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

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 of Codes defining the future language of luxury.

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

Macro Trends

Transmedia Futures

New platforms and behaviours are replacing linear media – these shifts are creating a networked system where the consumer, rather than the publishe...

Future Media : New Media Landscapes : Always-on

Macro Trends

Netstalgia

A new generation of creatives is rejecting today’s polished, corporate internet and remaking it with a 90s twist.

Nostalgia : Internet : Netstalgic

Macro Trends

The New Sublimity

Consumers are turning away from their busy, hyper-connected, digital lifestyles and prioritising personal fulfillment and wellbeing.

Stuffocation : Spiritualism : Sublime

Macro Trends

Future Family

In these turbulent times, the idea of family is becoming more important, as the nuclear family unit gives way to multi-generational clans and singl...

Family : Households : William Higham

Macro Trends

The Future of Music : 10 Trends

LS:N Global looks at the top ten trends that are informing how the music industry reconfigures itself in the digital era.

Music : Tunes : Entertainment

Macro Trends

The Just Nots

They pay their taxes, work hard and do all the right things. But from Leicester to Lymington, from Berlin to Los Angeles, millions today are just n...

Squeezed Middle : Low Income : Middle Income

Macro Trends

The Tomorrow Store

When everyone can get everything online, and can buy from your competitors even when they’re in your store, how can you make sure your customers ke...

Retail : Store Of Tomorrow : Future Store

Macro Trends

Personal Information Economy

Online, there are few places we can hide. From Facebook to Google+, Tesco, Wal-Mart, American Express, Foursquare and Bing, brands are recording ou...

PIE : Data : Commodity

Macro Trends

Revivalism

Seeking shelter from the unsettling storm clouds of recession, resource and environment anxiety, consumers are nostalgically remembering, reviving ...

Revival : Nostalgia : Authenticity

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