counsel - pastoral life

FUTURE SIGNS LOWE COUNSEL APRIL 2009 LOWE & PARTNERS

Pastoral Life: The Idealisation of Country Living


In an uncertain and technology focused world, people are looking to an idealised version of country life for inspiration on how to live and dress.

Pas·to·ral –adjective

1. Having the simplicity, charm, serenity, or other characteristics generally attributed to rural areas: pastoral scenery; the pastoral life. 2. Pertaining to the country or to life in the country; rural; rustic. 3. Portraying or suggesting idyllically the life of shepherds or of the country, as a work of literature, art, or music: pastoral poetry; a pastoral symphony.


Pastoral Dreams

NOT FOR THE FIRST TIME IN HISTORY AN IDYLL OF COUNTRY LIFE HAS BECOME A SOURCE OF INSPIRATION AND COMFORT FOR CITY DWELLERS.

AFTER YEARS OF LIVING, AND ASPIRING TO THE URBAN DREAM LEADING EDGE CONSUMERS ARE REDISCOVERING THE POSITIVE PLEASURES OF TRADITIONAL COUNTRY LIVING.

PASTORAL LIFERS ADVOCATE A RETURN TO A MORE GENTLE AND CIVILIZED AGE, WHERE PEOPLE WERE MUCH MORE CLOSELY CONNECTED TO THE NATURAL ENVIRONMENT.


Drivers

- Search for real and authentic experiences in a superficial and digital world - Increasing urban populations and density - Growing appreciation for the natural over artificial - Desire to get back / reconnect with nature and the earth - Renewed appreciation for traditional artisan skills and crafts - The Slow Movement


Re-Localisation

MORE AND MORE PEOPLE CONTINUE TO ASSESS HOW TO ACHIEVE A BALANCE BETWEEN WORK, FAMILY AND A DESIRABLE LIFESTYLE AND STANDARD OF LIVING.

RE-LOCALISATION - MORE PEOPLE ARE TURNING AWAY FROM MULTINATIONAL RETAILERS AND OPTING TO SUPPORT THEIR LOCAL COMMUNITY THROUGH SHOPPING IN LOCALLY OWNED STORES. THIS HELPS KEEP LOCAL PEOPLE EMPLOYED.

BY DOING SO THEY ALSO HELP REDUCE THEIR CARBON FOOTPRINT.


Bringing the Country into the City

WHILE ESCAPING TO THE COUNTRY REMAINS A DREAM RATHER THAN A REALITY FOR MANY URBAN DWELLERS, PEOPLE ARE INCREASINGLY FINDING WAYS OF ‘BRINGING THE COUNTRY INTO THE CITY’.

FROM NO CAR DAYS (BOGOTA) TO THE TWEED RUN (LONDON) TO THE INCREASE IN URBAN CHICKENS.


Urban Farming

FROM GROW YOUR OWN TO CITY FARMS.

FARM TO TABLE IS A NOW A GROWING MAINSTREAM TREND AS MORE PEOPLE DEMAND TO KNOW EXACTLY WHERE THEIR FOOD HAS COME FROM. SUPPORTING LOCAL FARMS HAS THE ADDED INCENTIVE OF SUPPORTING LOCAL INDUSTRIES.

LOCAVORES SCHEMES ALL OVER THE WORLD ARE REVITALIZING DISUSED URBAN LAND AND RECLAIMING IT FOR FOOD PRODUCTION.


Country Chic

COUNTRY STYLE IS CURRENTLY EXPERIENCING A WORLDWIDE RESURGENCE THANKS TO ITS DURABILITY AND ITS DEMONSTRATION OF TRADITIONAL CRAFTS AND MATERIALS.

THIS HAS COINCIDED WITH A REVIVAL OF TRADITIONAL COUNTRY PURSUITS, CAMPING, HUNTING, FISHING, SHOOTING ARE ALL PROVING POPULAR AS PEOPLE SEEK NEW/OLD WAYS OF RECONNECTING WITH THE LAND. ORIGINALLY APPROPRIATED BY URBAN TRENDSETTERS, COUNTRY STYLES HAVE INFILTRATED THE DESIGN BOOKS OF MANY OF THE WORLD’S LEADING DESIGNERS.


Implications


Re-greening – Changing Urban Landscapes

THE ‘AGRICULTURALIZATION’ OF URBAN AREAS COULD OFFER A SOLUTION TO DECLINING INNER CITIES.

EXPECT MORE COMPANIES TO ENCOURAGE OR FACILITATE SCHEMES THAT ALLOW STAFF AND OTHER LOCAL STAKEHOLDERS TO CONNECT WITH A NATURAL ENVIRONMENT WHILST LIVING IN A CITY. WITH THE PREDICTED/EXPECTED DECLINE IN MALL SPACES OVER THE NEXT 5 YEARS, GARDENING COULD PROVIDE A POSITIVE WAY TO FILL THE GAP OF DERELICT SPACES. E.G. GALLERIES UNDER GLASS IN CLEVELAND.


Get Your Own Farm – Vertical Integration

REFLECTING THE BROADER TREND FOR VERTICAL INTEGRATION, EXPECT THE IDEA OF ‘FARM FRESH’ TO CONTINUE TO CONNECT WITH CONTEMPORARY ATTITUDES AND ASPIRATIONS.

FOR MANY OF THE WORLD’S HIPPEST NEW RESTAURANTS, STORES AND HOTELS, HAVING ITS OWN FARM, PRODUCING SEASONAL ORGANIC INGREDIENTS, IS AN ESSENTIAL.


Fantasy Farming

THERE ARE OPPORTUNITIES FOR THOSE WHO OFFER NEW WAYS FOR URBANITES TO GET OUT AND TRY THEIR HAND A BIT OF FARM LABOUR.

SPONSOR A FIELD OR BUY YOUR OWN ANIMAL FOR BUTCHERING.

THOSE THAT DON’T HAVE THE TIME OR INCLINATION CAN ENGAGE IN A SPOT OF VIRTUAL FARMING – SO FAR 62 MILLION HAVE SIGNED UP!


Revival of Traditional Country Outfitters

EXPECT TO SEE MORE TRADITIONAL COUNTRY OUTFITTERS AND EQUIPMENT MANUFACTURERS BEING REVIVED AND REVAMPED TO CATER TO THE CHANGING TASTES OF GLOBAL LUXURY CONSUMERS. WITH MANY TRADITIONAL LUXURY GOOD MANUFACTURERS, SUCH AS GUCCI AND HERMES, RETURNING TO THEIR TRADITIONAL COUNTRYSIDE CRAFT HERITAGE, EXPECT TO SEE A NEW GENERATION OF BRANDS BUILDING A LOYAL FOLLOWING VIA THEIR AUTHENTIC COUNTRY CONNECTIONS.


Return to the Raw

IN KEEPING WITH THE PASTORAL LIFE TREND EXPECT TO SEE AN INCREASING DEMAND FOR PRODUCTS THAT ARE FARM FRESH AND UNADULTERATED THROUGH PASTEURIZATION OR WITH ADDED PRESERVATIVES.


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