The old certainties of gender have fallen away. Men are embracing more diverse narratives around masculinity and women are pushing for more honest representation of their sex and a seat at the decision-making table. Brands have been responsible for reinforcing the narrow definitions of gender that many people are rejecting. Now they have a chance to support alternatives.
With gender equality on pay predicted to be achieved by 2059, this presentation will explore how both masculinity and femininity are being reframed at this crucial moment, and how brands can be a force for real change.
Top: Nikita Iziev for The Future Laboratory
Right: Suitsupply spring/summer 2018 campaign
: New Masculinity
In the wake of the #metoo movement, men are increasingly unsure how to express their masculinity. Seeking alternatives to the toxic version of manhood, they are undergoing a mindset shift. In this presentation we analyse this shift through four key areas: Identity, Development, Health and Entertainment, revealing key microtrends that can help businesses embrace New Masculinity. These include Male Mature Beauty, Redefining Strength, Lessons in Manhood and Relationship Games.
: Female Futures
While feminism has entered the mainstream, very little concrete change has come with it, and gender equality remains a dream. With feminism an economic as much as a social movement, this presentation examines the role of brands in a female future. Through three themes: Mind & Body, Representation and Power, we unpack the trends that are empowering women to exert their voices and shape a better future. These include Postpartum Reality, New Fem Codes and Visibility Networks.
The Future of Gender can be booked along with our presentations on The Future of Brand Purpose, The Future of Wellbeing and The Future of Youth, at a discounted rate.
: Han Hyun Min photographed by Jeong Eunji for Duiro Magazine
‘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
Our Future of Gender in-house presentation connects your team with key rising trends, value shifts and case studies that will help your brand to connect with the new consumer. Our expert researchers and analysts foster an interactive environment to help you achieve your desired outcomes.
The presentation can be tailored to suit a range of formats. Perhaps you want to have a workshop to explore a new product concept, or you have an event that requires a thought-leading keynote? Our in-house presentation can inspire ideas and provide a practical guide to strategies for success in the years to come.
For more information about the themes we presented at Global Futures Forum 2018, download the event summary PDF here.
For more information, or to book this presentation for your own business or event, please complete your details on the Book Now contact form.
Aleksandra leads the creative team at the Future Laboratory, which translates insights into immersive experiences on and offline and brings to life speculative visions of the future. With a background in critical design, she is an expert in developing far future scenarios that consider long-term implications of today’s trends. Since joining The Future Laboratory in 2014, she has worked with brands including UBS, Diageo, Google, LVMH and Design Hotels.