THE

: FUTURE : LABORATORY
: : TRENDS OF THE TRENDS
: : 2018
 THE TRENDS OF THE TRENDS : 2018 : 4

2018

THE TRENDS
OF THE TRENDS
Using an AI neural network to analyse hundreds of 2018
trends by leading forecasting agencies, The Future Laboratory
and Quid have created the definitive guide to the year ahead.

Last December, we published the Future We selected 23 publicly available

Forecast 2018, our guide to the 40
major cultural shifts that will come to
define the year ahead. Created using
research first reported on our Trends
Intelligence platform LS:N Global,
it features a concise overview of new
microtrends and consumer behaviour
across 10 key consumer sectors.
We were not the only ones to gaze
towards the coming months and offer our
thoughts on what is going to happen next.
It has long been a tradition for trend
forecasters to publish their predictions as
one year rolls into the next. The trouble
is, with so many conflicting trend reports,
how can businesses get a balanced,
centralised overview of the overlapping
themes that will shape the year ahead?
To address this question, we joined
forces with Quid, a San Francisco-
based software platform that uses
proprietary natural language processing
algorithms to analyse text in different
datasets and identify common themes.
global trends reports from leading
consultancies, innovators, social
platforms and market intelligence
agencies, including our own Future
Forecast, and fed them into a custom
neural network. We then identified
semantic similarities and clusters of
shared information to collate and create
the insight you’re about to read in
The Trends of the Trends 2018 report,
which is written by our senior writer
Kathryn Bishop. A full list of the reports
we analysed can be found opposite.
With so much information being
exchanged on a daily basis, it’s now more
important than ever for businesses to
navigate through the noise if they want
to prosper in 2018 and beyond. So, after
you have finished reading our analysis,
get in touch to learn more about how
our products, services and tools can help
bring a new level of clarity to your work.
Tim Noakes, head of foresight,
The Future Laboratory

ANALYSED SOURCES
BI Intelligence : The Future of Retail 2018
Business of Fashion : The State of Fashion 2018
Euromonitor International : Megatrend Analysis
Fast Company : 9 Big Design Trends That Will
Shape 2018
Fjord : 2018 Fjord Trends
JWT Intelligence : The Future 100
Mindshare : Trends 2018
Mintel : Global Beauty Trends 2018
Mintel : Global Food and Drink Trends 2018
Image: Data clusters representing search queries from the Quid neural network
Mintel : Global Packaging Trends 2018
Opinium/The Akin : Future Report 2017
Pinterest : Pinterest 100: The Top Trends
to Try in 2018
Schibsted : Future Report 2018
Sparks & Honey : 2018 Trends Brief
Stylus Curve : Top 10 Travel Trends 2018
The Future Today Institute : 2018 Tech Trends
for Journalism
TrekkSoft : 2018 Travel Trends Report
TrendWatching : 5 Trends for 2018
The Future Laboratory : Future Forecast 2018
The Webby Awards : This Automated Life
WGSN : The Future Consumer 2018
Whole Foods : Top Food Trends for 2018
Wired Consulting/Hotwire : Understanding
Generation Alpha

