Macrotrends reveal how consumers are responding to the global drivers of change and represent the value shifts defined according to emerging attitudes and behaviour among people globally.

These shifts are supported by consumer-facing innovations, products, services, experiences and communications that address a need.

At The Future Laboratory we define macrotrends by using intuition, our experience and data. We use four stages of research to identify and qualify a macrotrend – inspiration, validation, interrogation and finally the strategic implications of the trend for businesses and brands.

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.

For the first time, we’ve created a macrotrend report collection that delves into The Transformative Twenties in detail, and examines how these macrotrends will affect the next 10 years of consumer behaviour and experiences, as well as the mindset shifts that brands need to embrace both internally and externally.

You can download the full collection or separate reports below.


Enlightened States:

The experience economy is pivoting towards personal transformation as the public imagination looks inwards, favouring self-discovery over shared spectacle.

Read Macrotrend

Pleasure Revolution:

With every second of our free time colonised by the cult of busyness, future consumers will turn away from a life of relentless productivity and shift their focus from enhancement to enjoyment.

Read Macrotrend

Feedback Frontiers:

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.

Read Macrotrend

Home Eatertainment:

Changing dining dynamics have created a new convenience culture focused on elevating the experience and enjoyment of eating and drinking at home.

Read Macrotrend

Paradox Personas:

Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their offline selves.

Read Macrotrend

Bio-Positive Beauty:

Short, traceable supply chains and condensed routines are in high demand as the beauty and wellness industry moves from zero to positive impact.

Read Macrotrend

Post-purpose Brands:

Pushing back against purpose-washing and jumping on the bandwagon, brands will embrace imperfection and focus on betterment.

Read Macrotrend
‘Ten years ago, we predicted the Turbulent Teens – a decade of dissent, populism, disruption, climate denial and the rise of the new right. And how accurate and prescient we were! For the year ahead, we’re focusing on the Transformative Twenties – the decade of the proactive, positive-impact, progressive (at last) and purposeful consumer. Well, almost.’
Martin Raymond, co-founder, The Future Laboratory

Trend Tracker

The Future Laboratory has been identifying and tracking macrotrends for two decades. As The Transformative Twenties begin, we have mapped out how all these trends have evolved.

Presenting the trends as a timeline from the year 2000 to 2030, users can learn how Experience, Brand and Consumer behaviours have changed – and what this means for the future.

Featuring trend summaries, expert quotes and links to full trends on LS:N Global, visitors can navigate through a visually driven and chronological view of industry shifts and evolving human behaviour. 

Use our bespoke Trend Tracker to discover 20 years of macrotrends.



Virtual Presentations

Looking for ways to engage and motivate your team from the comfort of your own home? Our virtual macrotrend presentations give you the tools to inspire your business with thorough insight into our foresight and future trends.

We can deliver the key insights from each of our new macrotrends as an online presentation – streamed to you, your team or your entire company. Our virtual presentations are adapted to the needs of your business and delivered in this new way of digital working and connectivity. 

Discover each of our presentations below – or book them together all as The Transformative Twenties presentation.


Pleasure Revolution

Facing a medley of expectations, consumers are realising that the self-actualising activities they have bought into are mentally and physically draining. We are now entering a period of reflection, selfishness and solitude in which intensified notions of achievement are proving counter-productive, and consumers are now pressing pause. 

From the celebration of Slacker Culture to the allure of the Homebody Economy, in this presentation we present key insights for brands in sectors such as wellness, leisure and the workplace. Discover why we must untangle guilt around free time, upend modern work rituals and champion the post-capitalist act of opting out.

Enlightened States

Consumers are tiring of photogenic pop-ups, immersive events and mass tourism as a form of social currency. In the next decade the focus will shift to places, processes and practices that cultivate quiet, intimacy and introspection, with consumers seeking to balance their emotional, physical and spiritual states.

From Psychonautic Therapy to Neuromedia, we looks at the shifts redefining entertainment and leisure, as well as health and wellness. Find out how the concept of experience as a form medicine will drive a new age of self-discovery and enlightenment.

Post-purpose Brands

Brands are on the brink of a post-purpose era as consumers challenge hypocrisies in messaging, product and brand behaviour. At the same time, a generation of entrepreneurial activists are becoming workers, shareholders and boardroom members, reshaping brands in their image by promoting a culture of continual regeneration.

We present the Sacrificial Brands setting strict environmental business goals, alongside the rise of Problem Evolving strategies that utilise insights to enhance and advance business operations. And as technology progresses, learn how 5G will allow brands to serve and support the public more intuitively.



The writers, researchers, analysts – and brains behind our macrotrends. Get in touch with our macrotrend specialists if you are interested in discussing a particular macrotrend in more detail.

Get in Touch

Martin Raymond

Martin is editor-in-chief of Viewpoint magazine as well as LS:N Global, the online lifestyle news and consumer insight portal. Having written several books on trend forecasting, including The Trend Forecaster’s Handbook and The Tomorrow People, Martin contributes regularly as an expert on trends and business for the BBC, Channel 4 and ITV.

Kathryn Bishop
foresight editor

Kathryn joined The Future Laboratory in 2016, and is deputy editor of LS:N Global. Specialising in luxury, she also works on its fashion content and leads commissioning internal and external articles. She has previously written for publications including Adorn Insight, VO+, Retail Jeweller, Professional Jeweller and CityAM.

Tim Noakes
head of foresight

Tim leads our Foresight strategy, encompassing LS:N Global, branded content solutions, bespoke presentations, events, and reports. Overseeing all of our Trends Intelligence services, Tim and his team create vital research to ensure our clients achieve long-term business success. Prior to joining us he was the Editor-in-Chief of Dazed Media and Editorial Director of Boiler Room.

Holly Friend
senior foresight writer

Holly joined LS:N Global in late 2016 and writes across the website, including the daily Need to Know. As well as working with brands such as Vans, Spotify and Lacoste, she’s the go-to expert on emerging consumer trends in Youth and Travel & Hospitality, and is always looking for what’s next in the entertainment industry.

Livvy Houghton
creative researcher

Livvy joined The Future Laboratory in early 2018 and oversees LS:N Global’s Need to Know section. Working closely with Holly, she manages the content and constructs the visual elements for the daily news stories. She also supports the team, researching and visualising, for various other sectors across LS:N Global.

Alexander Hawkins
senior foresight writer

Alex joined LS:N Global in 2018 and works across the website, specialising in researching and writing trends and consumer insight. In addition to leading our food and drink and retail content, he has a particular interest in design, media and health and wellness. Before joining The Future Laboratory, he worked at Soho House and It’s Nice That.

Rachael Stott
futures analyst

Rachael joined The Future Laboratory in 2014, and is responsible for leading research to identify and visually communicate global cultural trends across the lifestyle sectors. With a personal interest in conscious business, Rachael’s strength lies in translating our strategic foresight into creative visual outputs to help inspire clients to apply this thinking.

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