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Macro Trends
Generation I
You type, they swipe. You click, they tap. You customise the template, they code their own. Born after 2002, today’s digital natives are demanding ...
Gen I
:
Kids
:
Digital Natives
Design Directions
Synthesised Beauty
The visual language of conscious beauty is being redefined as the rise of biotechnology and digital innovation inspires creatives to re-imagine wha...
Beauty
:
Biotechnology
:
Digital
Markets
Generative AI Creativity Market
An emerging wave of consumer-facing generative AI platforms are redefining the very nature of creative work.
Technology
:
Media & Entertainment
:
Design
Markets
Digital Fandom Market
Fandom in the digital age is booming, with live-streaming, tokenisation and neo-patronage changing how we think about and interact with the creator...
Technology
:
Entertainment
:
Media
Futures 100
Futures 100 Innovators: December
We reveal The Future Laboratory’s chosen innovators and change-makers that are set to disrupt the lifestyle categories in 2023 and beyond.
Futures 100 Innovators
Macro Trends
Alphas Now and Next: From the Sandbox to Roblox
This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations
:
Gen Alpha
:
Demographics
Big Ideas
Brand Innovation Debrief: Walmart
With eyes on Gen Z consumers, a revived beauty aisle and an e-commerce strategy competing with Amazon, the 60-year-old discount department store gr...
Walmart
:
Retail Strategy
:
Gen Z
Design Directions
Mirrored Realms
As reality becomes more programmable, a visual aesthetic is being defined that reflects the artificiality of the virtual world alongside our everyd...
Programmable Realities
:
Immaterial Fashion
:
Virtual
Macro Trends
The Synthocene Era: Merging Human and Machine Intelligence
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...
Technology
:
Artificial Intelligence
:
Society
Futures 100
Futures 100 Innovators: January
Welcome to the Futures 100 Innovators, our annual longlist of global innovators and disruptors creating the future across 10 sectors.
Futures 100 Innovators
:
Beauty
:
Food
Viewpoints
How fashion NFTs can spark eco-action
Brad Morris, founder of digital fashion house MYAMI, shares how NFTs can be used as virtual tools for prompting environmental action.
Fashion
:
Metaverse
:
Climate
Markets
Gastro Gaming Market
Joining forces with video game publishers, food and drink brands are turning to gaming to offer tastes, skins and experiences that are transcending...
Food & Drink
:
Gaming
:
Food
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
The Betterverse
The metaverse has become the new multi-trillion-dollar digital frontier for all that is immersive, engaged and virtual. Here we examine how organis...
The Metaverse
:
Media & Technology
:
Society
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
Futures 100
Futures 100 Innovators: October
In our final instalment of this year’s Futures 100 Innovators, we spotlight food access advocates, post-natural perfumers and the next generation o...
Futures 100 Innovators
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
Markets
Teen Fashion Market
Brands are re-imagining teen fashion with engaging activations spanning physical retail and the metaverse as the sector undergoes a global resurgence.
Youth
:
Fashion
:
Retail
Design Directions
Milan Womenswear A/W 12
Designers in Milan celebrated femininity, offering a sense of fantasy and escapism. Varying from futuristic to baroque concepts, Italian fabrics an...
Baroque
:
Futuristic
:
Hyper-real
Big Ideas
Six Luxury Brands Building Loyalty with NFTs
Non-fungible tokens (NFTs) are catching their second wind, as fashion and luxury brands start to harness digital tokens as tools to build brand loy...
Luxury
:
Fashion
:
NFTs
Design Directions
Poly-reality
‘Real’ no longer trumps ‘virtual’. A new aesthetic celebrates all things digital and artificial, and is challenging notions of authenticity and ge...
Anti-authenticity Marketing
:
3d Modelling
:
Hunter
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
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
Boomers Now and Next: From Ageing to Becoming
There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, s...
Generations
:
Boomers
:
Demographics
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
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