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.
Every year we publish over eight global macrotrends exclusively for members of our trends intelligence hub, LS:N Global.
Find out more about our macrotrend services below, or please click the link to book a meeting with our team.
Is your brand profiting from understanding the key forces of change defining the future?
Whether you’re a business leader looking to validate your strategic initiatives, or a team leader who is keen to course-correct for the coming year, understanding the key social, cultural, technological, environmental and societal drivers will be crucial to your survival and future business wellbeing.
Learn more about our Global Drivers Sprint Service below.
From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, dive into what unites and divides consumers across generations.
From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, dive into what unites and divides consumers across generations.
Our Generations: Now and Next 2024–2025 report takes an in-depth look at key generational demographics and their evolving attitudes to technology, work, finance, education, sustainability, and health and wellness over the next 3–5 years.
Discover insights from experts including Professor Bobby Duffy, author of The Generation Divide, Jean M Twenge, author of Generations, Zing Tsjeng, editor-in-chief of VICE and Annie Auerbach, co-founder of cultural research studio Starling and author of Flex, in addition to speculative future scenarios based on our industry-leading methodology with clear strategic takeaways for your brand.
Purchase the full report below. Members of LS:N Global get free access to this report here.
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.
Our global clientele is made up of owners and employees from over 350 leading brands who use our macrotrends on a daily basis to future-proof their business.
For those of you wondering what macrotrends are going to have the biggest impact on your business over the coming years, our Strategy team are here to help.
The Future Laboratory’s Strategy department works directly with global brands and businesses to turn our LS:N Global foresight into a strategic decision-making tool that aligns clients’ current business objectives with these future scenarios.
The aim: to equip clients with the cultural insights, strategic implications and solutions that enable them to navigate change, unlock opportunity and thrive in a world of continuous uncertainty.
Find out how you can use our Strategic Services to future-proof your business strategy.
Book one of our world-class speakers to deliver an in-house or virtual presentation or workshop for your business.
Discover each of our macrotrend presentations below – or book them together as a presentation collection
How can you capture the real differences defining and driving each generation? Why is it important now, more than ever, to step beyond the stereotypes towards a more impactful understanding of consumer behaviour?
These are the questions our clients and members ask us, especially when faced with growing debate about the ongoing validity of using generational demographics at a time of seemingly increased polarisation and a raging culture war. Identity boundaries are blurring, yet there seems to be more that divides us than unites us.
With hybrid working becoming the new normal, global retail footfall in decline, and the evanescence of third spaces, there truly is no place like home for brands.
Our Home States Futures macrotrend will highlight a new approach to viewing the home as an active and concentrated retail and lifestyle eco-system. It will become a hub that brands must target, woo and win over in precise and interconnected ways. To conquer this home-centric market, brands may appoint chief household officers and businesses will need to coordinate conversations, find synergies and create clear cross-selling strategies.
The past two years have spurred seismic transformation in the workplace as a newly empowered generation of workers question how, where and why they work.
This presentation investigates the emergence of a new state-focused future of work, explore the spaces – both physical and virtual – being built in response, and what this means for your business.
It’s time to better understand the paradigm shift that the pandemic era has had on the future of work and what this means for consumers, brands and businesses.
How can you capture the real differences defining and driving each generation? Why is it important now, more than ever, to step beyond the stereotypes towards a more impactful understanding of consumer behaviour?
These are the questions our clients and members ask us, especially when faced with growing debate about the ongoing validity of using generational demographics at a time of seemingly increased polarisation and a raging culture war. Identity boundaries are blurring, yet there seems to be more that divides us than unites us.
With hybrid working becoming the new normal, global retail footfall in decline, and the evanescence of third spaces, there truly is no place like home for brands.
Our Home States Futures macrotrend will highlight a new approach to viewing the home as an active and concentrated retail and lifestyle eco-system. It will become a hub that brands must target, woo and win over in precise and interconnected ways. To conquer this home-centric market, brands may appoint chief household officers and businesses will need to coordinate conversations, find synergies and create clear cross-selling strategies.
The past two years have spurred seismic transformation in the workplace as a newly empowered generation of workers question how, where and why they work.
