Sven Gábor Jánszky and the futurologists at his institute are often asked how food will have changed in the future. This is a very good question. It leads us to consideration of a significant societal shift, new business models and an IT-based reorganisation of the food and pharmaceutical industries.

In this lecture, Sven Gábor Jánszky illustrates the trends behind "the foods of the future". It is about nothing less than the perceptions which we, as humans, have of our own bodies. Previous generations were convinced that this body was "gifted" to us by nature or God. In this context, "gifted" means "Unchangeable! Only repairable when something goes wrong." This principle is still the foundation for healthcare systems today.

However, the majority of people have discarded this fundamental belief. They now see their body as something which can be shaped. They no longer wait until they are sick so that they might, in turn, be cured. Instead, people now believe that they carry the responsibility for keeping their body healthy, attractive and in good condition.
The question of how different people will view this responsibility comes along with the question of forming future business models: from organic groceries to mental doping and medical food.

Sven Gábor Jánszky describes the business models springing up all around the megatrend of body optimization! A journey into the future! Among trend researchers, improving our own bodies with pills and beauty drinks is considered the NEXT BIG THING. Sven Gábor Jánszky takes you with him on a trip to the year 2030, an age in which food producers have developed margarine with neuroenhancers and pharmaceutical companies offer PEDs to improve our senses of hearing and smell.

The coming generations will see their bodies less as something given to them by nature but, increasingly, as shells to be improved upon. Who do you think will turn this trend of biohacking into big business? How will this trend alter consumer identities and demands? Which business opportunities will emerge for you? Will it be the main players active in today's healthcare markets: the doctors, chemists, hospitals and pharmaceutical companies? Or will it be food producers, supermarkets and fitness coaches?