London – Delegates converged yesterday (19 March) on Milton Court, the Barbican’s latest concert venue, to face The Polarity Paradox, an examination of current extremes in consumer behaviour and how they will ripple through the consumer landscape over the next 12 months.
The LS:N Global Spring/Summer 2014 Trend Briefing began with chief strategy officer Tom Savigar and client services director Tiffany Arntson introducing The Convergence Economy, a macrotrend that explores how Symbiotic Branding has gone wholesale, with all sectors of society collapsing into one blurred world of retail, hospitality, entertainment, data and brands. For more on Sensory Transduction, Convergent Co-commerce and Ubiquitous Data, read The Convergence Economy macro trend.
Next, The Future Laboratory co-founder and LS:N Global editor-in-chief Martin Raymond and LS:N Global editor Lucie Greene took to the stage to introduce The Flat Age Society, an often-overlooked demographic of consumers aged 50 and over who are recasting their lives and turning their empty nests into cradles of opportunity. ‘Forget everything you thought about being old, or age even,’ said Raymond. ‘In the society of the future, age will not just be a number, it will be flat.’ Flat Age Fashionistas, Advanced Beauty and Downsizing 2.0 were just some of the microtrends unveiled by the presenters. For more, read The Flat Age Society macrotrend.
LS:N Global senior journalist Peter Firth and The Future Laboratory co-founder and CEO Chris Sanderson presented the last macrotrend of the day, The Polarity Paradox. ‘Moderation is no longer the modus operandi of choice for recession-beaten consumers,’ Sanderson told the audience. ‘A new life model is emerging as people abandon the middle ground and live in temporary extremes.’ The duo outlined Disturbia Dining, Pathfinder Brands and the rise of Flexitarianism while explaining how brands can help consumers navigate through this confusing period of extremes. To learn how you can do the same, read The Polarity Paradox macrotrend.