THE PURPOSE OF OUR DESIGN FORECAST IS TO SERVE AS A USEFUL TOOL TO CREATE ENGAGING, UNIQUE, AND LONGLASTING SPACES AND BRANDS. WE RESEARCH AND VISION HOW BEST TO DESIGN FOR TARGET MARKETS, DIFFERENTIATE, AND ACHIEVE LONGEVITY. WE TEST AND SPOTLIGHT THE LATEST PRODUCTS AND PLACES AND REPORT ON NATIONAL AND GLOBAL TRENDS IMPACTING OUR INDUSTRY.
OUR FORECAST WAS BORN FROM AN HONEST INTENT TO ADD VALUE AND BE A COMMITTED CUSTODIAN OF BRIGHT IDEAS, INNOVATIVE THINKING, AND SHARING FOR A GREATER GOOD.
2023 + beyond 7
demographic snapshot | 2023 8
boomers | 9
gen x | 10
millennials | 11
gen z | 12
alphas | 13
multigenerational living 14
space tourism 15
celestial bodies 16
1000 hours outside 17
social wellness 18
brand story 19
brand ritual 20
curated convenience 21
regenerative capitalism 22
win win brands 23
proximity coworkers 24
ai generated art 25
metaverse architecture 26
digital humans 27
playful nostalgia 28
unique stays 29
visionary thoughts 30 -31
As we launch our first Design Forecast of the year, we are looking to the forces that drive us all to pursue change and shifts in perspective – macro trends. These trends usher in big themes that will stay with us for a longer trend cycle, and eventually dictate the more specific micro trends to come. If macro trends are the Titans – micro trends are the gods that follow.
Our collection of macro trends which we share in this Feature come together under a loose theme that is best summed up in the following Greek Proverb:
"A society grows great when old men plant trees whose shade they know they shall never sit in”
The macro trends in this Feature seem to be an exploration of what kind of ‘trees’ we will plant. Society is teetering on a point where futureproofing and progress are on the minds of many, and we are like teenagers experimenting to see what works, and what consequences will unfold. This mood accompanies a demographic shift which sees Boomers with time and money to fund new ventures influenced by the open and pragmatic Gen Z – leaving Gen X and Millennials in the middle to put the plans and money into action.
Through this macro exploration, themes of perspective, wellness, branding, purpose, technology, and play emerge. We are ever-optimistic about the future.
1946 – 1964
age
59 – 77
Boomers are the generation of Woodstock, free love, and marching on Washington. ‘Ok, Boomer’ gave them a bad rap, but this generation is entering years where they have time, money, and incentive to reflect on their past experiences to create a better world.
1965 – 1980
age
43 – 58
In 2023, Gen X is divided between being parents or grandparents, entering the prime of their careers, or preparing for retirement. This generation is at their peak years of influence in all realms – career, social, political, and family life.
1981 – 1996
age 27 – 42
Millennials are the only generation who grew up with technology, but also remember the times before computers and smartphones. Part of this generation was raised by Boomers and part by Gen X parents. These splits bring a valuable perspective to this gen.
1997 – 2012
age 11 – 26
Gen Z grew up watching both their peers and the Millennial generation above them in realtime on YouTube and social media. This early and consistent exposure to all that life offers has instilled a confidence in this gen about what they want. The oldest are starting to have kids!
2013 – 2028 (?)
age -5 – 10
This generation is being raised primarily by younger Gen X and Millennials who strive to give their kids the things they had and compensate for the things they lost. They may be raised with a focus on limited screen time, outdoor play, an early focus on nutrition, and not over-scheduled.
MULTIGENERATIONAL LIVING |
This generation may be interested in multigenerational living from a caregiving perspective, either as the caregiver for aging parents, or in some cases, they are the ones receiving the care from adult children. Another circumstance is Boomer parents living with adult children to help with childcare for their grandchildren. Boomers value their independence and will strive for living situations that still offer them some level of private space. Economic conditions are another factor.
WELLNESS | Boomers have become more interested in wellness as they age and are open to holistic and alternative approaches. This generation prioritizes maintaining an active lifestyle as preventive medicine toward aging. Boomers have embraced wellness tech and use apps and wearables to track fitness and other health metrics.
SPENDING
TIME OUTDOORS |
Boomers remember the rise of environmentalism and have a strong affinity for appreciating and protecting our natural resources. As this generation gains more leisure time, they are seeking to experience the outdoors through adventure travel and outdoor activities like cycling and hiking.
BRAND | Boomers are traditionally loyal to brands.
MULTIGENERATIONAL LIVING | Gen X may seek out multigenerational living situations to create a built-in support system for childcare and other household responsibilities. This ability to pool resources (and time) gives Gen X access to more flexibility and financial freedom. This generation may even invest in a shared property with family.
