The Age of Sentiment 2019-20 Insights (Geraldine Wharry)

Emotions are running high in a world where notions of age, gender, privacy, reality and currency are being redefined amidst socio-political polarisation. It’s emotion that dominates the conversation around all sectors of the style industries, including how we harness technology and sustainability.
 
For businesses and end users, this has created a space to redefine creativity, individuality and human values. And to successfully tackle this evolution, brands need to understand how a new shared story is being written.

Self-expression, Activism and Moral Business drive new paradigm shifts illustrating our natural instinct to search for shared meaning as a species.
 
In our globalized society where one size no longer fits all, the choice to be transparent is a priority for global and local communities. And in the era of fear mongering, massive data breaches and perilous climate change, empathy towards others and our planet have never had as much of a voice.
 
The report merges impactful trend insights and visuals. It is particularly well suited for womenswear and unisex Fashion brands, PR and Marketing agencies as well as the Beauty, Luxury and Sports Industry.
 
3 KEY CHAPTERS SHAPE THE FORECAST

#1- OPEN CHARISMA

In OPEN CHARISMA we discuss the imperative for total inclusion. We must harness the power of the new majorities. The new customer centered experience is focused on self-expression and blurring the lines between high and low culture.
Sub chapters are Total Inclusion, New Majorities, Self-Expression, High Low Culture.

#2 CHOICE SOCIETY

In CHOICE SOCIETY as we create a better and unhinged version of ourselves and the “ME”, we focus more on the “WE”. Brands who have a clear voice rally consumers beyond economic or style tribes, echoing the needs of a rising “Woke” population with political and ethical motivations.
Sub chapters are Upgrade and Regeneration, Polarised Worlds, The New Common Story, Perceptions of the New.
 
 
#3- RISE OF THE EMPATHS

In RISE OF THE EMPATHS we look at the imperatives of Moral and Sustainable Business. This shift involves logistical and structural change towards a highly collaborative, transparent and closed loop system. The key question for brands is ‘if we fail to act morally, how much do we risk losing?’.  
Sub chapters are Awakening feelings | Befriending the 4th Industrial Revolution, Embracing Waste, The Greater Good.



Contact: [email protected]



To discover our Fashion Futures Consultancy, visit us on http://www.geraldinewharry.com/
 
 
Samples are taken from our 25-page report published October 3rd.
Image credits: Chapters slide: Corey Olsen | Open your charisma: Anastasia Genkina Editorial design | Choice Society Knit For You Adidas Pop Up | Rise of the Empaths: Paloma Wool