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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
Webinars
New Codes of Luxury: Longevity & Wellbeing Strategies
The Future Laboratory and Together Group have joined forces to release the New Codes of Luxury: Longevity & Wellbeing Strategies report
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
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
Bleisure
If you talk about the pressures of work, you are probably a Generation Joneser. And if you still believe in the work/life balance, you are one of o...
Business
:
Leisure
:
Work
Macro Trends
Homedulgence
Consumers across the globe are looking at new and innovative ways to maintain the good life they’ve come to treasure, without the expense of going ...
Home
:
Entertainment
:
Home Induglence
Macro Trends
Freesumerism
As the cost of everything tends towards zero, the growing trend for Freesumerism is seeing the notion of value undergoing a major shift. Smart bran...
Free
:
Consumerism
:
Buying
Macro Trends
The New Sobriety
Rather than the ‘little and often’ approach to consumption that has dominated in recent years, ‘fewer and better’ is to become the new motto across...
Sober
:
Pared Down
:
Simple
Macro Trends
The Female Web
For anybody who has studied the ascendancy of social media over other forms of internet contact and communication, the notion of the Female Web sho...
Women
:
Internet
:
Web
Macro Trends
Food Futures
Changing ethical tastes, upcoming EU legislation, the return of thrift and a new generation of synth-friendly consumers are just a few of the many ...
Food
:
Drink
:
Eating
Macro Trends
Concierge Culture
Concierge is the buzzword of the 00s. Many large retail, travel and financial brands are now offering some form of concierge service, whether that ...
Concierge
:
Service
:
Experience
Macro Trends
Womenomics
Womenomics is the essential new term for strategists in fields as diverse as economic policy, branding, design and the corporate world.
Women
:
Womenomics
:
Female
Macro Trends
Menaissance
The New Lad and the New Man were handy motifs for their times, but today’s 24-35-year-old male is a far more advanced and more complex animal. The ...
Men
:
NuRo Male
:
Grooming
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