Macro Trends

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

What’s New on LS:N Global?

From shifting definitions of value to TikTok-fuelled commerce and hormone health retreats, our analysts unpack what’s new and next on LS:N Global.

Macro Trends

New Codes of Value

In this new era of scarcity, richness is expressed through rituals, and abundance is found in regenerative pursuits and deeper connections. New codes of value are emerging around connection, care and human flourishing.

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

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

Five States of Luxury 2021

A fresh update to The Future Laboratory’s proprietary framework examining people’s emotional and psychological journeys through the luxury sector.

Luxury : Travel : Hospitality

Macro Trends

Synchronised Care

Self-care is now a force for collective health that is interconnected with every aspect of our lives and interdependent on the world around us.

Beauty : Health : Wellness

Macro Trends

Eco-venience Retail

Accelerating e-commerce and demands for expedited delivery are forcing a new framework that puts eco-conscious practices at the centre of retail op...

Retail : Sustainability : Technology

Macro Trends

Elastic Brands

Forget advertising campaigns and branded content. All eyes are on the inner workings of your business – and how seamlessly it can adapt.

Society : Branding : Retail

Macro Trends

Equilibrium Cities

Citizens are demanding a more receptive and equitable built environment that will allow future urban generations, nature and businesses to thrive.

Future Cities : Health And Wellness : Intersectionality

Macro Trends

Alternet Economies

A technological counter-culture is decentralising capitalism, reforming the internet and powering new value frontiers for creators, consumers and b...

Technology : FinTech : Internet

Macro Trends

Reformation Generation

Marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and decolonise our outda...

Youth : Media : Technology

Macro Trends

Total Tastes

The food-as-medicine movement is being rebranded to fit modern lifestyles, balancing flavour and function to shape our physical and psychological s...

Food : Drink : Health And Wellness

Macro Trends

Omnilux Lifestyles

The luxury experience of the future will no longer rely on tactile human-to-human moments, but anytime attainment, anywhere in the world. In this d...

Luxury : Hospitality : Travel

Macro Trends

Recuperative Living

In the aftermath of Covid-19, consumers’ collective concerns about hygiene, wellbeing and immunity will drive new directions in beauty and wellness...

Beauty : Health : Wellness

Macro Trends

Feedback Frontiers

As communications with consumers become more circular and conversational, brands are treating every micro-interaction as a valuable opportunity to ...

Retail : E-commerce : Digital

Macro Trends

Post-purpose Brands

Pushing back against purpose-washing and jumping on the bandwagon, brands will embrace imperfection and focus on betterment. With more intuitive te...

Retail : Branding : Purpose

Macro Trends

Pleasure Revolution

With every second of our free time colonised by the cult of busyness, future consumers will turn away from a life of relentless productivity and sh...

Leisure : Workplace : Wellness

Macro Trends

Enlightened States

The experience economy is pivoting towards personal transformation as the public imagination looks inwards, favouring self-discovery over shared sp...

Experience : Wellness : Leisure

Macro Trends

Home Eatertainment

Changing dining dynamics have created a new convenience culture focused on elevating the experience and enjoyment of eating and drinking at home.

Food : Convivial : Convenience

Macro Trends

Paradox Personas

Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their offline sel...

Youth : Digital : Identity

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