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

Bullying Backlash

With cyberbullying becoming an epidemic, brands are empowering young people to use their online presence to reclaim so-called flaws and ...

Youth : Beauty : Fashion

Micro Trends

Blockchain Biology

Blockchain-based services are empowering consumers not only to take ownership of their personal health data but also to monetise it.

Wellness : Beauty : Health

Macro Trends

Anxiety Rebellion

Instead of numbing their anxiety with substances or indulging in other vices, Generation Z are turning emotions into actions, challenging existing ...

Youth : Health : Culture

Micro Trends

Displaced Drinks

As climate change affects where ingredients are grown and consumers demand more local products, brands are challenging what provenance and sense of...

Food : Drinks : Alcohol

Micro Trends

Carb Revival

Restaurants and brands are reframing carbohydrates in a positive light, as new science questions current thinking on bread and pasta.

Food : Educated Eating : Health

Micro Trends

Demand-led Design

A new fashion business model is emerging, with start-ups re-inventing the made-to-order system through a pre-production process that is purely digi...

Fashion : Retail : Manufacturing

Micro Trends

Sustainable Music Streaming

As consumers become aware of the financial and ethical implications of their listening preferences, new platforms are emerging that take a more con...

Digital : Youth : Retail

Micro Trends

Hybrid Gaming

Combining VR and AR with escape games, laser tag and drones, a new category of immersive interactive gaming is emerging in the leisure sector.

Youth : Technology : Leisure

Micro Trends

Life-stage Brands

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

Female Futures : Wellness : Marketing

Micro Trends

Shaving Rebranded

As body positivity gains momentum, shaving brands are adopting a more inclusive language that celebrates men’s and women’s myriad attitudes to body...

Beauty : Branding : Wellness

Micro Trends

Empowered Travel

In an industry tainted by colonial roots, travel brands are shifting their priorities towards the empowerment and rights of indigenous residents.

Travel : Hospitality : Culture

Macro Trends

Immaterial Fashion

As the fashion industry grapples with existential questions about supply chain and overconsumption, digitisation offers a new route for consumers ...

Fashion : Sustainability : Digital

Design Directions

Masculinity Rebranded

The aesthetic of masculinity is changing. Creative practitioners are looking at men more expansively, and are advocating a highly decorative and em...

Gender : New Masculinity : Branding

Micro Trends

Female Highs

With the pharmaceutical industry under scrutiny for not accommodating women’s needs, female consumers are turning to marijuana as a new approach to...

Wellness : Cannabis : Health

Micro Trends

At-home Fitness

A new wave of devices are designed to ease the impact of busy, modern living by making at-home fitness more immersive, efficient and effective.

Health : Wellbeing : Technology

Micro Trends

Furniture as a Service

With consumers less willing and less able to establish permanent homes, furniture brands are having to develop products and services that don’t rel...

Retail : Furniture : Hospitality

Micro Trends

Social Media Music

While streaming services have expanded our musical libraries, a new generation of artists are creating records with our digital habits in mind.

Youth : Entertainment : Digital

Micro Trends

Young Bibliophiles

Despite the time they spend online young people still want traditional book formats. Brands and influencers are therefore using digital channels to...

Youth : Reading : YouTube

Macro Trends

Uneasy Affluence

A collective backlash against ostentatious spending is fuelling new anxiety among luxury consumers. This is forcing luxury brands to rethink the...

Luxury : Hospitality : Finance

Micro Trends

Evening Waters

Amid consumers’ rising concern about the effect of alcohol on their health, a series of versatile waters are emerging intended for evening consumpt...

Water : Non-alcoholic : Nightcap