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New Consumer Summit Report New Consumer Summit Report Partner: 02 03 About Summits About Us About EMC CEO : Trevor Hardy An obstacle for many businesses Since it was founded in 2001 The EMC, our partner and Co-founder : Chris Sanderson today is how to build teams Future Laboratory has grown to collaborator on this series of LS:N Global editor-in-chief : Martin Raymond that are armed with fast- become one of the world’s most events, is a renowned cloud, Senior partner : Tom Savigar changing consumer information renowned futures consultancies, data storage and e-solutions Chief strategy and innovation officer : Tracey Follows and capable of applying and has worked with more organisation that sits behind Business development director : Cliff Bunting it strategically. The most than 1,000 brands in 37 many of the brands, products Report editor : Steve Tooze compelling and entertaining countries from offices in London, and services we encounter on a Report leads : Maks Fus Mickiewicz, Rachael Stott way to bring this intelligence Melbourne and New York. day-to-day basis. As with all of LS:N Global editor : Jonathan Openshaw to life is through one of our our partners, we are working The Future Laboratory offers LS:N Global visual editor : Hannah Robinson highly subscribed live events. with EMC to identify the new, a range of services, from LS:N Global insight editor : Daniela Walker next and innovative ideas that Our Summits, held in foresight to inspiration to LS:N Global senior journalist : Maks Fus Mickiewicz, Peter Maxwell are driving, determining and partnership with EMC, are strategic advice and activation. LS:N Global visual trends analyst : Aleksandra Szymanska informing tomorrow’s business short, sharp and insightful At our core is a global team and consumer requirements. LS:N Global trends analyst : Victoria Buchanan presentations across market who continually research, LS:N Global video journalist : James Maiki verticals on the key trends analyse and document the new LS:N Global video editor : David McGovern and business strategies to and the next, and set out the LS:N Global visual trends researcher : Jessica Smith apply now to effectively meet implications for organisations Head of marketing : Ashlie Dixon consumers’ demands over the across 14 industry sectors. Projects and events manager : Kristian Prevc next 12–18 months. These Our strategy, innovation and Creative director : Kirsty Minns events are free and exclusive to creative teams help our clients Art director : Joanna Tulej clients, and include networking to explore probable, possible and Production planner : Alex Crouch opportunities and a white paper preferable futures to harness Production editor : Ian Gill overview of the presentation. market trends, understand and Sub-editor : Jon Billinge adapt to emerging consumer Senior designer : Joanna Zawadzka needs, position their businesses for success and keep them Designer : Jonathan Cox ahead of their competitors. Junior designer : Queenie Wong Creative artworker : Neil Rees Creative consultant : Lucinda Chua Visual researcher : Amy Sellers The Future Laboratory : 26 Elder Street, London E1 6BT, UK Phone: +44 20 7791 2020 Email: [email protected] thefuturelaboratory.com The Future Laboratory is one of Europe’s foremost brand strategy, consumer insight and trends research consultancies. Through its online network LS:N Global, it speaks to 300 clients in 14 lifestyle sectors on a daily, weekly and monthly basis. Contact : For further information on all our services please contact [email protected] or call +44 20 7186 0776. You can also join the conversation in our LinkedIn group, The Future Laboratory, and follow us on Twitter @TheFutureLab. For further information about any of our events and services, please contact: [email protected] or call +44 20 7186 0776. LSNglobal.com 02 04 05 Partner Foreword Generation D teens are the most data-hungry New Consumer Summit to date. This, of course, is only one half of the Report Contents EMC 04 17 equation, as they generate and share their own Partner Foreword Chief Influence Officers content with equal enthusiasm and vigour. EMC explains why it is Brands are realising that key for brands to analyse 12 members of Gen Viz are Whether you want these kids to purchase your the behaviour of today’s Global Netizens the only ones truly able to products, recommend you to their friends or work data-hungry teenagers. How hyper-connected teens are engage with their peers. building transnational networks for you, first impressions are everything. We call 06 20 free of old subcultural markers. this the five-second rule. If you don’t capture Overview Live Streamers 12 their attention immediately then you can kiss How the new kids on the How a new generation of block are influencing the Kidpreneurs broadcasters are building an goodbye to their engagement, custom and loyalty. way that all generations Future-facing brands are entirely new media landscape. will think, feel and act. already catering for Generation The key to winning the hearts and minds of 21 D’s entrepreneurial ambitions. the digitally dominant is, of course, technology. 