Where is our society heading? What major social shifts will take place in the coming years?
These are intriguing questions for which there are no firm predictions. What we can already observe, however, are what we call megatrends. Megatrends are major transformation processes that will massively shape our society over the coming decades.
There are new technologies that will profoundly change our world—such as artificial intelligence. But there are also social change processes that strongly drive transformation in society. One example is "woke culture"—heightened awareness of diversity in society and the lack of equal opportunities for all.
These social megatrends show us where things are heading
In addition to the technological megatrends, our trend scouts and analysts have identified these 7 social megatrends:
1. Attention Economy
In the age of social media and constant information consumption, users' attention is becoming an increasingly contested resource. Companies must respond to this in their communication and advertising, leading to ever more sophisticated forms of marketing.
2. Conscious Eating
More and more people are engaging consciously with their diet and the food they consume. Beyond preparation and personal eating habits, this increasingly involves ethical values. The origin of food and the ecological impact of its production are moving to the forefront.
3. Consumerism 2.0
Consumers increasingly strive for a balanced yet experience-rich everyday life. This is giving rise to new behavioral patterns supported by emerging technologies and social media.
4. Future Skillset
The world of work is shaped by rapid change and major disruptions. New professions, methods, and work models require skills and approaches that are not yet taught in traditional education. Lifelong learning is becoming indispensable.
5. Healthstyle
Health is steadily growing in importance and is becoming increasingly integrated into our everyday lives. The need for hygiene and cleanliness is also becoming more present. All areas of life and all industries are affected.
6. Planet Centricity
Heightened awareness of the ecological impact of human activity will spark a multitude of innovations that make our entire economic cycle ever more ecological and sustainable.
7. Woke Culture
Awareness of diversity and social inequality is growing ever stronger, fueling the desire to change conditions.
More megatrends driving social change
In addition to the technological and social megatrends, there are also 3 megatrends that cannot be clearly assigned to either field. These technologically and socially driven megatrends are:
1. Connected World
Social media is becoming the DNA of modern societies. It penetrates every aspect of everyday life and is steadily disrupting cultural and social processes. The functions of social networks now go far beyond their original purpose of communication.
2. Seamless Commerce
Competitive pressure in retail is enormous and continues to grow. This is not only about competition between online and brick-and-mortar retail. It is also about offering customers the best cross-channel, seamless shopping experience through an omnichannel strategy.
3. Urbanisation
Cities continue to grow worldwide. They must adapt to rising expectations from residents and offer attractive, flexible housing. At the same time, rural living is becoming more appealing. The upheavals of the COVID-19 pandemic will leave deep marks.
The Trend Universe with 17 Megatrends and 120 Macro Trends
The Megatrend Map makes complex, highly dynamic change visible and easier to understand. Megatrends show which developments will shape our society over the long term.
