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Report: Satellite startup may have mercury levels that are out of this world

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You know how almost every startup’s pitch has a save-the-world bent to it? Well, maybe not this one.

Apollo Fusion, a space startup funded in part by $10 million from LinkedIn cofounder Reid Hoffman, is reportedly planning to fuel its rockets with mercury, according to a Bloomberg report. Yes, that mercury, the neurotoxin that even in tiny doses can impair a person’s cognitive functions, lower IQ, damage motor skills, and decrease memory. The same mercury that NASA left far behind because of its toxic, dangerous side effects and potential contamination of our already struggling environment. Apparently Apollo wants to bring it back.

Four anonymous sources who spoke to Bloomberg said the company’s engineers were keen on using mercury because “its performance is better than that of alternatives like xenon or krypton.”

In an email to Fast Company, Apollo Fusion’s CEO, Michael Cassidy, said, “We are committed to maintaining a low impact on the environment with all of our work. We don’t comment on our proprietary technology due to competitive risks, either on innovations that we’ve built or things that we’re testing.”


7 side hustles you can start from your couch

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If you’re alive in 2018, you’ve probably heard of the side hustle. These days, it seems like everybody has one. In fact, if you’re a millennial, half of your peers already do.

Side hustles allow you to earn extra income, supplement a still-growing business, or get paid for a hobby you enjoy.

Many people hesitate to start a side business because they think it’ll be complicated. But the truth is, it doesn’t have to be. You don’t need to go to an office, hire employees, or spend hours cold-calling to succeed.

And sure, you may only earn a few hundred dollars per month at first. But because these side hustles cost almost nothing to start, the money you rake in will become pure profit.

Excited yet? Here are seven side hustles you can start from your couch.

1. Sell an information product

People love to learn new things, and you can profit from packaging your advice, knowledge, or expertise into a sellable product.

Are you an expert at getting the best deals at Disneyland? Know how to train pets? Give good dating advice? You can turn those insights into an ebook or course that people will pay for.

With information products, you pay an initial cost to create the resource and the website where it’s hosted, but it costs you nothing to produce extra copies of the book or course for new customers. That means that after you cover the initial costs of creating the product, you’re looking at almost pure profits from each sale.

If you create a solid information product and promote it well, it could earn you substantial passive income for years to come.

For instance, if you sell an ebook about dog training for $10 and get an average of 25 people to buy it every month, you’ll rake in an extra $2,500 per year. Or if you build an interactive course teaching men how to talk to women and sell it for $1,000, just one purchase a month will boost your income by $12,000.

2. Become a virtual assistant

A virtual assistant is like a regular assistant, only they connect to the business person online. They’re often hired by the hour, which means you can work as many or few hours per week as you’d like.

A virtual assistant can do practically anything, but the work often includes organizing resources and documents, scheduling appointments, taking calls, accounting, research, writing, proofreading, or editing.

If you have great attention to detail and would rather work with others than start a business by yourself, this could be a profitable choice for you.

Freelancing websites like Upwork and Fiverr often have job openings for virtual assistants. You can negotiate your own price with the client and clarify your tasks before accepting the job.

As a virtual assistant, you can charge between $15 and $60 per hour depending on how much value you’re able to bring to your client.

3. Create a niche review website

Creating an in-depth resource on a specific niche can be a profitable endeavor.

The secret to a niche website’s profitability is affiliate marketing and advertising. The website creator writes a number of informative, in-depth articles and product reviews to help readers know which items they should purchase.

As the website’s audience grows over months and years, and more readers begin to purchase items through the website’s affiliate links, the website owner can begin to earn hundreds and even thousands of dollars per month.

The passive income blog Income School expects a well-built niche site to earn an average of 2.5¢ per page view, per month, and bring in an average of 30,000 monthly page views by the end of the first year. A niche website with thousands of monthly page views will also often receive five- and six-figure bids from investors.

4. Proofread

We all have that friend who corrects everyone’s grammar or finds typos in menus and street signs. If you have a knack for finding mistakes in your native language, you could get paid to proofread.

Freelancing websites like Upwork and Fiverr have a steady stream of proofreading jobs, or you can start asking your friends and business connections to help them eliminate errors in their writing.

Proofreading rates can vary widely. Proofreaders who charge per word can command rates from 2¢ to 7¢ per word, or anywhere from $10 to $90 per hour. Rates depend on the quality of the job, the turnaround time, and the importance of the final document.

5. Translate

Parlez-vous francais? Or Spanish, Japanese, or Arabic? If you speak a second language, you could get paid to translate from your second language into your native language.

To find translation jobs, try online freelancing platforms made specially for translation, like Gengo and Unbabel. Or post your profile on ProZ, where clients search for translators and post translation jobs on the site-wide job board.

Translators generally charge between 10¢ and 25¢ per word or $30 to $50 per hour. Like proofreading, rates depend on quality, time constraints, and the importance of the translation.

6. Teach English

You’re reading this article in English, which means you’re a speaker of the most in-demand language on the planet. Millions of people attempt to learn English every year, which means English teachers are in high demand.

Websites like iTalki and Cambly are online platforms for anyone who wants to teach English or other languages to people of all ages. If you live in North America, you have more options, like teaching English to Chinese children through VIPKID or Qkids, or to Korean children through Englishunt.

Rates for English teachers can vary based on your experience and skill level. Cambly pays $10 per hour, VIPKID, Qkids, and Englishunt pay between $13 and $22 per hour, and iTalki allows teachers to set their own price.

7. Start a content site

I know what you’re thinking: “Seriously? Didn’t everyone and his cousin already bail on their blogs because they got tired of the content-generation hamster wheel?” It may feel that way, but if you’re passionate enough about a subject, it might not feel like work.

And believe it or not, the market is still not saturated. There are millions of topics that people search for every day, and many of them have not been written about yet.

Even if your blog is about a popular topic, you can still find your unique angle, says Henneke Duistermaat in her book Blog to Win Business. “You can safely assume that everything about your topic has been written already,” she admits. “However, nobody has said it yet in the way you can say it.”

There are many paths to a profitable blog. Like niche websites, you can promote products through affiliate programs and collect a percentage of each sale. Or you can place ads on each page of your blog and collect a few cents for each impression, or person who views the ad. Another option is to sell information products (see No. 1) to the readers of your blog.

If you choose your subject well and use multiple money-making strategies for your blog, you can see monthly earnings of a few hundred dollars to a few thousand dollars over time.

If you have a smartphone or computer and an internet connection, the money is yours for the taking. Whether you choose to write, teach, or help someone else succeed, you can start building your profitable side hustle today.

Unfortunately the new Dunkin’ Espresso-Wear fashion collection isn’t real

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You have to make them. Even if it’s some ultra-limited-edition, 25 pairs-to-random-contest-winners-type situation. This is 2018, and if you’re going to joke about making a product, you gotta make the product.

To help launch its new espresso drinks, Dunkin’ released an ad for a faux-fashion line called “Espresso-Wear.” Yep, Cappu-chinos, Americano-veralls and Latte-nk Tops, to help people keep their hands free and their espresso drinks close by at all times. Of course, it’s ridiculous. But we live in ridiculous times, which have seen the actual launch of Pizza Hut Pie Tops–actual shoes that order pizza and pause your TV:

Times that have seen high-end streetwear collaborating with The Colonel:

And the Golden Arches:

Even Chili’s is opening a pop-up retail shop for Cyber Monday. Marketers are looking for any and every advantage to gain our attention. Dunkin Donuts’ spot is a funny ad with a novel concept, but you can also imagine the social potential of sending out real Dunkin’ duds and showing off how they perform IRL. A spokesperson for the brand’s agency BBDO New York said Dunkin’ is looking into the idea of making these real, but for now is concentrating on the actual new espresso drink products.

Of course, if Dunkin’ doesn’t end up making them, those handy pockets could easily fit a beer can. Your move, Miller High Life.

Victoria’s Secret threw shade at ThirdLove, and CEO Heidi Zak had the perfect response

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Nobody puts ThirdLove in the corner.

Last week, that is exactly what Victoria’s Secret tried to do. In an interview with Vogue about the brand’s annual fashion show, CMO Ed Razek said, “We’re nobody’s third love, we’re their first love.” It was a not-so-subtle attack on ThirdLove, a five-year-old startup founded by former Google executive Heidi Zak.

On Sunday, Zak responded to Razek’s zinger in a full-page ad in the New York Times, saying, “You market to men and sell a male fantasy to women . . . Your show may be a “fantasy” but we live in reality. Our reality is that women wear bras in real life as they go to work, breastfeed their children, play sports, care for ailing parents, and serve their country. Haven’t we moved beyond outdated ideas of femininity and gender roles?”

It wasn’t just ThirdLove that Razek offended. Among Razek’s many inflammatory comments in the Vogue piece, he said:

  • “Victoria’s Secret has a specific image, has a point of view. It has a history . . . Everybody had the conversation about Savage [x Fenty] having the pregnant model in the show. We watch this, we’re amused by it, but we don’t milk it. And all of these things that they’ve ‘invented,’ we have done and continue to do.”
  • “We attempted to do a television special for plus-sizes [in 2000]. No one had any interest in it, still don’t. Our show is the only branded special in the world, seen in 190 countries, by 1 billion 6 million people; 45% more people saw it last year than the year before.”
  • “Does the brand think about diversity? Yes. Do we offer larger sizes? Yes. So it’s like, why don’t you do 50? Why don’t you do 60? Shouldn’t you have transsexuals in the show? No. No, I don’t think we should. Well, why not? Because the show is a fantasy. It’s a 42-minute entertainment special. That’s what it is.”

The last comment, in particular, drew a lot of ire. The Model Alliance, a model’s advocacy group, put out a statement saying it was disappointed by Razek’s comments about trans and plus-size models.

This prompted Razek to apologize for his remarks. Sort of. He said, “We’ve had transgender models come to castings . . . And like many others, they didn’t make it . . . But it was never about gender.” (It’s possible Razek has never heard of the concept of unconscious bias.)

Following this interview, Victoria’s Secret’s CEO, Jan Singer, left her post after only two years on the job. The company declined to give an explanation about this sudden departure, although it could have something to do with the brand’s declining sales, which prompted one industry analyst to describe Victoria’s Secret as the “Sears of Brassieres.” Razek’s insensitive comments may have sealed the deal for her.

