The Future 100: 2020

Culture: Optimistic futures. The past years have left societies worldwide adrift in unsettling political, environmental and economic times. Now, from Pantone’s spring/summer 2020 color palette to Lego’s challenge to “rebuild the world,” brands are offering a measured and thoughtful outlook on the future.

Tech & Innovation: The privacy era. With brands’ use of data largely perceived as underhanded and unethical, new course-correcting efforts point to a future where consumers own their data and are in full control of their digital identities.

Travel & Hospitality: Biocontributive travel. A wave of new initiatives in the travel industry are actively shifting to carbon-positive practices, indicating that the future of travel, tourism and hospitality will be rooted in conscious environmental contribution.

Brands & Marketing: Unconventional brand actions. Brands are finding success among an increasingly values-driven consumer base with unexpected moves that go against the capitalist grain to underline their commitment to social and economic causes.

Food & Drink: Anti-instagram interiors. Restaurants are turning away from the predictable and monotonous design vernacular fetishized by social media, instead creating dark and intimate spaces that prioritize in-person interaction over digital sharing.

Beauty: Blue beauty. Beauty brands are looking to the ocean for mindfully-sourced marine ingredients that align with consumers’ desire for natural and sustainable products.

Retail: Ethical edits. As ethics are becoming a key determinant in purchase decisions, brands are curating products by value to help consumers shop purposefully.

Luxury: Cannabis consultants. As cannabis culture becomes increasingly refined, experts are offering connoisseurship services to discerning customers.