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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: 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
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Artificial Intelligence
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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
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Fashion
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Pop-culture & Media
Macro Trends
Innovation Debrief 2024–2025
Discover the top 50 innovations shaping tomorrow in our Innovation Debrief 2024–2025.
Society
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Design
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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
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Indulgence
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Health & Wellness
Macro Trends
Boomers Now and Next: From Ageing to Becoming
There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, s...
Generations
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Boomers
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Demographics
Macro Trends
Gen X Now and Next: From Ambiguity to Advocacy
Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their c...
Generations
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Gen X
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Demographics
Macro Trends
Millennials Now and Next: From Pink to Prime
After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while reb...
Generations
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Millennials
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Demographics
Macro Trends
Gen Z Now and Next: From Vision to Contradiction
Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...
Generations
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Gen Z
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Demographics
Macro Trends
Alphas Now and Next: From the Sandbox to Roblox
This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations
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Gen Alpha
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Demographics
Macro Trends
Luxury States: 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 ...
Luxury
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Travel & Hospitality
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Fashion
Macro Trends
The Great Wealth Transfer
Wealth ownership, distribution and the politics that influence cross-generational spending are all in flux, according to the latest findings of The...
Luxury
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Gen Z
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HNWI
Macro Trends
Home States Futures: Residential Retail
With hybrid working becoming the new normal, global retail footfall in decline and the loss of third spaces, the home is shifting from a fundamenta...
Retail
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Home
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Technology
Macro Trends
Luxury Recrafted
The consumers – or rather the collectors – of tomorrow will expect luxury to signal status not through excess, but by acting as a guardian of craft...
Luxury
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Society
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Fashion
Macro Trends
Innovation Debrief 2023–2024
In our Innovation Debrief Report you will discover 50 innovations that are paving the way for a more sustainable, resilient and inclusive future.
Society
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Design
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Innovation
Macro Trends
Longevity Lifestyles
The health, beauty and wellbeing sectors are embracing longevity as consumers awaken to the possibility of living not only longer, but healthier li...
Health
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Wellness
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Beauty
Macro Trends
EQ-Commerce
Innovative retailers are using technology to create intelligent, empathic commerce journeys – where every touchpoint is a learning opportunity, and...
Retail
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Technology
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Media And Technology
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