AI & AUTOMATION
Our analysis suggests that artificial intelligence (AI)
and automation will be a key focus area for brands
in 2018, raising questions around AI and how it will
shape notions such as trust, ethics and power.
A report by Paysa predicted that US
employers would spend more than £467m
($650m, €530m) on annual salaries
for 10,000 jobs in AI in 2017. As the
rise of automation and AI creates new
job roles offering high salaries, 2018
will be the year in which automation
accelerates and a Human Premium
will force global businesses and brands to
question the effect – and cost – of AI on
productivity, workplace camaraderie and
human wellbeing. This is already being
explored by AI company DeepMind’s
Ethics & Society (DMES) unit, which
examines the impact of AI on society.
The burgeoning debate about Trust in
Algorithms will fuel a dialogue between
brands and consumers in 2018. With
blockchain technology becoming a bastion
of trust in sectors as varied as antiques,
diamond mining and food production,
brands are exploring how it can be used
Image: RACE Robotics Laboratory by Ministry of Design, Singapore
THE TRENDS OF THE TRENDS : 2018 : 6
BEAUTY
In terms of product innovation, beauty will become
one of the most advanced sectors as nascent players,
natural ingredients and new technologies shake
up outmoded attitudes and heritage brands.
Brands are increasingly recognising the Deciem and Brandless, which focus
need to better understand co-creation on the efficacy of products rather
with customers. This will inspire a than the brands behind them.
wave of Power Products – curated
offerings that provide efficiency and New directions in beauty will look to
efficacy in personalised packages, Active Ingredients that go beyond
exemplified by brands such as Function natural oils and extracts. Brands will
of Beauty, which features in The Future explore formulas and ingredients that
Laboratory’s Future of Haircare Market. are both effective and protective, giving
Others predict that beauty brands rise to new must-have ingredients such
will adopt a more relaxed approach to as collagen-stabilising copper and anti-
marketing, using informal language to inflammatory cannabidiol. Pinterest’s
create a branded best friend, and take report explores a surge of interest in
a pared-back approach to packaging the potential of vitamin C to improve
and in-store presentation. Innovators the appearance of the skin and fight
pollutants, reporting a 3,379% increase
leading the way in this area include
in searches for vitamin C in skincare
on the platform. Already, brands such
as Lixir Skin, which features in The
Future Laboratory’s 2017 simplified
to engender trust. Kodak’s blockchain- beauty round-up, are creating
supported platform KodakOne and potent formulas using vitamin C.
KodakCoin cryptocurrency enables
photographers to take greater control Our analysis also shows that the rise
in image rights management. of Technology-enhanced Beauty
and its integration into consumers’
Our analysis also shows that trust and daily routines will emerge as key
ethics will be particularly pertinent in developments in 2018. Like fitness
2018’s AI Frontier as global superpowers trackers, there will be a rise in wearable
such as China and the US compete micro-technologies that help people to
to lead AI development. As we speed monitor their exposure to UV rays and
towards a new decade, consumers’ pollutants, such as L’Oréal’s UV Sense
concerns about AI will come to the fore, sensor, which was unveiled at CES 2018.
including fears around its potential Beauty brands are revolutionising retail
to become a god-like entity, its use models, using interactive augmented
in conflict zones and how it might be reality (AR)-enabled technology to
used to maintain social control. As it create immersive experiences. Charlotte
becomes more powerful, how will AI Tilbury’s in-store magic mirrors, which
be used to mastermind, dictate and feature in Cosmopolitan beauty editor
direct global wars, and who will be Cassie Powney’s column for The Future
responsible for its errors? Now is the Laboratory, enable visitors to virtually
time to ensure that your AI strategy try on different make-up styles.
is both transformative and ethical.
Image: ASOS Go Play campaign

