The Future Laboratory

I've finally managed to finish reading the notes from The Future Laboratory's latest report! There were some interesting thoughts and insights which link to my project and independent retailing. The report covers four sections Conviviality, Future Media Landscape, Generation D, Rurban.

Here are some key points:

• Although social networking is still very popular, people have become disconnected and are wanting to engage face to face again. This is known as the Conviviality Culture.
• Consumers are looking beyond consumption and are seeking happiness through activities other than shopping.
• Community values are returning.
• A Connoisseur Culture means people are increasingly branding themselves to say:

'This is who I am and what I'm about'

• In a Salon Culture consumers are re-discovering the art of conversation but holding debates and discussions.
• 'Boutique' festivals and events are the new way to connect with consumers.
• Consumers are seeking quality over quantity and experiences over goods. The want a connection with the brands rather than material products.
• Although online is now massive paper is not dead.

'With print, we stop, take time out to enjoy the content slowly and immerse ourselves in it'

• The gap between content and commerce is closing. Magtailing is a popular trend which combines magazines and retail.
• Hauling is a process in which shoppers film themselves showing off items from a latest spree, giving the brands recognition.
• A Comment Culture opens up a participatory aspect of the web. It allows brands and consumers to create content, debate, rate, comment and subscribe.
• People are after convenience and this is key to retaining consumer loyalty.
• Inline Retail means brands should operate in the virtual and real world and combine the two experiences.
• With so many online retailers and price comparison services retailers need to offer a unique experience...competitors are only a click away!
• People are rejecting impersonal experiences and connecting with communities, we are seeing the return of the corner shop. People want brands they can associate with and that feel human.
• Small scale micro-brands are being embraced....yay!

'Theres power in being small'

• Urban dwellers are making their lives feel as rural as possible.

There is a lot to take in but some really good thoughts from The Future Laboratory!!

Kathryn x