Here - The Future Laboratory

: :

: TREND BRIEFING OVERVIEW : WINTER / SPRING 2014

‘XX v XY. This briefing begins as a battle – of the sexes and of ideas. It is about new ways of thinking about men and women, and how to market, sell and retail to them. But it ends with a new social order and a paradigm shift in which both genders are newly empowered and defining new ways to work, play, shop and think. They are reshaping what it means to be male and female in the second decade of the 21st century.’ Martin Raymond, co-founder, The Future Laboratory

If you have missed the chance to attend one of our live Trend Briefings (http://vimeo.com/77416741), you can still book an in-house version to be delivered at your office, workshop, conference or forthcoming event. Our XX and XY Millennial in-house Trend Briefing can contain any, or all of the following presentations, depending on your time, budget, audience size or core demographic. THE : FUTURE : LABORATORY

: XX and XY Millenial Overview How and why a new generation of Millennial men and women are rewriting the rules of how we work, play, do business, create brands and design products. PRESENTATIONS OVERVIE W

Biographies Martin Raymond

Chris Sanderson

Martin Raymond, co-founder of The Future Laboratory, is editor-in-chief of LS:N Global, the online global lifestyle news and consumer insight network for the retail, luxury, technology, food, alcohol and hospitality sectors. Martin has written and co-edited several books, including crEATe (Gestalten), The Tomorrow People: Future Consumers and How to Read Them Today (Financial Times/Prentice Hall), and The Trend Forecaster’s Handbook (Laurence King), now a standard textbook used by brands, businesses and universities in the UK and Scandinavia.

Christopher Sanderson is co-founder of The Future Laboratory, where he is responsible for delivering the company’s extensive global roster of conferences, media events and LS:N Global Trend Briefings, which he co-presents with the team in London, New York, Sydney, Melbourne, Stockholm and Helsinki. Clients who have booked one of his inspirational keynote addresses include Gucci Group, the European Travel Commission, Retail Week, Selfridges, Marks & Spencer, Chanel, Harrods, Aldo, H&M, General Motors, BBDO, Design Hotels, Condé Nast Media and Omnicom.

He is also a contributing editor for Wired UK, and a fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce (RSA).

Chris recently presented Channel 4 TV’s five-part series, Home of the Future. He also co-writes a monthly column for Luxury Briefing and is a Superboard member of The British Fashion Council’s Fashion Trust.

Tom Savigar

Peter Firth

Tom Savigar is a partner at The Future Laboratory and joined the business in 2005. As chief strategy officer he is director of our consultancy products and services and conducts tailored research, trend forecasting, strategy and innovation for brands such as Condé Nast, HSBC, Absolut, H&M, Marks & Spencer, Cadillac and Zurich. Tom frequently presents at conferences worldwide on subjects including the future of consumers, business, technology, media, marketing and retail. For 15 years he has been tracking consumer trends and helping brands to anticipate the future. He has a passion for the emotional connection that people form with brands, products, retailers and services, and how brands can better appeal to consumers accordingly. Tom previously co-founded Sense Worldwide, where for six years he focused on trend insights on strategic projects for brands such as MTV, IDEO, Nokia, HewlettPackard and SC Johnson. He also taught fashion textile students at the University of Brighton how to identify and use trends within the design process for 10 years.

THE : FUTURE : LABORATORY

Peter Firth, joined the LS:N Global team in early 2011, and now tracks trends across the network’s 14 lifestyle sectors, including food, travel, hospitality, luxury, retail, fashion, design and technology. As senior journalist and technology editor, Peter is responsible for researching, editing and writing weekly features, monthly reports and biannual macrotrends. A columnist for T3 magazine, Peter has delivered keynote presentations and in-house Trend Briefings to brands including Marks & Spencer, Estée Lauder, Microsoft and Harrods, that examine consumer behaviour through case studies, qualitative data and expert analysis. More recently, Peter appeared on the BBC World Service and in the pages of The Sunday Times Style magazine discussing a range of topics, from the future of human communication to how Generation I consumers are reshaping the world of technology, retail and the way we engage with brands.