CULTURE &
SOCIETY
There will be shifting attitudes in culture and society
in 2018, especially in relation to identity, access and
sustainability. Beyond on-demand living, 2018 will be the
year in which societies and their people re-engage.
In 2017, the #metoo movement began
to galvanise support for women’s
rights around the world and sparked a
radical rethink of dated attitudes and
practices in a variety of industries. In
2018, this momentum will continue
with the rise of Shifting Identities
and collective causes and morals
over individual empowerment.
Dated notions of masculinity will be
re-assessed by societies, individuals
and brands in the year ahead –
seen in Hims’ approach to its hair
loss prevention products, which
feature minimal branding, aimed at
Millennial men. We will explore this
further in The Future Laboratory’s
forthcoming New Masculinity series,
which will be launched in April.
With the data clusters drawing
attention to the flexible identities
and lifestyles of Generation Z and
Image: Disobedient Bodies by JW Anderson at The Hepworth Wakefield
THE TRENDS OF THE TRENDS : 2018 : 8
DATA COLLECTION
& PROTECTION
With the General Data Protection Regulation (GDPR) being
applied from May 2018, there will be more pressure on brands
to mine, analyse and use data more intelligently and effectively.
As consumers become more aware of Brands will use programmatic
the data footprint they leave behind marketing, emotion-tracking software
with every click, purchase and follow, a and AI to build smart customer data
wave of Privacy Products will emerge sets, and use this data to create instant,
in 2018. There will be opportunities for hyper-targeted campaigns or solutions
brands to create secure and simplified, that inspire and excite customers. Data
technology-led products and systems that is being used to capitalise on global
help to position them as trusted entities. and local events with brief, reactionary
Bulgari’s Vault app, fr example, uses marketing and promotional campaigns.
fingerprint-scanning software to securely Lingerie brand Cosabella uses the Albert
store users’ payment and password AI system to modify homepage visuals
details, and is compatible with the and promotions to suit individual visitors.
brand’s Diagono Magnesium smartwatch.
While consumers appear to be
Such opportunities will drive the use of comfortable with companies using their
data to generate Real-time Reactions. information in this way, a Transparency
Tracking movement will emerge in
Millennial consumers, Informal Luxury
2018 to answer their demand for greater
will emerge as more brands make
clarity around companies’ supply
accessibility a key part of their ethos
chains, processes and societal impact.
in 2018. They will create welcoming
Fjord describes blockchain technology
branded experiences and cause-related
as the solution to this trust crisis, with
campaigns to forge stronger relationships
platforms such as Everledger enabling
with younger consumers, as seen in
both businesses and consumers to track
Rapha’s convivial cycling clubhouses
the development of products along
and Swiss jewellery-maker Chopard’s
the supply chain. Elsewhere, the rise
collaborative collection with singer
of blockchain technology is helping to
Rihanna, which features Fairmined gold.
build economies – Dubai plans to have
A further principal theme in our the world’s first blockchain-powered
exploration of the trend reports is the government in place by 2020.
rise of Conscientious Politics. While
the media’s battle with transparency
will continue in 2018, platforms such
as WhatsApp will be increasingly
trusted as credible news sources
in politically complex nations such
as Malaysia, Brazil and Chile.
Image: Archive Dreaming by Refik Anadol, Istanbul
 THE TRENDS OF THE TRENDS : 2018 : 10

