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.

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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