08 Born activists Visual communicators 13 Data analytics enables businesses to delve deep Identity politics and The importance of a visual- Instant Messengers environmental concerns are now under the skin of the market so they can create first strategy in a world Why teenagers prefer private the key issues for teenagers. in which visibility is the texts and group chats to overtly a truly personal message and then promote that 22 be all and end all. public social networks. on the right channel at the right moment. Post-body Advocates 08 14 Gen Viz teens place less value on By Mark Sear, CTO big and fast data, Education-hackers Interactivity-lovers body image than ever before. For EMC Global Services EMEA Why teenagers are now dead Digital platforms need to become them personality comes first. set on a do-it-yourself, fast- far more engaging in order to 23 track approach to learning. hold the attention of teenagers. Conclusion 09 14 Brands need to adopt Multiple browsers Authenticity-seekers a Gen Viz mindset in Gen Viz are online constantly. Gen Viz kids no longer order to avoid becoming But they have less tolerance for aspire to flawlessness or increasingly out of touch. advertising than ever before. perfection. Photoshop fakery 24 is done and dusted. Toolkit 15 How to apply tomorrow’s Generation Sober youth culture strategy Health-conscious teens to your brand. are fuelling a booming market for alcohol- and drug-free experiences. NEW CONSUMER SUMMIT 06 07 Overview making waves across our Flat Age Society that are changing the consumer demands and desires of older demographics. New waves of disruption Abercrombie & Fitch has are rippling across closed more than 275 stores, Suddenly everyone from Baby markets and sectors, and while Aéropostale shut more Boomers to Millennials are their source can often be than 120 stores in 2014 alone, following the lead of the new traced back to Gen Viz, according to the Business of kids on the block, accepting the easily bored, activist, NERD MICROBIOME SKINCARE Fashion. Gen Viz, it seems, that age doesn’t necessarily visual-first innovators didn’t like the way that both dictate taste, and that they who are beginning to flex You only have to look at brands were talking to them. too can plug in to a global their consumer muscle China to see a challenging network to simultaneously for the first time. future consumer landscape ‘Overtly sexual marketing livestream a meok-bang, read unfolding before our eyes. In began to turn off a consumer Brands are recognising that news of terror attacks and scroll the powerhouse of the world’s who wasn’t interested in that these rising teenagers – more through images of the latest economy, 61.9% of teenagers any more, which put us in a often known as Generation Z – Decora-style tribes in Tokyo. no longer believe that financial difficult place,’ says Arthur are the ultimate early adopters, accomplishment is the main Martinez, executive chairman and can’t be regarded as just For brands, it is time to signifier of success, according of Abercrombie & Fitch. reconsider signifiers of success OUTDOOR VOICES, US another demographic to sell to. to RTG Consulting. and notions of luxury and This is a generation that hates In this report, The Future sector experts and analysts are Technology pioneers who love gender divides, or risk being This is a stark warning to to feel that it is being sold to. Laboratory examines these new combined with quantitative to experiment with their own left behind by the emerging new brands about how they will They are deeply intolerant layers of identity, aesthetics and analysis and innovative brand sense of identity, Gen Viz are aesthetics and messaging that need to engage with these of traditional advertising, status to define how tomorrow’s case studies to give you a global challenging the status quo and underpin the Gen Viz mindset. young consumers in the years seeking inspiration and New Consumer Tribes will snapshot of this generation’s ahead. ‘If material things ideas from influencers within think, feel and behave. demands and desires. and traditional signals no their extensive online peer longer dictate happiness, groups rather than from Extensive interviews with We can’t give you all the then brands that have pushed magazines or tv channels. youth culture influencers answers. But this report will aspirational, product-led from tribes such as Instant help you to start asking the right strategies will struggle to be ‘There is a trend for authenticity Messengers, Waste Warriors questions about what is possible relevant,’ says OMD China. and uniqueness over quality, and Kidpreneurs, and with for you and your brand in a and the meaning of status New Consumer Tribe future.
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