While Victoria’s Secret still controls a large chunk of the women’s lingerie market, many other startups—from ThirdLove to Lively to Knixwear to TomboyX—have entered the space with feminist, inclusive brands and products. Razek points out that these competitors are still small, and any single popular Victoria’s Secret bra may sell more than these companies’ entire product lines. That might be the case, but taken altogether, these startups are beginning to chip away at Victoria’s Secret dominance.

“I founded ThirdLove five years ago because it was time to create a better option,” Zak says in the ad. “ThirdLove is the antithesis of Victoria’s Secret. We believe the future is building a brand for every woman, regardless of her shape, size, age, ethnicity, gender identity, or sexual orientation.”

It seems that many millennials and gen Z-ers agree with her.

How to stop your brain’s addiction to bad news

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Turn on the news these days and you’d be forgiven for thinking the world is about to end. From politics to climate change to the economy, negative and bad news surrounds us everywhere we go.

The problem isn’t just that there are terrible things happening around the world. But also that our brains are simply wired to pay more attention to unpleasant news. Psychologists call this the “negativity bias” and have found that it’s one of the first things we develop as children.

And while this bias may have helped our ancestors pay attention to potentially life-threatening situations, today it’s getting in the way of our happiness, well-being, and even our productivity.

Why reading or watching bad news first thing in the morning is so bad for you

There’s a couple of issues at play here. The first is the problem of when we consume news.

A study by researchers Shawn Achor and Michelle Gielan along with Thrive founder Arianna Huffington found that just three minutes of negative news in the morning (versus more uplifting content) can ruin your mood for the rest of the day.

Next is the problem with consuming bad news itself. According to data scientist Kalev Leetaru–who used a technique called “sentiment mining” to assess the emotional tone of articles published in the New York Times from 1945 to 2005, as well as an archive of translated articles from 130 other countries–the news has gotten progressively gloomier since the 1970s.

Far from being better informed, heavy news consumers end up miscalibrated and irrational due to a cognitive bias called the Availability Heuristic. This bias explains that people estimate the probability of an event or the frequency of a kind of thing by the ease with which instances come to mind.

It’s why people rank tornadoes (which kill around 50 people a year) as a more common cause of death than asthma (which kills closer to 4,000).

To combat the negative news cycle, slow down and pick your battles

Everyone wants to feel informed. Yet too much exposure to the news–especially negative news–can seriously impact our mood and ability to be rational and logical. So what do we do?

For one, we can start by slowing down our personal news cycle. Smartphones, push notifications, and news apps keep breaking news (which is usually negative) at our fingertips. Or worse, send it directly to us without our consent.

To break this cycle, Hooked author and behavioral designer Nir Eyal suggests we read printed newspapers rather than online news.

This way, he explains, he stays informed but also receives closure by only reading as much as the daily paper provides. He trusts the newspaper’s editors to curate only the top stories each day and doesn’t have to fight the urge to click to the next story in an ever-updating flurry of new news.

But slowing down the news cycle isn’t a complete solution. We still have to deal with misinformation and the reliability of news sources. The threat of “fake news” and news cycles too fast for fact-checking puts the onus on the reader to discern what’s reliable and what’s not.

Discerning reliable news from misinformation is a skill, according to freelance journalist Jihii Jolly, that all readers need:

Choosing what to read, when, and how is a news literacy skill. In the same way that financial literacy requires knowing how money works and the most effective methods for managing it, news literacy requires familiarity with how journalism is made and with the most effective ways to consume it.

Blindly following the news cycle can also make it hard to change your mind when new information arises.

Brendan Nyhan, a political scientist who’s been studying efforts to correct inaccurate information once it’s been shared, has found that in general:

Once factually inaccurate ideas take hold in people’s minds, there are no reliable strategies to dislodge them–especially from the minds of those for whom the misinformation is most ideologically convenient.

So if it’s so hard to correct misinformation, even when presented with the truth, perhaps Gillmor is right, and we need to be more skeptical from the beginning.

How we deal with news overload at RescueTime

Our goal at RescueTime is to help you spend more time on meaningful work. Yet, even though we’re working toward this every day, most of us struggle to wrestle free from the grip the negative news cycle has on us.

Here are some tips from the RescueTime team on how to stay informed without becoming overwhelmed.

While many of us have given up on Facebook, software engineer Brian points out why it’s a struggle to keep up with the barrage of information shared in his News Feed:

Facebook, in particular, has become most peoples’ news source, at least as far as I can tell. The issue for me is that if I scroll through 100 posts from friends/acquaintances, there are quick one-click shares from news organizations, usually the headlines and content of those posts are negative, rebellious, angry, etc.

. . . and the more important the issue, the more shares you’ll see from different people. At the end of the day, it can feel overwhelming, and make me absolutely not want to engage in real discussion or debate, because I’m sick of talking (reading) about it.

Software developer David says he’s just started to adjust his approach to news:

My morning routine for the past year exactly . . . has been, awake, make sure the world has not destroyed itself (by checking headlines at CNN, New York Times, and Washington Post) and then looking at Twitter and Facebook to see what various communities I belong to think of the disaster of the day.

It is wearing REAL thin now, and I’m trying to figure out ways to dial it back but not disconnect.

I’ve started fighting it, first by choosing to take a walk in the morning (BEFORE I look at the iPhone) and rowing during lunchtime. I turned on the breathing reminders on the Apple Watch as well. They help me stay calm. For me, getting a rowing machine and Apple Watch has come at the right time. Not only to get back in shape and watch my health . . . but as a way to have something more personally productive to focus on instead of the stream of concerning news.

For data scientist Madison, the best bet is to restrict news consumption to just her phone. And then make sure it’s not nearby during the workday:

Most of my news and general content consumption is done on my phone. I stay away from visiting news or social media sites on my computers to keep focused on work or learning while using the devices. Lately, I have been leaving my phone outside my office to avoid picking it up to browse when I am trying to be productive.

COO Mark, like David, focuses on a healthy balance during the day:

The world has changed in the last couple years, and some news intrusion feels inevitable. I feel the need to stay more current than in the past, but still try to avoid news before lunchtime. My strategy for a while has been:

  1. Leave phone on mute most of the time and always put face down when out of pocket.
  2. I ditched Facebook many years ago, and only log in maybe two to three times a year for some family news.
  3. Change light intensity environments and eye subject distance at least every hour (get outside, let eyes focus on something distant for an extended period of time, like a 10- to 30-minute walk)
  4. Exercise in the middle of the day.

While our senior software engineer Hank also tries to cut down his consumption overall, he’s found focusing his online reading on non-news stories helps:

I pretty much aggressively ignore stuff. I only enable notifications from very few apps. I’ve never had Facebook. Don’t check email or Twitter outside of certain times (or when I get stuck and need a context shift). And I try to keep a fair bit of my reading online focused on tech, etc. Taking a break for physical activity is also a big helper.

It’s a relief to know we’re not alone in our struggles against the relentless flood of bad news. Everyone from journalists to well-known authors seems to be grappling with the fine line between being informed and being overwhelmed. However, if we want to be happier and more productive, we can’t let the negativity bias take over our days.


A version of this article originally appeared on RescueTime and is adapted with permission. 

As it considers mergers, BuzzFeed makes asking for money part of its revenue strategy

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BuzzFeed has always looked for new ways to make a buck, and today we see two extremely different examples of this. First, after months of quiet trialing, BuzzFeed News is making its membership program official. Instead of implementing a paywall (which would be very un-BuzzFeed), the company is instead asking people who enjoy its journalism to show their gratitude with money.

Meanwhile, quietly in the background, BuzzFeed is also reportedly looking into a digital media merger of epic proportions.

The subscription details works like this: Members can either pay $5 each month or $100 a year. In return, they get added to an exclusive email list with curated content, as well as a tote bag (if they pay the $100). BuzzFeed adds that the tote is “limited edition.”

BuzzFeed’s journey to this new revenue stream is certainly interesting. It began as one of the most successful websites to cash in on the digital ad boom, perfecting the art of listicles and other click-able content. Then when pivoting to video was in vogue, it pivoted with reckless abandon. And now that the future of media monetization is murky at best, BuzzFeed is following the latest trend, which is straight-up asking people to give it money. Of course, in an increasingly tight media ecosystem, new revenue streams are increasingly necessary.

In a memo to staff, global news director Lisa Tozzi said that she does not “expect it to be a huge portion of BuzzFeed’s revenue in 2019.” But the company hopes that, over time, it can build up this program to be a more significant player. Tozzi was unclear about what exactly would be offered as the year goes on. “We’re going to be testing different messaging and marketing which you will see on buzzfeednews.com and across other platforms and continue to consider member benefits or perks as the program develops,” she wrote.

With memberships implemented, BuzzFeed is also considering even more dramatic steps. The company is reportedly looking into potential mergers with other large media companies–such as Group Nine, Vice Media, and/or Vox Media, reports the New York Times. The talks are supposedly still very preliminary, but CEO Jonah Peretti was very candid about the possibility.

The idea behind the merger would be to create a publishing juggernaut that could play hardball with the likes of Facebook and Google. It’s a pretty sweeping idea, one that would inevitably make it even harder for smaller journalistic enterprises to compete.

For the time being, BuzzFeed News is now just asking for membership funds. While it may be offering this content to paying subscribers, it’s not considering drastic measures that other media companies are taking up. Tozzi wrote, “no–this is not a prelude to any sort of paywall.”

SNL sides with billionaire Jeff Bezos, not everyday New Yorkers, on HQ2

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Last week, about 100 New York politicians, union organizers, and concerned citizens rallied together to reject what Amazon is delivering to their doorstep.

The monolithic, all-purpose company–which increasingly looks like the villain in every 1980s Paul Verhoeven movie–announced its plans last week to set up half of its second headquarters in Queens. (The other half is slated for Arlington, Virginia.) New Yorkers are typically an opinionated bunch, and many of us have questions—chief among them, why on earth are we reportedly paying as much as $112,000 in subsidies for every Amazon job when our subways are far less reliable than the showtime dancers who perform on them?

