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Macro Trends
Major shifts in consumer behaviour that will dictate our business environment in the long term.
Macro Trends
Neo-kinship
As the nuclear family disappears and more fluid and complex forms of kinship take its place, technology is not only helping to run the househol...
Neo-kinship
:
Artificial Intelligence
:
Family
Macro Trends
The Dislocated World
In a world dominated by distrust, disconnection and disenfranchisement it is time for brands to take a stand and choose what type of future they wa...
The Dislocated World
:
Turbulent Teens
:
Backlash Culture
Macro Trends
The Learning Economy
Education has changed from an early-life to a life-long activity, but traditional institutions have failed to keep up with consumers. Bra...
Brand Educators
:
Lifelong Learning
:
Immortal Brand
Macro Trends
Backlash Brands
In an age of constant consumer backlash, bold brands are choosing to stand their ground rather than bow to every customer whim, staging a reactio...
Backlash Brands
:
Controversy-courting
:
Righteous Retail
Macro Trends
The E-motional Economy
A new wave of sophisticated emodiversity is ushering in an era in which people are increasingly obsessed with how everything makes them feel.
Empathy
:
Artificial Emotional Intelligence
:
Mood Manipulation
Macro Trends
Gen Viz
Teenagers are no longer self-absorbed souls struggling through puberty. Abstinence and realness are the order of the day for these new social activ...
Gen Viz
:
Generation Z
:
Visual First
Macro Trends
Anti-authenticity Marketing
Tales of authenticity and heritage are leaving a bad taste in consumers’ mouths as brands mercilessly misappropriate these values and divest them...
Beyond Borders
:
Authenticity
:
Heritage
Macro Trends
Revelation Brands
The digital revolution promised to save us time, but instead we are busier than ever. It promised to broaden our horizons, but left us trapped in a...
Discovery
:
Chance
:
Serendipity
Macro Trends
New Bricolage Living
Identity used to be something that you were born with. Age, race, gender and nationality were firmly fixed and determined your place in the world....
Third-stage Globalisation
:
Life-lodging
:
Connectivity
Macro Trends
Neutral Culture
Historically, race and gender have been the most divisive markers of identity. And while they are a foundation of mainstream culture, we are begi...
Neutral Culture
:
Diversity
:
LGBT
Macro Trends
The Immortal Brand
Brands and consumers are no longer satisfied by instantaneous gratification. Can we really plan in years, decades – even centuries?
The Age Of The Long Near
:
Evernote
:
Long Now Foundation
Macro Trends
The Optimised Self
Humanity is on a quest. It is not a quest for perfection, but for optimisation – to be the optimal versions of ourselves, the most effective and th...
Optimisation
:
Health
:
Wellbeing
Macro Trends
Whole-system Thinking
As the boundaries between modern society and nature begin to blur, consumerism is becoming more integrated with our living world. As this shift u...
Anthropocene
:
Consilience
:
Life Sciences
Macro Trends
Awakening Tech
Our digital and offline worlds are converging. We have become bedfellows with robots, we take advice from gadgets, we ask mega-systems ...
Sensor Technology
:
Data Surge
:
Internet Of Things
Macro Trends
The New Value Economy
Ownership is receding as an ideal and a way to mark value. We share, rent and borrow products now, creating new systems of value and worth in the...
Collaborative Economy
:
Conspicuous Access
:
Reputation
Macro Trends
The Sharded Self
Social media is changing how we interact, make decisions and form opinions. As we pin, post and preen our way to an ideal identity online, these ...
Social Media Hotel
:
Identity
:
Online
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