The Future 100 2018 report highlights the most compelling trends, themes, and phenomena for the year ahead. The rapid pace of technological change and global digital networks are driving faster trend evolution in areas such as food, beauty, ingredient developments, and new challenger companies and retail models. The report predicts that 5G and augmented reality (AR) will drive massive change in our interactions with the internet, allowing us to shop from our cars and visualize furniture in our home before deciding to buy it. Brands and marketing are navigating a sophisticated consumer landscape where they are assessed on the nuances of their visual language, the diversity of their representation, 360-degree ethics, and complete transparency. Finally, the report suggests that we are moving further into a post-hipster world, with travel, food, drink, beauty, and tech brands needing to understand the expectations of the Xennials, a 30-45-year-old micro-generation caught between the core millennial and generation X groups.
