Trends

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

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

Micro Trends

Scent Retail Futures

Luxury fragrance retail is turning to AI and immersive experiences to provide bricks-and-mortar customers with curated and personalised scent discovery

Micro Trends

Glow-up Getaways

A new generation of health-focused hospitality hubs created with science-backed hyper-personalisation in mind are offering the ultimate longevity getaways for the ultra-wealthy

Micro Trends

Spirited Synthesis

Through creative and unexpected collaborations, food and drink innovators are redefining alcohol as a culinary flavour, appealing to a new generation of sober-curious, snack-happy consumers

Design Directions

Biofabricated Futures

A revolutionary sustainability breakthrough, biofabrication is the engineering of biological products. This report explores its market evolution and future potential in transforming materials to drive commercial success

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

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

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

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

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

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

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

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

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

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

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

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

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

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.

Reading : Books : Gen Z Loneliness

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

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

Micro Trends

Better Bikercore

If happiness is a long bike ride with a good destination, these fashion innovators are cycling straight towards sustainability, style and inclusivity.

Fashion : Sports & Leisure : Sustainability

Micro Trends

In (Birth) Control

The birth control landscape in the US will change when male-based methods hit the market, bringing with them a potentially profound social impact.

Health : Wellness : Contraception

Macro Trends

Luxury States: 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 ...

Luxury : Travel & Hospitality : Fashion

Micro Trends

Future Forecast 2024: Food & Drink

The food and beverage industry has witnessed significant developments in the past year, marked by notable influences such as the rising cost of liv...

Food & Drink