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

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

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...

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

Macro Trends

Neo-Tolkienism

There is a something afoot, a cultural shift that has been rumbling in the undergrowth of society for the past 10 years and is finally roaring to ...

Futuretainment : Storytelling : Fantasy

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