The text outlines significant trends emerging by 2040 resulting from the decline of democratic institutions and the rise of autocratic governance, particularly in the West. Key themes include the fragmentation of global power, the influence of emerging cultural movements like Decorp Culture, which rejects traditional corporate values, and a shift towards Safety Culture that emphasizes stability and security. Economic models will transition to stagflation, leading to Statutory Frugality and Frugal Hedonism, where minimalism and pleasure seek to coexist. Additionally, by 2031, younger generations will rise against existing systems through grassroots movements. Technological advancements will merge with alternative spiritualities, resulting in new societal norms and identities. Brands will need to adapt their strategies to align with these transformative consumer behaviors and cultural narratives.
| name | description | change | 10-year | driving-force | relevancy |
|---|---|---|---|---|---|
| Erosion of Democratic Institutions | Decline of democratic frameworks, with rising autocracies filling governance gaps in Western nations. | Shift from democratic governance to autocratic regimes, reflecting disillusionment with liberal democracies. | By 2034, citizens may accept autocratic structures as alternatives to perceived inefficiencies in democracy. | Disillusionment with current democratic processes may lead to a preference for perceived stability and order. | 5 |
| Post-Internet Fatigue | Consumers retreating to smaller, decentralized online communities due to dissatisfaction with mainstream platforms. | Transition from large centralized digital platforms to more intimate, community-oriented online spaces. | By 2034, social interactions could become more personalized, moving away from mass engagement to micro-communities. | A growing desire for authentic connections and privacy in digital interactions drives this change. | 4 |
| Decorp Culture | Rejection of corporate values, with younger generations subverting traditional ideals of success. | Shift from corporate aesthetics to anti-establishment cultural expressions in fashion and lifestyle. | By 2034, the concept of success may be redefined towards inclusivity and authenticity rather than traditional markers. | The inaccessibility of traditional paths prompts consumers to seek alternate definitions of success and identity. | 4 |
| Safety Culture | Growing consumer preference for products that emphasize protection and stability amidst political change. | Shift from individual freedoms to prioritizing safety and order in consumer choices and branding strategies. | By 2034, safety-oriented brands may dominate consumer markets, reflecting a cultural pivot towards security. | Populations’ disillusionment with past liberal ideals leads to embrace of safety-focused lifestyles and consumption. | 5 |
| Statutory Frugality | Frugality evolves from a choice to a necessity, reshaping consumer behavior and luxury markets. | Transition from abundance-oriented consumption to essential, experience-focused living driven by economic constraints. | By 2034, society may redefine luxury to be more about ethical indulgence and ecological awareness. | Economic pressures and environmental concerns catalyze a shift toward more mindful consumption practices. | 5 |
| Hyper-Individualistic Hedonism | Counter-trend to frugality, emphasizing conspicuous consumption and personal pleasure. | Shift back to expressions of wealth and luxury as a form of personal identity amidst economic constraints. | By 2034, the luxury market may see a resurgence in opulence reflecting a rebellion against frugality. | A rejection of societal pressures leads to an embrace of individualism and celebration of wealth and indulgence. | 4 |
| True Rage | Emergence of grassroots movements confronting systemic failures of capitalism and democracy. | Shift from passive acceptance to active dissent against entrenched power structures and institutions. | By 2034, political landscapes may be heavily influenced by grassroots activism targeting corporate and governmental failures. | Frustration with inequality and systemic issues drives younger generations to seek radical change and reform. | 5 |
| Spirited Tech | Blending of technology with alternative spiritualities influencing culture and personal identity. | Transition from purely functional technology to more holistic and spiritual engagements with technological advancements. | By 2034, personal identities may increasingly intertwine with technological and spiritual expressions in daily life. | The search for meaning in an advanced tech society prompts exploration of new identities and relationships. | 3 |
| name | description | relevancy |
|---|---|---|
| Erosion of Democratic Institutions | Democratic institutions are declining, leading to increased autocratic governance, particularly in Western countries. | 5 |
| Post-Internet Fatigue | Consumers are turning toward decentralized online communities, driven by disillusionment with mainstream digital platforms. | 4 |
| AI Boredom and Cultural Exhaustion | AI-driven creativity is causing consumer fatigue, pushing people to seek more artisanal and human-centered experiences. | 4 |
| Rise of Protectionism and Nationalism | A shift toward safety and order may promote acceptance of authoritarian policies over personal freedoms. | 5 |
