The Future 100: 2020 TRENDS TO WATCH

The Future 100: Trends and Change to Watch in 2020 highlights emerging consumer behaviors with 100 trend predictions from the Innovation Group. Trends span culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, luxury and finance. Each includes an original analysis of why it matters for the organizations whose products and services we use daily.


Welcome to “The Future 100,” our annual report forecasting what’s in store for 2020 in 100 snackable trends.

The turn of this new decade is proving a key marker for positive change as consumers and companies are desperate to look beyond the latter part of the 2010s, which was filled with political, economic and environmental instability. People are now banding together, resulting in increased global action and the untabooing of social norms. The reign of Big Tech is coming to an end and irresponsible companies and figureheads are being held accountable for wider social and environmental issues.

What’s in store for 2020? Ethically motivated consumers have created a new value system for brands, one that protects consumers, preserves culture and provides hope (see optimistic futures, p6). They are also inspiring improvements to existing environmental promises, as leading brands go beyond carbon- neutral initiatives and announce climate-positive plans.

Wellbeing and sustainability now go hand in hand, with consumers caring as much about the health of the planet as about their own health. In food and drink, recipes are being cooked up to futureproof our entire ecosystem, while in hospitality, hotels are cementing WELL standards into their environments.

Companies are also noting the positive health implications of human connectivity, addressing the continuing population and lifespan rises with products and services to build meaningful connections. Loneliness is being tackled as a social and public health issue, new neighborhoods in megacities are being envisioned to foster social wellbeing, and even social media is starting to promote meaningful rather than multiple connections.

Data is under the microscope and this is affecting all industries, with the trustworthiness of a brand now tied to the way it uses consumer data and how transparent its terms and conditions are. Rules and regulations are slowly being implemented to protect consumers, and brands are racing to ensure they are using personal data responsibly (see the privacy era, p45).

Consumers have laid the foundations for change and now forward-thinking brands are working towards building an optimistic and reassuring future for all.


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