Trend Briefing 2017

By Rhiannon McGregor 17 : 03 : 2017 Civic Brands : The Focus Filter : Neo-kinship

London – LS:N Global introduced three key trends that will shape future consumer behaviour to a packed hall of delegates at the Barbican’s Milton Court.

From the political to the personal, the old world order has broken down, but new systems are emerging amid the dislocation, fragmentation and division
Driven by fresh attitudes, ethics and unprecedented circumstances, the future looks very different to what has gone before

Consumers are entering The Age of Re-Engagement, in which ‘brands must persist rather than sit back in order to re-engage consumers’, Chris Sanderson, co-founder of The Future Laboratory, told delegates at our Spring/Summer 2017 Trend Briefing.

The first of our macrotrends, Civic Brands, examines the mindset of disillusioned consumers in a Dislocated World, who are demanding that brands act as forces for good in society.

The second macrotrend, The Focus Filter, examines the effect of rising levels of multi-sensory stimuli on consumers’ attention spans and the growing desire for outlets that help them to re-focus and re-engage with the world.

Our third macrotrend, Neo-kinship, explores the breakdown of the nuclear family and how the rise of technology is shaping how people conduct relationships and raise children.

The macrotrends were followed by a Fast Strategy panel discussion, where members of the Future Laboratory’s strategy team responded to questions submitted via text message by delegates throughout the day.