Macro Trends

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

Innovation Debrief 2025–2026

With eyes on 2025–2026, our annual report delves into 50 signals emerging from the margins

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

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

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

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

Macro Trends

Certified Wellness

The once distinctly separate worlds of health and wellness are converging as consumers seek a new framework for healthy living that prioritises con...

Health : Wellbeing : Certified Wellness

Macro Trends

Algorithmic Beauty

As beauty technologies gain in popularity, social media, artificial intelligence and algorithms are beginning to shape a new beauty ideal.

Beauty : Technology

Macro Trends

Storefront Salvation

Fuelled by an understanding that saving the store relies on a combination of physical touchpoints and digital technology, retailers are reconsi...

Retail : E-commerce : Digital

Macro Trends

Morality Recoded

Our traditional moral frameworks of religion and family are declining. Institutions, brands and consumers are now re-evaluating the power of innova...

Technology : Retail : Mobility

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