Our trend forecasters, creative staff and curators share their selections of experiments, what they’re reading and their reflections to help bring out strong or weak signals that will nourish our analyses and enrich Peclers Paris’ prospective vision.
We met with Aude Legré, Director of the Peclers Paris Prospective and Brand Strategy , to share our vision of the future in this period of crisis:
Sandrine Maggiani: What does Living Lab Peclers consist of?
Aude Legré : Living Lab Peclers is an observatory for exchange, a combination of 3 sources or 3 visions on the current crisis to strengthen our analysis of a world in deep mutation.
We cross ANALYSIS, INCARNATION AND RECOMMENDATION :
1.Our Socio-cultural Prospective Observatory- an essential basis for structuring our analysis, which evolves from year to year- is a reading grid to identify changes, ruptures, mutations in major trends and consumer insights built around 6 macro-dynamics:
2.Based on the insights of our clients and our internal “early adopters” talents, we share a sharp eye to identify emerging trends, changing individual and collective aspirations.
3.Our mission of strategic and creative consulting and recommendations allows us to keep a pragmatic and actionable vision, between broad inspirations and analysis rooted in reality, to open up innovation opportunities for our brands and our clients.
SM: How do your nourish your reflections?
AL : We keep a constant eye on sociological, philosophical, economic and cultural references, plus look at contemporary art, current events, media & social networks in the worlds of fashion, design, beauty/cosmetics, food, urban planning, services and lifestyles … for a 360° vision.
SM: Since the beginning of the crisis, what are the strong and weak signals that will influence the transformation of our lifestyles?
AL: Like all major crises and especially this one, besides the pause imposed by the confinement, we have noticed a transformation accelerated by two fundamental things:
- A return to the essential. This period of confinement obliges us all to ask ourselves the question of what is essential in our everyday lives (our consumption, activities, relationships …) and rethink our lifestyles, priorities, routines and cursors between the futile and the fundamental.
- An ecological hope. The period of isolation reveals our intuitive need for Nature but also demonstrates that in just a few weeks, Nature has regenerated itself and come back to life without the domination imposed by Man. More than ever, we view our relationship to Nature with humility. Finding a virtuous harmony with it is no just longer an option.
SM: Within the Living Lab, what assessment – some might say it is too early to make one – can you draw from this unprecedented health crisis?
AL: First, this never-before-seen crisis is global, over half of humanity is confined! Health, ecology, economy, work, human relationships … its symptoms affect our entire ecosystem of life and society. It will have an unlimited effect on our choices and individual or collective aspirations.
SM: Can you foresee the major changes awaiting consumers, brands and companies?
AL: One thing seems certain, this confinement accelerates the need for a sustainable, global change of life that obliges us to experience reduction and retreat. For us, the Living Lab is an infinite resource of perspectives, possible futures, inspirations and creative solutions to prepare us to come out of the crisis and put humanity and the planet at the heart of this change.
During the confinement, we continue to research and share the signs around us, that inspire us, to encourage you to remain turned towards the outside world, and look towards tomorrow. Let’s keep in contact