Drive Yourself Well
ThinkWell Vol. 1
Mike Bentley & Dwayne Raupp
Global Chief Strategy Officer & SVP, Creative Technology Solutions
WHAT WE BELIEVE ABOUT MOTION
One of our foundational beliefs is that freedom of mobility is fundamental to human progress. We believe that we are all better off—that the world is better off—when we can move about it freely.
HEALTH AND MOBILITY ARE INEXTRICABLY LINKED.
Mental and physical health are intrinsically linked to mobility. The more connected and free we are to move through experiences, relationships, and places, the stronger our mental capacity is, too. Our physiological health is of course also tied to our ability to move and be active.
One of the great fundamental tensions of our age: Increased freedom of mobility and increased connectivity.
In the future, getting from point A to B will not only be about distance and speed, but also about what the data signals that track our journeys reveal about us. Our tendencies, preferences, trends, anomalies will all be collected, correlated, and predicted. This amount of data, and its personal nature, undoubtedly represents a great shift in the traditional sense of mobility and health.
ME AND MY DATA CLOUD, TRAVELING TOGETHER.
Given how much humans travel on a daily basis, all vehicles—whether they be autonomous cars, buses, trains, or bikes—will become hubs for personal data collection. Vehicles will be able to understand weight fluctuations, pulse irregularities, or stress in one’s voice, and identify things such as job changes, social activities, or levels of consciousness and attention.
However, it is important to remember that the explosion of this type of data is more about listening to and prioritizing different signals than it is about reporting behavior. We are already inundated with meaningless and “unactionable” data. This is because “big data” is merely a recording of our activities, both as a collective and as individuals, at a scale we’ve never experienced before.
This mass recording is not a solution. It is the creative application and value we can extract from these recordings that gives the future so much promise (and creates such a huge challenge and opportunity for brands).
We could one day model and predict when someone is about to have a near fatal or catastrophic health incident and reroute him or her to the nearest healthcare facility, while notifying his/her family and starting prediagnosis procedures on the way. Imagine a mother with a very ill child getting priority to move through a congested, but “smart,” road. Imagine that she also has the ability to diagnose her child via live video chat with a doctor. Seat sensors can identify the child as her second oldest daughter, and automatically send the child’s insurance information and medical history to the facility.
DON’T THINK ABOUT AUTONOMOUS DRIVING, BUT ABOUT BEING LIBERATED FROM THE TASK OF DRIVING. HOW WILL WE USE THE TIME?
It’s easy to think of an autonomous vehicle as a robot-driven chariot, an electronic chauffeur for the masses. This is to think within the confines of the idea of “driving.” But what we are creating, potentially, is free time for people. Significant chunks of time. Significant chunks of time where people are hyperconnected, with zero task load, theoretically. It’s a temporal treasure trove.
- Providing useful and indispensable services based on the data exchange between mobility activities/data collection and personal healthcare records.
- Delivering easy and even incentivized ways to spend the time in an autonomous vehicle focused on healthy initiatives (exercise, research, analysis, food preparation, etc.)
- Moving from collection to correlation/investigation, and into predictive models.