WHY I’M BETTER THAN YOU

I may sound arrogant but since everything turned upside down in early 2020 I’ve learnt so much more about who and what I am, so I’ve decided to be more honest with myself, as well as with those around me. 

Everything has changed, there’s no doubt about that, and lockdowns really made us re-evaluate our priorities. For example, I’m lucky that I can work from home, so I was able to enjoy more time with my family and get to know my local area for once. I enjoyed having stuff delivered to be honest. Some days I had so many deliveries it felt like it was Christmas as I’d forgotten what I’d ordered most of the time. (Good job delivery drivers and supermarket staff can’t work from home though, haha!). I do enjoy my work, but I must say, it’s been nice not having to get up at 6am every morning. There’s no way I’ll go back to doing that every day.

So yes, it’s fair to say I’ve changed considerably and have a much better understanding of what life is really about, and how I compare with others.

Education

It’s not like I went to school wearing a top hat or anything but I like to think I had a decent enough education. My Comp was ok I guess, but I did have a great group of friends and they teach you everything you need to know in terms of how to survive normal life, so I’ve always felt pretty well prepared. To be honest, I find the sort of people who’ve had a so-called ‘proper’ education pretty hopeless when it comes to real life, don’t you think?

Social Media

I use it every day yes, but I don’t post my every waking moment on Facebook or Instagram, that’s for sure.  And I certainly wouldn’t say I’m addicted. I only really use it to keep in touch with old friends, from school and that. Some of them, literally, post every blinking meal and every time they step out the front door, and I hardly ever do that! Oh, and my TikTok videos are just for laughs really, although I do get quite a few likes.

Lifestyle

I’m not fanatical about it but I do try different diets on and off, like cutting down on meat or sugar for a bit. I’m pretty good at sticking to the rules, mostly, but when I go out with my friends, like on a Friday night after work, all that good intention goes out the window, I’m afraid. But I work hard, so I think that’s fair enough. I’m definitely not sedentary all day so I’m reasonably fit I reckon, although I do have a weakness for carbs. I do love my pasta. If pressed I’d say I was an ‘everything in moderation’ type. That’s pretty good isn’t it?

The Pandemic

I’m sick of hearing about it to be honest but it was scary, certainly at the beginning. Last year I used to pass the shopping to Dad on the end of a broom handle for god’s sake! But you can’t go on like that forever can you? I wouldn’t say I was terrified but it certainly was worrying. Still is! I do wear a mask when I have to, because like Tesco says ‘every little helps!’ Some of the rules do seem crazy though, like it’s ok to take it off when you’re sitting in a restaurant but not when you go to the loo. I’m sure those in charge know what they’re doing though, don’t they?

It  was shocking to see those pictures though. The hordes of people on the beaches, at the football and those festivals, none of them wearing a mask! Ridiculous at a time like this. I mean, I enjoy a good time along with the best of them, but I guess some people are just born irresponsible.

The Environment

Yes, it’s very worrying. It’s obvious something has to be done, isn’t it? I mean, something’s changing what with all those fires in Greece and California and everywhere. Seems like there’s extreme weather events happening somewhere every day now. And yes, I accept I might have to pay more tax, if it will help. But frankly, if the super rich just paid their fair share, instead of hiding it away in all these offshore banks, that would be probably solve it, wouldn’t it? I mean, they’re flying all over the place in their private planes and stuff and yet, you wait, it’ll be ordinary, hard working people like me who’ll have to foot the bill. Pay your fair share, that’s all I ask.

All in all I think I do my bit, certainly more than most. I recycle everything possible, and wash everything before it goes in the blue bin, which is more than most people. I use those hessian carrier bags as often as I can and try and buy the most sustainable things at the supermarket. Local produce whenever it’s available, but it’s not always easy. 

Too many people out there openly throw their rubbish on the street like they don’t give a damn. Incredible really, but some people actually leave their old mattresses and fridges up by the heath, believe it or not. It’s completely unacceptable, frankly. Disgusting actually. Something should be done about it.

I love nature and always feel properly recharged when I get out into the country. It’s a very special feeling that’s hard to explain so I can’t really believe what humans are doing to this planet, to be honest. That’s what my tattoo is trying to say I suppose: my emotional connection to Mother Nature, if you like. No, I’m definitely not religious though I would consider myself much more spiritual than I used to be. There’s so much we don’t know about, don’t you think?

