Rustic and rural
In the future big cities will continue to grow even bigger and several new cities are likely to spring up due to the rapid population growth over the next few decades. In large cities there has been a trend for shopping to become homogenised and for every high street to look the same. This will change, and there will be a growing celebration of local streets and local shops, and a sense of belonging and pride in your own neighbourhood. We see a trend towards big brands localising their efforts; local has gone global. Rustic-looking interiors with natural materials such as wood are common, as is the use of local architects to conceptualise the brand . Combined with a growing enthusiasm for sustainable shopping, consumers are also showing a keen interest in the civic aspect of business, especially retailers’ corporate social responsibility programmes. They want to shop ethically and support local brands that contribute to society. It is important to shift from a purely global sensibility to one that also touches on local needs – be global in reach, yet essentially local in terms of communications, image and service.