You're just a click away from our annual forecast of 100 trends that will change the world.

The Future 100 2024 teaser video 2

Which of the 100 trends in the report caught our eye the most?

Here they are.

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#38 Brand Jesters

Majority of global consumers want brands to be funny, with 90% saying that funny brands are easy to remember. Humor might be a vehicle to talk even about difficult issues with ease.



#64 Community-centric retail

A community feel is helping shopping areas to flourish. Retail districts that find creative ways to help people reconnect can fill in the gaps left by disappearing shared public spaces.

Fertility health


#86 Fertility Future

Emerging technologies will give parents more control over when, how, and with whom they have children - and have the power to change the very fabric of future families.



#93 Generation AI

AI’s influence could be profound for the youngest of generations. The generation AI, born into a digitally advanced world, could be the most emotionally engaged, creative, and purposeful generation so far.



#11 Identity economy

A new economy is forming around digital personas. For content creators and influencers, digital personas can offer unprecedented reach and scale.



#2 Collective recharge

Peach Fuzz is the soft, dewy, and comforting shade that Pantone has selected as its 2024 colour of the year. People are encouraged to slow down to better reconnect with themselves and others.

Let the Future 100: 2024 report inspire you, too.

Have questions? We're here to help

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Michal Pánek

CXM Consulting Director

Kristyna Ochvatova

Kristýna Ochvatová

Chief Strategy Officer at VML

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