Backlash Culture - Free Report | The Future Laboratory

Backlash Culture Report:
E-motional Economy

In an age of constant consumer backlash, bold brands are choosing to stand their ground rather than bow to every customer whim, staging a reaction of their own.

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Is the customer always right? It’s an adage that is more than 100 years old, but this creed was not built for the technological era, when public complaints are only a click away, and one small tweet can turn into a swirling Twitter storm. 

Our free Backlash Culture Report covers three key macrotrends set to affect your business over the next 5–10 years: Backlash Brands, Gen Viz and The E-motional Economy. An in-depth examination of tomorrow’s brand language, consumer mindsets and cultural atmosphere meets best-in-class case studies and a practical toolkit to power your brand strategy.

Top: Prada’s FW16 catwalk designed by AMO, photography by Agostino Osio
Right: THINX underwear campaign, 2015

What's inside the report

 : Backlash Brands

Shows why you must now be bold in using conflict and contradiction to connect with consumers.

: Gen Viz

An eye-opening portrait of new-generation teenagers who are terrifyingly entrepreneurial, primarily visual and upliftingly engaged.

: The E-motional Economy

We investigate how a new focus on feelings is combining with artificial intelligence to create a new era of emodiversity.

: Best-in-class Case Studies

These illustrate how future-facing brands are embracing the new mood to gain deep customer engagement.

: Backlash Culture Toolkit

Practical tips for implementing strategies such as Rebuffing Choice and Being Anti-social.

Download the report

Can you see a clear path for your brand’s future?

Ensure your brand’s permanence by downloading our new Backlash Culture Report now.

This report is free for all members, please contact directly to get a copy.

*This is a downloadable PDF report. Please consider the environment before printing.

To download your copy, complete your details on the following form:

Presentation & Workshops

Are you looking for a quick and compelling way to share this information with your team? Or perhaps you have an event that requires a thought-leading and inspiring keynote?

We provide sharp 20-, 40- and 60-minute presentations, which are delivered by our expert researchers and analysts, and feature all of the key insights from the report, to connect business leaders with the latest trends, innovations and shifts in consumer behaviour in a live, interactive environment. 

‘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


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