Stylus Future Thinking

The plus size market is worth $21 billion globally – and yet most brands are still missing the mark when it comes to truly inclusive body representation. Christian Ward talks to author and editor Bethany Rutter and Stylus’ media & marketing editor Julia Errens about the necessity of cultural exposure, who gets to have a narrative and how we can move from positivity to inclusivity.

Sober-curious, flexitarian, keto or vegan, Gen Z are pushing the boundaries as never before when it comes to their diets. Christian Ward talks to flavour consultant and Masterchef champion Steven Wallis and Stylus’ head of food, beverage, travel & hospitality Mandy Saven about the impact this generation are set to have on the future of food, what brands can do to get ahead and what exactly is moon milk?

By 2020 more than 50 million US women will be 51 or older - the average age of the menopause - and yet this market remains underserved by mainstream brands – why? Christian Ward talks to founder of MegsMenopause, Meg Mathews and Lisa Payne, Stylus’ senior beauty editor about why all brands need to be aware of the needs and concerns of older consumers, and the opportunities for engagement in this traditionally neglected market.

How can luxury brands adapt to increasing consumer desire to rent rather than own products, and express their identities in more fluid and personalised ways? Stylus’ Tessa Mansfield talks to Henrietta Thompson, co-founder of luxury design rental platform Harth, and Ella McDougal, Stylus’ product design researcher about the practical need for temporary things, living more lightly and the end of ownership.

Will we soon live in a world where people are willing to pay for clothes that only exist in digital form? Christian Ward talks to Kerry Murphy, founder of digital fashion house The Fabricant, and Stylus’ assistant fashion editor Lianne Piroddi about virtual value, the notion of ownership and the reality of fashion’s digital future.

Now in its 66th year, the Cannes Lions festival of creativity brings together creatives and storytellers from across advertising and marketing for a week of thought-leadership and networking. Fresh from the festival, Stylus’ consumer attitudes and technology senior editor Stephen Graves and Havas Group’s chief insights and analytics officer Maria Garrido talk to Christian Ward about the controversy surrounding this year’s event, the growing responsibilities of the industry and what emerging markets can teach us about innovation.

CBD has burst onto the consumer scene, promising to soothe nerves, erase insomnia and even improve your sex life – but what is it and how can brands harness its moment? Christian Ward talks to Stylus’ US trends reporter and resident CBD expert Emilia Morano-Williams and Marisa Schwab, co-founder of CBD wellness brand The Chillery about the hype, the misconceptions and the opportunities of this much-discussed compound.

Busy lifestyles, evolving shopping habits and consumer demand for sustainable solutions are throwing up countless challenges for packaging design. Christian Ward talks to luxury packaging consultant Vincent Villeger and Stylus’ product design senior editor Dewi Pinatih about how brands can balance function, brand story and sustainability.

As demand for sustainable travel continues to snowball, travel and hospitality brands are creating inventive eco-concepts that offer guests increased flexibility and comfort. In a panel from Stylus’ Decoded Future event in London, journalist Deborah Cicurel talks to Stylus’ Head of Food & Beverage, Travel & Hospitality, Mandy Saven, founder of Bouteco, Juliet Kinsman and Aaron Hocking, managing director EMEA of Intrepid Group about how brands can win in this space.

The co-mingling of retail and media is an essential sweet spot for brands right now. Christian Ward talks to broadcaster, journalist and producer of The Collector’s House (Matches Fashion’s podcast) Danielle Radojcin, and Stylus’ Head of Retail Katie Baron about how to harness tech’s audio moment, the prestige of creating a cultural archive and finding your niche.

In an age of ‘peak stuff’, can we become more mindful of our consumption by measuring the things that we touch? Christian Ward talks to author and ethnographer Paula Zuccotti and Stylus’ Consumer Attitudes and Technology researcher Elspeth Taylor about looking beyond demographics to engage with consumers on a deeper level.

A more responsible outlook is now imperative for business and consumers alike. Christian Ward talks to Sara Arnold, Extinction Rebellion coordinator and founder of Higher.Studio, and Stylus’ director of Consumer Product Emily Gordon Smith about activism, the future of consumption and why we need unprecedented mobilisation to save the world.

Is there still value in engaging with influencers? Are the days of celeb-endorsements over? And how do you turn your own employees into effective advocates? Christian Ward gets the answers to these questions and more from branding expert Professor Jonathan Wilson and Stylus’ Media & Marketing Editor Julia Errens.

The leading event on the international design calendar, Milan Design Week is the biggest trade fair of its kind in the world. Christian Ward talks to festival regulars Caroline Jacob, CMF expert at Seymourpowell and Stylus’ senior Product Design editor Dewi Pinatih about the installations and brands that stood out this year, and how to create a truly memorable (and Instagramable) brand experience.

In an age where many brands are disconnected from their customers, how can they win back that valuable connection? Christian Ward talks to author, speaker and head of innovation at Zenith Media Tom Goodwin and Stylus’s media & marketing editor Julia Errens about the new metrics that matter, what advertising can learn from music and why brands need to listen to their hearts.

The beauty landscape is being upended by the demands of a new generation of savvy consumers – we call them the Skintellectuals. Christian Ward talks to Mark Curry & Colette Newbury, co-founders of Be For Beauty and Stylus’ senior beauty editor Lisa Payne about how to engage consumers in this era of information parity, and the lessons to take away from this fast industry in flux.

SXSW’s reputation as a barometer of tech culture has relevance for any brand, business or individual interested in the future of our digital lives. In this episode Christian Ward talks to festival regulars Neil Davidson, CEO of HeyHuman and Stylus’ Media & Marketing Editor Julia Errens about the key trends from this year.

How can we teach kids the skills they’ll need for jobs that don’t exist yet? How can designers create lasting products for consumers who want new things more than they need them? Christian Ward talks to CEO of Tech Will Save Us and Stylus’ Product Design senior editor Dewi Pinatih about the toys that are prepping Gen Alpha for their unknown future, and how thoughtful design can forge long-term relationships with products.

As the boundaries between health and beauty break down, brands and consumers will prioritise beauty from the inside out in 2019. Christian Ward talks to Managing Director of Rituals Penny Grivea and Stylus’ Senior Beauty Editor Lisa Payne about the rise of wellness and what's next for this booming sector.

Rural areas, suburbs and exurbs are set to become the crucible for a new wave of creativity and development. Christian Ward talks to author and ethnographer Karen Rosenkranz and Stylus’ Consumer Lifestyle Senior Editor Stephen Graves about the impact and opportunities of this creative migration.

How can books win the attention of today’s distracted consumer? Christian Ward talks to author and journalist Molly Flatt and Stylus’ Media & Marketing Editor Julia Errens about the benefits of human curation and keeping things slow, the role for iteration in publishing and books as a tailor-made panacea for our times.

2019 will see complexity of flavour enter the everyday sphere, moving further away from 'foodie elitism'. Christian Ward talks to the Tate’s Head of Coffee Thomas Haigh and Stylus’ Acting Head of Food, Beverage & Hospitality Anna Masing about democratisation and ethics at the table.

2019 will be the year successful brands prove they have an eye on more than just a financial prize. Christian Ward talks to Senior Retail Project Director Craig White and Stylus’ Head of Retail Katie Baron about collaboration, wildcard retail and what club culture can teach us about creating cutting-edge retail destinations.

2019 will be the year that sustainability truly goes mainstream in the fashion industry. Christian Ward talks to author Tamsin Blanchard and Stylus’ Director of Product Emily Gordon-Smith about who is driving the change and how brands and retailers can keep apace.