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Diverging Demographics
Demographic reality is diverging from the systems built to manage it, according to The Future Laboratory’s analysts, as populations continue to age, boom, fragment and re-organise how they live and connect.
Recent Analysis
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Retail
Play, Belong, Spend: The New Loyalty Market
Loyalty is moving beyond the slow accumulation of points, as brands reward the moments around a purchase with instant value, entertainment and greater choice in how members earn and spend.
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Fashion
Fashion Month Spring/Summer 2027: Five Personas Shaping Fashion Futures
From guerrilla runways to rave-like shows, spring/summer 2027 broke fashion’s rules. These five personas decode the values and forces shaping contemporary fashion consumers and the sectors beyond.
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Culture & Media
Post-feed Youth Media
A new wave of youth magazines is giving young people a space for authenticity, self-expression and community, while helping them to combat tech fatigue.
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Retail
The Supermarket as Fashion Label
Supermarkets and grocery retailers are manufacturing cultural cachet from within their existing low-price identity.
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Marketing & Branding
Muscle Marketing
In a world of synthetic faces and suppressed appetites, muscle, movement and nudity are becoming marketing’s new markers of authenticity.