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Macro Trends
Major shifts in consumer behaviour that will dictate our business environment in the long term.
Macro Trends
The Synthocene Era
As AI redefines our understanding of intelligence, we begin to enter The Synthocene Era, an age in which the lines between what is natural and what is artificial are increasingly blurred – driving humanity into a future when technology will redefine what it means to be human
Macro Trends
The Future of Sports Fandom
By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom
News
Innovation Debrief 2024–2025
Discover the top 50 innovations shaping tomorrow in our Innovation Debrief 2024–2025.
Macro Trends
Functional Feasting
As we move past the ‘free from’ era, consumers are increasingly favouring products that do more with less, bringing flavour and fun back into functional nutrition
Macro Trends
New Codes of Luxury 2024–2025
An essential tool, the Five Luxury States define people’s emotional and psychological journeys through the luxury sector, giving rise to a new set of Codes defining the future language of luxury
Macro Trends
Future Forecast 2025: Food & Drink
From beanless coffee and fashion-forward fast food to nutrient-packed snacks and spicy-sweet flavour fusions, food and drink innovators are redefin...
Food
:
Health & Wellness
:
Drink
Macro Trends
Future Forecast 2025: Luxury
Luxury brands are using cultural heritage, craftsmanship and entertainment to foster strong relationships with their consumers, while the rising du...
Luxury
:
Sustainability
:
Technology
Macro Trends
Future Forecast 2025: Travel & Hospitality
Global macro-shifts are driving the key travel and hospitality foresight trends for 2025. The climate crisis, a loneliness epidemic, the geopolitic...
Travel & Hospitality
:
Sustainability
:
Health & Wellness
Macro Trends
Future Forecast 2025: Pop Culture & Media
From immersive experiences to creator-driven content and innovative storytelling, pop culture and media innovators are reshaping how audiences enga...
Pop Culture & Media
:
Immersive Experience
:
Creator Economy
Macro Trends
Future Forecast 2025: Retail
As consumers navigate the value contradiction during a cost of living crisis, retailers in 2025 are embracing a renewed sense of in-store wonder wh...
Retail
:
Pop-culture & Media
:
Sustainability
Macro Trends
Future Forecast 2025: Sports, Health & Wellness
The sports, health and wellness industries are undergoing significant transformations, driven by innovative biotechnology, new consumer markets and...
Sports & Leisure
:
Society
:
Health & Wellness
Macro Trends
Future Forecast 2025: Fashion
In 2025 fashion will become functional and fun, and embrace new retail formats. From collaborations between high-end designers and everyday value b...
Fashion
:
Sustainability
:
Luxury
Macro Trends
Future Forecast 2025: Design
From biofabrication to cultural heritage, the design industry is combining tradition with cutting-edge technology to shape a future that is both ec...
Design
:
Advertising & Branding
:
Sustainability
Macro Trends
Future Forecast 2025: Beauty
From wellness-inspired Guochao to Gen Alpha beauty, the industry is evolving to meet the demands of every consumer, while simultaneously being educ...
Beauty
:
Health & Wellness
:
Luxury
Macro Trends
Future Forecast 2025: Technology
Amid accelerating technologies, consumers are exploring divergent paths: from simplified ‘dumb tech’ for digital detox to AI-generated creativity a...
Technology
:
Health & Wellness
:
Society
Macro Trends
The Synthocene Era: Trend Tracker
This trend tracker will take you through the near-term implications of The Synthocene Era, spotlighting tangible opportunities for your business.
AI
:
Technology
:
The Synthocene Era
Macro Trends
Future Five 2025
Unpacking the most important topics of tomorrow, relevant for today.
Sustainability
:
Longevity
:
Gaming
Macro Trends
The Synthocene Era: Merging Human and Machine Intelligence
As AI redefines our understanding of intelligence, we begin to enter The Synthocene Era, an age in which the lines between what is natural and what...
Technology
:
Artificial Intelligence
:
Society
Macro Trends
Game-Changers: The Future of Sports Fandom
By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era o...
Sports & Leisure
:
Fashion
:
Pop-culture & Media
Macro Trends
Innovation Debrief 2024–2025
Discover the top 50 innovations shaping tomorrow in our Innovation Debrief 2024–2025.
Society
:
Design
:
Innovation
Macro Trends
Functional Feasting
As we move past the ‘free from’ era, consumers are increasingly favouring products that do more with less, bringing flavour and fun back into funct...
Food & Drink
:
Indulgence
:
Health & Wellness
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