Macro Trends

Major shifts in consumer behaviour that will dictate our business environment in the long term.

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

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

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 : Boomers : 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 : Gen X : 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 : Millennials : 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 : Gen Z : 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 : Gen Alpha : 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 : Travel & Hospitality : 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 : Gen Z : 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 : Home : 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 : Society : 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 : Design : Innovation

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