Backlash Culture

16 : 03 : 2016 Backlash Culture : S/S 2016 Trend Briefing : Barbican Centre

London – LS:N Global and The Future Laboratory presented our Spring/Summer 2016 Trend Briefing to delegates at London’s Barbican Centre yesterday.

Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London
Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London
Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London
Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London
Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London
Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London Backlash Culture Spring/Summer 2016 The Future Laboratory Trend Briefing at Barbican, London

LS:N Global introduced Backlash Culture, our 30th Trend Briefing, to an audience including chief innovation officers and chief marketing officers, creatives, designers and strategists at many of the world’s most exciting companies.

After a Global Snapshot that explored important nascent trends including neuroscience-powered performance enhancement and growth opportunities for beauty in helping to fight digital fatigue, we moved on to our three macrotrends that will shape the coming decade.

We started with Backlash Brands, which asked: At a time when brands come under more scrutiny online than ever before, have they lost their autonomy or is the fight back only just beginning?

Our second macrotrend, The E-motional Economy, continues on from our Awakening Tech trend from 2014, in which we predicted a more empathetic approach to technology. With emotional sentiment fast becoming the new major metric in marketing we looked ahead to how this might begin to shape not just communications but the entire retail experience.

We finished the day with Gen Viz, a study of digital-first and visual-first teenagers that are influencing the way we communicate with each other. Entrepreneurial, primarily visual and upliftingly engaged, they are more driven than past generations, and are redefining the rules in schools and the workplace.

The Big Picture

Our comprehensive macrotrends in which we examine the consequences and near-future scenarios that will emerge – Backlash Brands, The E-motional Economy and Gen Viz – are all now live on our site. A free Backlash Culture report is also available to download here.

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