MEGA-TREND N° 5 : The senses of life, searching for emotions

1. Foreword by Nicole Contencin, Copywriter & Brand semantics consultant, Paris, France.

2. Eight consumer scenarios illustrating the creative responses to the demand of emotional substance of the consumer.

• Stone-washed > Our environment is too soothing and too focused on empty pleasures. Our desire is to get back in touch with the primitive elements.

• Sense the culture > a new status of the sensorial experience and comfort: emotion precedes action.

• Oxygen & water de luxe > we need to talk about Minimalism. And we need to talk about Extravagance.

• Happy basics > optimism and courage. It's all about the courage to dare believing in simple and basic happiness.

• Material life > there's no doubt that life is an adventure for the mind... but not to the point of abandoning body and matter. The time has come to grasp reality with both hands.

• Serial monogamy > internet dating, traditional dating, speed-dating, holiday dating. The purpose of dating might not be meeting someone new but maintaining the magic instant feeling of the first kiss. Who wants to stop dating?

• Native governance > rediscover our ancestors' wisdom and learn to survive in a natural environment, simultaneously nurturing and hostile.

• Sky dancing > When a society is obsessed by security, The rebel hidden deep inside of all of us needs air.

3. Coeditors

4. Conditions