Trends

The latest global consumer trends that we’re tracking across sectors, substantiated by expert opinions and the latest industry statistics.

Safe Hate Spaces

Micro Trends

Safe Hate Spaces

Showing off their most embarrassing petty grievances, a new wave of content creators are building safe havens to normalise and connect over the act...
Content Creator : Youth Culture : Dark Humour
Biofabricated Futures

Design Directions

Biofabricated Futures

A revolutionary sustainability breakthrough, biofabrication is the engineering of biological products. This report explores its market evolution an...
Material : Design : Sustainability
Innovation Debrief 2024–2025

Macro Trends

Innovation Debrief 2024–2025

Discover the top 50 innovations shaping tomorrow in our Innovation Debrief 2024–2025.
Society : Design : Innovation
Decolonised Cowboy Core

Micro Trends

Decolonised Cowboy Core

From music to the catwalk and cinema screens, Black and Indigenous artists are finding inspiration in their cowboy heritage like never before, adva...
Pop Culture : Fashion : Media
The Big Meat Up

Micro Trends

The Big Meat Up

Following the popularity of vegetarian, vegan, flexitarian and alternative diets in recent years, US consumers are re-evaluating their relationship...
Food : Meat : Health
Functional Feasting

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 funct...
Food & Drink : Indulgence : Health & Wellness
Rebranding Nature

Design Directions

Rebranding Nature

To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.
Design : Sports & Leisure : Sustainability
Cosmic Couture

Micro Trends

Cosmic Couture

Driven by a consumer appetite for exploration and escapism, brands are discovering the sky is not the limit but the beginning. Space is fashion’s n...
Fashion : Space : Luxury
Archi-tainment

Micro Trends

Archi-tainment

A new generation of transformative structures focused on next-level entertainment experiences are set to influence commercial, public and third spa...
Design : Architecture : Spatial Design
Comfort Cuvées

Micro Trends

Comfort Cuvées

Forward-thinking vintners are swapping esotericism for accessible pairings, sustainable packaging and a ‘deluxified’ approach to wine, ushering in ...
Youth : Food & Drink : Society
Curated Clutter

Micro Trends

Curated Clutter

Culture is experiencing a move from clean to cluttered, but this consumer shift is not just about aesthetics.
Fashion : Pop Culture : Marketing
Boomers Now and Next: From Ageing to Becoming

Macro Trends

Boomers Now and Next: From Ageing to Becoming

There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, s...
Generations : Boomers : Demographics
Gen X Now and Next: From Ambiguity to Advocacy

Macro Trends

Gen X Now and Next: From Ambiguity to Advocacy

Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their c...
Generations : Gen X : Demographics
Millennials Now and Next: From Pink to Prime

Macro Trends

Millennials Now and Next: From Pink to Prime

After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while reb...
Generations : Millennials : Demographics
Gen Z Now and Next: From Vision to Contradiction

Macro Trends

Gen Z Now and Next: From Vision to Contradiction

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...
Generations : Gen Z : Demographics
Alphas Now and Next: From the Sandbox to Roblox

Macro Trends

Alphas Now and Next: From the Sandbox to Roblox

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations : Gen Alpha : Demographics
Emotional Support Sips

Micro Trends

Emotional Support Sips

Alongside health benefits like improved cognition, better digestion and increased energy, a new host of functional drinks focus on supporting emoti...
Food & Drink : Society : Health & Wellness
Reading Raves

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.
Reading : Books : Gen Z Loneliness
The Rise of the C-Store

Micro Trends

The Rise of the C-Store

Brands are re-appraising the convenience store sector, viewing this once low-key retail channel as a valuable, authentic backdrop for launches, bra...
Retail : Food & Drink : Fashion
AI Edu-play-tion

Micro Trends

AI Edu-play-tion

Meet the innovators using generative artificial intelligence to re-imagine screen-free educational play time for children.
AI : Gen Alpha : Education
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