Hospitality

When we go out, yes if I’m honest, I want to be treated with respect. I mean I work hard for my money and wherever I decide to spend it, whether it’s in a restaurant or a clothes shop, then I want to be treated like it really matters, not like I’m just another customer. Especially when I’ve been before. They should welcome you back properly and be grateful for your business, don’t you reckon?

The Future

I don’t think things will go back to normal for quite a while yet. When they do I’ll definitely be going on holiday…masked up if I have to! All in all I think I’m pretty lucky. I don’t do the lottery very often but if I did win I’d spend the money wisely, not like most of them you read about. I’m not being funny, but I definitely think I have some hidden talents, as yet untapped haha! Time will tell, I suppose. 

I do like the idea of having children someday, but I don’t think it’s fair to bring kids into this messed up world at the moment, so we probably won’t. You don’t need to be stuck in a traffic jam or travel on the tube at rush hour many times before you realise there’s simply too many of us on this planet, for god’s sake. Some people are still having, like, five kids and it’s not a good look is it? You know what I mean?

Finally

Yes, all things considered I think I am probably better than most people. I don’t mean to sound big headed or anything but I’m probably more hard working, a bit more thoughtful, more balanced perhaps than most people I know. Just being honest.

I am everyman and everywoman. I am your neighbour, your work colleague, the shop assistant you just thanked and even that couple standing at the bar over there. I am a brand new blend of caution and entitlement. I am the masked narcissist, your preening, dancing, digitally distanced TikToker. I am the strange lovechild of Homo-Trepidatious and Homo-Narcissus. I am the vast majority of your customers…and your staff. You’ll be getting to know me very well indeed as I intend to stick around for the rest of this decade at least. Catch you later!

Now that we’ve established that I’m better than you, please follow me on Twitter @retailfuturist for daily insights and musings.

  Howard Saunders   Sep 15, 2021   Future, me age, Retail, shopping, smartphone, Uncategorized   Comments Off on WHY I’M BETTER THAN YOU   Read More

THE REBOOT

Looking back it was obvious really. Ridiculous rents and rates marching onwards and upwards meant eventually something had to give. For years our high streets were kept teetering on the edge, terrified of change and too poor to try anything new. Switching off the global economy in 2020 resolved all that overnight. Yes folks, the retail reboot is here.

When it comes to predicting what’s next for our town and city centres the general consensus seems to be that everything will shift online apart from the edge of town space-age supermarket, manned by robot shelf stackers and illuminated by Minority Report style hologram-ads. But rest assured, this is the vision of the techno-nerd, and techno-nerds are experts in misunderstanding humanity. Their vision of the future won’t happen for one simple reason: we don’t want it.

But we have changed. Lockdown, has taught us a lot. We probably bake a bit more, or read more than we did previously. We’ve learnt how easy it is to buy online and have it delivered the next morning. Posing with our feet next to a parcel for a doorstep snap has become part of our daily routine. But lockdown has also taught us what we secretly knew all along: that shopping was never just about buying stuff, it was about getting out and having fun.

What’s more, now that we’re armed with that magical little black slab of glass, (that smart device that carries the sum of all human knowledge with us wherever we go) our expectations are primed for take off faster and higher than Elon Musk’s Space X. We have access to everything now, we compare notes too, and cannot be suckered by your seductive advertising like we were a mere decade ago. Today we’re connected, we live at the centre of the universe with our eyes wide open, and we’re crying out “whatever you’ve got for us, it better be good!”

The world has changed too. There’s no doubt that 2021 is the year retail sheds its skin. It’s also the year we draw a line under the ever-rising rents and rates that thwart fresh blood from flowing through the arteries of our towns and cities. Call it the Great Reset if you like.

But while we’ve been stuck at home watching Netflix, the cleverest brands have been plotting and planning new and exciting ways to tell us their story, entertain us, inspire us and put us at the centre of their universe. They know that the online world alone can never do that. And they know that they cannot simply reopen their stores the way they were in 2019. They’ve learnt a lot too and very soon they will gather up all their online knowledge and data and drag it into the real world to create truly immersive brand experiences that know exactly who we are.

So, in our cities the rich multinationals, (the brands that sell us the stuff we want but don’t need) will build spaces, places and pop-ups that make a mockery of that little word retail to encompass events, exhibitions, social spaces, work places, leisure hybrids and workshops to provide us with an ever changing array of branded entertainment. The old model (product in the window, stock on shelves and out the back) will make way for engaging spaces that immerse us in a brand’s story. Their job will be to get into our brains and our bloodstreams, not to sell in the conventional sense as they won’t care where or how you finally get hold of their precious wares.

