US Trend Briefing 2017 - Report

US Trend Briefing Report:
The American Middle

Decode the American Middle to connect with the silent majority

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The American middle class, once the aspirational ideal, is becoming a myth. Over the past four decades, it has been hollowing out slowly, due to growth at both the higher-income and lower-income ends of the spectrum.

The Future Laboratory’s report, The American Middle, is your guide to the new metrics for business success in this changing economic landscape.

It urges brands to bridge the cultural disconnect between the coastal cities and the ‘flyover states’ of the US heartlands, in order to engage with overlooked consumers. From America-first Retail to Blue-collar Coders, we examine the trends your business can harness to connect with the silent majority. With deep insights into this misunderstood demographic, the report is designed to provoke innovative thinking and give you the confidence to take decisions today that will result in growth tomorrow.

: Top: The Altar by Levi van Veluw

What's inside the report

Packed with unique research, the report explores the key drivers and forces shaping the American Middle, and gives practical recommendations on how to implement its insights.

: Overview

The Future Laboratory analyses the current state of the American Middle, from shifting aspirations and identities to harsh economic realities.

: Drivers

These include segregation leading to stagnation; tensions between elites and the working class; a lack of trust in society’s institutions; difficulty in finding the stability, security and opportunities of the past; and tech innovations eroding job prospects.

: Forces

We examine transformative trends including food that bridges the class divide; marketing that celebrates the everyman; and emerging media platforms that showcase regional pride and values of the US heartlands.

: Toolkits 

This section provides practical strategies that brands should adopt when considering the American Middle, such as offering alternatives to those frustrated by the status quo; and embracing core values like faith, hard work and remaining grounded. 

Download the report

Are you prepared for the shifting plates of consumer sentiment?

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

Ensure your brand’s permanence by downloading our New Trend Briefing 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.

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 that 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. Our American Middle presentation is designed to help you reframe thinking and formulate the strategies your business needs to apply in order to remain fit for future.

‘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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