Our Morality Recoded in-house presentation examines how societal morals are being affected by next stage of the Information Age, lighting the way ahead for innovators seeking to better align technology with ethics
Standing on the cusp of new technological frontiers, we investigate how brands can become moral leaders in these turbulent times, fostering a culture of ethical innovation, and embedding new codes of conduct into emerging digital spaces. Through this thought-provoking and practical presentation, your team will gain strategic tools to build future success beyond the bottom line.
Top: ANIMA II by Nick Verstand
Right: OKCupid Dating Deserves Better campaign by Widen & Kennedy, US
The shifts that have led us to this moment of reckoning, such as the need for a new moral framework beyond religion, the struggles to wrangle artificial intelligence and the growing need to police what were once anarchic digital spaces.
The current trends that are arising from these shifts, such as Silicon Valley’s newfound quest for brand redemption, the desire to foster a more developed sense of decency in the next generation and the need to embed a moral code into the foundations of everything we do.
How these trends will manifest themselves into the far future, including the development of new tools to express emotion in the digital realm; innovative ways for brands to communicate transparency in their use of data and algorithms as we approach the EU’s General Data Protection Regulation; and rethinking the internet as a space that works for everyone.
: Hive View by Yves Béhar
Book an expert from The Future Laboratory to deliver all of the key insights from this Macrotrend at your own event or business. From trainees to C-Suite, we’ll connect your team with the latest trends, innovations and shifts in consumer behaviour at a venue of your choice.
The presentation can be tailored to suit a range of formats. Perhaps you want to have a workshop to explore a new product concept, or you have an event that requires a thought-leading keynote? Our Morality Recoded in-house presentation can inspire ideas and provide a practical guide to strategies for success in the years to come
: The Moral Machine at the Museum of the Future, Dubai
Browse our selection of trend presentations below and choose which inspirational insights you want delivered directly to your company.
Do you require something more bespoke? If so, get in touch.
Our new Hyperphysical Stores macrotrend presentation explores how e-commerce is accelerating to offer multi-layered and sometimes confusing experiences for customers and brands, while bricks-and-mortar shops are becoming bastions of extraordinary, sensorial moments. This presentation helps businesses tap into the Future Laboratory’s framework, The Four Es of Retail.
As our new macrotrend presentation reveals, brands will need to change from sellers to coordinators, blurring the boundaries between how we define a company, a community and a collective. Our Neo-collectivism presentation helps businesses tap into these community spaces, understand their massive potential and explore why we need to prepare for a neo-collectivist future.
Is the metaverse a vain ideal or a new way that we’ll engage with cultural and commercial models as next-generation metizens come of age? Our new Betterverse Building presentation helps businesses to tap into this digital space where people can gather and interact with millions of virtual experiences at once. The metaverse will fundamentally transform the way we work, rest, play and engage with one another.
A hybrid generation of Zalphas are entering brands’ consciousness. Wise beyond their years, these products of climate change are using their childhood – once a time of innocence – as a time for productivity. Choose from the Youth & Media Trends Rising or macrotrend presentation, sold separately or together as a collection featuring our annual sector research.
At a time of global upheaval, brands and consumers are uniting to build future-fit, resilient food systems that support changing social values, protect precious resources and secure supply chains. Choose from the Food & Drink Trends Rising or macrotrend presentation, sold separately or together as a collection featuring our annual sector research.
The luxury and hospitality sector is demonstrating impressive elasticity not only in weathering the global pandemic but also in its response to wider social and cultural happenings. Choose from the Luxury & Hospitality Trends Rising or the Five States of Luxury presentation, sold separately or together as a collection featuring our annual sector research.
Self-care as we know it is changing. Between calls to reject the wellness industrial complex and close the gap between widening health inequalities, a shift is under way. Choose from the Beauty, Health & Wellness Trends Rising presentation or the Synchronised Care macrotrend presentation, sold separately or together as a collection featuring our full annual sector research.