PRESENTATIONS OVERVIE W

Presentation one: XY: The Re-con Man Never have people been less sure of what it is that makes a man. The ability to be a breadwinner has vanished with the economic squeeze, and early 21st-century machismo in the boardroom is being supplanted by women, who in the words of Facebook COO Sheryl Sandberg, are ‘leaning in’ at work.

Against the backdrop of these changes, men in their mid-20s and early 30s are undergoing a revolution in their personal and professional lives that has far-reaching consequences for brands, agencies and retailers attempting to address the conundrum that is Re-con Man. Highlights of this presentation include: Commitment Pros

Re-con Men aren’t content skipping from bed to bed. This new generation prefers settled relationships.

Plate-spinner Dads

Raised by shoulder pad-clad working women, Millennial men have been inspired to take on the same have-it-all, do-it-all attitude as their mothers.

VIPeers

Forget celebrities, this generation looks to influential just-like-me peers.

Save Our Boozers

Men are returning to the purity and simplicity of the pubs they grew up with.

New Porn Rising

How porn, in response to the torrent of internet sexual imagery, is being redefined, resensitised and re-imagined.

Ladiators

Men are embracing athleticism and a new physicality, achieved through back-to-basics fitness and by co-opting yoga and Pilates.

Re-valourised Sport

Men are pushing back on the hyper-commercialisation of sport, embracing sporting clubs, heroes and collectibles as they used to be.

Re-con Junk

The Re-con Man may be healthy 80% of the time, but this is leading him to fetishise about pumped-up, highfat junk food.



Presentation two: Male Consumer Tribes Rising In the wake of the many shifts we are witnessing in male and female behaviour globally, new tribes are changing the way we market, retail, and speak to 20something and 30something consumers.


Get ready to step inside the bars, stores, bedrooms, dens, refrigerators, closets and shopping mindsets of the Multi-tasking Dads, Gladiator Guys, Commitment Pros and other groups.


Presentation three: XX: Athena Woman From upwardly mobile Greeks (such as Arianna Huffington) to mobile geeks, women are rewriting the rules of culture, commerce and corporate know-how. She’s educated. Affluent. Confident. Optimistic. She will rise to the top of her company, or start her own. She embraces community – online and offline.

With her busy lifestyle, she is looking for services that boost her fitness and wellbeing. She wants property and luxury goods. She won’t be patronised. She is the Athena Woman. And this is the female decade. Highlights of this presentation include:

Fempreneurs

Athena entrepreneurs, forging their own careers by inventing new businesses.

No-Mos (Non-Mothers)

A new generation of women is thinking child-free for a prosperous future.

Re-enlightenment Beauty

The new wave of beauty products taking inspiration from science and starscapes.

Fem-Lit Rising

New feminist titles that are rewriting the rules for 20something and 30something Millennials.

Sensory Splurge

A multi-sensory experience in beauty, targeting women’s heightened sensory sensitivity.

Femthletes

Fit is the new thin, muscles are the new sexy. Find out how women are exercising for their physical and mental wellbeing, to fuel personal advancement.

Sexy Sweat

With the rise of the Femthlete, sweat – previously regarded as unattractive – is being reclaimed as empowering, sexy and cool.



Presentation four: Female Tribes Rising This is a decade in which women are filling the world’s universities, starting businesses and taking up positions of power. There are more female business owners, female CEOs and


breadwinners than ever before, making them a stand-alone target for new businesses and services that are keen to tap into the female pound, dollar and euro.


The New Rules of Engagement Revealed Here we identify the brand toolkit, retail opportunities, product innovations and key marketing touchpoints needed to target Re-con

Man and Athena Woman with brands, products and services that address their current and future needs.

A full in-house Trend Briefing takes three hours to deliver, including a 30-minute Q&A session.

extensive package of presentations, please email [email protected] or call +44 (0) 20 7870 1991.

To book a briefing, discuss options, or for more information about our

Prices for in-house Trend Briefings start from £4,500 excluding VAT.

