What Is This Future?

 In late 2012 HSBC, a large international bank, executed an advertising campaign dubbed “In the future…”. These ads, appearing in business magazines and international airports, featured predictions about technology and economics, and pronouced, “a new world is emerging.” Several of the ads presented HSBC’s accord with ‘green’ technologies, such as one claim that, “In the future, we will all fly organic.” The accompanying image places mushroom gills within an airliner turbine, presenting biofuels as an emerging and profitable investment. Alignment of international banking with alternative energy was always going to require careful analysis, but other components of this ad campaign turn downright disturbing. An image of a fish with a barcode on it proclaims, “In the future, the food chain and the supply chain will merge.”i

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Another states, “In the future, nature and technology will work as one,” while depicting a bee with camera lenses for eyes.ii [Read more →]