Turbulent teens: LS:N Global describes the decade

London – LS:N Global presented its biannual Trend Briefing to a gathering of more than 300 CEOs, strategists and brand managers at the Royal Institution of Great Britain on Wednesday.

Representing brands such as Burberry, BMW, Louis Vuitton, Penfield and Unilever, and coming from countries including Australia, Brazil, Germany, France, Sweden and the USA, the audience learned about the most important macro trends and compelling micro trends to impact on brands and businesses in the coming years.

These include:

the Turbulent Teens – the dawning decade named for the incredible highs and terrible lows we’ll see in the coming years, as brands and businesses cope with huge economic, corporate, governmental, geopolitical, environmental, social, technological and civic upheavals

Leanomics – the new lean mindset that will take hold as corporations understand that there’s no longer any room for flabby, bloated business practices

Betapreneurs – a new try-it-and-see mindset that is daring, counterintuitive, risk-friendly, experimental and flexible

Beyond Retail – a look at the retail industry, in which, as Chris Sanderson, creative director of The Future Laboratory, says, ‘Instead of thinking about share of wallet, smart brands need to think about share of pocket’

Sanderson and LS:N Global’s design trends editor, Caroline Till, also translated how these trends will impact on design in the Turbulent Teens. To find out more, see our Inspire section.

For more information about these macro trends, and to learn how leading and offbeat brands are responding to them in powerful, positive ways, check LS:N Global regularly for updates.