WELLNESS | This generation is focused on self-care to manage stress and emotional wellbeing. Work-life balance is an important component of overall wellness for Gen X, and they prioritize having a flexible schedule to allow time for wellness pursuits.
SPENDING TIME OUTDOORS | Gen X uses time outdoors as self-care and family time. They see outdoor time as doing double duty to support both physical and mental health. This generation may integrate technology by using outdoor-geared apps.
BRAND | Gen X is more pragmatic in their approach to brands. They value functionality and practicality. Gen X is also likely to research a brand’s reputation before making a purchase.
MULTIGENERATIONAL LIVING | This gen is attracted to the same economic and logistic drivers for multigenerational living as Gen X, but with an added element of valuing the social and communal aspect. Millennials may be drawn to multigen living to strengthen family bonds or build an intentional community of likeminded people living together.
WELLNESS | Millennials have grown up with an emphasis on wellness, though what wellness means has evolved throughout their lifetime. This generation is likely to key in on mental health as a primary driver for overall wellness and may participate in activities like therapy and mindfulness.
SPENDING TIME OUTDOORS | Millennials are focused on the experiential nature (pun intended) of being outside and using outdoor activities to explore and spend time being social. This generation sees value in disconnecting from technology to connect with nature. Millennials may be the generation responsible for the current indoor houseplant craze and bringing the outdoors in. This generation is emphasizing the importance of outdoors as they raise their children.
BRAND | Millennials are drawn to brands that are purpose-driven and authentic.
MULTIGENERATIONAL
LIVING
| In 2023, Gen Z is divided between children living at home and adults old enough to live on their own. Many of this generation are living on their own for the first time, but with the onset of the ‘work from anywhere’ movement, it’s easier than ever to move back in with family to save $ during the early years of their careers. It will be interesting to observe how this generation continues to approach multigenerational living.
WELLNESS | Like Millennials, Gen Z is focused on mental health as an essential component to wellness, but this generation may be more open about discussing mental struggles and seeking supportive resources. This generation sees societal issues as a part of overall wellness and will seek out brands and resources that match their values.
SPENDING TIME OUTDOORS | Gen Z sees spending time outside as a way to have experiences and make memories. This gen tends to gravitate toward outside the box activities they can do with friends and take videos to share on social media.
BRAND | Like Millennials, Gen Z is drawn to brands that are purposedriven and authentic, but with a further emphasis on diversity, and social media.
MULTIGENERATIONAL LIVING | This generation is still made up of kids, so they all live with their adults still! However, due to a rise in multigenerational living, these Alphas may grow up around parents, grandparents, and other extended family members all living under the same roof. It will be interesting to observe how this influences the Alphas as this gen grows up.
WELLNESS | Alphas are growing up in a world where wellness is mainstream. More parents are focusing on introducing healthy habits to children at a young age, and this generation’s parents are emphasizing healthy food (without being an ‘almond mom), exercise, and limited screen time.
SPENDING TIME OUTDOORS | Alpha parents are prioritizing teaching their kids to value nature and spend time outside as a way to play, manage stress, avoid screen time, and teach fitness and movement habits.
BRAND | It’s early to take a firm stance on Alpha’s attitude toward brand, however, the concept of ‘authenticity’ is trending toward true transparency, and we may see this be a point of differentiation as Alphas grow up.
The rising cost of housing, childcare, eldercare, and living in general will lead to extended families banding together under one roof. The flexibility of remote work allows families to relocate to live in the same city. In multifamily, we may see multigenerational families choosing to live together in the same communities, or in the same unit. Family, or multi-gen units or townhomes designed with a mother-in-law suite featuring a secondary living space with a kitchenette could become a desired product in the future.
Space tourism is quite literally providing us with new perspectives of our planet. The “Blue Marble” photograph of Earth inspired the environmental movement of the 1970’s, since it was the first time people were able to visually grasp the magnitude and beauty of Earth. It is likely that as space tourism becomes more mainstream, we will see a similar emotional reaction to protecting the planet.
The very first photograph of Earth from space | October 24, 1946
As we explore outside our earth, we will be inspired to explore outside our bodies - perhaps via spiritual avenues such as meditation, psychedelics (many of which are being prescribed legally), AI, and virtual reality.
Moonly is an astrology app that notes the current energies of the lunar cycles and has recommended wellness practices to accompany the changing moon
Tide Clocks help people track the progression of the ocean tides
Standard Dose, a wellness boutique in NYC, brings the illusion of the sky into a windowless space with the CoeLux artificial skylight
As people are seeking to find true wellbeing, they are looking to nature to model their behavior and connect deeply with a higher source. People are looking to the sky to sync their bodies, minds, and spiritual practices to the celestial bodies. There is increased interest in aligning the body with the cycle of the sun. This is also known as the circadian rhythm – the 24 hour cycle that includes the sleep-wake cycle. The sun is being heralded as a source of healing (called phototherapy) for skin conditions such as psoriasis and eczema, jaundice, increasing vitamin D, and mood + sleep disorders. People are becoming more aware of how the cycle of the moon effects mood, health, relationships, and workflow. New tools and brands are emerging to guide people to sync their monthly activities to the cycle of the moon for enhanced results.
