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Macro Trends
Major shifts in consumer behaviour that will dictate our business environment in the long term.
Webinars
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.
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.
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
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 fundamental comfort and security shelter to a dynamic commercial hub bubbling with retail innovations.
Macro Trends
Betapreneurs
A new entrepreneurial mindset is taking hold which is informed from knowledge of the web, the digital world and the power of launching ideas in ‘be...
Beta
:
Entrepreneurs
:
Business
Macro Trends
Food Trends
Label-gazing, value redefined, fooducation, retro-thrift, localism and comfort binging are just a few of the many trends identified by The Future L...
Food
:
Local
:
Scarcity
Macro Trends
Alphalux
In the wake of an economic downturn, the luxury industry has experienced a shock from falling sales and consumer confidence. Moving forward, it mus...
Heritage
:
Austerity
:
Brand Quietness
Macro Trends
No-Frills Affluents
They have been one of the prime drivers in UK retailer Morrisons’ return to profit. Once driven by impulse and indulgence, they are now driven by v...
No Frills
:
Austerity
:
Value
Macro Trends
The Fifth Scenario
At this very moment, the economy, the environment, science and technology, and the global balance of power are undergoing massive shifts: some are ...
Change
:
Hybrid
:
Dream
Macro Trends
Dreamtelligence
There’s a sense of possibility in the air. US president Barack Obama describes it as the audacity of hope, but innovators, planners, academics and ...
Dreaming
:
Blue Sky
:
Future
Macro Trends
Impression Management
As the internet enables brands and individuals to be more visible than ever before, the face we present to the world becomes increasingly important...
Social Networking
:
Web 2.0
:
Profiles
Macro Trends
Embedded Marketing
As consumers have more opportunity to avoid advertising, brands are reinventing product placement, enriching media content by embedding their brand...
Marketing
:
Branding
:
Branded Entertainment
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
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