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

Home States Futures: Residential Retail

With hybrid working becoming the new normal, global retail footfall in decline and the loss of third spaces, the home is shifting from a fundamental comfort and security shelter to a dynamic commercial hub bubbling with retail innovations

Macro Trends

Post-growth Society

As our obsession with economic growth proves to be unsustainable, brands, institutions and consumers are seeking new metrics of progress.

Macro Trends

Subconscious Commerce

With Internet of Things technology creating newly immersive brand touchpoints and data analytics allowing businesses to anticipate every desire, co...

Retail : Automation : Technology

Macro Trends

Brand Culture 2020

Responding to an increasingly unstable marketplace, tomorrow’s brands will seek to combine the benefits of automation with the creation of a work...

Workplace : Branding : Culture

Macro Trends

Consumer 2020

In the next decade, brands need to prepare for consumers who are abandoning traditional institutions, seeking comfort in safe spaces and reassert...

Youth : Purpose : Belonging

Macro Trends

Experience 2020

Customer experiences are becoming meaningless. But as we head towards the next decade, brands must ensure that they only invest in experiences th...

Experience : Experience 2020 : Tech

Macro Trends

The American Middle

The American middle class, once the aspirational ideal, is becoming a myth. Brands must learn to speak to this demographic that have felt left behi...

Culture : Advertising : Retail

Macro Trends

Civic Brands

Businesses are increasingly stepping in where governments are failing and acting as forces for good in society. Amid the shift from top-down co...

Brandstanding : Sharing 2.0 : Civic Brands

Macro Trends

The Focus Filter

A race for attention is raging across media, advertising and culture in our era of non-stop digital distraction.

Attention Economy : Workplace : Advertising

Macro Trends

Neo-kinship

As the nuclear family disappears and more fluid and complex forms of kinship take its place, technology is not only helping to run the househol...

Neo-kinship : Artificial Intelligence : Family

Macro Trends

The Dislocated World

In a world dominated by distrust, disconnection and disenfranchisement it is time for brands to take a stand and choose what type of future they wa...

The Dislocated World : Turbulent Teens : Backlash Culture

Macro Trends

The Learning Economy

Education has changed from an early-life to a life-long activity, but traditional institutions have failed to keep up with consumers. Bra...

Brand Educators : Lifelong Learning : Immortal Brand

Macro Trends

Backlash Brands

In an age of constant consumer backlash, bold brands are choosing to stand their ground rather than bow to every customer whim, staging a reactio...

Backlash Brands : Controversy-courting : Righteous Retail

Macro Trends

The E-motional Economy

A new wave of sophisticated emodiversity is ushering in an era in which people are increasingly obsessed with how everything makes them feel.

Empathy : Artificial Emotional Intelligence : Mood Manipulation

Macro Trends

Gen Viz

Teenagers are no longer self-absorbed souls struggling through puberty. Abstinence and realness are the order of the day for these new social activ...

Gen Viz : Generation Z : Visual First

Macro Trends

Anti-authenticity Marketing

Tales of authenticity and heritage are leaving a bad taste in consumers’ mouths as brands mercilessly misappropriate these values and divest them...

Beyond Borders : Authenticity : Heritage

Macro Trends

Revelation Brands

The digital revolution promised to save us time, but instead we are busier than ever. It promised to broaden our horizons, but left us trapped in a...

Discovery : Chance : Serendipity

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