| Statutory Frugality and Economic Necessity | A post-growth economy will prompt frugality as a necessity, redefining consumer behavior and experiences. | 4 |
| Hyper-Individualistic Hedonism | A counter-trend emerging from frugality could exacerbate social inequalities and environmental issues due to conspicuous consumption. | 4 |
| Techno-Feudalism | Techno-feudalistic structures may develop, leading to greater disillusionment with capitalism and democracy by 2031. | 5 |
| Environmental Manipulation | Human manipulation of biology for hybrid organisms may lead to unforeseen ethical and ecological challenges. | 4 |
| Subverted Activism | Grassroots movements against entrenched power structures may rise, leading to new forms of dissent but also potential instability. | 3 |
| name | description | relevancy |
|---|---|---|
| Post-Internet Fatigue | Individuals seek refuge in smaller, decentralised online communities, moving away from mainstream platforms. | 5 |
| AI Boredom | Disillusionment with AI-driven creative outputs leads to a preference for human-centered, artisanal products. | 4 |
| Micro-community Building | Brands focus on fostering smaller, intentional communities rather than mass consumer engagement. | 4 |
| Decorp Culture | A rejection of traditional corporate aesthetics, embracing subversive and anti-establishment cultural expressions in fashion and identity. | 4 |
| Autocracy Appetite | Growing acceptance of authoritarian governance structures, prioritizing safety and order over personal liberties. | 5 |
| Statutory Frugality | Frugality becomes a social necessity; consumers adapt to a slow-growth economic model that prioritizes ecological constraints. | 5 |
| Frugal Hedonism | Seeking joy within a minimalist and localism framework, emphasizing ethical indulgence in consumer behavior. | 4 |
| Hyper-Individualistic Hedonism | Rejection of frugality; celebration of wealth and personal pleasure in contrast to societal pressures for restraint. | 3 |
| True Rage | A grassroots confrontation against systemic failures of capitalism and democracy, pushing for decentralised activism. | 5 |
| Spirited Tech | The intersection of technology and alternative spiritualities reshaping human-machine interactions and identity. | 4 |
| description | relevancy | src |
|---|---|---|
| Shift from centralised digital platforms to smaller, private online spaces for genuine interactions, driven by consumer disillusionment with democracy and mass engagement. | 5 | bd1b01636b1360716b5951e1cac42724 |
| A rejection of traditional corporate values in favor of subversive, anti-establishment cultural expressions and reappropriation of workwear in fashion. | 4 | bd1b01636b1360716b5951e1cac42724 |
| Emergence of consumer habits prioritizing protection and stability in response to political and economic shifts, catering to an aging population’s demands. | 4 | bd1b01636b1360716b5951e1cac42724 |
| An approach to luxury that seeks joy in minimalism and ethical consumption within ecological constraints amid economic slow growth. | 4 | bd1b01636b1360716b5951e1cac42724 |
| A counter-trend where consumers indulge in conspicuous consumption celebrating wealth and opulence, challenging societal calls for restraint. | 3 | bd1b01636b1360716b5951e1cac42724 |
| Emerging grassroots movements utilizing encrypted communications to challenge existing power structures, demanding accountability from brands. | 5 | bd1b01636b1360716b5951e1cac42724 |
| Technology merging with alternative spiritualities, redefining human relationships with machines, leading to new forms of body art and personal identity. | 4 | bd1b01636b1360716b5951e1cac42724 |
| Biological manipulation leading to hybrid organisms and biotechnological symbiosis, reshaping concepts of luxury and sustainability. | 5 | bd1b01636b1360716b5951e1cac42724 |
| name | description | relevancy |
|---|---|---|
| Erosion of Democratic Institutions | The decline of democratic systems in Western countries leading to the rise of autocracies and governance gaps. | 5 |
| Post-Internet Fatigue | A trend where consumers seek smaller, decentralized online communities as disillusionment with traditional digital platforms grows. | 4 |
| AI Boredom | As AI innovation saturates society, consumers may reject AI’s commodification of creativity, favoring human-centric products. | 4 |
| Decorp Culture | A rejection of traditional corporate values in favor of alternative cultural expressions and more pragmatic approaches to identity. | 4 |
| Autocracy Appetite | Embracing of safety and order over personal freedoms, reflecting a desire among populations for authoritarian governance due to disillusionment. | 5 |
| Statutory Frugality | A shift where frugality becomes a necessity in consumer behavior, influencing economies towards slow-growth models. | 4 |
| Frugal Hedonism | Seeking joy within limits of ecological sustainability, as consumers embrace minimalism and ethical indulgence. | 4 |
| Hyper-Individualistic Hedonism | A counter-trend where some consumers indulge in conspicuous consumption, celebrating wealth amidst societal pressures for restraint. | 3 |
| True Rage | A potential uprising among younger generations against capitalism and democracy failures, leading to grassroots movements for change. | 5 |
| Spirited Tech | The blending of technology and alternative spiritualities that could reshape human-machine relationships and identity. | 4 |