New Macrotrend : AI Futures
The Synthocene Era

What are the prospects for human intelligence in 2025 and beyond?


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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.

Find out more about our macrotrend services below, or please click the link to book a meeting with our team.


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New Macrotrend

The Synthocene Era : AI Futures

Today, the term ‘intelligence’ frequently comes with the prefix ‘artificial’. But, as humans harness a number of advancing technologies – from AI to quantum computing to biotech and genetic engineering – what are the prospects for human intelligence in 2025 and beyond? And what does this mean for the way individuals think, behave, work and live? 

According to our latest FuturePoll market research study, a majority of consumers feel positive about AI’s progressive impact. Within a 90% consensus that technology is accelerating at speed, 60% felt this was a positive thing.

In this new synthetic age, this report defines the Expanded Human, not only looking at how we will be shaped by technologies but how we will interact with and benefit from them, especially as they become more human.

Members of LS:N Global get free access to this report here.

 


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Trends Intelligence

More than 6,000 members subscribe to our trends intelligence platform LS:N Global to stay ahead of the curve and keep up with tomorrow’s big changes affecting the beauty and wellness industries.
 
Want to read the full trends below? Please book a meeting with the team to learn how you can become a member of LS:N Global.

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LS:N Global

The Synthocene Era:

Today, the term ‘intelligence’ frequently comes with the prefix ‘artificial’. What are the prospects for human intelligence in 2025 and beyond?

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Sports and Leisure Futures:

To capture and retain the sports fans of tomorrow, brands and organisations must tap into the culture of community, accessibility and enjoyment that draws people to sport. 

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Innovation Debrief:

Under the theme of activism and action, innovation isn’t just about continual disruption but about acknowledging, driving and anticipating change.

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Generations Now and Next:

From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, dive into what unites and divides consumers across generations.

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Functional Feasting:

As we move past the ‘free from’ era, consumers are favouring products that do more with less, bringing flavour and fun back into functional nutrition. 

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Luxury States:

These Five Luxury States are part of The Future Laboratory’s proprietary strategic framework examining people’s emotional and psychological journeys through the luxury sector.

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Longevity Lifestyles:

The health, beauty and wellbeing sectors are embracing longevity as consumers awaken to the possibility of living not only longer, but healthier lives.

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EQ: Commerce:

This macrotrend explores how innovative retailers are using technology to create EQ-Commerce journeys where every touchpoint is a learning opportunity.

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Global Drivers 2030:

Over the next decade, society will be reshaped by a set of influential and pervasive forces. We call them The Global Drivers.

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The Great Wealth Transfer:

We take you behind the hype to look at what this shift really means in terms of modern affluent behaviours and the insights driving them.

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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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New Codes:
Global Drivers 2030

New Foresight Sprint Service

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.


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Global Drivers
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Generations Now and Next 2024–2025

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.


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Our Clients

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. 

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Strategic Consultancy

Take our macrotrends one step further

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.


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Presentations

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

 

The Synthocene Era
HERO_web

The drivers and insights behind this macrotrend outline critical topics such as: The Great Tech-celeration and the Personalisation Paradox to Syntherventional Living and Generation Quantum.

We also explore the foresight scenarios and strategic implications for your business that are at the core of this macrotrend, from Digital Dialects and Noetic Reality to Polymorphic Personas and the Xperience Economy.


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Game-Changers
Adidas and 100 Thieves, US-2
The sports sector is undergoing a significant transformation. New sporting epicentres are emerging, from Qatar and the Philippines to South Korea and Saudi Arabia. At the same time, women’s sports are reaching new heights, with viewership and ticket sales continuing to rise. 
 

To capture and retain the sports fans of tomorrow, brands and organisations must tap into the culture of community, accessibility and enjoyment that draws people to sport.  


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Generations : Now and Next
Boomers Generations report cover 2024-2025-1-1-2-1

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.


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The Synthocene Era
HERO_web

The drivers and insights behind this macrotrend outline critical topics such as: The Great Tech-celeration and the Personalisation Paradox to Syntherventional Living and Generation Quantum.

We also explore the foresight scenarios and strategic implications for your business that are at the core of this macrotrend, from Digital Dialects and Noetic Reality to Polymorphic Personas and the Xperience Economy.


BOOK NOW
Game-Changers
Adidas and 100 Thieves, US-2
The sports sector is undergoing a significant transformation. New sporting epicentres are emerging, from Qatar and the Philippines to South Korea and Saudi Arabia. At the same time, women’s sports are reaching new heights, with viewership and ticket sales continuing to rise. 
 

To capture and retain the sports fans of tomorrow, brands and organisations must tap into the culture of community, accessibility and enjoyment that draws people to sport.  


BOOK NOW
Generations : Now and Next
Boomers Generations report cover 2024-2025-1-1-2-1

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.


BOOK NOW

Experts

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 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.

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.

Fiona Harkin
director of foresight

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 Houghton (She/Her)
deputy creative foresight editor

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 Scott (She/Her)
art director

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 Hastings-Narayanin (He/Him)
deputy foresight editor

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 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.

Fiona Harkin
director of foresight

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. 

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.

Olivia Houghton (She/Her)
deputy creative foresight editor

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 Scott (She/Her)
art director

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 Hastings-Narayanin (He/Him)
deputy foresight editor

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.

FAQs

What are macrotrends?

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. 

What are the difference between macrotrends and microtrends?

Macrotrends usually have a more significant impact on society and tend to be long-term, while microtrends are more specific and often emerge within subcultures and smaller groups.

What are some examples of macrotrends?

Some examples of macrotrends include:

Work States Futures:
The past two years have prompted seismic transformation in the workplace as a newly empowered generation of workers question how, where and why they work.

The Paralysis Paradox:
Despite current doom-and-gloom scenarios we are about to be catapulted into a 20-year cycle of unrivalled innovation and new market opportunities. But people will be very wary, so it’s time for brands, businesses and Neo-collectivist communities to rebuild a society where the four 4Ls – legitimacy, leadership, longevity and legacy – matter.

Neo-collectivism:
As real-world uprisings rage on and our journey to the metaverse accelerates, global consumers are busy forming new types of alliance. Losing their sense of individualism, they are engaging in new forms of collective thinking, doing and consuming.

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.



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