US Trend Briefing 2017 - Presentations
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US Trend Briefing 2017

Become a Civic Brand and bridge the gap to the American Middle

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As the rich get richer and ranks of the poor swell, there is unrest among the American population. In a divided and disconnected nation, the aspirations and behaviours of the silent majority are undergoing fundamental changes. And where centralized government is failing, it is becoming more vital for companies to work together to create actual social change and long-term value.

Our US Trend Briefing 2017 presentation and workshops connect your team with two key macrotrends that illuminate the forces at work in this shifting socio-economic landscape.

Civic Brands highlights the opportunities ahead as brands shift from employers to educators, profit-driven to community-driven, hierarchical to decentralised, product-led to service-led and closed to collaborative. The American Middle presents a new take on this vast, yet misunderstood and often overlooked consumer group. Proposing a tighter grip on the core values that resonate with the US heartlands, it outlines the new metrics for success.

: The Ensign, New York


In this presentation we examine:

: Trend Drivers

These include lack of trust in society’s institutions; efficient, eco-conscious consumers choosing access over ownership; friction between those living in major coastal cities and the rest of the country; and shifting parameters of consumer success.

: Trend Forces

Brands creating campaigns that support people working on good causes; recognising the importance of price segmentation in times of inequality; marketing that celebrates the everyman and channels core values such as hard work and remaining grounded.

: Toolkit

We provide practical recommendations on how to implement the insights. Explore ways to become a civically minded company; shift to a post-ownership strategy; employ cultural immersion tactics; and support outlying innovation.

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 ‘The Future Laboratory’s presentation did exactly what we wanted it to – offer a glimpse of even further ahead in a compelling and engaging way to prepare for what brands need next’ 

Maya Draisin, associate publisher and head of marketing, Wired

The presentation brings to life unique research, best-in-class case studies and actionable strategies to prepare your organisation for the future. It can be tailored and workshopped to suit a range of contexts, from leadership programmes to strategic development workshops, or as an inspirational keynote for your company conference.

For more information, or to book this presentation for your own business or event, please complete your details on the Book Now contact form below.


Please fill the form below and a member of our team will be in touch.


Chris Sanderson, Co-Founder, The Future Laboratory

Christopher Sanderson is co-founder of The Future Laboratory, where he is responsible for delivering the company’s extensive global roster of conferences, media events and LS:N Global Trend Briefings, which he co-presents with the team in London, New York, Sydney, Melbourne, Stockholm and Helsinki. Clients who have booked one of his inspirational keynotes include Gucci Group, the European Travel Commission, Retail Week, Selfridges, M&S, Chanel, Harrods, Aldo and H&M.

Hannah Robinson, Art Director, LS:N Global

Hannah joined The Future Laboratory in 2010, and in her current role leads a team of visual researchers, analysts and video journalists in identifying and visually communicating key shifts that will affect the look and feel of the lifestyle industries. Hannah’s expertise lies in the development of design trends and she is responsible for leading visual content for biannual Trend Briefing topics and Futures Forums, as well as creating presentations for global brands including Chanel, Selfridges and LVMH.

Martin Raymond, co-founder, The Future Laboratory

A dynamic, if reluctant presenter, Martin is editor-in-chief of LS:N Global, our online lifestyle news and consumer insight portal. Not only does he regularly contribute on trends and business to the BBC, Channel 4 and ITV, he has also written and co-authored a fascinating range of books, including crEATe (Gestalten), The Tomorrow People: Future Consumers and the aforementioned The Trend Forecaster’s Handbook, which is the definitive work on trends and the trend forecasting arena. He is our very own crystal ball.

Trevor Hardy, CEO, The Future Laboratory

Trevor joined The Future Laboratory as CEO in 2014. He is responsible for the overall growth of the business: diversifying our products and services, expanding the countries in which we operate and creating new partnerships. He is creative, entrepreneurial with a strong commercial focus and has always been passionate about helping brands prepare for what is next.

Philippa Wagner, Strategic Insight Director, The Future Laboratory

By anticipating macro-cultural changes, Philippa defines what trends and cultural behaviour shifts will mean for brands to create future-focused innovation for future growth. With a master’s degree from The Royal College of Art and a design and fashion futures background, over the past 20 years she has helped shaped the future of brands across the beauty, automotive, technology and apparel sectors, and helped shape their brand futures through the language of trends. She is also senior visiting lecturer at Central Saint Martins on the Material Futures MA course as well as a regular contributor to Viewpoint magazine.

Tom Savigar, Senior Partner, The Future Laboratory

Tom has guided many of The Future Laboratory’s clients through some of the most challenging market shifts and global recessions of the past 10 years. With a much-expanded team, and offices in the US and Australia, he continues to do this, working with clients as diverse as Absolut, Cadillac, The Body Shop, Lamborghini, HSBC, Courvoisier, UBS, BMW, British Gas and Marks & Spencer.

Ruth Marshall-Johnson, Foresight Director, The Future Laboratory

Ruth Marshall-Johnson is a trends industry specialist with experience in translating cultural and consumer research into highly effective strategy for leading brands and organisations. Ruth specialises in identifying and explaining the relationship between cultural development and consumer behaviour and brings this practice to her work as a start-up mentor, guest lecturer at Central Saint Martins and the London College of Communication and speaker at international seminars.

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Civic Brands

Businesses are stepping in where governments are failing to create real social change and achieve their long-term goals.


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