Last week we attended the Future Laboratory’s Spring/Summer Trends briefing ‘The Age of the Long Near’ ram packed with trends and consumer insights that spoke not only to decades, but to centuries.

Last week we attended the Future Laboratory’s Spring/Summer Trends briefing ‘The Age of the Long Near’ ram packed with trends and consumer insights that spoke not only to decades, but to centuries.

Sharing how our frantic, technology-saturated environment has led to short-termism amongst brands and businesses, with many becoming trapped in reactive rather than proactive modes, the day showcased how companies and brands need to think of the long term to futureproof their success.

‘The Immortal Brand’ outlined the need for brands to avoid falling into the trap of only considering daily sales - favouring ‘what it does', over ‘how much it sells'’. And as the average consumer now spends 13 seconds buying in store and 19 seconds buying online, decisions made this swiftly mean ‘brand engagement’ is fundamental - particularly as most people wouldn’t care if 73% brand disappeared.

‘The Optimised Self’ saw how consumers are on a quest, not for perfection, but for optimisation - with science and technology the enablers for self improvement (think wearable tech) particularly as the 150 year lifespan is already on the horizon. And as we’re living with more and more ‘dulled senses’ due to the constant bombardment from on-screen images and information, brands will need to provide consumers with more authentic, sensory experiences.

From ‘Behaviour Change Brands’, ‘Upstream Wellness’, ‘Mood Dining’, ‘You-Genics’ and ‘Sleep Hacking’ the Trend Briefing gave a fascinating insight into the future – or what we’re calling ‘now’.

Back to News