking to leverage new technology have a gift when it come to influencing the market through advertising.

For example, marketing of e-cigarettes, or vaping, is not regulated in New Zealand – there are no standards for labelling or other forms of advertising. Some worry this will normalise smoking, especially among teens who are already taking advantage of the discrete devices including those sold by tobacco giant Philip Morris.

The advertising models used have been likened to those employed by tobacco giants in the 1960s. Companies pay big money to make their products look cool by enlisting the likes of 21-year-old YouTuber Donny Smokes, known as the modern-day Marlborough Man, with his 21,000 followers. The social media influencer earns more than $1000 a month reviewing products.

Dr Stuart Jones, a respiratory physician and the New Zealand branch president of the Thoracic Society of Australia and New Zealand, says the devices are potentially healthier than traditional cigarettes but they aren’t without risks.

He worries that juices – the fluid used in vaporisers to create vapour – with flavours such as ‘‘Unicorn Milk’’ and ‘‘Strawberries and Cream’’ are designed to appeal to young people, and will create a new generation of nicotine addicts.

LEGISLATION NOT FIT FOR PURPOSE

Again, the Government is aware of the issues but has been slow to act.

Last year, the former National government said it would be legalising liquids and devices with nicotine, with ‘‘appropriate controls’’. It planned for new regulations to take effect in mid2018.

But the new Government has returned to the process of gathering information and research, before taking a proposed plan to Cabinet.

Associate Health Minister Jenny Salesa, who’s in charge of smoking, nicotine, and tobacco policy, says she’s considering her options and has asked the Ministry of Health to advise her on the issue. ‘‘From the evidence I’ve seen, especially for adults, vaping seems to be a quit tool that works. However, one of the reasons why we’re still considering our options is it’s really inconclusive, especially for young people.’’

She hasn’t provided an updated timeframe on when any regulations would take effect. Stephanie Pride, a professional futurist and a founder of StratEDGY, a consultancy which provides a range of ‘‘anticipation, change and adaptation services’’, has worked with clients and partners in the public, private and not-for-profit sectors, as well as with international futures projects.

To identify which trends are likely to go from being niche to widespread, she looks for those that represent an intersection of technology, people’s values, and priorities.

‘‘When people’s values and priorities shift, that’s when you get a shift in the products and services they want and need. Looking at trends is often pointless if you don’t understand the underlying drivers.’’

Having been in the field for 16 years, she’s recently noticed a rise in demand for her services. She attributes this to large-scale upheaval of those underlying drivers.

‘‘There are so many different technological developments at the moment coming together to be game changers.

‘‘We’ve moved from a period that was relatively stable, to now. The confluence of shifts in economic, political, environmental systems and policies basically mean people are much more aware of volatility and the contingency of current arrangements.

‘‘So, that’s made people more aware of the need to be able to think of the future.’’

Recent appointments such as the Ministerial Advisory Group for the Digital Economy and Digital Inclusion, chaired by The Mind Lab founder Frances Valintine, and the role of New Zealand’s first chief technology officer, to help drive a forwardlooking digital agenda, suggest the Government is trying new approaches to move faster.

In the meantime, those operating in unregulated spaces will continue to make hay while the sun shines, and our future society will rely on the little people to make good, informed choices. ●➤ Superfad is a seven-part podcast series, brought to you by Skoda. You can listen on iTunes and Stitcher. Join the Superfad group on Facebook.