This event has ended

LS:N Global Trend Briefing AW2013

The Future Laboratory

Wednesday, October 16, 2013 from 12:00 PM to 5:00 PM (BST)

London, United Kingdom

Ticket Information

Ticket Type Sales End Price Fee VAT Quantity
Innovator Ended £450.00 £22.25 £90.00
Early Adopter Ended £500.00 £24.00 £100.00
Laggard Ended £550.00 £25.75 £110.00

Who's Going

Loading your connections...

Share LS:N Global Trend Briefing AW2013

Event Details

Attendees include: Adidas, Aesop, American Express, BAA, Bacardi, Boots, Coley Porter Bell, Discovery, Estee Lauder, Gap, Getty Images, GQ, Harvey Nichols, Hawkins Brown, HMKM, Ikea, Jigsaw, John Lewis, Linney Group, McArthurGlen, Mindshare, Net-A-Porter, New Balance, News International, Pernod Ricard, Philips, Publicis, Samsung, Selfridges, Seven Productions, Soundcloud, The Sunday Times, Swarovski, Ted Baker, Telefonica Digital, The White Company, Tilda, TonyG, Trendstop, Turner Duckworth, Unilever, VCCP, Westfield, WWF

Click here to watch highlights from our Spring/Summer 2013 Trend Briefing, Strange Days.


Trend Briefing Autumn Winter 2013



‘XX V XY. This briefing begins as a battle – of the sexes and ideas. 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 paradigm – where both genders are empowered and are 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


‘It’s a battle of two halves. Or is it a whole new way of looking at men and women globally? In a series of rings, rooms and immersive events we allow you to experience the battle first hand. She Porn versus Sepia Sex. No-Mos versus Plate-Spinner Dads. Femthletes versus Ladiators.  Fempreneurs versus Adultlescents. Sensory Splurges versus No Bollocks Boutiques. Each round takes you deeper into the action, and closer to the truth.’


Lucie Greene, editor, LS:N Global



In this Trend Briefing you will pick your side, and your vote for XX or XY will change the order of the day.

: 12:00pm–1:00pm – Registration and Lunch

Your team awaits you. As does a light lunch prepared for you by Young Turks at the Clove Club.

: 1:00pm–1:15pm – The Rules of Play

A 15-minute, no-holds-barred presentation in which Red and Blue teams learn how to conduct themselves in our XX v XY face-off



1:15pm–2:00pm – XX v XY 1

The first presentation, and the first round of battle.


2:00pm–2:30pm – XX v XY Consumer Tribes 1


2:30pm–3:30pm – The Battle Breaks

For tea, coffee and sweet delights by Young Turks at the Clove Club


3:30pm–4:30pm – XX v XY 2

Refreshed, rejuvenated and reunified, join us to hear the other side of the fight.


4:30pm–5:00pm – XX v XY Consumer Tribes 2


5:00pm–5:15pm – The New Rules of Engagement Revealed

Here we identify the toolkits needed to face the challenges and opportunities ahead.


5.00pm–7.00pm – Drinks reception

Come and celebrate the spoils of battle with The Future Laboratory team.



XY: Re-Con Man

From Plate-Spinner Dads, to Lean-Out Corporate Man, men’s roles have never looked so optimistic, lateral and lively.

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 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.

: Commitment ProsRe-con Men aren’t content skipping from bed to bed, this new generation prefers settled relationships.

: Plate-Spinner Dad 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.

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

: Save Our BoozersMen 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 reimagined.

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

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

: Re-Con JunkThe Re-Con man may be healthy 80% of the time, but this is leading him to fetishise pumped-up, high-fat junk food.


Male Consumer Tribes Rising 

In the wake of the many shifts we are witnessing in male and female behaviors globally, new tribes are changing the way we market, retail, and speak to 20- and 30-something consumers.

Get ready then 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.



 XX: Athena Woman

From upwardly mobile Greeks (like 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 – on and offline. With her busy lifestyle, she’s looking for services that boost her fitness and wellbeing. She wants property and luxury goods. She won’t be patronised. She is the Athena. 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, female CEOs, and breadwinners than ever before, making them a standalone target for new businesses and services that are keen to tap into the female pound, dollar and euro.

: 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 re-writing the rules for 20- and 30- something 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.


LS:N Global Trend Briefing: 16 October 2013, 12.30 pm – 5pm.

Location: To be revealed to ticket holders only.

Tickets: £550 excluding vat (£500 if booked before 16 September)

To download the full programme please click here or for more information email or call +44 (0) 20 7870 1991

Join the conversation by following us @LSNglobal #xxvxy

Have questions about LS:N Global Trend Briefing AW2013? Contact The Future Laboratory

When & Where

Shoreditch Town Hall
380 Old Street

United Kingdom

Wednesday, October 16, 2013 from 12:00 PM to 5:00 PM (BST)

  Add to my calendar


The Future Laboratory

The Future Laboratory is recognised internationally for its innovative approach to trend forecasting, consumer insight and brand strategy. Via our global network and in-house team of trend analysts and ethnographic researchers, we offer clients qualitative and quantitative insights into future consumers and how to target them.

Since 2001 we have developed a consultancy that unites editorial work, independent research and creative thinking of the highest calibre with engaged, bespoke client operations that respond to a brand or company's individual need for research and enquiry. Clients in the retail, technology, finance, automotive, food, fashion and creative industries sectors use our daily, weekly and quarterly news feeds, insight reports, analyses, strategy documents and brand personality audits to keep their brand on track, and their marketing, strategy and research teams informed and insightful.

Our specialties : trends, innovation, consumer insight, brand strategy 

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 and others

How do they do it? By plugging into our Trend Briefings, Futures Forums, Futures ReportsNetwork Evenings and LS:N Global on a regular basis.

Follow us on Twitter : /
Find us on Facebook :
See our postings on :

For information on our events go to : or email


  Contact the Organizer

Please log in or sign up

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.