We’ve already witnessed this from global behemoths Apple, Samsung and Nike who have created ‘stores’ that are part town square (Apple, Chicago & San Francisco) stores that are more of an events venue (Samsung, New York & London) or stores that are ever-changing exhibitions (Nike House of Innovation, New York & Paris).

These are the places where technology can really enjoy itself. Stores will be aware of your arrival, know how many milliseconds you paused over their new product on social media, know your tastes in fashion, music and how often you exercise in order to direct you to things that can be tailored especially for you: limited edition, numbered, tracked and even insured… all you have to do is swipe your thumb. Here, the online and offline worlds will meld seamlessly, with you at the epicentre.

More flexible leasing will finally allow brands to show off and have a bit of fun without signing up for ten years at a time. So our shopping centres will become venues for product launches, branded experiences and pop-up exhibitions like the Samsung Experience in London and the Adidas Originals exhibition in Seoul, shown here. The empty boxes left by our dearly departed stores will open up a thousand opportunities. Some will be converted to digital interactive leisure concepts such as Toca Social’s football based games (opening at the O2 this summer) or e-racing concepts from brands such as Zwift (zwift.com). These brands will kickstart a retail revolution tentatively entitled ‘competitive socialising’. Other big box spaces will become health and beauty hubs offering fitness and yoga sessions, lunchtime botox, teeth whitening and de-stress injections.

By contrast, much of the future will also be about reinventing the best of the past. Back in our towns and suburbs you may have already noticed that the age of the independent is returning. Your local butcher, baker (and candlestick maker) have been given an electrifying lease of life, heralding a decade of young innovators and entrepreneurs desperate to revitalise our communities now that rents are set to be somewhat more sensible. They’ll open funky new bars, delis, health food stores and restaurants on more flexible terms, which in turn will make for a more dynamic local retail scene. Our luckiest towns might even see their moribund concrete shopping centre replaced by a glazed market hall, brimful of fresh produce and eateries, not unlike the Victorian ones we demolished in the sixties.

So don’t listen to the techno-nerds. The stage has been cleared and new players are waiting eagerly in the wings. The audience has greater expectations than ever before and, oh boy, we’re determined to get out and enjoy ourselves. We want to experience things we’ve never even thought of. We want to see pop-ups and wacky brand collaborations. We want to hang out in big, breathtaking dining halls and cosy, artisan coffee shops and delis. We want our fast fashion chains to host start-ups and our favourite national brands to promote young talent in their branded incubators. We want to go to concerts, exhibitions, product launches and festivals of music, food and culture, and we want to join local clubs and go to workshops in the evening.

Above all, we want to live again. It’s obvious really.

This article was commissioned by my good friends (and loyal client) Aptos.

  Howard Saunders   May 06, 2021   Apple, Food, Future, Retail, San Francisco, shopping, smartphone, technology, Uncategorized   Comments Off on THE REBOOT   Read More

TEN LOCKDOWN LESSONS FOR LIFE

Lockdown was horrendous but it also forced us to adapt and see things differently. So what are the key lessons we can take with us into the post Covid world?

10. Shopping

Hopefully, we now realise that shopping was never just about getting hold of more ‘stuff’. In fact, now that we’ve had a year-long Spring clean of our drawers and cupboards we are acutely aware that we don’t need any more stuff…ever again. And if you’ve given any of those over-entitled TikTokkers their daily fix of attention, you’ll surely need to hang out with a few civilised adults gently browsing and squeezing vegetables, instead of gyrating provocatively to a misogynist bass-line. The derisory term ‘shopping’ is too small a word for what is actually a nuanced dance of social validation. Consumption in a vacuum is kind of meaningless. 

9. Twinkling

Lockdown has proven how important eye contact is to our needy little species. With most of our face covered we’ve been forced to switch our eyes to full twinkle mode in order to maximise our social acceptance rating. When we’re finally allowed to lose the masks let’s not lose the twinkling.

8. School

One of the biggest lessons we learnt…was about lessons. Zoom-school was fun for a bit but without the peer pressure to either concentrate or take the piss we just switched off. Ask your kids to name three things they learnt in a Zoom class. 

Precisely.

