26 : 03 : 21 : Macrotrend Reveal

category - customer experience
sector - food & drink
sector - beauty
sector - diversity & inclusion
sector - fashion
sector - health & wellness
sector - media & technology
sector - retail
sector - travel & hospitality
sector - youth
sector - luxury
trend briefing

The world is burning. We have to move with speed and at scale to rethink and rebuild everything we once knew and took for granted. Our three new macrotrends, recently presented at our Trend Briefing 2021 online event, will show you how to navigate the inter-Covid era

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26 March 2021

Author: The Future Laboratory

Image: Respawning Li Ning Into God Mode, TRAUM INC


Get Into Your Youniverse, Dell XPS

Alternet Economies

Some 30 years after the internet was created, a revolution is upon us. A technological counter-culture is subverting digital capitalism and powering new value frontiers for creators, consumers and brands. A next-generation internet built on decentralised technologies not only promises better user control, but also more competition.

In this report, we look at the next chapter of stakeholder capitalism. Instead of simply being used to share information, the internet is now also being used to coordinate value. Within this more equitable version of cyberspace, competitive platforms, currencies and modes of commerce are creating a fluctuating landscape for brands and media. As they transition from investor-ownership to user-ownership, we examine how participation is becoming the new product.

In the Alternet Economies research we reveal trends such as:

: Post-social Creators
: Direct-to-avatar
: Day-to-day DeFi
: Internet-owned Brands
: Community Coders
: Data Commerce 3.0

Planet City by Liam Young

Equilibrium Cities

How will post-pandemic environments be reimagined?

The pandemic has sapped the energy of urban life. Revealing stark inequalities between global citizens, Covid-19 is exposing issues with urban safety, public services and access to green spaces in our cities. This demands new and urgent approaches to how our streets and spaces are used, alongside a reframing of who and what are the priorities of our future city. In the 2020s, we anticipate the rise of Equilibrium Cities.

This trend tracks how our built environments are becoming healthier, inclusive and more responsive. As we move through The Transformative Twenties, data-first digital systems will enable people to shape and experience their cities remotely, possibly even in alternative realms. 

In the Equilibrium Cities research we reveal trends such as:

: Blended Cultural Realms
: Salubrious Streets
: Intersectional Developments
: Well-frastructure
: City Super-networks
: Digital Domains

Kiel Fragments by Sven Hauth

Elastic Brands

Forget advertising campaigns and branded content. As the power dynamic shifts between brands and consumers, all eyes are on the inner workings of your business – and how seamlessly it can respond, recalibrate and adapt. Moving beyond reactionary thinking, this is a chance for brands to pilot a truly transformative future for business.

In this report, we examine how as the power dynamic shifts between brands and consumers, all eyes are on the inner workings of businesses, and how seamlessly they can respond and recalibrate. In order to survive the economic tumult, Elastic Brands must move beyond reaction and instead take a kinetic approach to their business models, from everyday operations to their supply chains and workforce.

In the Elastic Brands research we reveal trends such as:

: Symbiosis Strategies
: Conscious Recalibration
: Flux Capital
: Intangibrands
: Chief Disaster Officers
: Dynamic Democracy



To future-proof your world, visit The Future Laboratory's forecasting platform LS:N Global for daily news, opinions, trends, sector specific insights, and strategic toolkits.


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The Great Acceleration macrotrend report collection is your guide to the three macrotrends epitomising these shifts – Alternet Economies, Equilibrium Cities and Elastic Brands.

Download all three macrotrend reports from The Great Acceleration collection separately or as a 360-degree collection to help future-proof your business.

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Members of LS:N Global can download the report here