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

Preserving Digital Legacies

Meet the innovators safeguarding and cherishing precious digital memories beyond the grave.

Death : Digital Legacy : Data Storage

Micro Trends

Accredited Advice

Emerging intelligent analysis and review tools are supporting underserved beauty consumers with more accurate haircare recommendations.

Beauty : Health & Wellness : Technology

Macro Trends

Luxury Recrafted

The consumers – or rather the collectors – of tomorrow will expect luxury to signal status not through excess, but by acting as a guardian of craft...

Luxury : Society : Fashion

Design Directions

Seductive Opulence

As wellness takes centre stage in luxury, brands are captivating discerning consumers with a provocative twist, using seductive imagery to craft al...

Wellness : Luxury : Seduction

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...

AI : Spirituality : Technology

Design Directions

Synthesised Beauty

The visual language of conscious beauty is being redefined as the rise of biotechnology and digital innovation inspires creatives to re-imagine wha...

Beauty : Biotechnology : Digital

Micro Trends

Audio to Watch

Moving music to new frontiers, platforms including Spotify, TikTok, Twitch and YouTube have educated consumers into developing a unique sensitivity...

Music : TikTok : Social Media Platform

Design Directions

Synth-aesthetic Evolution

From dystopia to delight, an AI-aesthetic Revolution is transforming how we perceive and embrace artificial intelligence.

Design : AI : Artificial Intelligence

Micro Trends

Mass Movement

In-person gatherings are increasing at an unprecedented scale, serving a visceral need for vitality and human connection among young adults.

Wellness : Fitness : Collectivism

Macro Trends

Innovation Debrief 2023–2024

In our Innovation Debrief Report you will discover 50 innovations that are paving the way for a more sustainable, resilient and inclusive future.

Society : Design : Innovation

Macro Trends

Longevity Lifestyles

The health, beauty and wellbeing sectors are embracing longevity as consumers awaken to the possibility of living not only longer, but healthier li...

Health : Wellness : Beauty

Micro Trends

Subversive Sustainability Ads

Consumers are inundated with misleading sustainability claims. Opting out of binary messages of climate doom and hope, brands are using rebellious ...

Sustainability : Advertising : Design

Micro Trends

AI-powered Groceries

From cost savings and circular economies to consumer behaviour forecasting, food innovators are turning to artificial intelligence to level up groc...

Retail : Food & Drink : Technology

Micro Trends

Generative AI Magazines

Channelling the creative power of artificial intelligence, innovators are producing entire print lifestyle magazines based solely on prompt expertise.

AI : Technology : AI Creativity

Micro Trends

Regenerative Luxury Jewels

Thanks to advances in materials and manufacturing, the jewellery industry is entering a new era of sustainability.

Luxury : Sustainability : Fashion

Micro Trends

Quiet Mode

In a world full of noise, innovative features from tech and social media companies are helping consumers who crave a new kind of quiet.

Youth : Technology : Society

Micro Trends

Spiritual Cosplay

Gen Z’s appetite for mysticism has infused the fashion world, drawing on pseudo-spirituality and the cohort’s desire for escapism.

Youth : Fashion : Society

Macro Trends

EQ-Commerce

Innovative retailers are using technology to create intelligent, empathic commerce journeys – where every touchpoint is a learning opportunity, and...

Retail : Technology : Media And Technology

Micro Trends

Video Dating Futures

As users demand more authenticity when seeking romantic connections, dating apps are pivoting towards video-first formats.

Youth : Media & Entertainment : Technology

Micro Trends

Elastic Agencies

Responding to the demands of Post-purpose Brands while facing rising inflation, creative agencies must embrace flexibility to keep clients and tale...

Design : Advertising & Branding : Technology