Macro Trends

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

Macro Trends

Feedback Frontiers

As communications with consumers become more circular and conversational, brands are treating every micro-interaction as a valuable opportunity to ...

Retail : E-commerce : Digital

Macro Trends

Post-purpose Brands

Pushing back against purpose-washing and jumping on the bandwagon, brands will embrace imperfection and focus on betterment. With more intuitive te...

Retail : Branding : Purpose

Macro Trends

Pleasure Revolution

With every second of our free time colonised by the cult of busyness, future consumers will turn away from a life of relentless productivity and sh...

Leisure : Workplace : Wellness

Macro Trends

Enlightened States

The experience economy is pivoting towards personal transformation as the public imagination looks inwards, favouring self-discovery over shared sp...

Experience : Wellness : Leisure

Macro Trends

Home Eatertainment

Changing dining dynamics have created a new convenience culture focused on elevating the experience and enjoyment of eating and drinking at home.

Food : Convivial : Convenience

Macro Trends

Paradox Personas

Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their offline sel...

Youth : Digital : Identity

Macro Trends

Bio-positive Beauty

Short, traceable supply chains and condensed routines are in high demand as beauty moves from zero to positive impact.

Beauty : Sustainability : Science

Macro Trends

Liberation Luxury

As global wealth fluctuates, a new mindset is emerging centred on curiosity, flexibility and footloose living. In order to meet these shifting prio...

Luxury : Travel : Hospitality

Macro Trends

Conscious Deceleration

Struggling to keep up with fast-paced and demanding approaches to fitness, health-conscious consumers are looking for a more measured, long-term ap...

Wellness : Health : Technology

Macro Trends

Community Commerce

A new wave of decentralised retail concepts are transforming e-commerce as consumers look for alternative ways to access and exchange products and ...

Retail : Media : Entertainment

Macro Trends

Resilience Culture

We have been living in an age of self-censorship, hyper-safe spaces and social comfort zones. But as global anxieties abound, a countermovement of ...

Wellness : Health : Travel

Macro Trends

Uncoupled Living

Being in a couple is becoming a less prevalent way to structure society, as more adults embrace the single life.

Family : Culture : Lifestyle

Macro Trends

Programmable Realities

The rise of reactive new materials and technologies means that future physical consumer touchpoints will no longer be set in stone… or any other so...

Media : Futuretainment : Technology

Macro Trends

Uprooted Diets

Diets are undergoing a seismic shift as threatened supply chains, shortened food miles and a demand for more positive action from brands change wha...

Food : Drinks : Uprooted Diets

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

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

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