Future Five 2024 Report

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AI, Sustainability, Identity, Home & Family, and Mobility


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Discover the five topics set to be the most important in the year ahead, featuring industry-leading insight, strategic analysis, and much more.

The Future Laboratory offers a unique blend of trend forecasting, consumer insight, foresight, brand strategy and innovation, we inspire and future-proof organisations. Book a meeting with the team to find out more.

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Our insights are powered by trends intelligence and consumer foresight platform LS:N Global, which provides original research, trends, analysis, market intelligence and qualitative insights to help industry professionals make informed decisions about the future.

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Future Forecast 2024
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Despite current economic constraints and the financial challenges faced by younger generations, consumers are still indulging in products and services that bring them joy, albeit with altered expectations. Read more.

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Generations: Now and Next 2024–2025
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As generations entwine and age-dominated attitudes collapse and merge, we believe it’s important to step beyond the stereotypes towards a more impactful understanding of consumer behaviour. Read more.

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Home States Futures
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In a post-Covid new normal, where houses must function as both a living space and a workplace thanks to the acceptance of hybrid working, there’s definitely no place like home for brands. Read more.

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