2018

SECTOR DATA
CLUSTERS

BEAUTY CULTURE & SOCIETY

AI & AUTOMATION DATA COLLECTION & PROTECTION FASHION & DESIGN

Images: Data clusters representing search queries from the Quid neural network

FASHION & DESIGN
Consumers and brands re-engaging with identity will shape
fashion and design in 2018, with both sectors continuing to
serve as vehicles for political and cultural statements.
As consumers globally become more
connected, the emotions, optimism
and beliefs of emerging nations will
bring Altering Authorities before
Western consumers. Our analysis
reveals the resurfacing of religious
beliefs and mysticism as an antidote to
modern, always-on and hyper-connected
living, which is inspiring brands to
explore their impact on brands and
design. Ancient spiritual beliefs will
influence consumers’ wider lifestyle,
design and fashion choices, and have
already inspired retail concepts such as
healing homeware store Hauswitch.
Digital Access will bring a new
meaning to globalisation in 2018 as
leading retail brands such as Alibaba
provide gateways to Asia for Western
brands. With about 900m people
harnessing international connections on
social media and consumers predicted
to spend £720bn ($1 trillion, €817bn) on
cross-border e-commerce by 2020, the
Image: Collection 4 by Phelan
THE TRENDS OF THE TRENDS : 2018 : 12
FOOD & DRINK
Notions such as clean eating will be considered passé
in 2018. Instead, food and drink will embrace all things
experimental, and diverge down playful and scientific paths.
Advanced Foods that are scientifically The data sets also point towards the
engineered or synthesised will be rise of Plant Palates in dining as
reframed as supporting the global food consumers look to bring sustainability
supply chain and pushing creativity in and new sensations into their everyday
technology-driven food development. diet. According to a study by food
This is shown by pioneers such as manufacturer Blue Diamond, 19% of
Finless Foods. The company grows fish UK adults say they will try a vegan or
flesh in a laboratory and its founder dairy-free diet in 2018, promoting Whole
claims that it can feed 5,000 people Foods’ trend of root-to-stem eating, where
without needing to kill a single animal. the flavours of plant proteins, flowers,
roots and leaves are maximised. Others
Meanwhile, maligned additives such highlight fruit and vegetable pulp,
as MSG will be embraced by food fermentation and colour as key trends in
innovators looking to enhance flavour 2018, while wider consumer awareness
profiles, as demonstrated by London- and expectations around transparency
based ramen restaurant Bone Daddies, and sustainability in food will transform
which uses the additive in its Tokyo organic fruit and vegetables into entry-
MSG Ramen as a tribute to the grungier level options in developed nations.
side of Japan’s ramen culture.
burgeoning cross-border bandwidth is Intoxicating Developments will
helping brands to build a global presence. bring a new kind of playfulness to food
and drink as indulgent or intoxicating
Consumers will embrace the opportunity
foods take on novel forms. These new
to influence what brands create when
interpretations will take cues from
using their data. A closer look at our
gastronomic dining, with alcohol distilled
data clusters outlines the rise of Data-
into chewable sweets and chocolate
driven Design that provides incumbent
re-invented as snortable powders. The
businesses with the opportunity to
data also reveals a rise in mood foods,
explore technology-enabled collaborations
exemplified by Monarch Airlines’ Mood
or agile approaches to production.
Food box, which features echinacea and
TrekkSoft anticipates an increase in
liquorice ice cream to boost passengers’
businesses looking outside of their
immune systems, and green tea and
industry for inspiration on how to apply
lavender cakes to aid relaxation.
innovation to their entire eco-system,
while groups such as H&M and LVMH
are creating start-up incubators to
harness the technological nous of
nascent businesses, as seen with H&M’s
Coded Couture app, developed in
partnership with Google for its digital
fashion house Ivyrevel, which enables
shoppers to design their own dress.
Image: Totomoxtle by Fernando Laposse, Mexico

HEALTH &
WELLNESS
Health and wellness will veer towards inclusivity that celebrates
the individual, inspiring consumers to forge their own wellness path
rather than follow the directions of global brands or influencers.
There will be a rise in consumers tapping
into their innermost emotions as the
Importance of Instinct becomes a
trusted tool in wellbeing. Building on the
phrase ‘gut instinct’, the link between our
digestive systems and our mental and
physical wellbeing will go mainstream
in 2018, as Pinterest searches for ‘gut
health’ increased by 251% in 2017.
There will also be more emphasis on
products, foods and supplements that
protect and support consumers’ internal
bacteria – and consequently their
mood, emotions and decision-making
– such as Thryve and Love Wellness.
Elsewhere, Holistic Health will inform
self-care in 2018. Explorations into
ancient exercises and disciplines such as
Tai Chi – up 189% in terms of searches
on Pinterest – will collide with self-
imposed moments of boredom that tease
out consumers’ inner creativity. There
Image: Ritual, US
THE TRENDS OF THE TRENDS : 2018 : 14
NEWS &
JOURNALISM
5G hyper-connectivity, instant information and the
continuing battle for the truth in journalism will be at
the forefront of 2018’s news and journalism trends.
We can expect a boom in High-tech News sources will make better use
Reporting as advances in 5G, virtual of search and accessibility to boost
reality (VR)-led news, ultra-HD videos journalism’s Attention Economy
and live streaming give journalists and and support consumers’ increasingly
consumers fresh mediums through flexible lifestyles and changing attitudes
which to distribute and discover news. to device usage, as highlighted by
Other new platforms will include Opinium. Apps will evolve to ensure that
driverless car interiors, while future content is readily available offline – an
iterations of earbuds such as the Bragi attention-capturing concept explored
Dash PRO will enable wearers to by The Future Laboratory – or in areas
select the type of news they want to with weak signal, allowing for improved
hear, avoid and explore in more detail engagement with stories. News search
through simple head movements. data will be used to generate news
headlines in real time to reveal how
members of the public are responding
to the latest global developments.
will also be more wellness interiors and
systems designed to improve wellbeing, Elsewhere, consumers’ expectations
such as those seen at Muse Residences around instant responses from brands
in Miami, which features hues of paint and services will filter into news with
inspired by nature and adaptive water hyper-personalised and localised News
and lighting systems designed to Alerts. Journalists will soon work
optimise residents’ circadian rhythms. alongside algorithms to syndicate
optimised versions of news stories
With growing gender, age and ability
to different devices depending on a
agnosticism, health and wellbeing will
user’s individual needs or the time of
filter into changing attitudes, shared
day. Users who opt in to receive push
spaces and individual capabilities.
notifications are retained at nearly
The Everybody gym in Los Angeles,
twice the rate of those who do not,
which offers non-gendered locker
according to Urban Airship. Apple’s
rooms and classes for people of all
Safari technology preview 38 features
ages, sizes and ability levels, is a prime
the Proximity Beacon API, which enables
example of this trend. This approach
users to access breaking local news,
to Inclusive Care will destigmatise
traffic updates and tailored headlines
narratives around body ideals and
based on their location and recent
personal and sexual healthcare.
interactions with news channels.
Start-up Roman is already simplifying
the process of obtaining prescription
drugs to tackle erectile dysfunction.
Image: New Museum Live, US