While 2020 showcased retail Darwinism at its most impactful, retail brands have also evolved at speed. In 2021 and beyond, end-to-end retail processes must be cost-effective, relevant, sustainable and beneficial not only for consumers but for retail brands too. Choose from the Retail Trends Rising presentation or the Eco-venience Retail macrotrend presentation, sold separately or together as a collection featuring our full annual sector research.
The Covid-19 pandemic hasn’t just changed the world, it has accelerated the ways in which we engage with it and the technologies we use to do so. The Great Acceleration macrotrend presentations are designed for you and your team to engage with three new global macrotrends - Alternet Economies, Equilibrium Cities and Elastic Brands - set to radicalise 2021 and beyond.
As communications with consumers become more circular and conversational, brands are treating every micro-interaction as a valuable opportunity to lean in, learn and improve their model. This presentation will help your brand to create conversations with future consumers, forging ahead across the multiple interactions and touchpoints that are emerging as the next frontiers of retail.
Marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and decolonise our outdated societal systems. In this presentation, we explore how the institutions that have traditionally held society together – education, business, government and the mass media – no longer hold the power of governance they once did, leaving Generation Z to step in.
The luxury experience of the future will no longer rely on tactile human-to-human moments, but anytime attainment, anywhere in the world. In this digitally bolstered second existence, luxury is an omnipresent service. This presentation will help your brand to adapt to and follow customers in their daily routines. It will inspire you to dedicate new services, communications and modes of access to a new tier of luxury consumers.
The food-as-medicine movement is being rebranded to fit modern lifestyles, balancing flavour and function to shape our physical and psychological states. This presentation will help your brand move away from messaging and imagery that suggest that healthy habits mean you must restrict or subtract in order to feel good. It will inspire you to adopt a more holistic approach to food and drink, and become increasingly connected.
As consumers tire of photogenic pop-ups, immersive events and mass tourism as a form of social currency, Enlightened States explores how the experience economy is set to become more introspective and personal in the next decade, with consumers seeking new ways to explore their ever-changing selves. This presentation will help your brand to reconsider its role in the life of consumers by moving beyond transactional relationships.
As consumers question their consumption habits in light of the climate crisis, with many aiming to buy less, the brands of 2030 will have to fight to be the chosen ones. To do this, companies will need to focus on betterment: how they can be more ethical internally, and how they can help consumers live more sustainable lives. This presentation will help your brand to have a more honest and realistic conversation about sustainability and purpose.
Enjoyment will become a political act against the mechanisms of capitalism. We can now expect to see a more gracious approach to consumerism – where pleasure, inactivity and the desire to live ordinarily are as equally valid. This presentation will help your brand to engage with consumers by tapping into cultural micro-shifts, decoupling self-worth from aspiration, and championing the anti-striver and the slacker.
Brands have switched direction and are now focused on the home, as well as products and services linked to rehabilitation to help anxious consumers through this inter-Covid period. They are looking ahead to ensure they are able to play a recuperative role in consumers’ lives. This presentation will help your brand to become a supportive guide and friend to customers during a period of upheaval and anxiety.
As rapid technological advancement and always-on culture proliferate globally, the culture of gaming is becoming increasingly mainstream. The wider world is having an impact on gaming, but equally, gaming is affecting the wider world. Our new Gaming Futures presentation helps businesses face the challenges of an increasingly anxious and connected audience in need for therapeutic, fluid and personalised gaming experiences.
In the era of consumers’ on-the-go and digital-first lifestyles, the banking Armageddon scenario can feel very real.In the coming years, fintech companies will see rapid evolution to the point of revolution, driven by technological and human advancements. Our new presentation delivers the insights and key rising trends to help you navigate this changing banking landscape.
