LS:N Global Trend Briefing 2014 - Melbourne
Wednesday, 12 February 2014 from 9:00 AM to 12:30 PM (AEDT)
Trend Briefing 2014
Gen Y Women vs Gen Y Men
‘This briefing begins as a battle – of the sexes, of ideas, of 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 paradigm – where both genders are empowered and both define new ways to work, play, shop, think and reshape what it means to be male and female in the second decade of the 21st century.’
Martin Raymond, co-founder, The Future Laboratory
: 8:00am–9:00am – Registration and light breakfast
: 9:00am–9:15 am – Introduction
: 9:15am–9:45am – Australian Consumer Attitudes Audit
Our annual look at what is new, next and driving consumer thinking from the Future Poll team in Australia.
: 9:45am–10:25am – Re-Con Man. From plate-spinning dads to lean-out corporate men, new male roles have never looked so optimistic, lateral and lively.
Never have people been less sure of what it is 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 the Re-Con Man.
: Commitment Pros
Re-Con Men are not content skipping from bed to bed. Members of this new generation prefer settled relationships.
Plate-spinning Men – Raised by a generation of shoulder pad-clad working women, Millennial men have been inspired to take on the same have-it-all, do-it-all ethos as their mothers.
Forget celebrities, members of this generation aspire to influential just-like-me peers.
Save Our Boozers: Men are returning to the purity and simplicity of the pubs they grew up in.
: New Porn Rising
How porn, in response to the torrent of internet sexual imagery, is being redefined, resensitised and re-imagined.
Men are embracing athleticism and a new physicality – one achieved through back-to-basics functional fitness and co-opting yoga and Pilates.
: Re-valorised Sport
Men are pushing back on the hyper-commercialisation of sport, embracing sports clubs, heroes and collectibles as they were.
: Re-Con Junk
The Re-Con Man may be healthy 80% of the time, but this is leading him to fetishise pumped-up, high-fat junk.
: 10:25am–11:00 am – Athena Woman. From upwardly mobile Greeks to mobile geeks, women are rewriting the rules of culture, commerce and corporate know-how.
She is educated, affluent, confident and 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.
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, CEOs and breadwinners than ever before, making them a stand-alone target for a whole new generation of brands, businesses and services that are keen to tap into the female dollar, pound and euro.
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, appealing to women’s heightened sensory sensitivity.
Fit is the new thin, muscles are the new sexy. Find out how women are exercising for themselves, their wellbeing and personal advancement.
: Sexy Sweat
With the rise of the new Femthletes, sweat – previously regarded as unattractive – is being reclaimed as empowering, sexy and cool.
: 11:00am–11:30am – Coffee break
: 11:30am–12:10pm – Generation I. The sons and daughters of our Re-Con Men and Athena Women explained.
Now that the first generation of digital natives has come of age – and the hauling, hacking, skittering and multi-screening habits we predicted in Generation D have become mainstream, in true The Future Laboratory style, we turn our attention to what and who is next – those born after 2002.
Like members of Generation D, they are digital natives, but their expectations of the world around them, and the way they interact with it, are entirely different. They are not just active, they are hyperactive in the way they consume and control media.
Mobiles come first, phablets next, then computers that they construct themselves – and there are still more pieces in the connected, transmedia and platform-agnostic puzzle in which they play.
For them looking is searching, coding is writing and finding should be as easy as a flick or click of the finger. And they expect content – online and even in the real world – to be personalised for them.
Digital downtime and information overload? These ideas don’t even exist for them as this section of our briefing reveals.
And as their digital lives become longer, and their physical lives become lighter, the hyper-personal, digital-physical realm will replace the old, real world.
Prepare your brand for feather-light flexibility, glance-controlled media, wearable technology and borderless sharing – the new habits and expectations of the next group of consumers for whom digital is intuitive, who we call Generation I.
: The pinch-to-purchase generation
Or rather swipe, pinch, touch and buy. And if that is how they do it, is it how they can do it on your website?
: Power-of-six expectations
While their older brothers and sisters manage up to three screens at a time, those born after 2002 are happiest when three to six screens are humming around them. But what does this mean to your brand, your message or how you display products or market services?
: From omni-channel to omni-voice
As a generation they expect you to be everywhere, always on, every time, but does that mean they expect different levels of service or a different brand voice?
: The advent of the videonet
As the proliferation of image-based websites indicates, this is a generation that places image first and text second. They ‘speak’ in images, emoticons and tween-age pictionaries. A short-term, age-related blip or a more prescient indicator of how they will communicate with us tomorrow? All is revealed in this final section of our action packed morning.
12:10pm–12:30pm – Brand Toolkits and Questions
Here we look at how you can apply the key trends, insights and case studies explored during our event. And if you have any questions, here is your chance to ask them.
12:30pm – Ends
Established in 2001, The Future Laboratory is a trend forecasting, bespoke research and brand innovation consultancy that runs some pretty fantastic and awe-inspiring events on the side!
Clients currently sharing our thinking include Louis Vuitton, Sony, American Express, MasterCard, Selfridges, Marks & Spencer, General Motors, British Gas, O2, Ikea, Pernod Ricard, Chanel, HSBC, The Body Shop, Condé Nast Media and Woolworths SA.
To make sure our insights are actionable and your time with us is well spent, most events take place at our Elder Street headquarters where you can meet the team, learn effectively, discuss your issues privately and enjoy some of the best food, wine, Champagne and conversation ever.
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