As a 40-plus-year-old New York institution, Saturday Night Live seemed poised to be the voice of the people on this issue. On the latest episode, however, the team at SNL made it crystal clear their concerns about Amazon skew far above street level.

Toward the beginning of the show, host Steve Carell appeared in a bald cap as unsettlingly shiny zillionaire Jeff Bezos. The pretaped sketch seized on the idea that Amazon’s two new locations are perhaps not coincidentally near strongholds against Bezos’s bête noire, Trump.

Carell sells the bit with a funny performance, but really, it feels like a cop-out. It’s a way to comment on Amazon’s controversial move to New York without commenting at all on how New York feels about it. Some viewers even wondered on Twitter whether the sketch might have been sponsored content.

WhenWeekend Update hosts Michael Che and Colin Jost offered their official positions on Amazon’s move to the city, though, they made the relatively benign Bezos sketch look like anti-capitalist screed Sorry to Bother You in comparison.

Perhaps upset that The Daily Show’s Jaboukie Young-White ate their lunch earlier last week with a funny take about Amazon moving to New York, Che and Jost settled on serving as de facto PR arm for Goliath. What more could Amazon hope for than to have yacht regatta mascot Colin Jost call objecting New Yorkers “whiny bitches” during #Resistance Twitter’s favorite comedy show?

“A lot of New Yorkers are worried about the impact Amazon will have on Queens, but I’m more worried about the impact Queens will have on Amazon,” Che said, as an over-the-shoulder graphic depicted a package decked out in tacky purple and leopard-print wrapping.

It feels like a betrayal to have New Yorkers’ legitimate complaints reduced to the set-up of a joke whose punchline is that, in addition to being a bunch of Debbie Downers, Queens residents also have hideous taste. Cool joke, Che!

Leave it to the smirking Jost, though, to delve even further into boot-licking territory.

“I know it’s gonna raise housing prices, but it’s a little late for New Yorkers to complain about rent,” Jost said. “I mean, even Amazon had to move to Queens because it couldn’t afford to live in Manhattan.”

He could have stopped at, “I know it’s gonna raise housing prices.” That’s a big deal! The rest of the hacky joke doesn’t even make sense. I don’t know how it can seem “a little late for New Yorkers to complain about rent” when working New Yorkers have never stopped complaining about rent. As Jon Schwarz of The Intercept noted on Twitter, Colin Jost may not be the ideal ambassador for what working New Yorkers think.

At least by going after the New Yorkers who object to Amazon instead of Amazon itself, SNL didn’t leave any chance for searing cultural commentary on the table. Oh whoops, excuse me, they left all of it. All of it is still on the table.

Sure, New York City is getting 25,000 new jobs (again, at a reported $110,000 per), but let’s take a look at what kind of jobs we’ll be getting. The primary employment opportunities in NYC’s HQ2 will be tech jobs, white-collar positions that exist in an atmosphere that the New York Times once described as “bruising” due to “unreasonably high” expectations. But hey, on the bright side, at least New York won’t be getting the kind of Amazon jobs where, reportedly, workers may be monitored with biotech to ensure optimum productivity; the kind where a bathroom break eats up too much time away from the warehouse floor, so a plastic bottle has to suffice; the kind where workers might have to camp in tents close to warehouses to save on commuting costs; the kind where if you somehow pass out in your air conditioning-free work zone and experience injury, you might have trouble getting worker’s comp; and finally, the kind of place that desperately doesn’t want its workers to unionize.

If only there was some cutting humor to be mined from these working conditions! Apparently, it’s funnier to dunk on New Yorkers for opposing them.

It’s ironic that SNL’s sketch about Bezos ended up being a joke about Trump–by siding with this conglomerate against working people, the show is trafficking in the same kind of double-talk they regularly parody him for. What a joke.

You can’t talk about right-wing populism without talking about urban planning

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The suburbs are changing: They’re more diverse in terms of class, race, age, and politics than they ever have been. But there’s one fundamental thing that still unites them: the way they’re designed, with lots of open space and a near-complete reliance on cars, whether residents like it or not. That makes them uniquely vulnerable to right-wing politicians who weaponize “bike lanes,” “public transit,” and “walkability” to paint a picture of the “common folks in the suburbs” under threat by “elites” and urban planners, says Pierre Filion, a professor at University of Waterloo’s School of Planning.

“If a politician is able to target that, they’re able to create a measure of consensus in a suburban area against what is perceived as an external danger or intrusion–and use that to win an election,” Filion says.

It’s fertile ground for some right-wing politicians who paint suburban voters as an oppressed majority under attack by an urban, elite minority that wants to make traffic worse. Even if suburbanites are politically progressive, some politicians have proven they can take advantage of their reliance on car culture, which stems from the land-use patterns of decades past. Urban planning, in more ways than one, underpins our current political reality.

[Source Images: Franck-Boston/iStock]

Take the 2010 campaign of late Toronto mayor Rob Ford and the 2018 campaign of his brother, current Ontario Premier Doug Ford, which Filion investigates in a new paper in the latest issue of Urban Planning. The Ford brothers both mobilized suburban Ontario voters by warning that external enemies–“downtown” urban planners–were waging a “war on the car” with public transit projects and bike lanes that would increase traffic for suburban drivers.

Stateside, the Koch Brothers-funded American for Prosperity are fighting public transit referendums in cities ranging from Nashville to Tampa. The group demonized urban planners and defended “ordinary” people in a spring press release about Nashville’s proposed transit tax hike (emphasis mine):

The free market can fix the traffic problem itself. We don’t need the government stepping in to ‘fix’ a problem we’re already taking care of by ourselves. Ride sharing services, food delivery services and the ability to order just about anything you need to your door are all ways we’re moving towards efficiency. And those are all ideas from ordinary people, not bureaucrats and city planners at high costs to the taxpayers.

Voters struck down the referendum in the Midterms this month.

Filion thinks the success of these anti-transit campaigns has to do with their simplicity. Put a politician and an urban planner at a table together to talk about something, he says, and the pol’s argument will sound far less complex. “It’s much easier to understand and sell than the [urban planner’s],” he says. “And I think this is another dimension of this populism: That the arguments are simple. So in the political arena, they sell.”

At the same time, groups trying to make cities and suburbs more accessible and walkable have seen some success. For instance, Tampa voters approved a transit infrastructure tax thanks in part to work by advocacy groups before the Midterms. Filion also points out that eventually, some voters wise up. For instance, Doug Ford recently walked back his proposal to redevelop Ontario’s protected Greenbelt to theoretically reduce traffic and increase housing, after opponents demonstrated that it would do no such thing. In the long term, Filion thinks this kind of anti-transit suburban populism isn’t politically sustainable.

Let’s hope.


Instagram doesn’t want you faking your way to popularity

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If you want people to love you on Instagram, it doesn’t hurt to engage with other members of the community. Or, if you’re lazy and/or sneaky, you could try outsourcing the heavy lifting to one of a number of apps that use your Instagram credentials to follow, like, and comment on your behalf in an entirely automated fashion.

Instagram, not surprisingly, wants its service to be about human connections, not bots pelting members with spam interactions. It says that such apps violate its terms of service. And now it’s using machine learning to identify inauthentic activity and undo it. The company says it will notify the people who use such apps that it’s deleted the synthetic interactions, and will make them change their passwords so the apps can no longer hijack their accounts.

This sounds like good news for those of us who enjoy using Instagram rather than seeing it as a popularity contest to be won at any cost. Or at least I hope the company’s measures will help minimize the fake comments that occasionally overwhelm my own feed.

Beyond Meat files for an IPO, will trade under Nasdaq: BYND ticker symbol

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Beyond Meat is finally taking the next step in its plant-based meat revolution: going public. The meat substitute producer filed for an IPO with plans to raise $100 million, reports Food Dive, although that number may change in the coming weeks. It applied to the Nasdaq Global Market under the symbol BYND.

The company also announced two new additions to its board: Twitter CFO Ned Segal and Coca-Cola Company CFO Kathy Waller.

The filing was expected of the innovative company, which sells non-GMO meat-free burgers, sausages, and chicken strips, in the hopes of taking a slice out of the $1.4 trillion global meat industry. Its investors include bold-faced names from Silicon Valley, the food industry, and well as the environmental crowd: Bill Gates, Leonardo DiCaprio, and Tyson Foods, among others.

In the filing, Beyond Meat states that in the nine months before September 29, 2018, net revenues were $56.4 million, a 167% increase from $21.1 million in the nine months ended September 30, 2017.

“Going forward, we intend to continue to invest in innovation, supply chain capabilities, manufacturing, and marketing initiatives, as we believe the demand for our products will continue to accelerate across both retail and food service channels as well as internationally,” read the statement.

It’s the latest in a series of developments for the brand, which recently revealed a 26,000-square-foot facility dedicated to re-creating every popular meat product on the market. (Next up: steak.) Beyond Meat, which has seen sales ramp up by 70% in the last year, has sold 25 million burgers since its 2016 debut. It admitted having trouble meeting demand after multiple Whole Foods stores ran out of inventory. Besides the market chain, Beyond Meat sells at Amazon Fresh and 20,000 other grocery retailers—as well as 10,000 restaurants, hotels, and universities.

As we previously reported,Americans are increasingly looking for meat substitutes such as Beyond Meat and the Impossible Burger. A recent poll found that 43% of consumers are more likely to try plant-based alternatives today than just five years ago. That’s translated to dramatic market shifts: The plant-based “meat” industry saw sales top $670 million in the last year–up 24% from the year prior, reports the Plant Based Foods Association. The overall plant-based industry, meanwhile, saw $3.7 billion in sales.

“More and more consumers are beginning to understand the biggest choice they make in terms of impact on the climate is protein,” Beyond Meat founder and CEO Ethan Brown told Fast Company. “Everything here is an investment toward that goal of making [meat and plant-based meat] indistinguishable.”

Here’s why Nissan chairman Carlos Ghosn was arrested in Japan

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Nissan’s powerful Chairman, Carlos Ghosn, has been arrested on charges of financial misconduct. Several months ago a whistleblower reported that Ghosn and another board member, Greg Kelly, had been underreporting Ghosn’s compensation, Nissan said in a statement. While it’s unclear what Kelly got out of the deal, Ghosn apparently just wanted to make himself richer by not paying taxes on an estimated 5 billion yen ($44 million). In addition to underreporting his income, Ghosn was reportedly also making personal use of company assets and “numerous other significant acts of misconduct.” Kelly’s “deep involvement” was also confirmed.

