Consumer Futures Forum 2014
Thursday, 20 November 2014 from 13:00 to 19:00 (GMT)
The Consumer Futures Forum 2014
LS:N Global’s Consumer Futures Forum will explore the emerging trends and movements set to define consumer thinking, product development and brand strategy over the next five years.
Highlights will include Tribe reports on Shanghai Singles and Hijabistas, Safari adventures in Seoul, Warsaw and London, profiles of the state of the retail, luxury, food and beauty markets, and the unmissable Flat Age Society, a sweeping profile of the Boomer pioneers changing the stereotypes about people over 60.
The Consumer Futures Forum will also mark the publication of our Consumer Futures Report, a global snapshot of the habits and mindsets of consumers across the lifestyle industries, from food to retail.
: 12:00pm – Lunch & Registration
: 1:00pm – Introduction and Overview
The Future Laboratory co-founders Chris Sanderson and Martin Raymond outline the key issues, insights and industry concerns to be explored throughout the day.
‘Brands need to understand the rules of the game in the post-recession world. The recession may be over, but we are not going back to normal..’
Martin Raymond, co-founder, The Future Laboratory
: 1:10pm – Global Market Overview
With technology-driven disruption and emerging market growth upending brand strategies, mastering the consumer mindset is more important than ever, as we shall see in our Global Market Overview. Highlights will include current and future market opportunities in the discount and luxury sectors, as well as advice for the future as the world’s consumers grow older, more urban and more likely to be single.
: 1:40pm – In Conversation I
Helen Job and Matt Hay from Latimer Group, talk to LS:N Global senior journalist Sonia van Gilder Cooke about targeting youth consumers in ways that are effective, strategic and informed.
: 2:00pm – The New Consumer
People are no longer defined by their age, but by their mindset. In this section we will look at the life stages driving consumers’ needs, styles and desires. Millennials are entering the wealth accumulation phase and becoming luxury consumers. Baby Boomers – a highly influential group – are in the midst of blitzing their bucket list. Meanwhile, the FABs, a new breed of 50-plus affluent businesswomen, are changing the thrifty reputation of often-overlooked Generation Jones.
Millennials, who are just becoming luxury consumers, are entering the wealth accumulation phase. Boomers or Flat Agers – a highly influential group – are in the midst of blitzing their bucket list. Meanwhile, the FABs, a new breed of 50-plus affluent businesswomen, are changing the thrifty reputation of often-overlooked Generation Jones.
: 2:30pm – People's Tea Time
: 3:00pm – Consumer Trends Rising
LS:N Global’s team of writers, researchers and visual editors examine what is new, next and innovative in consumer trends from the worlds of fashion, retail, hospitality, art, luxury and wellness. Highlights include:
: Tiny-tot Feminism – Despite the stereotypes, little girls are not just interested in the colour pink and princesses
: The Polarity Paradox – Moderation is no longer the modus operandi of choice
: Insta-real – The love-hate relationship with Instagram's cult of lifestyle curation
: The Sharded Self – Understand the consumers who flit freely between fashions, fads and friendships in real life just as they do online
: Mind Your Head – The cult of mindfulness and what it means to your company
: 3:30pm – In Conversation II
The shape of wealth to come – Spear’s editor Josh Spero in conversation with The Future Laboratory’s co-founder Martin Raymond on the changing nature of luxury spend in an increasingly polarised marketplace.
: 3:50pm – The Flat Age Society
Forget everything you thought about being old, or age, even. In the society of the future, age won’t just be a number – it will be flat.
Flat-Agers are the Baby Boomers redefining the way we look at age. The Flat-Agers of the future won’t be defined by their age, but moved by their interests, passions and ambitions, just like everyone else.
The party isn’t over. For the Flat-Agers, it’s just getting started.
: 4:20pm – In Conversation III
The strife and crimes of social media – once enamoured with social media, more consumers are switching off as everything from trolls to cookies, malware and unsolicited marketing messages stray into their in-boxes on an hourly basis. LS:N Global senior journalist, Rowland Manthorpe speaks to Carl Miller, research director at the Centre for the Analysis of Social Media at Demos, to explore the future of social media, and examines more effective ways for brands to manage their time on it without offending consumers.
: 4:40pm – New Consumer Tribes
Consumer Tribes for 2014 and 2015, including:
: Identity Sharders
: Recon Man
: 5:00pm – In Conversation IV
Mindfulness and meditation are baby steps towards a new kind of spiritualism. This is not New Age, but the Now Age – in which people are seeking to reconcile their consumer desires with a need for spiritual balance. LS:N Global visual editor Hannah Robinson speaks to Ruby Warrington, founder of The Numinous, about why a New Age mentality is no longer just for hippies and how brands can harness it to attract a loyal following.
: 5:20pm – Toolkits and Conclusions
: 5:30pm – Drinks
Our Guest Speakers Include :
Matt Hay, Co-founder & Managing director, Latimer Group
Matt is responsible for all internal and external communications for the company
as well for ensuring that its creative output is of the highest standards. Matt has worked across the public and private sectors supporting emerging enterprises and provides a strategic lead to Latimer’s commercial clients, including Mediacom, Reckitt Benckiser and the British Council.
Helen Job, Director insight & innovation, Latimer Group
Helen has worked as a trend forecaster and consultant for over a decade, including as an independent auditor to MTV’s relevance and appeal to youth brands and consumers.
Before joining Latimer she headed her own consultancy, where she has produced insights for Urban Outfitters and Liz Clairborne. She was formerly a Trendspotter professor at Parsons School of Design.
Josh Spero, Editor, Spear's magazine
Josh Spero is the editor of Spear's magazine and Tatler's art Critic; he was nominated for his work on Spear's as Editor of the Year at the BSME Awards in 2011 and 2012. He is also the author of Second-Hand Stories, currently being crowdfunded on www.unbound.co.uk. @joshspero
Carl Miller, Research Director, Demos
Carl is the founding Research Director of the Centre for the Analysis of Social Media (CASM) at Demos. It is the first British think tank unit dedicated to researching and understanding the digital world. He is interested in how social media is changing politics, society, security and academia. He writes widely on these issues for Demos, mainstream and academic publications, frequently contributes to Wired and often comments in the national and international press. He is also a Visiting Research Fellow at King’s College, London.
Ruby Warrington, Founder, The Numinous
Ruby is a British lifestyle writer based in New York. Formerly features editor for The Sunday Times Style supplement in the UK, she still writes extensively across all sections of the magazine. She contributes to numerous other publications, including The New York Times, Marie Claire and Grazia, and has a regular fitness column in the UK’s Mail On Sunday newspaper. Ruby’s most recent venture is thenuminous.net, an online magazine dedicated to fashion, culture and modern cosmic thinking, where material girl meets mystical world. Ruby studied for a BA in fashion promotion at the London College of Fashion, graduating with first class honours. She lives in Williamsburg with her husband and her ginger tomcat, Larry.
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