Trends

The latest global consumer trends that we’re tracking across sectors, substantiated by expert opinions and the latest industry statistics.

Micro Trends

Ancestral Eco Pantry

Bridging the gap between traditional preservation practices and modern convenience, these design innovators hint at a future with more ancestral an...

Micro Trends

Spirited Synthesis

Through creative and unexpected collaborations, food and drink innovators are redefining alcohol as a culinary flavour, appealing to a new generati...

Alcohol : Flavours : Food And Drink Futures

Micro Trends

Eau de Climate Change

As more flora and fauna become extinct every year, perfume innovators are becoming activists by attempting to encapsulate the authentic smell of Mo...

Beauty : Fragrance : Sustainability

Micro Trends

Erotic-tainment

A backdrop of sex-averse culture is only making audiences thirstier, leading to an explosion of entertainment that brings smut to the masses.

Sex : Entertainment : Erotica

Micro Trends

Safe Hate Spaces

Showing off their most embarrassing petty grievances, a new wave of content creators are building safe havens to normalise and connect over the act...

Content Creator : Youth Culture : Dark Humour

Design Directions

Biofabricated Futures

A revolutionary sustainability breakthrough, biofabrication is the engineering of biological products. This report explores its market evolution an...

Material : Design : Sustainability

Macro Trends

Innovation Debrief 2024–2025

Discover the top 50 innovations shaping tomorrow in our Innovation Debrief 2024–2025.

Society : Design : Innovation

Micro Trends

Decolonised Cowboy Core

From music to the catwalk and cinema screens, Black and Indigenous artists are finding inspiration in their cowboy heritage like never before, adva...

Pop Culture : Fashion : Media

Micro Trends

The Big Meat Up

Following the popularity of vegetarian, vegan, flexitarian and alternative diets in recent years, US consumers are re-evaluating their relationship...

Food : Meat : Health

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 funct...

Food & Drink : Indulgence : Health & Wellness

Design Directions

Rebranding Nature

To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.

Design : Sports & Leisure : Sustainability

Micro Trends

Cosmic Couture

Driven by a consumer appetite for exploration and escapism, brands are discovering the sky is not the limit but the beginning. Space is fashion’s n...

Fashion : Space : Luxury

Micro Trends

Archi-tainment

A new generation of transformative structures focused on next-level entertainment experiences are set to influence commercial, public and third spa...

Design : Architecture : Spatial Design

Micro Trends

Comfort Cuvées

Forward-thinking vintners are swapping esotericism for accessible pairings, sustainable packaging and a ‘deluxified’ approach to wine, ushering in ...

Youth : Food & Drink : Society

Micro Trends

Curated Clutter

Culture is experiencing a move from clean to cluttered, but this consumer shift is not just about aesthetics.

Fashion : Pop Culture : Marketing

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

Gen X Now and Next: From Ambiguity to Advocacy

Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their c...

Generations : Gen X : Demographics

Macro Trends

Millennials Now and Next: From Pink to Prime

After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while reb...

Generations : Millennials : Demographics

Macro Trends

Gen Z Now and Next: From Vision to Contradiction

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...

Generations : Gen Z : Demographics

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

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