With so much changing so quickly, who can really predict where we’ll be by 2028? For our newly released Macro Trends 2028, we begin with what we do know, exploring the deep-seated emotions behind these signals to uncover the priorities that lie ahead.

Despite claims of a retreat from hedonism, generations young and old are actively reevaluating their relationships with sex, subverting norms and reimagining its purpose to best honor personal needs.

It’s been the summer of Love Island, Materialists, the Tea app, “mankeeping,” and AI companions, where relationship discourse seems to have reached a fever pitch.

It's been said that by the time someone reaches age 40, 80% of their weekly purchases are the same.

Preparing for the 2026 back-to-school season is getting more complex, driven by shifts like AI’s impact on learning, budget pressures, and evolving shopping habits.

The current state of the market can be summed up by two trends: a decline in spending at fast-food restaurants and on luxury fashion.

Weddings aren’t the cultural centerpiece they once were, and a relationship recession spells more trouble for the industry ahead.

Girlhood is having a cultural moment—part celebration, part oversimplification

We are entering the era of “soft clubbing”—a shift led by a generation losing interest in traditional nightlife

High-energy, palpable sense of human resilience, significant international influences.