The Future Laboratory : Trend Briefing 2015
Welcome to the world of The Me-conomy, the post-digital market landscape that is fundamentally changing the relationship between brands and consumers.
The Me-conomy explores how and why consumers are becoming more fragmented and difficult to target due to radical shifts in retail and consumer demographics, and increasingly fragmented personalities online.
Why Me-conomy? Because this is the new economy of ‘me’, in which switched-on, trend-driven consumers have more control of your brand’s value than you do.
‘Consumers are less about being collaborative and more about being hyper-personal. We are witnessing the birth of a new kind of shopper, who defines their lifestyle by choosing brands to address their many personas.’
Martin Raymond, co founder, The Future Laboratory
: 8:00am – Registration, coffee and Me-conomy cake
: 9:00am – Introduction
: 9:15am – The Me-conomy Unveiled
We look at why The Me-conomy is changing the way we do business, how we buy products and how we socialise online and offline.
: 9:30am – The Sharded Self
‘Brands see these split personalities as an obstacle – but really they should be seeing it as an opportunity. Why belong to one tribe, when I can look like and belong to many?’
LS:N Global insight editor Peter Firth
Some consumers are developing strong, multiple online personalities to help them deal with the many lives they are now expected to lead. Others are going offline and under the radar, creating inconspicuous micro-tribes and villages designed to elude marketeers.
Brands must understand the new requirements of customers who flit freely between fashions, fads and friendships in real life just as they do online.
In the Sharded Self we explain:
: How to talk with consumers who think more about connections than conversations
: Why age no longer denotes behaviour for Millennials
: How to anticipate and capitalise on the new types of online behaviour that are appearing online
Click here to watch a short interview with Martin Raymond and LS:N Global senior journalist Peter Firth on The Sharded Self.
: 10:15am – Coffee break
: 10:45am – The Convergence Economy
‘In Retail, we are witnessing the death of traditional models.’
Tom Savigar, chief strategy officer, The Future Laboratory
Data and the physical internet are enabling convergence between formerly disparate things in a new era of ubiquitous blurring between disparate fields such as retail and beauty, fitness and health, and luxury and hospitality.
We will explore how these shifts are leading to the creation of compelling products, awe-inspiring retail and game-changing hospitality spaces.
In The Convergence Economy we explain:
: Why The Convergence Economy heralds the death of the traditional retail model
: How to use data to enchant your consumers and personalise their brand experience
: Why you need to focus on consumers’ tastes not click histories
Click here to watch a short video with The Future Laboratory partners Tom Savigar and Martin Raymond explaining The Convergence Economy.
: 11:30am - The Flat Age Society
‘Today’s over-55s aren’t just partying hard, they’re playing hard to get.’
Chris Sanderson, co-founder, The Future Laboratory
Two billion people will be aged 60 and older by 2050, according to the UN, representing both challenges and opportunities. Members of this powerful consumer group – far from being the decrepit, dependent, ticking economic time bomb – are embracing age with a new approach, a new energy and a new outlook.
Make way for Flat Age Living and Whole Age Marketing as we introduce you to the 50–80 set.
In The Flat Age Society we explain:
: How Flat Agers are revving up rather than slowing down
: Why this group is Generation Generosity
: Why you need to re-interpret and re-apply re-engagement, exploration and expertise to resonate with them
Click here to watch a short interview with Martin Raymond and LS:N Global senior journalist Sonia van Gilder Cooke on The Flat Age Society.
: 12:15pm – Conclusions
: 12:30pm – The end of the day
For more information, please email Jen Sherrin, or call +61 438 220 243
Visit our Vimeo page for the first of our short interview films explaining each macrotrend.
The Future Laboratory is one of the world’s most renowned and respected futures consultancies. A leader in trend forecasting, consumer insight and strategic innovation, we give clients the confidence to make the right decisions and investments to survive and thrive in the future. The Future Laboratory ethos is a simple one : to help businesses make the future happen.
In order to purchase these tickets in installments, you'll need an Eventbrite account. Log in or sign up for a free account to continue.