Nissan’s CEO, Hiroto Saikawa, is asking the board for the prompt removal of Ghosn, and Kelly and has apologized to shareholders for the whole sordid affair.

Ghosn’s arrest will undoubtedly shake up the auto industry, in which he has been a key vocal player for 40 years. It was under Ghosn’s guidance that Nissan recovered from near collapse and formed an alliance with Japan’s Mitsubishi and Renault. Now, as CNN notes, the car-making alliance makes 1 of every 9 cars sold around the world.

After Ghosn’s arrest, the fate of the alliance may be in question, as it had not yet been made permanent.

After rapid growth, Zuckerberg-backed school program faces scrutiny over effectiveness, data privacy

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Earlier this month, nearly 100 students from Brooklyn’s Secondary School for Journalism walked out of school to protest the use of Summit Learning, a personalized education system backed by Facebook CEO Mark Zuckerberg’s philanthropic organization.

The students complained that the program, designed in part to deliver individualized lessons to students at their own pace, kept them busy at computers rather than working with teachers and classmates. It also failed to prepare them for standardized tests and violated their privacy by collecting data on their grades, disciplinary records, and demographics, they said.

“Unlike the claims made in your promotional materials, we students find that we are learning very little to nothing,” wrote two of the walkout’s student leaders in a letter to Zuckerberg that was published by the Washington Post. “It’s severely damaged our education, and that’s why we walked out in protest.”

New York City’s Department of Education didn’t immediately respond to an inquiry from Fast Company.

The Summit Learning system evolved from Summit Public Schools, a network of 11 charter schools in California and Washington state. It’s supported by philanthropic organizations, and the biggest source of funding is the Chan Zuckerberg Initiative, founded by Zuckerberg and his wife, the pediatrician Priscilla Chan. About 380 schools across the country now use the system, up from just 19 in 2015, say Summit officials, who insist that the program is about more than digital busywork. Students in Summit programs should have weekly ten-to-fifteen-minute meetings with an assigned mentor, and should “spend the majority of their time learning through projects,” says Catherine Madden, Summit’s senior director of communications.

When students are doing individualized computer work, which could involve watching videos, taking quizzes, or reading online material, teachers should still be actively traveling through the classroom and perhaps helping students with their work individually or in small groups, she says.

‘You’ll see the teacher going around the class and structuring it in a really dynamic way,” Madden says.

[Photo: courtesy of Summit Public Schools]

There’s very little info on how personalized ed helps students

Summit Learning is part of a wider push to deliver more personalized educations to individual students, rather than rely on a one-size-fits-all approach where every student watches the same lectures, reads the same passages, and completes the same homework assignments on the same schedule. That idea isn’t entirely new: Teachers and school systems have always tried to offer supplementary material to advanced students and extra help to those falling behind. But computers have made it more practical for teachers to track pupil performance in detail and provide interactive lessons to a class while they work with individuals and small groups, writes John F. Pane, a senior scientist at the RAND Corporation, in a report on personalized learning released last month.

“I think that people do see that there’s an opportunity involved in trying to create more personalized learning experiences for students,” he says. “They’re starting to think, what kind of leverage can we get by employing technology.”

Since such programs are still relatively new, there’s still a dearth of information about exactly which programs and what techniques help students perform better, he says.

“I think the field is in a very exploratory stage right now where people are trying different things even within a school,” Pane says.

Summit, for its part, says that its program is built on sound educational science and points to individual reports from schools of increased student performance and enthusiasm. In a draft op-ed shared with Fast Company, Pasadena (Texas) Independent School District executive director for innovation and development Melissa McCalla writes that seventh graders in the district’s Summit program scored 14 percentage points higher on a state reading test than peers who weren’t in the program.

“These improvements are important, but beyond the statistics, students, educators, and parents tell us how they have experienced firsthand the power of personalized learning,” she writes. “Students are more excited than ever to come to school and learn.”

[Photo: courtesy of Summit Public Schools]
An analysis by Kentucky’s libertarian-leaning Bluegrass Institute found more mixed results when the program was implemented in that state’s Boone County. “Clearly, Summit Learning certainly isn’t an instantaneous silver bullet and this program needs very close attention,” wrote staff education analyst Richard Innes after the program’s first two years.

In addition to curricular materials and an online learning platform, developed in part by engineers from Facebook and the Chan Zuckerberg Initiative, Summit provides participating schools with teacher training and mentoring to help them implement the program. All of that is free of charge to local districts, with funding coming from the Chan Zuckerberg Initiative and Summit’s other financial backers. It’s easy to see how that could be valuable to administrators at cash-strapped schools, in an era when many districts struggle to keep up with the costs of textbooks, staff, and technology, with some forced to place students into larger classes or even cut school to just four days per week.

“In a way, they’re reacting to a real problem, which is that in many schools class sizes really are too large and it’s very difficult for teachers to cope,” says Leonie Haimson, co-chair of the Parent Coalition for Student Privacy and a vocal critic of Summit.

“There’s a mismatch there”

Summit and the Chan Zuckerberg Initiative have suggested there were problems with the program’s implementation in the Brooklyn school. “There’s a mismatch there, and we need to figure out how to close that gap,” Summit founder and CEO Diane Tavenner told Fast Company on Saturday after a meeting with student leaders and their families. New York City’s school system announced the school would stop using Summit in the 11th and 12th grades, where Tavenner says it was being deployed without her organization’s knowledge by teachers untrained in its use.

But Haimson says she’s heard similar complaints from schools elsewhere in the country.

“I’ve had parents reach out to me from now 15 states across the company who are absolutely distraught that their kids are using the program,” she says. “This includes many students who have always enjoyed school and always done well at school.”

[Photo: courtesy of Summit Public Schools]
Students and parents complain of long hours at computers with little human interaction, she says. That’s long been a fear when it comes to automated educational systems—a widely anthologized Isaac Asimov story from 1951 features schoolchildren individually taught by custom-calibrated robots pining for the days of broad classroom instruction. It’s also not unheard of for schools to handle large classes prone to disruption by assigning more solitary desk work. In June, the Orlando Sentinelreported that some Florida private schools receiving public scholarship money largely taught students by having them independently complete paper worksheets. But that shouldn’t happen in schools using the Summit program, Madden says.

“If you walk into a classroom where you see students spending all day on their laptops, they’re not doing Summit Learning correctly,” she says.

“We do not sell student data.”

Students and parents also express fears that Summit, with its ties to Zuckerberg amid Facebook’s data handling controversies, is gathering too much information about students, Haimson says. Summit’s privacy policy says it may receive information about student demographics, suspension and expulsion records, extracurricular activities, college acceptance and employment, “mentor observations” and whether students are in subgroups like students with disabilities or English learners.

“We know that they are grabbing a huge amount of personal student data including everything from disabilities to detailed disciplinary records,” says Haimson.

Summit says that it doesn’t give Facebook employees access to its platform and only gathers much of that data to help schools track student progress, protecting the data with “physical, technical, and administrative safeguards” to prevent unauthorized access.

“I want to make clear to you that we are in no way misusing student data,” Madden says. “We do not sell student data.”

Still, in a country with a strong tradition of locally run public schools, many students and parents remain suspicious of a program with ties to a controversial Silicon Valley billionaire. In some cases, parents have also complained of perceived liberal bias in the curriculum, although Summit officials emphasize that schools are free to customize the program and curricular material to their own needs.

“We encourage schools to make sure that they vet them in advance, to make sure that they feel like they are suitable for their own communities,” Madden says.

While she says Summit encourages schools to “work closely with their families” to implement the program and make sure the public is educated about it, parents and teachers alike have sometimes complained about a lack of information or room for public discussion before Summit programs are put in place.

“What a lot of the public doesn’t get is that the decision making for teachers to use different types of technology in their room has been taken for them,” says Marla Kilfoyle, a teacher and activist who served for a time as executive director of the Badass Teachers Association. “They’re never brought to the table. They’re never asked. These things are never piloted.”

In Cheshire, Connecticut, the school district ended participation in Summit just a few months into last school year after public complaints, with some parents essentially seeing the program as an unnecessary experiment with their children as subjects. Lori Braun, a parent of a then-seventh grader, says she supported the program and thought it helped her daughter learn material at her own pace.

“She could learn more than the teacher was able to teach because maybe other students weren’t as far ahead,” she says.

But, Braun says, there was never a robust public discussion of the program before it was pulled. Ironically, the program may have been partly done in by the viral spread of critical comments on Zuckerberg’s more famous project.

“I think a lot of the negativity was through social media,” she says.

You can now buy the chair Frank Lloyd Wright designed for himself

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Famous architects are equally known for their buildings as they are for their chairs. A famous design chair can often contain architectural manifestos in miniature, loaded with aesthetic and social arguments on how to live and make.

[Photo: Cassina]

The celebrated American architect Frank Lloyd Wright, for one, certainly designed as many pieces of furniture as buildings, often specified to the space to maintain an aesthetic harmony between the interior and exterior–an exacting, if not obsessive, dedication to his design craft. For the living room of his own Taliesen West home, workshop, and school in Arizona (now home to the Frank Lloyd Wright Foundation and School of Architecture), he designed and used this stately, sculptural armchair with his workshop in 1949, and used it until his death, at age 91, in 1959.

[Photo: Cassina]

Made from a single piece of folded plywood, the stark angles of the Taliesen chair give it a faceted, futuristic form, and its spare construction makes complex use of simple, straight lines that minimize offcut waste. In its time, the workshop’s wood-pressing technology was also a highly advanced method of fabrication. Never put into serial production until 1986, and even then, only briefly until 1991, by the Italian furniture house Cassina, the Taliesen armchair has been brought back into production in a limited edition of 450 chairs.

A heritage brand in name and ethos, Cassina has reissued a number of additional archival works this past year: The tubular-steel frame Beugel chair by Gerrit Rietveld, a wood-and-saddle leather 905 chair by Vico Magistretti, and a suite of dorm furniture by Charlotte Perriand–modeled and reproduced after a room from Le Corbusier’s 1959 Maison du Bresil–are among the other certified releases. As for the Taliesen, the handsome perch and tangible slice of history will put a $5,500 dent in your wallet.

