In the Press : August

category - vr
category - new masculinity
category - society
category - sustainability
sector - fashion
sector - travel & hospitality
type - press

In August: Our foresight experts offered insight into future trends for Vogue, Grazia and The Telegraph. We were also featured in the likes of Dazed Digital, Glamour and Retail Week

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8 September 2020

Author: The Future Laboratory

Image: Ovolo Nishi, Canberra


Hot:Second by Karinna Nobbs, London


How to fix fashion

Martin Raymond, co-founder of UK forecasting consultancy The Future Laboratory, sees brands and retailers using data gleaned from these online shopping experiences to refine the supply chain in "a positive, pre-emptive manner". More items will be made to order, Raymond says, and there will be less waste and less need for markdowns. The industry will become leaner, more sustainable. "Change is coming," he says. You can read the full article in this month's issue of Vogue.

For more insight on the future of fashion and sustainability check out the following articles : 

How circular retail could create new cashless economies 

Feedback Frontiers

Squadded recreates the mall effect online


A Love Like Lizzo

In 2019, trend forecasters announced the emergence of the ‘single positive’ revolution, as a growing number of happy, fulfilled singles around the world view singledom as a conscious choice instead of an unfortunate holding period. A Future Laboratory trend report cited Euromonitor’s prediction that by 2030, single-person households will be growing at a faster rate than any other household type around the world. ‘For some, singledom is not a state that they long to be out of, but a lifestyle choice with benefits,’ Future Laboratory’s report said. ‘Family and marriage are no longer the primary focal relationships for consumers.’ Another trend report, from ad agency J Walter Thompson, called ‘The Single Age’, claimed: ‘Single people are steadily becoming not outliers but a new norm, and they report finding great satisfaction in their decision.’ Millennials, according to the JWT report, are leading the movement.

It’s also important to note ‘single positives’ aren’t against being in a relationship—they simply won’t settle for one that will bring unhappiness. It must expand their life, not reduce it. They do not need another half, they are whole already. Anything else is an addition, so the bar is set higher than it once was. The Future Laboratory is calling this shift the ‘uncoupling of society’, as we make a gradual move away from coupledom being seen as the cultural norm. Read the full article on Glamour or read our Uncoupled Living macrotrend report.



Honia by Atelier Martini, photography by Pszemek Dzienis
VOMA, Global

The Telegraph

Is virtual reality the future of travel?

Last year, for example, Microsoft demonstrated a project called DreamWalker, in which a headset-wearing person on the move (in this case on the leafy Microsoft campus near Seattle) could experience their walking route as taking place somewhere completely different (a street in Manhattan). Various trackers and sensors ensure any physical obstacles in the real world are mirrored in the virtual one. If the project develops into a consumer product, the possibilities are endless: the London Underground could appear as the Paris Metro. Birmingham’s Bull Ring Centre can be a pliable Machu Picchu.

But what about my predicament? Holly Friend, travel specialist at trend forecaster The Future Laboratory, suggests I try one of Airbnb’s online experiences. While not “virtual” in the sense of scrutinising, say, Egyptian pyramids from lots of angles, they tap into one of travel’s other great enticements: “They’re great for actually ​introducing real dialogue with people.”
Read the full article on The Telegraph.

For more on the future of travel & hospitality, check out our latest research : 

Inter-Covid Hospitality

Sensory Destinations


Dazed Digital

Chanel is launching nail polish and more make-up for men

Launched in 2018, Boy de Chanel – a nod to founder Gabrielle Chanel’s muse and lover, Boy Capel – began as a three-piece range with a tinted fluid, eyebrow pencil, and moisturising lip balm. Building on this Chanel are introducing to the collection a gel moisturizer that doubles as an after-shave cream; a correcting and perfecting concealer in just three shades 20 Light, 30 Medium Light and 40 Medium; a Multi-Effect Eye Pencil that works both as eyeliner and eyeshadow; and matte nail polish is available in two neutral shades, beige “Natural” and obsidian “Black.”

Chanel, alongside Tom Ford and brands including War Paint, Recipe For Men, Benny Hancock, and Shakeup Cosmetics, are part of an emerging trend of cosmetics collections catering to men. In 2016, 15 per cent of UK men under the age of 45 bought make-up, according to a 2018 report by The Future Laboratory. By 2020, the same report predicts that the male beauty and grooming market is set to be worth more than £47bn ($60bn, €53bn).

In January of this year, John Lewis became the first high street store with a make-up counter dedicated to male make-up as part of a four-week pop-up with Warpaint, while in June America’s largest drugstore chain CVS introduced male make-up brand Stryx to 2,000 of its stores. Read the full article on Dazed Digital.

For more insight on the trans-beauty market explore our latest articles : 

Trans-positive Beauty & Wellness Campaigns

Transgender Beauty



From virtual massages to antibacterial makeup, here's what the future of beauty and wellness looks like post-Coronavirus

“A fear of touch and contact combined with the communal surfaces and spaces intrinsic to beauty, fitness and wellness have compounded matters, with global shutdowns of physical locations and experiences pushing brands into the digital realm,” Foresight Editor, Kathryn Bishop wrote in her Beauty, Health & Wellness Futures 2020 report for The Future Laboratory. “In an inter-Covid world, beauty, health and wellness companies are putting growth ambitions to one side to focus on being iterative, responsive and in-the-moment with their customers, and to become indispensable in people’s lives,” Kathryn adds. The full article can be read here on Glamour.

For more insight on how the pandemic has affected the beauty & wellness sectors, discover our latest research : 

The Post-pandemic Future of Beauty & Wellness

Epidemic Retail Futures

Virtual Sanctuaries

Pop-up X Department Store, exploring a non-contact retail experience by Nikita Kay

Retail Week

Storeworker 2.0: the new responsibilities for frontline staff

Whether they sell food or fashion, retailers have had to overhaul store operations to keep in line with customer expectations – including introducing new roles, such as greeters, and having workers take on multiple job functions.

Trend forecaster The Future Laboratory co-founder Chris Sanderson says: “The skills required in this inter-Covid era are taking personnel back to the role of the shopkeeper – an individual who is the primary interface with the customer and must be able to respond empathetically and intuitively with the shopper’s needs.”

The new storeworker must be as well-rounded as possible, adaptable to new requirements and able to be both operationally and customer-minded. The full article can be read here on Retail Week.

Explore our latest research into customer experience and the retail sector on our intelligence platform, LS:N Global.


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