London – Yesterday, LS:N Global introduced three major trends set to shape the approaching consumer landscape to a packed house at The Barbican.
Inside The Barbican, London’s icon of brutalist architecture, we introduced Anti-authenticity Marketing, New Bricolage Living and Revelation Brands to more than 300 delegates and representatives of some of the world’s biggest brands.
Those who saw our London Design Festival Factory collaboration with 1882 Ltd and Benchmark, or attended our Network Evening, will be familiar with Anti-authenticity Marketing – the idea that buzzwords such as ‘heritage’, ‘artisanal’ and ‘craft’ have become staid in a post-hipster world.
Our second macrotrend, New Bricolage Living, examines a third stage of globalisation in which boundaries are being broken down by an increasingly mobile and chameleonic population.
Revelation Brands, the most conceptual of the trends, studies the shift from mindfulness to mindlessness, where brands are increasingly creating online and offline spaces that help consumers slip into states of unfocused creativity, re-introducing serendipity to the brand journey.