Consumers’ concern about damage and their embracing of natural textures offers new challenges for brands. Our new Haircare Futures presentation explores how cultural shifts around identity, the push for self-optimisation, forcing consumers to engage with the realities of global warming are driving new consumption patterns and development within the haircare industry.
In the coming decade branding will come to mean more than surface decoration.People, culture, experience, emotions and values will become essential ingredients for brands to create long lasting, wide reaching success with internal and external audiences. Our new Branding Futures presentation shows how a strong, clear and compelling purpose create long-lasting brands.
Until now, storytellers have focused on capturing consumers’ attention. But attention is no longer enough as the way people interact with media is changing. Our new Storytelling Futures presentation helps brands understand how storytelling is being challenged by new way of consuming stories and successfully reach their audience.
In the coming decade, we’ll see the evolution of a new type of traveler emerging alongside intelligent and responsive travel and on-the-go technology designed for today’s New Urban Nomads and cross-culture Bleisurites. Our new On-the-go Futures presentation demonstrates how these multifaceted consumers are abandoning traditional values and notions of on-the-go transit.
Consumers have lost faith in the ability of governments to tackle long-term issues concerning sustainability and are taking the matter into their own hands. A sustainable mission now underpins good business. Our new Sustainability Futures presentation demonstrates how a sustained approach to business growth can be adopted and replace the ruthless pursuit of profit.
Affluent consumers are challenging what it means to be wealthy, highlighting new values centred on curiosity, flexibility and discovery. Our new Luxury & Hospitality Futures in-house presentation uncovers the insights and rising trends to help you navigate the future of luxury. From the hotels of tomorrow to new advertising frontiers, we explore how brands are responding to a more liberated luxury consumer.
The health and wellness sector has perpetuated a narrative of fitter, stronger and more zen, which, conversely, is leading to burnout. Consumers are calling on brands to stop feeding into our anxiety-laden culture and instead help them slow down and focus on what wellness really means to them. Our new in-house presentation uncovers the insights and rising trends to help you understand where the health and wellness sector is heading.
The retail sector is undergoing a paradigm shift as consumers look for more meaningful interactions with retailers. Many retailers have been slow to respond to these changes, missing valuable opportunities to thrive in this fast-changing landscape. Our new in-house presentation uncovers the insights and rising trends to help you navigate the future of retail.
Brands and institutions are powering the rise of a new Resilience Culture, challenging consumers to explore physical and mental extremes. Our new in-house presentation provides strategic tools to build resilience culture into your brand and equips you with the tools to thrive in this age of self-censorship, hyper-safe spaces and comfort zone culture.
For centuries, society has been structured around the concept of the married couple, or coupling, while single people have been stigmatised and stereotyped. As marriage rates decline, more and more people are living alone and buying for one. Our new in-house presentation explains how this uncoupling of society will affect consumption.
The rise of reactive new materials and technologies means that future physical consumer touchpoints will no longer be set in stone… or any other solid matter. This digital layer is becoming seamlessly integrated into our lives. Our new presentation offers an overview of these new materials and technologies.
Emerging food and drink trends reflect changing consumer attitudes to health, convenience and provenance. We’ve researched extensively the market shifts that will define this sector in the years ahead. Our new in-house presentation delivers all of the key insights from our Food & Drink Futures Forum 2018 at your own event or business.
At a time when Silicon Valley is under pressure to be more accountable, this presentation uncovers how consumers’ moral values are changing their expectations of brands. Our presentation investigates how brands can become moral leaders in these turbulent times and foster a culture of ethical innovation.
The old certainties of gender have fallen away. Men are embracing more diverse narratives around masculinity and women are pushing for more honest representation of their sex. This presentation considers how both masculinity and femininity are being reframed, and explains how brands can be a force for real change.
Our collective understanding of what it means to be a man is undergoing a radical shift. In the wake of the #metoo uprising of 2017, new and more nuanced versions of masculinity have been emerging that go beyond physical strength and dominance. Our new in-house presentation will inspire your team to become part of the solution to toxic masculinity and engage with new consumer attitudes.
