About Content in Context

Content in Context helps companies to define the market for their products and services, to identify customers and build the business pipeline, and to develop their content marketing strategies. By working with our clients to design, build and grow their business, our primary focus is to extract commercial value from unique assets, including knowledge, data, know-how, processes and transactional information.

Climate Change and Personal Choices

Melbourne has recently seen a number of protest events linked to the Extinction Rebellion. At the same time, the pro-life lobby were conducting their annual protest against the Victorian Government’s Abortion Law.

It’s quite ironic to see some people advocating for a response to climate change, while others are effectively campaigning for population growth. Yet we also understand that the current global rate of population growth is probably unsustainable; and increased human activity is a major contributing factor to greenhouse gases.

An article from a couple of years ago suggested that having fewer children and living car free were two of the most effective individual choices we can make to reducing our carbon footprint. Of course, some argued that such individual choices were “nonsense”, and would likely undermine the effort for political action on climate change.

For myself, I don’t have children (and don’t plan to), and I don’t own a car (although I sometimes use ride share services). I don’t have an exclusively plant-based diet, although I tend to eat less meat than I used to (side note – if we were meant to be vegan, why do honey and yoghurt taste so good, especially together?). I do travel overseas fairly regularly, but if household water and energy consumption is anything to go by, I think I am well below average.

I don’t think that making appropriate and voluntary individual choices to reduce our carbon footprint negates the responsibility of governments to implement collective change. Nor should individual decisions be seen to be undermining political action on abating the effects of global warming. But policy makers and climate activists alike should recognise and acknowledge that some people are willing (and yes, in some cases, able) to make individual choices that contribute to reducing greenhouse gases.

As for the pro-life lobby, I wonder what they made of the film “Capernaum”? In it, a child sues his parents for the “crime” of giving him life. What astonishes him is their general neglect and disregard (bordering on abuse) for him and his siblings. He can’t understand why any responsible adult would willingly and knowingly expose their children to the life they lead. There is an implication that the parents see their offspring as economic bargaining chips, and of course, there are religious, societal and cultural “norms” that underpin many of the parents’ decisions. With so many unwanted and unloved children brought into the world, and sometimes to parents who may end up mistreating them or worse, I guess the thing that frustrates me with the pro-lifers is their apparent unwillingness to accept that not everyone is fit or able to be parents. We need a license to get married or drive a car, but we don’t need a license to procreate…. Equally, not everyone chooses to be parents, and therefore pro-choice is not so much about the right to “murder” unborn children, it’s about the right to plan our lives and to ensure we are able to meet our personal obligations.

Next week: Notes from Auckland

 

 

School Reunion

Last weekend, I attended the first official reunion lunch in Melbourne for former pupils of my old high school. On first glance, that might not seem a very remarkable event. Except that my school was in London, I left in 1979, and my fellow lunch guests left as long ago as 1959. I had never met any of them before. Yet in different circumstances, and at different times, each of us has ended up living in Australia.

Normally I’m not one to play the “old school tie” card – I don’t particularly care, and I am not really interested in, which school someone attended. In fact, having spent my high school years overseas means that here in Australia, no one can really play that card against me without seeming elitist, snobbish, or just plain foolish. Because, despite its claims to being an egalitarian country, some sections of Australian society place a great deal of importance on their private school connections. (Remember OneTel and the Cranbrook alumni?)

One of our lunchtime topics of discussion (which also touched on current geo-political affairs, the state of the entertainment industry, the economy, and the future of the planet….) was the extent to which our secondary education had formed our world outlook. The main conclusion was that although the school placed a considerable emphasis on academic standards and achievements, it was not merely a sausage factory (at least, not during our days there). The goal was to produce well-rounded, confident and curious individuals, who were encouraged to make the most of their abilities. (If the list of alumni is anything to go by, the school has certainly turned out some highly individual characters.)

