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Macro Trends
Major shifts in consumer behaviour that will dictate our business environment in the long term.
Macro Trends
Neo-Tolkienism
There is a something afoot, a cultural shift that has been rumbling in the undergrowth of society for the past 10 years and is finally roaring to ...
Futuretainment
:
Storytelling
:
Fantasy
Macro Trends
The Flat Age Society
Something exciting is in the air. Forget everything you thought about being old, or age, even. In the society of the future, age isn’t just a num...
Baby Boomers
:
Age
:
Agelessness
Macro Trends
The Polarity Paradox
Moderation is no longer the modus operandi. In our busy, networked and choice-rich lives, people are finding a new model for self-restraint by fl...
Extreme Lifestyles
:
5:2 Living
:
Pop Culture
Macro Trends
The Convergence Economy
Look to retail spaces, products, hospitality and entertainment these days and, increasingly, there’s one distinctive theme: it’s difficult to tel...
The Convergence Economy
:
Beth Bentley
:
ShopperTrak
Macro Trends
Futuretainment
As audiences flock to immersive, convivial experiences, entertainers are blurring the distinctions between spectator and performer, digital and phy...
Gaming
:
Third Rail Projects
:
Immersive Theatre
Macro Trends
The Athena Woman
Meet the modern woman. Educated. Affluent. Confident. Optimistic. She will rise to the top of her company, or start her own. She embraces community...
The Athena Women
:
New Adventure Seekers
:
Reality Check Branding
Macro Trends
Re-con Man
New shifts are placing men in uncharted territory. Rather than wallowing in the professed crisis of masculinity or the end of men, the Re-con Man i...
Collaboration
:
Crisis
:
Man-uals
Macro Trends
Soundscapes
Increasingly, marketers, designers and retailers understand that sound can influence behaviour. As technology advances they are dreaming up new sou...
Bespoke
:
Iceland
:
Installations
Macro Trends
Body Temples
Bodies are back. You can’t buy the new status symbol at a store, you’ll have to sweat for it. Today’s model of fitness is no longer an unattainable...
MGM Grand Hotel
:
CrossFit
:
Zumba
Macro Trends
Re-enlightenment Rising
For years people looked down on it as dull, square and best kept behind closed doors, but science is now breaking out of the laboratory – onto thea...
Enlightenment
:
Art
:
Science
Macro Trends
The Dawn of the Mega-systems
Apple, Amazon, Alibaba, Google, Facebook and Weibo are no longer simply trading platforms. They are the mega-systems of tomorrow, within which most...
Apple
:
Amazon
:
Google
Macro Trends
Generation I
You type, they swipe. You click, they tap. You customise the template, they code their own. Born after 2002, today’s digital natives are demanding ...
Gen I
:
Kids
:
Digital Natives
Macro Trends
The Future of Soft Drinks: 10 trends
No longer are Coca-Cola and Pepsi the stalwarts of soft drinks. Brands are now to revamping their strategies and image to capture the attention of ...
Drinks
:
Soft Drinks
:
Non-alcoholic
Macro Trends
Symbiotic Branding
Collaboration used to be optional for brands that want to create buzz or a one-off product range. Now it is a rule not the exception, as brand-jack...
Symbiosis
:
Branding
:
Collaboration
Macro Trends
New Emerging Affluents
When they were unbanked, uncredited and unregulated, brands were uninterested. But as billions from Guangzhou to Kolkata, Lagos and Santos earn mor...
Emering Affluents
:
Middle-class
:
Urban Migration
Macro Trends
Faction Marketing
Desensitised to authenticity, and spoiled by the know-everything, see-everything transparency culture of the web, consumers are once more suspendin...
Fact
:
Fiction
:
Fake
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