Need to Know
08 : 12 : 22

Launching this Thursday 8 December, our new Future Forecast 2023 report is an essential read, highlighting the top 50 consumer trends for 2023 across multiple sectors. The Future Forecast features a PDF report and a 30-minute webinar, and explores how businesses can use the trends that will shape consumer behaviour in the coming months – and discover unexpected areas of growth. It covers 10 sectors:

: Beauty

: Health & Wellness

: Food

: Drink

: Travel & Hospitality

: Luxury

: Fashion

: Retail

: Media & Technology

: Youth

Focusing on innovation through turbulent and uncertain times means your brand is better equipped to take on the challenges that will make tomorrow different, and will also make tomorrow’s world better and more regenerative.

UK – Speculative artist Suzie McMurtry has developed a proposal for how fungal spores can revitalise land that has been damaged by wildfires.

The conceptual project is centred around a resilient sculptural mechanism made up of a steel pod with a fire-retardant mycelium exterior. The pod contains water and dormant oyster mushroom spores, and is sealed with a cork. It is designed to be positioned on hazardous land at all times so that it can react automatically when a fire breaks out. During this procedure the water in the pod heats up, gradually causing an increase in pressure. The pressure is released as the fire subsides, and the sealing cork is freed, subsequently scattering fungal spores in the process. These spores then take root in the damaged ground and work to remove pollutants from the toxic environment, as well as to remediate the soil.

As climatic conditions worsen, the risk of wildfires increases, as does the length of fire seasons. Between 1979 and 2019, the length of the fire weather season increased by 14 days per year (27%), according to a recent study by the University of East Anglia. This is affecting regions across the globe, but particularly fire-prone countries such as Australia, South Africa and California. McMurty’s system, which is modelled on trees such as Australian banksia, demonstrates the power of creative abilities when it comes to planning and future-proofing our planet.

UK – Consumers in the UK are changing their out-of-home eating habits in view of the cost of living crisis. At work, 69% bring lunch in, an increase of 8% from 2021, and 9% skip it altogether, according to a survey from grocery discounter Shopmium.

Fewer than one in 10 (9%) buy it from a supermarket and just (3%) from a café or restaurant. As well as opting for own-label brands in favour of big food and drink names (64%), Shopmium/s survey found that 79% are paying more attention to deals, 69% are buying fewer items and 55% are using lower-cost retailers. Most importantly, it reveals that nearly 80% of respondents have cut their overall grocery spending and a further 10% say they plan to do so.

Also slipping down the list of influences on consumer purchase decisions are health and environmental concerns; just 6% of those surveyed say their top reason to buy a product would be because it is healthier and 3% because it is environmentally friendly.