Purpose

Brands are reframing analogue living as aspirational, using campaigns that position disconnection, presence and real-world experiences as the new status symbols for Gen Z.

Our latest Future:Poll findings explore how a new era of longevity is reshaping consumers’ expectations – redefining the relationship between brands and consumers, wellbeing and lifestyle, and luxury and health.

As AI enters the classroom, successful EdTech lies in technologies that democratise learning and develop critical thinking skills, rather than automating thought itself.

Published alongside The Future Laboratory’s Tech-Resisters Communities report, this Future:Poll survey of nationally representative audiences across the UK, the US and Australia maps how everyday technology resistance is moving from niche behaviour to mainstream reality.

These four typologies map a generation rewriting the rules of wellness – trading relentless optimisation for productive contradiction.