This year, we’ve published three new macrotrends – Pleasure Revolution, Enlightened States and Post-purpose Brands. All explore the major shifts of the new decade, which we’ve named The Transformative Twenties. Discover each of our macrotrend presentations – or book them together all as The Transformative Twenties presentation.
We have reached a period of moral reckoning. Having promised liberation, the internet has emerged as a tool for manipulation and subjugation, helping create a global empathy deficit. Our new in-house presentation examines how societal morals are being affected by the next stage of the Information Age, lighting the way ahead for innovators seeking to better align technology with ethics.
We are entering a new era of considered consumption. As the environmental and social impact of non-stop economic growth becomes ever more apparent, there is a shift from materialistic purchases to meaningful transactions. Our new in-house presentation examines how we can measure growth in a way that is beneficial to ourselves as well as to our economies.
Shopping is no longer a conscious pursuit, more a permanent state of being. Consumers’ desire for hyper-convenience and business’s ability to use our data means the traditional rules of engagement no longer apply. Our new in-house presentation will help businesses face the challenges of a post-shelf, post-packaging world and get closer to customers through retail opportunities.
In an age of ‘move fast, break things’ there is a realisation that innovation is causing as many problems as it seeks to address. Society’s very concept of morality is undergoing a paradigm shift. Our new in-house presentation will help you navigate the change from materialistic purchases to meaningful transactions and build a much-needed new moral code.
In an era of growing man-made pressure on our natural and built environments, our relationship with the places where we work, live, shop and play are changing radically and fast. Our strategic foresight team and placemaking specialists can help you to chart a path to future success as new and unexpected competitors enter your professional arena.
As culture evolves at an increasingly rapid pace, brands must ensure that their internal work culture reflects wider societal shifts. Our Brand Internal Culture 2020 in-house presentation is an insightful examination of the rising trends that companies can harness to reframe their working practices in the next decade.
Co-opted by marketers, experience has become a buzzword that is overused, misunderstood and has become devoid of value. With audiences uninterested in advertising and failing to engage with branded content, experience brings hope to brands in terms of connection. Our in-house presentation is designed to help your team take advantage of the rich opportunities for experiential engagement in the next decade.
From poor working practices to the painfully slow adoption of AI, the fashion industry is reaching a tipping point. Brands in the sector will increasingly need to look beyond its boundaries to inspire meaningful and memorable change. Our in-house Fashion Futures presentation explores these topics in detail to better understand the issues that are keeping fashion CEOs up at night and the strategic foresight needed to manage them.
With urban city centres increasingly enveloped in clouds of harmful smog, air pollution is a key concern for consumers around the world. There is an urgent need for brands to develop new products and services that will tackle this growing health crisis. Our in-house Anti-pollution Futures presentation features pertinent market insights and the strategic foresight necessary to apply them.
Today’s always-on customers demand seamless service, but the gap between their expectations and retailers’ responses is widening. As interactions become faster and shallower, brand loyalty is increasingly hard-won. Our Future of Service in-house presentation will equip your team with the strategic tools to build enhanced, future-proof service offers that turn customers into life-long brand partners.
Female Futures is an in-depth look at the current landscape of female entrepreneurialism and highlights an emerging attitude driven by members of Generation Z wanting a better reflection of their inclusive reality. Our in-house presentation examines the concepts of power and diversity among entrepreneurs to encourage you to formulate the strategies your business needs to apply in order to remain fit for the future.
This in-house presentation will help your brand to demystify the world’s largest generation in an age of virtual existence, peer-to-peer therapists and self-discovery curriculums. It features key trends, hard data, best-in-class case studies, consumer insight and an exclusive sector macrotrend, Paradox Personas. This presentation will inspire your team to establish impactful new strategies to reach Generation Z.
Get in touch to discuss presentations with a member of our team.