Alexis Ohanian on why former founders make the best VCs

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Former all-stars often make the best coaches in sports, and now a pair of tech industry hall-of-famers believe they can prove the same to be true in venture capital.

After spending years on the metaphorical field, Reddit cofounder Alexis Ohanian recently traded in his cleats for a clipboard, bringing his intimate knowledge of the entrepreneurship game to his portfolio of rising stars.

“I definitely felt like I got recruited and sort of graduated to that coaching position,” says Ohanain, sitting next to former Y Combinator partner Garry Tan, during the Web Summit technology conference in Lisbon, Portugal in early November. “As Garry said in his panel earlier, game recognizes game, and I think the only way to do this job well is to have done it yourself.”

The two former entrepreneurs and Y Combinator alumni now run a VC firm with over $500 million under management. Initialized Capital in many ways resembles a startup, from its emphasis on culture and transparency to the diversity of skills within its ranks to its internal software applications.

“We are a startup; design, product, engineering, marketing, getting people to use it and community, these are things every startup ends up needing,” says Tan. “We built a team of people who are experts at all the disciplines that a startup is going to need at an early stage, and we connect them all and turn them into cyborgs using software,” adds Ohanian.

Ohanian explains that Silicon Valley’s VC culture often revolves around secrecy and speculation, which he believes is counterproductive for both entrepreneurs and investors. Instead he and Tan put a strong emphasis on transparency, and use internal software tools designed by Tan to share information and collaborate on high-level decisions.

“At just about every other VC firm partners want to hoard information, especially bad information, about their companies, because they don’t want their other partners to know their companies are struggling,” says Ohanian. “The reality is that every company is always struggling–there’s no company on Earth that doesn’t have struggles–our job is to identify those problems early and either find someone around the table at Initialized that can help, or someone they know that can help provide that solution.”

Taking a page from Y Combinator

These principals, according to the entrepreneurs-turned-venture-capitalists, are ripped straight from the Y Combinator playbook. The Bay Area seed accelerator housed and developed Ohanian and Reddit cofounder Steve Huffman when they launched the website in 2005. It is also where Tan got his first taste in investing in startups and building internal software like the YC internal alumni social network Bookface.

“YC is super interesting because it’s not about the pedigree, it’s not about buzzwords, you have a 10-minute interview that is purely about what you’re building, the capability to build it, and if people actually want it,” says Tan. “To us that’s the basics of investing; can you sit across from someone and get excited about what they’re doing, and know they’re capable of doing it because you’re capable of evaluating their work.”

From one carpenter to another

It’s that ability to evaluate an entrepreneur’s technical capabilities that Ohanian and Tan believe makes former founders best suited for the VC role. They point to a famous Steve Jobs quote about a carpenter building a chest of drawers to illustrate their point.

“You’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it,” said the late Apple cofounder. “You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through”

Tan explains that only another carpenter would know to look at the hidden panel to evaluate the creator’s level of care and dedication, but Ohanian takes it a step further.

“A bunch of random people can stare at the cabinet for a long time and bullshit about why it’s good or bad but not really know, whereas we’ve been making cabinets for a while, so we know where to look to see if that cabinet maker really did the extra 10%,” he says.

That extra 10%, which only a fellow craftsman would identify, was plainly visible in one  of Initialized’s first and most successful investments. Upon downloading Instacart Tan says it had a lot of things going for it, but he was most impressed by the smoothness of the scrolling, of all things.

“As a software engineer, that 10% is writing code that has good threading, so when you’re scrolling you’re not doing things on the main UI thread, you’re doing it in the background, so you can scroll and it doesn’t get jerky,” he says. “For a prototype, for something one person had just made because they just wanted to make it, that was powerful for me.”

Last month Instacart raised $600 million at a $7.6 billion valuation.

Easy lessons learned the hard way

As former entrepreneurs now seated on the other side of the venture capital table, Ohanian and Tan have spent a lot of time lately thinking about the advice they would have wanted VCs to give them as they were building their startups.

Ohanian, for one, wishes someone had given him a pep talk about what should and should not be worthy of his focus and attention as a startup founder.

I wasted so much time worrying about our competitors,” he says.All these [now defunct] companies that I still remember the names of because I cared so much about them and I paid attention to everything they were doing, it was so stupid, and I wish someone had told me that it was absolutely not going to matter at all.”

Ohanian adds that as a VC many of his portfolio companies operate in competitive spaces, but he says the ones that will ultimately thrive are those that concern themselves with building the best product they can, rather than comparing themselves to their peers.

“For us, being vulnerable with our founders is a great way for them to be vulnerable with us,” says Tan. “If we can just help people avoid the thousands of landmines we’ve seen, there will be more companies that actually succeed.”

Healthy air for all: California volunteers supply more face masks than the SF government

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Within a few days, face masks went from a weird-looking accoutrement to everyday fashion in northern California, as massive wildfires continue to poison the air. The highpoint of pollution seems to have passed. But on Monday night, air still reeked of smoke, with a quality score in the “Unhealthy” range of 150-200. “Good” air quality is 50 or lower.

So northern Californians who venture outside still need a steady supply of the disposable masks (they’re good for about eight hours of use), and volunteer groups are helping those who can’t spring for masks or can’t find stores that stock them. In San Francisco, the local Democratic Socialists of America chapter has distributed about 4,000 masks so far, says co-chair Shanti Singh, with another three thousand ready if needed.

The City of San Francisco, in comparison, has distributed about 1,600 masks to the “unsheltered population”–homeless residents unable to get inside. It’s also suppling masks to city employees who have to work outside, such as police and fire fighters. But there’s no walkup service for the general public.

All efforts pale compared to the East Bay volunteer group Mask Oakland. By Monday afternoon, it had distributed about 48,000 masks, says spokeswoman Akilah Monifa; and an additional 50,000 had just arrived from southern California. While most masks have gone to locals, 10,000 of the latest batch will be split between the inland cities of Modesto and Chico, the latter on the frontline of the massive Camp Fire. Donations through Venmo fund the entire effort. “Most of them are two- and three-dollar donations,” says Monifa.

Mask Oakland, founded by an individual named J. Redwoods, first came together during the 2017 Northern California wildfires. Redwoods joined forces this year with Cassandra Williams to address the needs of even bigger fires.

With rains forecast for this week, volunteers are hoping their work is almost done–for this fire season.


The good scents of clean beauty: Why natural perfumes are all the rage

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A few years back, Cat Chen, the former head of operations at The Honest Company, was surprised when she had trouble finding a perfume for herself that wouldn’t set off her young daughter’s allergies. Nearly all chemical-laden scents would send the child into fits of sniffles and sneezes, even if Chen just held her briefly. This isn’t uncommon: Fragrance is the leading cause of skin inflammation, affecting more than 2 million Americans.

“I searched for a clean, hypoallergenic fragrance and I couldn’t find a good option,” she recalls—and she was not the only new mom with this dilemma, she soon found out. Some moms abandoned fragrance altogether. “A lot of women were looking for a better-for-you option.”

The frustrating experience inspired Chen to launch Skylar Body, a year-old, direct-to-consumer company devoted to vegan fragrances free of harsh chemicals. In lieu of parabens or phthalates, her line relies on natural oils and organic sugar cane alcohol. Scents come in “seductive” aromas with notes of vanilla, patchouli, and jasmine, or more zesty citrus scents from grapefruit and neroli. A 1.7-ounce bottle starts at $78.

Skylar is  one of several startups targeting the wellness generation that demands fewer chemicals and more naturals in their products, be it facial cleansers or produce.

[Photo: courtesy of Skylar]
Six out of 10 women now read cosmetic product labels prior to purchase and 75% of millennial women say they favor buying natural products, according to a Harris Group poll commissioned by luxury brand Kari Gran. While skincare tops the natural product categories consumers find most important, 44% also think that the perfumes they spray on should be healthier.


Related:Clean beauty retailer The Detox Market expands with mini-stores


“In terms of beauty, fragrance is definitely one of the things that sometimes women don’t think about,” says Chen, “but actually what you put into your skin, 60% of it is absorbed into your body.”

A spritz of Chanel No. 5 might not sound all that problematic, but it’s the culmination of all the products that is, says Romain Gaillard, cofounder of clean beauty retailer The Detox Market. The average woman uses 12 personal care products a day, containing roughly 168 chemicals. (Many of these ingredients are barely regulated, an issue that is now getting attention in Washington). The Detox Market sells more than 70 natural perfumes from little-known brands and beloved indie lines, starting at $30 all the way up to $225. Fragrances, he says, are now getting the same scrutiny as skincare.

“Today, people are much more cautious with their health,” notes Gaillard, who sees it gaining popularity with the same millennials who do yoga and drink green juice. “The natural extension of that is clean beauty.”

Back to the roots

The ingredients in many modern fragrances, most of them manufactured in the South of France, have always been a mystery, says Gaillard: “Basically, perfume means I’m not going to tell you what’s in it; it’s a trade secret.”

There are more than 3,000 registered fragrance components, all of which can be kept secret under International Intellectual Property trade law, according to BeautyCounter, a leader in the safer skincare and clean cosmetics category.

That’s become an issue, as for the past decades companies gradually used cheaper synthetic ingredients that had a longer shelf life. For centuries, perfumers depended on nature for what they bottled, but that dwindled as cost efficiency and quality liability took precedence. Such concerns are expected of more affordable products, which rely on slim margins.


Related:This perfume smells good–and does good


“It’s just like food: If you’re doing something natural, you won’t be able to mass-produce it cheap and send it everywhere and be on the shelf for a long time,” explains Gaillard. “But what’s happening now is luxury companies are forced to integrate natural ingredients because that’s what customers are looking for.”

Natural is also harder to produce because its more susceptible to variability. It makes production more complex for large companies, which is why so many indie and artisanal brands lead the sector–mimicking what we already see in the greater beauty industry.

In 2000, Alexandra Balahoutis founded Strange Invisible Perfumes after spending several years producing custom oil blends for clients. In the last two years, the botanical perfumery has grown into a cult favorite brand, known for its exotic 100% natural plant essences that go for $285 a bottle. The entrepreneur says customers appreciate the authenticity of the ingredients that have been “crafted” by nature.

