Macro Trends

Major shifts in consumer behaviour that will dictate our business environment in the long term.

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

Webinars

New Codes of Luxury: Longevity & Wellbeing Strategies

The Future Laboratory and Together Group have joined forces to release the New Codes of Luxury: Longevity & Wellbeing Strategies report

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

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 functional nutrition

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

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

Macro Trends

Anarconomy Decade

Something is stirring. In Egypt, a people’s revolt has overthrown a long-standing oppressor. In Bahrain, thousands of people continue to protest in...

Anarchy : Economy : Counter-intuitive

Macro Trends

Ubiquitous Gaming Culture

Buying shoes? There’s a game for that. Visiting a gallery? There’s a game for that. Want to lose weight, stop smoking, learn to speak a foreign lan...

Gaming : UGC : Gamification

Macro Trends

Intuitive Futures

We live in a world of increasing choice. ‘We are flooded with absurd and obscene numbers of options for just about everything nowadays,’ says Barry...

Mega-choice : Nega-choice : Minimal

Macro Trends

Rurban Revolution

City dwellers are rejecting the impersonal ‘bigness’ of globalisation and corporations, and reconnecting with their communities. They are living hy...

Rural : Urban : Local

Macro Trends

Future Media Landscapes

In the land of the brand and the media, there have always been kings, ever since media magnate Sumner Redstone declared ‘Content is king!’ way back...

Media : Technology : Transmedia

Macro Trends

Conviviality Culture

People are realising that the most exciting thing they can do is not online, updating their social network page. It is offline, experiencing the un...

Convivial : Community : Live

Macro Trends

Generation D

They can’t imagine a world without computers, mobile phones and the internet. They skitter, haul, mod and hack. Natural born multi-taskers, they pa...

Gen D : Teenagers : Youth

Macro Trends

Branding & Packaging Futures

As the climate changes, economies lurch, austerity bites and technology advances, consumers are expecting more from less in all things in the Turbu...

Eco : Consumption : Throw Away

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