US Trend Briefing 2017 - Presentations
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US Trend Briefing:
American Middle

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.

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.

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.

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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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