I’m still in contact with a number of my contemporaries, and I try to meet up with a few of them each time I’m in London. After all these years, it’s hard to know whether our alma mater is the primary factor that still connects us, as our friendships have both endured and changed over that time. Certainly, most of us wouldn’t otherwise have met – but even before we left school, we had established common interests (especially in music) that continue to this day.

In conclusion, I would say I’m very grateful for the high school education I received, for the opportunities it gave me, and the friends I have made. And on the basis of the first reunion event that has ever been held outside the UK (as far as we are aware), it looks like my school will continue connecting me to new and interesting people.

Next week: Climate Change and Personal Choices

 

 

 

Musical Memories – Of Time and Place

Although sound is supposed to be the weakest sensory trigger for recalling memories, I suspect most of us can readily associate a song or a piece of music with a significant time, event or place we heard it. Indeed, music is often more evocative of our emotional response than either smell or taste, which at a primal level are readily connected with survival and self-preservation. (Music cannot kill or harm us, but poisonous or rancid food can.)

This thought occurred to me recently when I was on a weekend trip to the country with a group of friends. Sitting round the log fire under a starlit sky, The Doors’ “Riders on the storm” came on the streaming playlist. At that particular moment, it seemed an ideal setting to hear this track. Even though I have heard the song many times before, this latest airing has now created a new memory association – the time, the setting, the people I was with, the food and drink we enjoyed.

Of course, in this particular context, it also reminded me of the first time I consciously heard the record. As a young teenager in the mid-seventies, I used to fall asleep listening to my transistor radio, usually tuned into the original UK pirate station, Radio Caroline. Caroline mostly broadcast classic and progressive rock – often playing a whole album without interruption. It introduced me to a lot of bands and music I did not hear on Top 40 or daytime radio – so it was an important part of my musical education.

Road trips seem particularly adept at forming musical associations: in my case, a drive to the Yorkshire coast accompanied by a bootleg tape of the Beach Boy’s “Smile” sessions; a night time journey through the Anza-Borrego Desert, with the roof down, listening to Primal Scream’s “Screamadelica”; and just a couple of months ago, hearing the Pink Floyd song “Wish You Were Here” while touring part of the Croatian coast. Even though I was very familiar with those records before these particular journeys, the specific context of those trips means the music will forever be linked to the events.

I suspect this memory association is largely because our response to, and engagement with music is often dependent on our mood. If we are more alert to and in tune with our surroundings, this receptive state of mind leads us to make mental and emotional links via the accompanying musical soundtrack. These triggers mean that we are more able to recall or even replicate that mood via the use of the associated songs.

All this as The Beatles’ “Abbey Road” celebrates its 50th anniversary. As a child, this was the first Beatles album we had in our home. We already owned a number of their singles, which had a huge impact on my early listening adventures. But “Abbey Road” was probably the first album I really engaged with. Even now, there are large sections I can replay in my head. The song order is likewise entrenched, thanks to the format of the vinyl LP in the pre-shuffle and pre-streaming era. The cathartic extended coda of “I Want You (She’s So Heavy)” at the end of side 1, that gives way to the upbeat and optimistic “Here Comes The Sun” at the start of side 2. I have every expectation that when I next listen to “Abbey Road”, it will still trigger memories of my childhood and listening to the record with my older sisters.

Next week: School Reunion

 

 

 

 

 

Startup Vic’s Impact Pitch Night

Last month’s Startup Vic’s Pitch Night focused on Impact investing. Hosted by Startup Vic and the Giant Leap Fund (part of the Impact Investment Group), it was held at the Goods Shed with support from Stone & Chalk, Weploy, Pawa, Pak360, Waste Ninja and Marketing Entourage. The MC on the night was Mike Davis of the Humans of Purpose podcast, with an opening address by The Hon, Martin Pakula, Victorian Minister of Jobs, Innovation and Trade. The Minister made some announcements regarding the establishment of Angel Networks in Victoria.Given that Impact investment is demonstrating a propensity to generate better returns, this is a topic of growing interest alongside ethical investing, corporate social responsibility and the move towards ESG (Environmental, Social and Governance) reporting.