This presentation investigates the emergence of a new state-focused future of work, explore the spaces – both physical and virtual – being built in response, and what this means for your business.
It’s time to better understand the paradigm shift that the pandemic era has had on the future of work and what this means for consumers, brands and businesses.
Get in touch with our specialists if you are interested in discussing the research or if you have a press enquiry. Speak to our experts
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.
Christopher Sanderson is co-founder of The Future Laboratory, where he is responsible for delivering the company’s extensive global roster of conferences, media events and LS:N Global Trend Briefings, which he co-presents with the team in London, New York, Sydney, Melbourne, Stockholm and Helsinki. Clients who have booked one of his inspirational keynotes include Gucci Group, the European Travel Commission, Retail Week, Selfridges, M&S, Chanel, Harrods, Aldo and H&M.
Fiona joined The Future Laboratory in 2022, having spent 20 years working in leading forecasting and insight agencies as a content director and a journalist, delivering strategic foresight and creative content to forward-thinking businesses. Fiona brings considerable cross-sector expertise to her role leading the LS:N Global site, ranging from the digital commerce and tech sectors to the fashion and media industries.
Olivia joined The Future Laboratory in early 2018 and is responsible for leading the creative development of LS:N Global. As Deputy Creative Foresight Editor, she ensures the platform’s written and visual content sets new standards for the digital communication. Olivia is also known as The Future Laboratory’s go-to expert for consumer trends in Beauty, Health & Wellness.
Savannah joined The Future Laboratory in 2020 as a Creative Foresight Analyst before being appointed Art Director in 2023. With a background in creative strategy, anthropology and graphic design, she now leads the visual direction for all TFL Studio’s in-house and client projects.A regular contributor to LS:N Global’s Design Direction reports and Macrotrends, Savannah is also the in-house expert on the design, food and drink industries. Born and raised in Cape Town, she leads the research and strategic foresight on the African market.
Dan joined The Future Laboratory in 2023 as deputy foresight editor of LS:N Global. An avid reader and writer, he has previously collaborated with over 20 magazines and news outlets worldwide and received a #30toWatch Young Journalist Award in 2021 by MHP Mischief. Obsessed with TikTok, Gen Z slang and Black Twitter, Dan leads The Future Laboratory’s research on youth and pop culture.
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.
Fiona joined The Future Laboratory in 2022, having spent 20 years working in leading forecasting and insight agencies as a content director and a journalist, delivering strategic foresight and creative content to forward-thinking businesses. Fiona brings considerable cross-sector expertise to her role leading the LS:N Global site, ranging from the digital commerce and tech sectors to the fashion and media industries.
Christopher Sanderson is co-founder of The Future Laboratory, where he is responsible for delivering the company’s extensive global roster of conferences, media events and LS:N Global Trend Briefings, which he co-presents with the team in London, New York, Sydney, Melbourne, Stockholm and Helsinki. Clients who have booked one of his inspirational keynotes include Gucci Group, the European Travel Commission, Retail Week, Selfridges, M&S, Chanel, Harrods, Aldo and H&M.
Olivia joined The Future Laboratory in early 2018 and is responsible for leading the creative development of LS:N Global. As Deputy Creative Foresight Editor, she ensures the platform’s written and visual content sets new standards for the digital communication. Olivia is also known as The Future Laboratory’s go-to expert for consumer trends in Beauty, Health & Wellness.
Savannah joined The Future Laboratory in 2020 as a Creative Foresight Analyst before being appointed Art Director in 2023. With a background in creative strategy, anthropology and graphic design, she now leads the visual direction for all TFL Studio’s in-house and client projects.A regular contributor to LS:N Global’s Design Direction reports and Macrotrends, Savannah is also the in-house expert on the design, food and drink industries. Born and raised in Cape Town, she leads the research and strategic foresight on the African market.
Dan joined The Future Laboratory in 2023 as deputy foresight editor of LS:N Global. An avid reader and writer, he has previously collaborated with over 20 magazines and news outlets worldwide and received a #30toWatch Young Journalist Award in 2021 by MHP Mischief. Obsessed with TikTok, Gen Z slang and Black Twitter, Dan leads The Future Laboratory’s research on youth and pop culture.