“They feel very drawn to naturals because it’s the real thing,” Balahoutis tells Fast Company of her resistance to synthetic essences. “These plants had evolved over millions of years to exact their survival. There’s a mystique with naturals.”

Originally, Strange Invisible perfumes were made from a base of esprit de cognac, essentially the original perfumers’ alcohol that was used in the 15th century during the preindustrial revolution. It is cognac made from grapes that is then distilled, much like the winemaking process.

Balahoutis then took it one step further and partnered with a master distiller for an even cleaner and more organic alcohol. “We are so concerned with purity and with a lack of toxins,” she says of the company’s philosophy.

It also just makes for a better smelling product. Roses, for example, smell different in every region–they possess a multitude of aroma molecules that exist in slightly different ratio combinations. Balahoutis compares every one of those molecules much like a letter of the alphabet, with the whole alphabet spelling rose.

With traditional steam distillation, which many oils are subjected to in fragrance extraction, “you can get less than half of that alphabet,” Balahoutis explains, “but with hydro distillation you can really get the entire alphabet. These tiny fragile little aroma molecules in plants are very fragile and they’re what make a rose smell at its best.”

A nose for the finer things

Balahoutis says Strange Invisible fans are mostly women their 30s and 40s who crave originality and quality. They hail from all over the country, but the thing they have in common is their distaste for most perfumes on the market. Many of them, anecdotally, complain of avoiding department stores for exactly that reason–the onslaught of smells.

“There are a lot of people out there that are intuitively rejecting these very big, overbearing synthetic perfumes because their bodies get that there’s something wrong with them,” says Balahoutis. “It isn’t like a rare thing for people to dislike fragrance. Actually, it’s more the rule than the exception.”

Synthetic perfumes last longer on the skin than natural fragrances, which generally have a roughly four-hour life span. It’s precisely that reason why companies such as Los Feliz Botanicals produce portable 10-ml. bottles ($10), so that consumers can reapply at will.

“Natural perfume stays close to the skin, so that only those close to you can smell it,” reads the California-based company’s website. “A well-balanced perfume should lure others close to you, not repel them away.”

Of course, what specifically constitutes natural and organic is often up for debate, with different companies abiding by their own standards. Some use all naturals, others use a mix. Nearly all nix all harmful synthetic ingredients.

“The whole idea about clean and green is somewhat ambiguous because we don’t have very clear standards in our government,” says Jillian Wright, cofounder of the Indie Beauty Expo.

The multi-city beauty expo, which saw 600 exhibitors across all locations last year, has seen a dramatic increase in the fragrance category. While not all are verified natural, more and more brands are defining themselves as “clean” and offering transparency in their ingredient lists–exactly what’s going in their product and how it’s being made.

Skylar, for example, is 90% natural and organic. Chen explains that’s because some essential oils, like lavender or citrus, are among the biggest culprits in terms of allergies. In its place, the brand uses safe synthetic ingredients.

“A few years ago, a lot of people [said], ‘I want 100% all natural,'” says Chen, “and then more and more brands started to come out with products that have preservatives and safe ingredients that in some cases can be safer than natural ingredients. It’s not so black and white.”

The proactive consumer

Kai, the gardenia-infused fragrance beloved by Oprah and celebrities, mostly relies on natural oils, which it lists on its website. It’s free of parabens, phthalates, phosphates, sulfates, aluminum, microbeads, and gluten, but it’s not all natural.

[Photo: @sydneywheeler]
“We get customers asking all the time to verify if our product is vegan, gluten-free, aluminum, or alcohol-free, etc.,” says Kai CEO and founder Gaye Straza via email. “Consumers are definitely taking a more proactive approach to researching ingredients and vetting the products they’re putting on their skin. I think people are drawn to Kai because it has clean ingredients without sacrificing the luxury of the product.”

No matter, a majority of natural ingredients still spells health–and luxury. Lurk Perfumes is one brand that built a base of millennial fans with 12 natural scents starting at $60. In the last year, Lurk’s wholesale growth increased over 20%, while web sales increased over 100%.

The line is made with 100% pure essential oils, resins, absolutes, and CO2 extracts infused in certified organic jojoba and pure organic alcohol. (Jojoba possesses several advantages: It doesn’t stain clothing, most closely mimics the natural oils in human skin, and acts as a natural preservative.) Various scents possess notes of cedar, tuberose, or “warming Black balsam.” One bottle description noted a fragrance was “juicy, fresh, and fun without compromising complexity or refinement.” It has a one-to-three-year shelf life.

Lurk founder Anne Nelson Sanford says her line appeals to the “modern organic lifestyle.”


Related: Using big data to give skincare a makeover


“It’s a different way of making perfume–it’s not something that’s easy to mass-produce. And I think that there’s something really beautiful about that,” says Nelson. “I think that it really speaks to where a lot of people are with regard to wellness, and with regard to how they’re eating and shopping.”

A cleaner future

With demand increasing, more and more fragrance startups are sprouting in this popular indie circle. As it’s not an easy product to mass-produce, its scalability might scare off perfume conglomerates. But Nelson sees even the larger players starting to contemplate how to best incorporate the trend in coming years.

“I feel like you’re going to see a lot less of those larger mass-made perfumes,” predicts Nelson. “I see people more interested in being thoughtful about where they’re choosing to put their money what they’re choosing to put on their body and in their body. That seems to be more status and more meaningful to them.”

Clean beauty is the fastest-growing segment within the $1 trillion wellness beauty industry, reports the Global Wellness Institute. Big brands and retail conglomerates are being forced to consider alternative practices if they want to keep a competitive edge. In the last year, Sephora pushed Clean, the retailer’s new category free of toxic ingredients. Even CVS announced it will eliminate parabens, phthalates, and the most prevalent formaldehyde donors (preservative ingredients that can release formaldehyde over time) from nearly 600 beauty and personal care products by the end of 2019.

“Natural products are getting better and better. The progress has been huge,” stresses Gaillard. “Companies are upping their game. It might not be the majority, but it will take a chunk of the premium market.”

Admit it, you totally want to buy this $144K, Mad Men-inspired RV

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Paging all fans of midcentury modernism! Instagram’s favorite interior design style is merging with another photogenic design phenomenon, the RV (#vanlife, anyone?).

[Photo: courtesy LandArk]
The Draper is a Mad Men-inspired tiny home on wheels. The RV’s interiors are made of white-washed pine, with 10-foot-tall ceilings, recessed lighting, and clerestory windows that make the whole thing look like a shrunken version of Don’s swanky apartment. There’s a sleeping loft, a walk in-shower, a washer and dryer, and even a mud room.

On the outside, the Draper has the angular shapes that define many midcentury-modern homes. One side lowers to become a deck, exposing a window and a wooden exterior. It’s the ideal place to sit in your Eames molded plastic rockers (or knock-offs) and gaze up at the stars.

Made by the luxury mobile home company LandArk, the Draper costs a whopping $144,900. In a world of Eames knock-offs and #vanlife aspirations, Draper is right at home.

High-tech redlining: AI is quietly upgrading institutional racism

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During the Great Depression, the federal government created the Home Owners’ Loan Corporation, which made low-interest home loans, and the Federal Housing Administration, which guaranteed mortgages made by private banks. The people running HOLC didn’t know much, if anything, about local borrowers, so they constructed “residential safety maps” that graded neighborhoods on a scale of A to D, with D neighborhoods color-coded in red to denote undesirable, high-risk areas. These “redlined” maps were also used by FHA and private businesses, and spilled over into banking, insurance, and retail stores, creating a vicious cycle of restricted services and deteriorating neighborhoods.

Many private banks had their own redlined maps. In California, for example, Security First National Bank created a Los Angeles neighborhood rating system. Most neighborhoods in Central L. A. were redlined, often with explicit notations about “concentrations of Japanese and Negroes.” Boyle Heights was said to be “honeycombed with diverse and subversive elements.” Watts was redlined because it was a melting pot of not only Blacks and Japanese, but also Germans, Greeks, Italians, and Scots.

The 1968 Fair Housing Act outlawed redlining. However, in the age of Big Data, employment, insurance, and loan applications are increasingly being evaluated by data mining models that are not as overt but may be even more pernicious than color-coded maps, because they are not limited by geographic boundaries, and because their inner workings are often hidden.

No one, not even the programmers who write the code, know exactly how black-box algorithms make their assessments, but it is almost certain that these algorithms directly or indirectly consider gender, race, ethnicity, sexual orientation, and the like: call it hi-tech redlining. It is not moral or ethical to penalize individuals because they share group characteristics that a black-box algorithm has found to be correlated statistically with behavior.

Many algorithms for evaluating job candidates identify statistical patterns in the characteristics of current employees. The chief scientist for one company acknowledged that some of the factors chosen by its software do not make sense. For example, the software found that several good programmers in its database visited a particular Japanese manga site frequently; so it decided that people who visit this site are likely to be good programmers. The chief scientist said that, “Obviously, it’s not a causal relationship,” but argued that it was still useful because there was a strong statistical correlation. This is an excruciating example of the ill-founded belief–even by people who should know better–that statistical patterns are more important than common sense.

The CEO also said that the company’s algorithm looks at dozens of factors, and constantly changes the variables considered important as correlations come and go. She believes that the ever-changing list of variables demonstrates the model’s power and flexibility. A more compelling interpretation is that the algorithm captures transitory coincidental correlations that are of little value. If these were causal relationships, they would not come and go. They would persist and be useful. An algorithm that uses coincidental correlations to evaluate job applicants is almost surely biased. How fair is it if a Mexican-American female does not spend time at a Japanese manga site that is popular with white male software engineers?

Similarly, Amazon recently abandoned an attempt to develop customized algorithms for evaluating the resumes of applicants. The algorithms trained on the resumes of job applicants over the previous ten years, and favored people who were like the (mostly male) people Amazon had hired in the past. Candidates who went to all-women’s colleges were downgraded because men who worked at Amazon hadn’t gone to those colleges. Ditto with candidates who played on female sports teams.

