Macrotrends

Access the major shifts in consumer behaviour

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. Become a member and learn about the major shifts in consumer behaviour that will dictate our business environment in the longterm.


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Synchronised Care:

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.

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Eco-venience Retail:

2020 prompted retail Darwinism at its most impactful, yet brands have evolved at speed, adjusting to changing expectations of access and more conscious mindsets.

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Alternet Economies:

A technological counter-culture is decentralising capitalism, reforming the internet and powering new value frontiers for creators, consumers and brands.

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Elastic Brands:

Forget advertising campaigns and branded content. All eyes are on the inner workings of your business – and how seamlessly it can adapt.

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Equilibrium Cities:

Citizens are demanding a more receptive and equitable built environment that will allow future urban generations, nature and businesses to thrive.

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Enlightened States:

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

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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.

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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.

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Home Eatertainment:

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

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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.

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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.

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Post-purpose Brands:

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

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The Great Acceleration

On demand video presentations
The Great Acceleration macrotrend presentations are designed for you and your team to engage with three new global macrotrends set to radicalise 2021 and beyond.

Perhaps you want to equip your team with the latest trends and practical insights, or maybe you are looking for an inspiring keynote to share with your entire company.

These 30-minute presentations can be watched online and on demand at your own convenience. Choose from each of the three new macrotrend on-demand video presentations, sold separately or as a 360-degree collection for a discounted rate.

Each presentation includes a free downloadable PDF of the accompanying macrotrend report, usually worth £350.

Image credit: Planet City by Liam Young, Commissioned by the National Gallery of Victoria, Melbourne, 2020

 


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New Report

Macrotrend collection
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.
 

We are witnessing the rise of radical digital value systems, decentralised metropolitan and suburban infrastructures, and agile kinetic corporations. The Great Acceleration macrotrend report collection is your guide to the three new 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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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.


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Virtual Presentations

Looking for ways to engage and motivate your team from the comfort of your own home? Book one of our world-class speakers to deliver a virtual presentation or workshop for your business.

Discover each of our macrotrend presentations below – or book them together as a virtual presentation collection

 

Synchronised Care
Adapted States by Lucy Hardcastle for The Future Laboratory-2

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.

Covid-19 has taught us that we are all connected and that taking care of ourselves is a way to care for our family, friends and community. For this reason, self-care is taking on a new role on both an individual and a collective scale.

In this presentation, we look at the foundations of beauty, health and wellness that have been compromised by the pandemic as well as emerging trends and foresight.


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Eco-venience Retail
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Accelerating e-commerce and demands for expedited delivery are forcing a new retail framework that puts eco-conscious practices central to brands’ operations.

This comes amid global online growth for retail over the last 12 months. Yet, as shoppers shift their spending online, strain on supply chains and the effect of expedited shipping and returns are exacerbating retail’s environmental impact.

From global supply chains to augmented brands, find out how convenience and care for the environment are becoming ever-more intertwined.


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Alternet Economies
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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.
 

From direct-to-creator culture to platform cooperatives, the internet economy’s established value exchange is evolving to become more equitable and diverse. In this presentation, we present trends such as Post-social Creators, Cooperative Media and Direct-to-avatar.


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Elastic Brands
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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 presentation, 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. We also delve into the future of Chief Disaster Officers, Mortal Commerce and Dynamic Democracy.


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Equilibrium Cities
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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.

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.  This presentation explores trends such as Blended Cultural Realms, Salubrious Streets and Natural Foundations.


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Pleasure Revolution
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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.


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Enlightened States
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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.


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Post-purpose Brands
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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.


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Experts

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.

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Martin Raymond (He/Him)
co-founder

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 (He/Him)
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 (She/Her)
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 (She/Her)
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.

Chris Sanderson (He/Him)
co-founder

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.

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Find out how you can get access to our global macrotrends



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