The Future Laboratory

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Targeted Skin-Tightening Concentrate A43 by Typology, Paris Day Serum Prevention & Protection by Gezeiten, a skincare company powered by marine biotech & chronobiology, Germany Inside the Report Expert Contributors The Ordinary's The Periodic Fable™ campaign replaces elements with 49 beauty buzzwords to expose the pseudoscience behind skincare marketing.

The Future Laboratory and Together Group hosted an exclusive breakfast briefing at The Roof Gardens to explore the emerging longevity category through the lens of beauty, health and wellness. Bringing together pioneering voices, we discussed what longevity means in practice and how brands can respond to evolving consumer expectations. We were delighted to be joined by Lucy Goff, founder and CEO, LYMA; Cindy Palusamy, founder, CP Strategy; and Luca Del Bono, founder and CEO, ONDA.

This report examines how the content we consume, the communities we join, the products we buy and the recommendations we follow act as signals of affiliation that shape how we understand ourselves and the world around us. Complete the form and be the first to know when our new report, The Future of Discovery, is live.

This recalibration extends to influence itself. We are moving into what I term The New Creatorverse, where AI is redrawing the lines of ownership and co-creation. The old model, where brand deals accounted for nearly 70% of a creator’s revenue, according to Goldman Sachs, is feeling increasingly transactional and hollow.

Their behaviours are not technophobic, but reflective of a growing cohort of informed sceptics who understand exactly how technology works and resist it precisely because of that knowledge. They are motivated by a crisis of autonomy – feeling their time, attention, thoughts and even identity are no longer their own. This brings the tension between human and machine to life – as explored in The Future Laboratory’s The Synthocene Era macrotrend.

The Cybersmile Foundation, The Forced Feed Campaign, Photography by Theodore Alexander Marks What's in the report? : Agency and autonomy : Resistance is not a rejection of tools but a reclamation of agency. : Cognitive function : Beyond time, they feel their capacity to focus is being permanently altered by technology.

As at many recently attended events, presentation times for speakers had been reduced to a maximum of 20 minutes (TED style) and so the day-and-a-half programme featured nearly 30 keynotes, panels and interviews.

On 27 April we attended the Walpole British Luxury Summit. The agenda focused on the future of luxury in an increasingly unstable market and The Future Laboratory’s co-founder Chris Sanderson shared our latest thinking on new trends in food and drink.

The Future Laboratory has partnered with UK-based Arbor Communications to launch our Rebranding Sustainability series. In this In Conversation overview, Fiona Harkin and Stephanie Turner, co-authors of the report, unpack the ideas reshaping one of the most debated topics in business today. Watch to hear how sustainability fatigue is being challenged with bold new thinking and how to reframe sustainability through the lens of brand strategy. Sustainability is dead.