A Chinese algorithm for evaluating loan applications looks at cell-phone usage; for example, how frequently incoming and outgoing calls are answered, and whether users keep their phones fully charged. Which of these metrics are signs of a phone user being a good credit risk; which of a bad credit risk? Any uncertainty you feel demonstrates the arbitrary nature of these markers.

These are coincidental correlations that are temporary and meaningless, but may well discriminate. When this credit rating system was first disclosed in China, answering all incoming calls was considered to be a sign of being a good credit risk. Who knows how it is interpreted now. But it may well be biased: How fair is it if certain religions are not supposed to answer the phone on certain days or at certain times of the day?

Data gathered on social media platforms offers companies a new font of dubious qualitative insights. Admiral Insurance, Britain’s largest car insurance company, planned to launch firstcarquote, which would base its car insurance rates on a computer analysis of an applicant’s Facebook posts; for example, word choices and whether a person likes Michael Jordan or Leonard Cohen. Then, like other black-box algorithms, they drifted off into patterns hidden inside the black box. There are surely biases in Facebook posts. How fair is it if a black male likes Michael Jordan and a white female likes Leonard Cohen? How fair is it if Facebook word choices that are related to gender, race, ethnicity, or sexual orientation happen to be coincidentally correlated with car insurance claims?

Algorithmic criminology is increasingly common in pre-trial bail determination, post-trial sentencing, and post-conviction parole decisions. One developer wrote that, “The approach is ‘black box,’ for which no apologies are made.” He gives an alarming example: “If I could use sun spots or shoe size or the size of the wristband on their wrist, I would. If I give the algorithm enough predictors to get it started, it finds things that you wouldn’t anticipate.” Things we don’t anticipate are things that don’t make sense, but happen to be coincidentally correlated.

Some predictors (wristband sizes?) may well be proxies for gender, race, sexual orientation, and other factors that should not be considered. People should not have onerous bail, be given unreasonable sentences, and be denied parole because of their gender, race, or sexual orientation–because they belong to certain groups.

The future of algorithmic suspicion can be seen in China, where the government is implementing a nationwide system of social credit scores intended to track what people buy, where they go, what they do, and anything else that might suggest that a person is untrustworthy–not just less likely to repay a loan, but also more likely to foment political unrest. The country’s security services are also investing heavily in face recognition technology, which could bring new data to credit-scoring type tools. Two Chinese researchers recently reported that they could predict with 89.5% accuracy whether a person is a criminal by applying their computer algorithm to scanned facial photos. Their program found “some discriminating structural features for predicting criminality, such as lip curvature, eye inner corner distance, and the so-called nose-mouth angle.” As one blogger wrote,

What if they just placed the people that look like criminals into an internment camp? What harm would that do? They would just have to stay there until they went through an extensive rehabilitation program. Even if some went that were innocent; how could this adversely affect them in the long run?


Related:Letting tech firms frame the AI ethics debate is a mistake


What can we do to police these systems? Demand–by law, if necessary–more transparency. Citizens should be able to check the accuracy of the data used by algorithms and should have access to enough information to test whether an algorithm has an illegal disparate impact.

Fortunately, there’s a growing recognition of the influence algorithms play in our lives. A survey published last week by the Pew Research Center found that many Americans are concerned about bias and unfairness when computers use math to make decisions, like assigning personal finance scores, making criminal risk assessments, or screening job applicants’ resumes and interviews. Curiously, the Pew survey also found that the public’s concern about AI scoring depends heavily on context: About 30% of people think it’s acceptable for companies to offer deals and discounts based on customers’ personal and behavioral data. But about 50% believe it’s okay for criminal justice systems to use algorithms to predict whether a parolee will commit another crime.

Is our faith in computers so blind that we are willing to trust algorithms to reject job applications and loan applications, set insurance rates, determine the length of prison sentences, and put people in internment camps? Favoring some individuals and mistreating others because they happen to have irrelevant characteristics selected by a mindless computer program isn’t progress: it’s a high-tech return to a previous era of unconscionable discrimination.


Gary Smith is Fletcher Jones Professor of Economics at Pomona College and the author of The AI Delusion, published by Oxford University Press.

The data firms hired by ICE to hunt people down raise alarm about a hidden surveillance industry

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Last week, five activists in Vermont sued the U.S. Immigration and Customs Enforcement immigration agency for violating their First Amendment rights, alleging that the agency used techniques typically reserved for disrupting organized crime networks to track their movements for years.

Despite a Department of Homeland Security policy that supposedly prioritized enforcement against immigrants with serious criminal records, the plaintiffs allege that ICE targeted them for deportation and surveilled their farmworker rights group, Migrant Justice, planting an informant in the group, attempting to hack into the email accounts of its members, and compiling detailed dossiers on their activities and social circles.

ICE’s actions “chilled and continue to chill Migrant Justice’s ability to organize and advocate for migrant workers,” say court papers, which were filed in a Vermont federal court by the state’s ACLU chapter and other groups.

To conduct its surveillance, the plaintiffs say ICE relied on a growing trend in law enforcement that has privacy and immigration experts worried: social media data mining and other high-tech surveillance tools that make it easier to pry into individuals’ personal lives. Built by private contractors with minimal transparency, millions of dollars’ worth of sophisticated software and databases are being used to search for individuals who are suspected of neither terrorism nor violent crimes.

“Governments have long outsourced their dirty work to companies,” says Sara Nelson, a communications officer for Privacy International, a Britain-based watchdog group that has tracked the growth of companies that supply vast amounts of data and analyses to clients—government agencies, corporate brands, or both. “ICE couldn’t be effective without the slew of companies propping the agency up with data, software, and infrastructure,” Nelson told me.

In August, amid outrage over the Trump administration’s so-called “zero tolerance” policy toward immigrants, including the policy of separating children from their parents at the border, Privacy International released a report detailing the various ways that companies contract with ICE to deliver unprecedented streams of data. This includes people’s likely locations, car registrations, and social media activity—data that “can be used by the agency and others to identify and track people and their families, including for deportation.”

The report highlighted ICE contracts with five companies that provide software and “invasive and sweeping data about people”: Giant Oak, Palantir, T-Rex Consulting Corporation, and two subsidiaries of Thomson Reuters. Contracts held by Palantir and others were the focus of a separate report issued last month by immigrant rights groups. The report, titled “Who’s Behind ICE?: The Tech and Data Companies Fueling Deportations,” also examines the role of Amazon Web Services, which provides cloud infrastructure for many defense-and security-related purposes. (See a video below.)

Jacinta Gonzalez, the field organizer for immigrant advocacy group Mijente, one of the report’s sponsors, told Fast Company‘s Sean Captain that the amount of data collected by ICE was arresting. “People on the ground have been more and more [saying to us] ‘How do they have information about my taxes?’ How do they have information about where I drive my car?'”


Related:How tech workers became activists, leading a resistance movement that is shaking up Silicon Valley



Sherry Lauren Forbes, a former social scientist at Giant Oak, says ICE’s use of data analysis software can enhance public safety, helping make lawful intelligence activities more efficient and effective.

“Law enforcement case officers are extremely burdened and overworked by the amount of information that they have to sift through,” she told me in a phone call. “Politics aside, there are dangerous people in this country. ICE needs to find them, particularly their CTCEU [Counterterrorism and Criminal Exploitation Unit], a division tasked with finding these people. It’s really tough. They hide. They’re often not in the public records, in the domains where you would normally think, but maybe they’re on the internet somewhere.”

Previously, when cases focused on specific individuals would come across an ICE investigator’s desk, the investigator might perform some keyboard searches on Google, sift through many unrelated results, then cut and paste these results into a Word document, she says. They would then forward that document to a law enforcement officer, who would then try to physically locate individuals.

“Often at that point they were gone, you couldn’t find them,” says Forbes, who currently works in machine intelligence at Cambridge, Massachusetts-based Draper. “So, a lot of times the companies offering services to ICE are trying to be able to let them do this much faster, and find these dangerous people.”

Forbes emphasized that ICE is using Giant Oak’s software for specific cases, not to scour the web and databases for every single person suspected of being in the U.S. illegally. Still, she says, Privacy International’s report highlighted the need for a public debate about the technology and the data itself, and who does what with it.

“I’ve had these conversations with my peers at many different companies and government agencies. I can tell you from my perspective that people are very concerned about the ethical implications,” she says. “People are very aware of it.”

GOST in the machine

Giant Oak, which is based in Arlington, Virginia, sells ICE access to a software platform that seeks to find “the people behind the data.” Called Giant Oak Search Technology, or GOST (pronounced “ghost”), the software trawls through a broad array of data sources to find information about persons of interest. The company says on its website that the system is used by governments and financial institutions to combat “global terrorism, transnational criminal organizations, human trafficking, [and] money laundering,” and to help brands monitor the web for “negative media.”

The firm has also been working with ICE at least since 2014, on contracts worth nearly $45 million, Privacy International reported. In September 2017, the same month that the Department of Homeland Security, ICE’s parent agency, articulated a policy of collecting and studying the social media data on all immigrants, Giant Oak won nearly $3 million in ICE contracts.

The ICE projects weren’t a complete novelty: Gary Shiffman, Giant Oak’s CEO, told a reporter last year that the company had assisted ICE in conducting social media vetting for years.

Privacy International says the company declined to answer its questions about how ICE is using the company’s software. A Giant Oak spokesperson declined to comment on the Privacy International report, and Shiffman was unavailable for an interview.

In October 2016, Shiffman explained to the website Nextgov that ICE’s Homeland Security investigations use GOST to comb through social media sites, government databases, and public indices to determine which individuals are visa violators—that is, those who have overstayed the time period laid out on their visa. While these individuals may be violating U.S. immigration law, they needn’t be violent criminals or terrorists for GOST to identify them. Targets could very well be people who are working in the U.S., who have families, and are separated at detention centers.

Formed in 2013, the company has close ties to the government. Shiffman, a Navy veteran who has taught at Georgetown University, is a former chief of staff at U.S. Customs and Border Protection (CPB), ICE’s sister agency. Giant Oak’s software also traces its origins to work that Shiffman did with DARPA, including Nexus 7, a controversial big data initiative designed to produce intelligence on Afghanistan’s population and its culture, as Wiredreported in 2011.

To Nelson of Privacy International, the company’s software poses nearly unavoidable risks to individuals’ digital lives, whatever the immigration policy.

