Trend model

Futurise®

Futurise® is a lens through which we look at societal trends and developments. A compass that provides direction. Futurise® places social behavior in the perspective of the zeitgeist, and the model helps us to recognize specific developments and understand the needs behind them.

We started developing our trend model more than 30 years ago, in collaboration with and based on extensive scientific studies and research from Ghent University. This means that we look at behavior and needs from a scientific basis and thus take a different approach than most trend watchers.

The cycle of anxiety and self-confidence

Behavior and the economy

Futurise® cycle

There is a strong correlation between social behavior and the long economic cycle. At first you would suspect that the economic situation influences people’s behavior, but there is no convincing evidence for this. Rather, it seems to be the other way around; that an unconscious sense of self-confidence – or lack thereof – determines behavior and underlying needs in society, and that the economic cycle “merely” reflects behavior.

Time follows a fixed rhythm

Over the years, those unconscious feelings of anxiety and insecurity increase and decrease according to a certain regularity. These undulations always last about fifty years, and the different phases each have their own characteristics. The mental state of society – whether people unconsciously have much or little confidence – determines how they behave. This manifests itself in very many different ways and this is reflected in all kinds of demographic and economic data and is also shown in numerous comprehensive surveys and studies. We call this rhythm the Futurise® wave: the mental state of society over the years.

Anxiety indicators

The Futurise® wave is thus based on extensive behavioral analyses and studies. For example, researchers have shown a very strong correlation between more than 40 so-called anxiety indicators – behavioral parameters that say something about the degree of unconscious anxiety in society – and the long economic cycle. Examples include birth rates, marriage statistics, suicide rates and investment. In addition to all this data research, numerous other studies have been conducted in fields as diverse as food, travel, fashion, work, housing and leisure.

Using the past to predict the future

To make statements about what the society of the future will look like, we use the past. What general characteristics did we see in previous similar periods? And how do we place those characteristics in the present and future? We do not adopt those characteristics one-to-one, but carefully take into account the current era and current developments, such as, for example, all the technological possibilities we have at our disposal today.

The unique power of Futurise®

The Futurise® trend model provides guidance and direction. It places important developments in an explanatory perspective. With us, no collection of separate, isolated trends, but clear and coherent visions of the future.

Making the invisible visible

We do not only look at observable behavior and trends on the surface, but focus on the needs and motives behind them.

1. Scientific basis
In developing visions of the future, we rely on scientific studies and research.
2. Connected to business
Through our business community, we follow closely how organizations and brands respond to all the developments.
3. Connected to the world
Connectors in several key regions of the world keep us informed of developments and regional initiatives.

From self-confidence to anxiety

Tipping point

Right now, society is at the very crest of the wave. A special moment, because on average we only experience this two to three times in our lives. Self-confidence declines over the next few years and insecurity grows. A period of almost thirty years is coming to an end that can be well described with words like optimistic, open, free, adventurous and anti-authoritarian.

The new 1970s

This new era has very different characteristics and bears many similarities to the 1970s. Social behavior is primarily aimed at compensating for and reducing increasing insecurity and anxiety. People seek control, grip and support from each other. People become more emotional, fear all kinds of catastrophes and crave more authority. Society demands more and more responsibility from institutions.

Society in 2030

In 2030, people communicate almost exclusively with companies and brands they truly trust. Quality takes precedence over quantity. If trust is good, a close, intense and equal connection is created. And when trust is lacking, the connection is broken. The need for authority returns, institutions become more dominant, and specialty brands and products gain more power. Those who only inspire lose their fans. And non-committal promises and good intentions are coming to an end; making social and ecological impact tangible and measurable is becoming an increasingly important requirement.

The shift to trust and connection

Based on the insights and lessons provided by the Futurise® trend model, a movement is visible that we describe using six dominant social themes. These themes have an important need in common: the growing need for trust and connection.

Themes 2030

Dominant trends of this decade

TOGETHER STRONG

FIGHTING SPIRIT

NATURITY

QUALITY

ESCAPISM

ATTENTION