The Judging Panel was drawn from Work180, YourGrocer, Australian Impact Investments and Impact Investment Group.

Pitches in the order they presented (websites embedded in the names) were:

The Neighbourhood Effect

With the goal of making the transition to green living easier, this startup has been featured here before. It comprises an app-based solution and uses behavioural science to map a user’s carbon footprint. It also uses gamification to make recommendations linked to location and lifestyle preferences.

Generating revenue from referral fees and subscriptions, the team are targeting energy retailers and banking services among the first commercial partners, and have already attracted $100k via paid pilots and Crowdfunding. The judges sought clarity on what exactly the product “does”, and how localised the solutions can be.

Gecko Traxx

Unusually for these regular pitch nights, this is a tangible, manufactured product – a solution for portable and affordable off-road access for wheelchair users. It takes the form of an accessory attached to the existing wheels – expanding the surface area and increasing traction. With a James Dyson national design award, and as a member of the University of Melbourne Accelerator Prgram for 2019, the team already have15 re-sellers lined up. With a proposed retail price of $599 (and costing $95 to manufacture) the device is NDIS eligible, making it more accessible.

The judges were keen to understand the addressable market as opposed to the profile and size of the actual user base – for example, does the device appeal to users of both motorised and self-propelled wheelchairs? How does it fit in with other categories of assisted mobility products and devices? Had the team considered crowdfunding? What is the startup’s status as a NFP? What is the marketing plan?

Sempo

This startup offers a solution for inclusive payments and savings for the 1.7bn people in emerging markets who remain unbanked. Using Blockchain technology, Sempo claims to be backed by a global reserve token pegged to multiple local currencies – but it wasn’t clear which assets comprise the treasury ecosystem.

Part of the use case is to get cash to victims in crisis quickly without the associated NGO costs. With 4% transaction fees (as opposed to the typical 20% incurred by other soluitons) Sempo seeks to avoid regulatory controversy since it is not claiming to be an unofficial local currency.

Typical transaction costs comprise a 1-3% exchange fee, and a 0-1% transfer fee. Part of the solution is to grow local, in-market capacity, particularly for remittance services. With an AfterPay investor on board, the founders are seeking a $2m seed round. The initial focus is on the Pacific region, a major impediment are the compliance and regulatory costs – in meeting both the in-country and original jurisdiction obligations.

One use case is giving refugee access to bank accounts – when asked about KYC obligations, the founders responded that they can code KYC into the Blockchain without the need for “formal” KYC.

Bring Me Home

This startup makes surplus food accessible and affordable to everyone – utilising fresh food that is unsold in shops, cafes and restaurants. According to the founders, globally, one third of all food is wasted – if this represented a country, it would rank 3rd after the US and China in terms of carbon emissions.

Structured around a commission-based app, users become advocates. The market segments are B2C (consumers and SMEs) and B2B (food production, manufacturing and wholesale distribution). Seeking a $1m seed round, the founders are also running a crowdfunding campaign.

There are specific versions of the app for vendors to help them manage their inventory and schedule their daily listings in advance. Peak demand is between 2pm and 6pm, and after 8pm – underlining the need for vendors to get their offers uploaded in a timely fashion.

The app is starting to see some significant retention – of the 12,000 users, 75% are in Victoria, with half in Melbourne. 15% are deemed returning customers, of which 45% represent repeat business. Currently, the service is in 126 venues across Melbourne.

The judges asked how the business can ensure they are dealing with true surplus supply, and not just creating artificial demand. In response, the founders stressed that vendors need to map to their usual “full display”, rather then offering “made on demand” products.

The People’s Choice award went to Bring Me Home, while the Judges made Sempo the overall winner.

Next week: Musical Memories – Of Time and Place