LS:N Global Trend Briefing NYC AW2013
Monday, October 21, 2013 from 8:00 AM to 1:00 PM (EDT)
Attendees last season included : Christian Louboutin, Gap, Condé Nast, Givaudan, Razorfish, Time Out, Parsons New School for Design, TBWA Worldwide, Ogilvy PR, Estée Lauder, General Motors, Microsoft, NBC Universal and Edelman.
Click here to watch highlights from our Spring/Summer 2013 Trend Briefing, Strange Days.
‘She Porn versus Sepia Sex. No-Mos versus Multi-Tasking Dads. Femthletes versus Gladiator Guys. Fempreneurs versus Adultlescents. Sensory Splurges versus No Bullshit Boutiques. This briefing begins as a battle of the sexes, and ends with a new social order and paradigm. Both genders are defining new ways to work, play, shop and think, reshaping what it means to be male and female in the second decade of the 21st century.’
Chris Sanderson, co-founder, The Future Laboratory
: 8.00am - 9.00am – Registration
: 9.00am - 9.15am – The Rules of Play
A 15-minute, gloves-off presentation in which we explain how and why our current understanding of male and female consumers is undergoing a radical re-write.
: 9.15am - 9.30am – US Consumer Attitudes Audit
Annually, we survey over 2,000 households in key urban centers across the US to identify new and next thinking on the trends most likely to influence consumer behaviors and retail purchase triggers for 2014/15.
Highlights include a behind-the-figures look at
: US Millennials and why they support taxing unhealthy lifestyle choices
: US consumers and their growing wariness of sharing personal data with brands regardless of the rewards they are offered
: how and why trust in social media has fallen, with Facebook leading the way
: why US women see themselves as ‘strong’, ‘multi-tasking’, ‘ambitious’ and ‘creative’ and US men see them as ‘mothering multi-taskers’ who are ‘highly emotional.’
: 9.30am - 10.15 am – The Rise of Re-Con Man – from Multi-Tasking Dads, to Lean-Out Corporate Man, new male 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 Pros
Re-con Men aren’t content skipping from bed to bed, this new generation prefers settled relationships.
: Multi-Tasking Dads
Raised by a hard-working women, Millennial men have been inspired to take on the same ‘have it all, do it all’ attitude as their mothers.
Forget celebrities, this generation looks to influential just-like-me peers.
: Save Our Bars
Men are returning to the purity and simplicity of the simplicity of the corner bar.
: New Porn Rising
How porn, in response to the torrent of internet sexual imagery, is being redefined, resensitized, and reimagined.
: Gladiator Guys
Men are embracing athleticism and a new physicality, achieved through back-to-basics functional fitness and are co-opting yoga and Pilates.
: Re-Valorized Sport
Men are pushing back on the hyper commercialization of sport and are embracing sports 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 pumped-up, high-fat junk food.
: 10:15am - 10:40am – 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.
: 10.40am - 11:10am – Coffee Break
: 11:10am - 11.55am – Athena Woman – from upwardly mobile Greeks 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 patronized. She is the Athena.
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 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 re-writing the rules for Millennials
: Sensory Splurge
A multi-sensory experience in beauty, targeting women’s heightened sensory sensitivity.
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.
: 11.55pm - 12.15pm – Female Consumer Tribes Rising
Here we take you into the homes, closets, fridges, clubs, bars and shopping carts of our Fempreneurs, No-Mos (Non-Mothers), Mo-Mos (Modern Mums), Hijabistas and Geekettes.
: 12.15 - 12.30pm – Brand Toolkits and Conclusions
Our short, sharp rules of engagement with male and female consumers, 21st century style.
LS:N Global Trend Briefing: 21 October 2013, 8am - 12:30pm.
Location: Times Center
Tickets: $700 if booked before 20 September, $800 thereafter.
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