TECHNOLOGY
& INNOVATION
The cluster of trends data presented by our analysis
reveals 2018 to be the year in which every facet of our
lives will become connected by digital devices.
Global Device Domination will
reach record levels in 2018, when there
will be more connected devices than
humans on Earth – 8.3bn, according
to Gartner. With supercomputers and
connectivity at our fingertips, before our
eyes and accessible by voice, Trekksoft
highlights how information will be
increasingly cordless and accessible,
and our surroundings sentient, as
demonstrated by the advent of Amazon
Go and inclusive technologies such as
Google’s Pixel Buds, which are capable
of translating languages in real time.
With this increasing intuitivism, voice
commands on mobile and home devices
will emerge as the new predictive text,
heightening Activity Outsourcing
for the human brain. This will drive
questions around the impact of voice
recognition on human memory and
the brain’s ability to recall information
as it becomes increasingly reliant on
Image: Baidu Raven H film by Builders Club, London
THE TRENDS OF THE TRENDS : 2018 : 16
TRAVEL
Experience will remain at the heart of travel in 2018, affecting
how bookings are made and destinations are chosen, and
shaping the expectations of emerging tourist groups.
Already, online bookings are changing. an impact on a variety of sectors in
Time-consuming searches online 2017, will evolve into what Pinterest is
are being supplanted by peer-to- calling Throwback Travel in 2018.
peer recommendations and booking Adventure-seekers and holidaymakers
partners, according to Trekksoft, with will increasingly look to travel to long-
websites that provide the inside scoop lost destinations and ancient world
and offer a Personal Touch growing heritage sites, including the Atacama
in influence. The Future Laboratory’s Desert, Angkor Wat and Casablanca. The
Future Forecast explores the rise of impact of urbanisation on landscapes
innovative travel operators offering and remote destinations will lead to
bespoke experiences, such as Steppes the rise of extinction tourism, where
Travel, which has introduced a tour to travellers are promised a once-in-
Saudi Arabia in the company of author a-lifetime look at a soon-to-be-gone
and local expert Peter Harrigan. place, natural phenomenon or event.
A sense of nostalgia connected to Catering for the varying means of
community and culture, which had experience-chasers, New Travel
Typologies will emerge in 2018.
Fuelled by smarter technology, global
connectivity and flexible lifestyles, US
Millennial families plan to travel 36%
instant searches and natural language more and spend 19% more on holidays
processing systems. However, Bethany in 2018 than they did in 2017, according
Koby, co-founder of STEM-focused toy to MMGY Global’s Portrait of American
company Technology Will Save Us, Travelers study. Catering for travellers
believes that voice commands have the on medium-haul flights, Air France’s
potential to create a positive future. ‘I’m Joon airline offers flights aimed at
excited for the screen to disappear,’ she digital-first Millennial consumers,
says, adding that voice commands will complete with organic snacks. Interest
elevate the human quality of technology. in activities such as scuba diving will
decrease, and there will be a rise in the
Our analysis also outlines the number of travellers engaging in one-
democratisation of technology through day holidays, non-traditional activities
Design for All. In 2018 age-agnostic, such as rock climbing, and total digital
inclusive innovations will emerge detoxes instead of luxury adventures.
that can be used by all, and which
hone particular skills and support
individuality. Microsoft, for example,
is creating products that support
neurological and physical diversity,
while clothing brands such as Tommy
Hilfiger are designing garments with
seams and fastenings that make dressing
and undressing easier for wheelchair
users and people with prosthetic limbs.
Image: Westworld Set Jetting by Black Tomato
 THE TRENDS OF THE TRENDS : 2018 : 18