7. Home

Amazing really, that after ten thousand years of civilisation it took 2020 to remind us that our home is where the heart is. A cliche, but nonetheless true. Our homes reminded us they are not just the places we kip in before commuting off to work. A luxury urban apartment that promises a contemporary lifestyle, whatever that is, is not a home. Homes are the real us. Our solace, our comfort, our security. Now go clean that filthy sink.

6. Work

Being forced off the train to be left disorientated on the platform we started to realise that being on the train wasn’t all it’s cracked up to be, after all. Our work/life dial definitely shifted a few notches. However, work ultimately gives us our status and it’s difficult to feel significant in rank whilst perched on the end of a divan with a Dell Inspiron warming our knees. Turns out all that inefficient time gossiping around the water cooler builds stronger bonds than anything gleaned from a zillion Zoom calls. Oh, and for the record, a Zoom drinks party is not a party.

5. John, my Butcher

Now that we’ve had to establish ourselves in our local community our priorities have drastically changed. Previously, we might have smugly asserted that we barely go into town, and certainly never on a Saturday. But post Covid we make a concerted effort, not just to shop at the local butcher but to drop his name into the conversation, because we have learnt that this is the most valuable local currency ever invented. If, by some miracle, John the butcher actually uses our name, well that’s like winning the bloody lottery. Forget Bitcoin. This currency is soaring in value and is accepted at any of your local high street shops. It’s a surefire investment, so if you’re interested in dabbling, it’s called Community Spirit.


4. Christmas (and Easter, birthdays, Shrove Tuesday etc etc)

Believe it or not, there once was a time when the elite would roll their high IQ eyeballs at annual celebrations as an irritant that gets in the way of the god given right to earn a living. With plenty of damning evidence they would accuse Christmas of being an over commercialised money grab that comes around way too often, and worse, for longer each time. Well, talk about a turnaround. Lockdown must have smuggled in the ghosts of Christmas past, present and future, for even the Scroogiest of Scrooges can now see the joy of annual family gatherings. I for one plan to follow the gorgeous Mrs Silver in Roald Dahl’s Esio Trot, and ensure my tree’s up and fully dressed by the first of August.

3. The Fear Salesman

If I had titled this blog The Sun Will Come Up Tomorrow, then you can be sure that only my mother, were she still alive, would bother to read it. (and then it would be only to check my grammar). My vain hope is that once the frenzy we’ve been whipped into subsides a little, once the fog of fear has lifted, we will realise just how much we are manipulated by the media. And that includes social media, with Facebook, Google and Youtube literally banning dissent or doubt from the mainstream narrative. This relentless catastrophisation is not just wrong, it’s wicked. Shame on the Doom-mongers, for we know now what your game is.

2. The Pub

Like this needed saying, but apparently it does. Pubs are not just dispensers of beer. Lockdown did not starve us of beer. (In fact, we’ve been drinking more of it than ever before.) No, lockdown starved us of the pub: the social levelling institution that is the foundation of British society. (I realise that substituting the word bar, for my international audience, doesn’t quite cut the mustard, but bear with me.) Few relationships, if any, whether family, sexual or business were ever nurtured without the assistance of a pub in the equation somewhere along the line. Pubs, literally and metaphorically, lubricate society and without them we have been grinding our collective gnashers for far too long. Enough said.

1. Other People

Our year in prison has taught us so much about other people. Firstly, they are stupid. They can’t follow instructions, can’t wear masks properly and refuse to stand two metres away. They gather in the park when they shouldn’t, hold illegal barbecues and tea parties in the garden and as soon as the sun comes out they rush in their multitudes to the beach like the very waves they crave. They are arrogant, cocky to the point of reckless, and downright dangerous. They are also timid, paranoid and so unbelievably jumpy that frankly they should never leave the house ever again. Some of them relish the opportunity to tell us off (see my piece on Mini Tyrants) while others can’t do enough to parade their complete and supine compliance. Our loved ones are beyond irritating, especially when you’ve listened to their stupid little sayings for 365 days on the trot. But however annoying, paranoid and cocky they may be we miss them all so very much. We are desperate to reconnect with the ugly, stupid, contradictory human race because…well, it’s where we belong.

Please feel free to add your own lockdown lessons. Then follow me on Twitter @retailfuturist for daily insights and wry musings.

  Howard Saunders   Apr 15, 2021   Future, me age, Retail, shopping   Comments Off on TEN LOCKDOWN LESSONS FOR LIFE   Read More