Elastic Brands Macrotrend Summary

type - trends
sector - media & technology
sector - retail
sector - travel & hospitality
Forget advertising campaigns and branded content. All eyes are on the inner workings of your business – and how seamlessly it can adapt. We explore this future in our macrotrend, Elastic Brands. Download the free macrotrend summary now

Businesses and brands can no longer afford to be stagnant. The past 12 months have been a battle of the fittest, galvanising companies into thinking, reacting and changing at a moment’s notice.

Unsurprisingly, not all survived this recalibration. American economists estimate that at least 100,000 small businesses closed in the first two months of the pandemic, while the Office for National Statistics found that 30% of UK businesses have less than three months of cash reserves.

It wasn’t only a global pandemic that triggered this point of reckoning. Consumers – once only engaged via a handful of touchpoints – are now turning organisations inside-out, blurring the definitions between brand and business. With a Post-purpose mindset tearing down the façade of advertising, customers are entering a more intimate relationship with brands. It is one tied to the transparency of their inner workings, from everyday operations to their supply chains and workforce.

This highly intricate space is now in the public eye, and the fundamental systems that previously made up your business are now your entire brand. ‘Brands are a collection of stories united by a belief,’ says Joel Fariss, senior associate of futures at Gensler. ‘The brand experience internal to the organisation has to align with the brand experience external to the organisation.’

A macrotrend summary of this research is now available to download for free below. Members of our trends intelligence platform, LS:N Global, get full access to all of our macrotrend research, as well as daily news, statistics, webinars, events and more. Visit our Consumer Insights Platform.


Published by:

10 November 2021

Author: Holly Friend and Livvy Houghton

Image: Planet City by Liam Young



Download the macrotrend summary


Access the full macrotrend report collection

We are witnessing the rise of radical digital value systems, decentralised metropolitan and suburban infrastructures, and agile kinetic corporations. The Great Acceleration macrotrend report collection is your guide to the three macrotrends epitomising these shifts – Alternet Economies, Equilibrium Cities and Elastic Brands.

Download all three macrotrend reports from The Great Acceleration collection separately or as a 360-degree collection to help future-proof your business.