As my focus has recently become centred on community and experiences, I have been analysing future societies to help understand my audience .
Call for transparency and greater authenticity in terms of branding.
People want to know where things are from and whether they can trust them. Traceable supply trains and the narrative. On the one hand we expect people and products to be trustworthy, ethical, real and tell stories about their history. On the other hand we are ourselves leading increasingly fake lives – filling our lips with Botox, dying our hair blonde, enlarging our breasts and pretending we’re happier than we really are.
An increasingly faster pace of life.
The general pace of society has been on the rise alongside the increasing pace of technology and attention spans can almost be measured in nano-seconds.. With personalisation and other marketing techniques to fit the way people consume and need for efficiency.
Nostalgia, Memory.
Unfortunately, memory loss is a by-product of trends like speeding-up and convergence. Society is becoming increasingly fixated with preserving our own memory. ‘Life caching’ is a major trend (and a US $2.5 billion industry) where people effectively download (or upload) everything from emails and text messages to photographs, video clips, words and spoken words.
Sustainability will become a mindset.
“The next generation of creative leaders and thinkers will need to work in responsible, analytical and ingenious ways. They will need to tackle issues of over production and mass consumption, dwindling resources and the pressure of climate change”, said Farah Ahmad, Career Manager at London College of Fashion.
- Virtual simulation and 3D printing as a means for them to rethink the supply chain and lessen the environmental and human impact of fashion.
Technology is crucial but will not replace craft.
- Wearable technology, AR/VR, Blockchain, Nanotechnology.
- Many consumers are going for local, crafted products instead of generic, mass-produced options.