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

Beauty+

Added bounce, more colour, longer eyelashes, better hold, longer life – the beauty industry always has promised its customers something extra. Now,...

Make-up : Cosmetics : Health

Macro Trends

Leanomics

In a world of über choice and information overload, we are witnessing the emergence of brand filtering and pause culture, and the growth of ‘thick ...

Lean : Nega-choice : Mega-choice

Macro Trends

Beyond Retail

Over the past 10 years, we have seen the growth of online retail and the pop-up store. The coming decade will see them evolve into new immersive sp...

Value-nomics : Pop-up : Experience

Macro Trends

Turbulent Teens

The more prosaic say ‘2010s’, but we’re calling the next decade the Turbulent Teens. As the climate changes, power shifts, populations increase and...

Turbulence : Teenager : Geo-political

Macro Trends

Generation Jones

As a generation, Jonesers (born between 1954 and 1965) have been described as more realistic than idealistic, more ironic than anarchic, and, above...

Boomers : Gen Jones : Ageing

Macro Trends

Brandtocracies

As we move into the 10s, the widespread proliferation of social media networks means that consumers increasingly expect brand relationships to be b...

Brand : Conversation : Democratic Brands

Macro Trends

Prohibition Culture

Everywhere you look, behaviour is being curbed, controlled, nudged and monitored. The ‘war on waste’ is creating a stealth tax that covers everythi...

Nudge : Control : Waste

Macro Trends

Homestead 3.0

Family sizes are changing, and our homes are adapting to accommodate new social and environmental behaviours.UK households are becoming more integr...

Home : Family : Connected Home

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

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