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The Transformative Twenties

This collection delves into the death of purpose, the rise of selfishness and the push towards a solitary sensuality that borders on the narcissistic.

Pushing back against purpose-washing, brands will embrace imperfection and focus on betterment
Slacker culture will be celebrated and our collective guilt about solitude will be alleviated
As we enter an era in which transformation trumps consumption, the powers of solitude are emerging
Our free Trend Tracker maps out the macrotrends that we have been identifying across two decades


The latest global consumer trends that we’re tracking across sectors, substantiated by expert opinions and the latest industry statistics.

Communications between brands and consumers are becoming more circular and conversational
Brands are doubling down on the ways supply chains and logistics can enhance their identities
With parents now home-educators, brands are elevating playtime with digital and analogue learning
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