2018

SECTOR DATA
CLUSTERS

HEALTH & WELLNESS NEWS & JOURNALISM

FOOD & DRINK TECHNOLOGY & INNOVATION TRAVEL

Images: Data clusters representing search queries from the Quid neural network
 Do you dare to
know what the
CEO : Trevor Hardy
Chief creative officer : Chris Sanderson
LS:N Global editor-in-chief : Martin Raymond
Senior partner : Tom Savigar
Business development director : Cliff Bunting

future holds?
Head of foresight : Tim Noakes
Head of strategy : Nikki Austen

Foresight editor : Daniela Walker

Foresight art director : Aleksandra Szymanska
Foresight senior writer : Peter Maxwell, Rhiannon McGregor
Foresight creative researchers : Jessica Smith, Rachael Stott
Foresight picture assistant : Holly Friend
Foresight video editor : David McGovern

Strategic insight director : Philippa Wagner

Strategic research director : Sebastien van Laere The Future Laboratory is a world-leading
Strategy directors : Rachele Simms, Meredith Smith
Strategists : Emilie Riis, Olivia Stancombe
strategic foresight consultancy specialising
Strategic Foresight senior writers: Kathryn Bishop, Rebecca Coleman in trends intelligence, strategic research
Strategic researchers : Victoria Buchanan, Karli-jade Fontiverio-Hylton, Amy Nicholson
and innovation strategy.
Production planner : Madeleine Watts
Senior sub-editor : Ian Gill
Designer : Queenie Wong
We make businesses fit for the future
Creative artworker : Neil Rees by empowering our clients to make
Creative consultant : Lucinda Chua
Visual researcher : Amy Sellers the right decisions, mitigate risk and
Head of sales : Laura-Jane Clark reduce uncertainty.
Business development manager : Amanda Ogeah
Senior account manager : Sam Schneider
Account managers : Thomas Rees, Alena Joyette Make a better future happen today.
Commercial director : Samantha Walker
Projects and events manager : Philip Franklin-Slattery
Senior project manager : Carly Woods
Digital marketing manager : Rodrigo Tobal
Marketing executive : Louise Lee
Asia-Pacific regional manager : Jen Sherrin
Asia-Pacific account manager : Emma Wilkinson-Beards

The Future Laboratory

26 Elder Street, London E1 6BT, United Kingdom
Phone: +44 20 7791 2020
Email: office@thefuturelaboratory.com
thefuturelaboratory.com
The Future Laboratory is a world-leading strategic foresight consultancy, specialising in trends
intelligence, strategic research and innovation strategy. We make businesses fit for the future
by empowering our clients to make the right decisions, mitigate risk and reduce uncertainty
Contact : For further information on all our services please contact
laurajane@thefuturelaboratory.com or call +44 20 7791 2020.
Follow us: @TheFutureLab
Subscribe to our trends intelligence platform: LSNglobal.com