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Rapid Urbanisation

The growth of urban areas is taking its toll on the environment, exacerbating everything from pollution to the loss of green space.

Foodie Fandoms

Demands to tackle the global climate crisis have accelerated.

Polarising Politics

Political attitudes are becoming more polarised, affecting issues such as social justice and climate change.

Growing Digital Connectivity

Digital connections are making it easier to play with identity and engage with other cultures and communities.

Rise of Protectionism and Nationalism

Sentiments of protectionism and nationalism were heightened during the pandemic, and countries and people looked to protect their own.

Multipolar Worlds

Populations are becoming more diverse, meaning that communities and identities are shifting.

Processed Obsessed

People are scrutinising what it means for food and drink to be ‘natural’.

Fermented Fashion

People are looking for even more natural, authentic, and trustworthy routes to gut health.

The Cultivate Engine

Changing Life Stages & Household Structures

The mass shift to remote working is disrupting routines and turning homes into multi-use spaces.

Growing Digital Connectivity

Technology is heightening the expectation for smooth brand experiences - from customer service to delivery and accessibility.

Rapid Urbanisation

The growth of urban areas is making room for infrastructure that prioritises convenience, such as streamlined and fast delivery.

Epidemics and Diseases

COVID-19 restrictions disrupted everything from the daily commute to shopping habits. It also forced companies to offer new ways of accessing products and services without venturing in-store.

Shopper Insights

Market Insights

Market Insights Performance