The Future Laboratory set to unearth global marketing insight at Trend Briefing seminar series held in Melbourne and Sydney during February
Strategic marketing and trend forecasting group, The Future Laboratory, will once again host a much anticipated Trend Briefing seminar series in the key cities of Melbourne and Sydney on Thursday 14 and Tuesday 19 February, 2013 respectively.
For further information regarding The Future Laboratory Australian Trend Briefing 2013 – which is being brought to Australia by Right Angle Studio, in association with Robert Buckingham, please contact Celica Austria on +61 3 9417 0003 or email celica@rightanglestudio.com.au
Founded in 2001, The Future Laboratory is internationally renowned for the presentation of what has been hailed by several world leaders in successful brand marketing – including the likes of ABSOLUT, Sony, HSBC, Philips and Selfridges – as the most innovative and inspiring seminars on offer today.
With a focus on market trends and the future global consumer, this year’s series will feature two of the world’s most formative marketing experts in The Future Laboratory co-founders, Martin Raymond (left) and Chris Sanderson (right).
The Future Laboratory Australian Trend briefings 2013 – these are the three new macro trends set to define changes in consumer thinking and business over the next five years:
The New Sublimity – as our Generation Jonesers (45-60 year olds) blur the boundaries between business and leisure.
Says Tom Savigar, The Future Laboratory’s chief strategy officer: “Those in their teens and early 20’s are keen once more to separate the two.”
Against this backdrop, expect the rise of hoboism, digital switch-off, mindfulness and secular spiritualism as consumers take to the land, sea, beaches and mountains in search of meaning mindfulness and an emotional reboot.
Symbiotic Branding – how and why brands, products and retailers are space-sharing, co-collaborating and identity-squatting in competitor spaces to maximise profits, drive experience, share efficiencies and enter new market sectors.
Says Sanderson: “This is about co-operation and collaboration of a different sort. It is about one brand using another brand’s space, website, advertising campaign or consumer database to save money, fire innovation or kick-start change.”
Faction Marketing – how harnessing the power of stories made from fact, fiction and fantasy will entice, excite and engage a brand’s friends, fans and audience.
Says Raymond: “In a world saturated with authentic brands, a true story is not enough to cut through any more. To stand out and connect with tomorrow’s increasingly connected, transmedia-savvy consumers, smart brands will blend fact with fantasy, truth with tall stories, and reality with clever, compelling make-believe.”
This trend rings the death knell for the era of ‘authenticity’ and make the case for why brands should be blending fact with fiction.
In addition, The Future Laboratory will also present the findings from its first Australian Consumer Attitudes Audit, a pulse check of the nation that captures what’s driving consumer thinking in Australia. This poll is currently run in the UK, Sweden and USA, and is undertaken by Future Poll, The Future Laboratory’s quantitative research service.
Says Sanderson: “Our Audit enables us to identify and anticipate consumer thinking on a range of social, ethical, political, commercial and cultural topics.” Here Sanderson and Raymond will look at the percentages underpinning these changes, and the people and typologies setting tomorrow’s agendas.