Future Forecast 2018

40 cultural shifts that will define the coming year

Overview

This time last year, we predicted that the conversation about sensitive skin would be louder, that Post-pharmacy Brands would be rebranded as traditional health products, and that there would be a greater erosion of traditional luxury signifiers such as heritage.

As we approach the end of 2017, not only have these and dozens more of our predictions come to pass, but they have also influenced a host of new micro trends and behaviours that will define 2018.

For this year’s Future Forecast we have identified 40 major shifts that will impact our consumption habits in the year ahead. From the wider adoption of biotech food and the integration of augmented retail, to the role of avatar fashion influencers and the rise of hotel activism, the next 12 months will

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