“Giant Oak’s business model is a threat to people’s privacy because it exploits social media companies’ default public settings and people’s comfort sharing personal data openly online,” she told me. “Social media companies have so far failed to implement basic privacy good practices such as by default making all content private, rather than public.”

How Palantir and Thompson Reuters work with ICE

Palantir, whose chairman Peter Thiel was a Trump campaign supporter and is a member of Facebook’s board, has secured at least $1 billion in federal contracts since 2009, and supplies ICE’s $41 million investigative case management system. As The Interceptreported in 2017, the ICM gives ICE agents access to a “vast ‘ecosystem’ of data to facilitate immigration officials in both discovering targets and then creating and administering cases against them.”

Palantir’s 2014 ICM proposal described a system originally intended for use by the Homeland Security Investigations directorate. Two years later, a Privacy Impact Assessment by DHS noted that personnel within ICE Enforcement and Removal Operations use ICM “to manage immigration cases that are presented for criminal prosecution,” but also “to query the system for information that supports its civil immigration enforcement cases.” The company declined to speak on the record about its contracts with ICE and other government agencies.

In a FOIA lawsuit filed against ICE last year, the nonprofit Electronic Privacy Information Center warned that both the ICM and another piece of Palantir software, FALCON, “pose significant threats to privacy.”

“Both systems collect a significant amount of personal information,” EPIC says, “both are exempt from many of the protections of the Privacy Act, and both disseminate personal data broadly among other government and law enforcement agencies—any of which could use the information as a reason to subject an individual for scrutiny.”

This summer, a group of 450 Amazon employees asked CEO Jeff Bezos to stop working with Palantir, according to a letter published recently on Medium by an anonymous Amazon employee. The open letter called for the company to also stop selling its face recognition system to law enforcement agencies. Still, according to a report this month in the Daily Beast, Amazon pitched face recognition to ICE as recently as June.


Related: Motel 6 has to pay $7.6 million for giving its guest registry to ICE agents


Two subsidiaries of Thompson Reuters are involved in ICE’s data gathering apparatus. While Reuters reporters have covered the harsh impact of Trump immigration policies, Privacy International notes that its sibling company Thomson Reuters Special Services has made more than $16 million in its work for ICE.

One February 2018 contract worth $6.7 million calls for “a continuous monitoring and alert service that provides real-time jail booking data to support the identification and location of aliens.” As Reveal from the Center for Investigative Reporting reported last year, the system ICE sought would be capable of keeping 500,000 unauthorized immigrants under continuous surveillance, with data including their phone numbers, places of employment, insurance claims, and payday loans.

Another Thompson Reuters subsidiary, West Publishing, has made tens of millions selling software to ICE, including the Westlaw PeopleMap and a system called Consolidated Lead Evaluation and Reporting, or CLEAR, which allows ICE to access a “vast collection of public and proprietary records.” According to Privacy International, this includes phone records, consumer and credit bureau data, healthcare provider content, utilities data, DMV records, World-Check listing (a metric from Thompson Reuters’ risk intelligence database), business data, data from social networks and chatrooms, and “live access” to more than 7 billion license plate detections.

Stephen Rubley, the CEO of Thompson Reuters Special Services, defended the company’s work with ICE, in response to a June letter from Privacy International. He wrote that the company “support[s] the rule of law” and ensures its customers have “specific legally permissible uses prior to being granted access to any data.” TRSS’s products, he says, “are not used by the Border Patrol Division for purposes of patrolling the border for undocumented immigrants or their detainment.”

Rubley—who also sits on the board of the ICE Foundation, one of many industry executives with ties to the ICE-connected charity, as Sludge previously reported—did not address West Publishing’s contracts with the agency.


RelatedFacebook reinstates data firm it suspended for alleged misuse, but questions linger


“A new age of information availability”

Forbes, the former Giant Oak researcher, says that many scientists in the industry were aware of the risks of big data. Adding to privacy and security concerns surrounding personal data is a growing reliance on machine learning algorithms to mine and draw conclusions from it. A growing body of research has shown that biases in AI can lead to unfair outcomes, especially among persons of color. “This is what social scientists and computer scientists are actively trying to do—we are working to make these kinds of projects better,” says Forbes.

Meanwhile, she says, policy makers and the public at large will need to reckon with larger questions about privacy, and how the technology is deployed.

“[W]e’re entering a new age of information availability, and we have yet to agree as a society what kind of data we want to consider private, and what kind of data we want to consider as up for grabs, what kind of data we feel comfortable having automatic decisions or scores calculated for us with, etc. This is where there needs to be debate; and if we as a society decide this issue needs to be regulated, there needs to be more discussions on how best to regulate it.”


Related:The architect of California’s sweeping new privacy law warns of Big Tech’s revenge


For now, public discussion remains difficult, privacy experts say, without stronger transparency. Nondisclosure agreements prevent government agencies from sharing information about a tech company’s proprietary technology and trade secrets, while government-side NDAs prevent companies from talking about non-public, sensitive, or classified information they are privy to through contracts.

Given the secrecy surrounding the use of software and big data, Nelson, of Privacy International believes that the companies involved should bear greater responsibility for how their technologies are designed and to whom they’re sold.

“It is not enough to say that companies will build things, and politicians deal with the consequences,” she says. “Companies that develop and sell these types of technologies have a responsibility to build and sell technologies responsibly, and to think about the consequences of their tech.”

How one tech company used data to find and hire talent around the world

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Over the course of the past two years, more than half of new technical employees at Atlassian have picked up and moved to Sydney from countries around the world. As Bruno Sales, a sales development engineer, puts it, “One day, I received a message, and now I’m on the other side of the world with a job that I love.”

It’s that simple. Or was it?

As most businesses know, to scale effectively, finding the right talent is key. Atlassian, the software company behind products like Jira and Trello, has been growing rapidly to support our mission of unleashing the potential of every team.

It was clear, early on, that with the limited supply of tech talent in Australia, we would need to cast our nets farther and wider. So our team focused on three key things: data, showing candidates why they should choose us, and providing a unique candidate experience.

How would we know that Sales, a Brazilian-born engineer working in Florida, could be the next great member of our team in Sydney? Here’s what we’ve learned in our journey.

Data is essential to your hiring strategy

We’re witnessing an important shift in the recruiting industry, where companies are turning to real-time insights about talent to help inform how they hire. According to a study from Deloitte, 84% of business and HR leaders view people analytics as important or very important, and 79% are likely to use data in their hiring process.

Talent data pulled from LinkedIn Talent Insights pointed us toward particular markets for tech talent (like Spain, Germany, Russia, Ukraine, Brazil, and Israel, for engineers). From there, we dug deeper to understand how big each talent pool is, who the strongest players are, and what’s going on with the type of talent we’re looking for, so we could create the right approach.

We could also see where talent was moving to and from, both at a company and national level. This was a big indicator of which competitors in that area were aggressively hiring, and who was winning talent from whom, giving us a clear picture of where to look for the best technical employees. Digging into the talent migration data, we analyzed which markets were exporting talent most often and, given our focus on relocation to Sydney, in which markets it made the most sense to geo-target our recruiting efforts. We knew, for example, that Brazilian tech talent seemed to be leaving for international opportunities. It was intel like this that ultimately allowed us to find and hire Bruno Sales (even though he’d already made another international jump to the U.S.).

Your employer brand needs data, too

Knowing where to look and what’s going on in those markets is an important first step–after that, it’s going back to the insights to learn where and how to focus your branding strategy.

LinkedIn research shows that half of candidates won’t even consider working for a company without a strong employer brand, no matter how much money is on the table. Combined with the knowledge that 80% of talent acquisition professionals and HR managers around the world agree that a great brand makes it easier to recruit top talent, it’s clear that this is an area that requires focus. Showcasing to potential employees what it’s like to work at your company and what your company stands for is important to your overall candidate experience. In relocating international folks like Sales, time and effort are required to effectively educate your candidate audience on the things that make your company unique. Beyond the search for talent, we also needed to build the tools, like our “Relocation 101: Moving to Sydney” video, which would help us land the talent we needed.

Because it takes more than cool office spaces and perks to get a high-demand tech professional to move to another country, having strong employer brand content that resonates with candidates is paramount. We focused on leveraging digital channels–blog posts, social media campaigns, and videos–to convey our unique culture, the innovative tech we’re working with, and the work we do. Simply put, we look to provide a transparent view of what it’s like to work at Atlassian by responding to candidates’ questions, like, “What is it like to work at Atlassian?” or “What’s it like on the engineering team?”

But it’s not just about creating content, it’s about targeting the right people with your message. One tricky part of recruiting technical talent is that while developers like Bruno Sales are our No. 1 one talent target, they’re also more prevalently available than designers or product managers. To justify spending more on employer branding campaigns to target designers, we looked into several local talent pools to show how the number of developers compared to designers. It came in at about 25 to 1, providing support for our instincts and for investing more in campaigns targeting designers. Even though we were hiring fewer designers than developers, we had the supply-and-demand analysis to show why we needed to invest more per hire in the design space than we had on the engineering side.

A standout candidate experience makes for more successful new hires

Clearly, data can help find and attract the talent you need, but even if the right candidate applies for your job, or takes the interview, it doesn’t mean you’ve won them over: 41% of applicants who have subpar candidate experiences will go elsewhere, according to research from the Talent Board. With skilled tech professionals in high demand, we need to make a great first impression.

For candidates moving to our headquarters in Sydney, that means making them feel welcome from the first interaction. We don’t just hand over a relocation budget and say, “See you when you get here!” Move Happy, our relocation program, provides new Atlassians with airfare, temporary housing, work visas, help finding schools and permanent housing, furniture and vehicle shipping, personalized welcome gifts, and even pick-up at the airport. We also set up regular events so new hires can continue to connect with other Atlassians going through a similar transition.

Having the right data and insights served as our source of truth to back up the conversations our team was having about where to look and how to reach out to candidates, and helped us better understand where to invest our resources. From there, a top-notch employer brand focused on our culture and the work we do, paired with an unmatched candidate experience, helped us double our headcount at our Sydney headquarters in the past two years–with great new hires like Bruno Sales, from as far away as Florida.


Devin Rogozinski is the talent brand global lead for Atlassian.

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