Glamping tens and cabins often feature star gazing windows above the bed
1000 Hours Outside is a for-profit, social good company and movement. It is a small family business focused on matching nature time with screen time. On average, kids consume media through screens for 1200 hours a year, and 1000 Hours Outside seeks to match this with time in nature. Influencer parents and their kids can be seen posting their #1000hoursoutside adventures on social media – showcasing the careful balance they are trying to cultivate between screen time and outside time.
As the new generation of children are being raised with this emphasis on play, exploration, and nature – we may observe a shift in our relationship with technology going forward.
The sauna is shifting from a tucked away, private back room for one person, to a prominent location adjacent to a pool or fitness, or in a dedicated social wellness space. These saunas are designed for multiple users, are coed, and sauna-goers wear their swimsuits. The next evolution of the sauna will often be paired with access to a cold plunge for the benefits of contrast therapy. Design two cold plunges next to each other for a social experience.
Brands that come alive off the 2D realm of the screen and into the 3D reality of our lives reach us on a more tangible level. The Gen Z favorite lifestyle brand and site, Woo, is a prime example of this. With a purpose rooted in ‘feel good content’ and a ‘mission to turn generation anxious into generation zen,’ Woo has created a shopping concept and media platform. Readers can find articles spanning topics including: undiscovered penguins, satellite mapping, the 40th birthday of the Air Force One, breath work exercises with an aesthetic ambient vibe, and a shop that asks ‘I need help with…’. Woo makes wellness approachable and accessible with quick social media studies like ‘how to connect with your inner child’ and other topics that contribute to a safe and positive space and community.
Brands that create an aspect of ceremony or ritual to their product experience become a more intimate part of the user’s lifestyle. Futuremood’s mood-enhancing Aura Sunglasses arrive beautifully packaged with a ‘first dose guide’ that instructs the user to play the Spotify playlist that accompanies the sunglasses, light the incense match, face east, center your mind and breathe, and then let the sunglasses take effect. Spotify releases ‘Spotify Wrapped’ at the end of every year. Users are able to view a graphically pleasing and shareable recap of all their top listening stats. It’s become a looked-forward to ritual among Spotify users every year. The Honey Pot is a company specializing in feminine care products powered by herbs. They position their products as ‘rituals’ sold in kits that turn an essential hygiene and care purchase into a ceremony.
Though online shopping is certainly here to stay, it has been fascinating to watch the return to brick + mortar – especially as digitally native brands find their place in physical retail. Shoppers are exhausted by the endless choices online shopping has to offer, and curated bodegas or department stores like Foxtrot and Neighborhood Goods offer the convenience and experiential practice of shopping for a thoughtful selection of unique goods all under one roof. These shopping experiences are quick enough to undertake as a quick pop in on the way home, and shoppers feel the surprise and delight of a constant rotation of new products and brands.
Regenerative capitalism is the concept of looking at the processes by which the universe maintains healthy and sustainable ecological systems and applying those strategies to economic systems. Put simply, regenerative capitalism refers to business practices that restore and build rather than exploit and destroy.
This concept is a step beyond net-zero – it is about leaving a net-positive impact. Futurethinking businesses and consumers won’t settle for ‘doing less harm,’ they want to have a positive and lasting impact on the world around them. Nature is the system that regenerates seamlessly with no waste. The concept of biomimicry – emulating nature as closely as possible in all our human created systems – is the solution. Cracking the code to figure out how to apply these principles within a profit model is the challenge.
Alter Eco chocolate is committed to cacao cultivation that has a positive impact on the planet. They do this through regenerative agriculture - a holistic approach to growing food that replenishes the soil as crops are grown. The cacao is grown alongside cover crops, native crops, and with plenty of mulch and compost to build the soil.
Design graduate Kukbong Kim has developed a paint, called Celour, that is made from demolished concrete. The paint is capable of absorbing 20% of its weight in carbon – it can sequester 27 grams of CO2 for every 135 grams of paint used. To put it in perspective, that is the same amount of carbon dioxide that a normal tree absorbs per day.
Future forward brands give back –but not just through donating a percentage of profits. These ‘win win’ brands create positive impacts through the production or use of the products.
WhatIF Foods is reimagining classic foods with new ingredients. These ingredients are made up of regenerative crops that improve soil health as they grow. The star ingredient is BamNut – a crop that grows easily in poor soil with little water that needs no fertilizer or pesticides. BamNut also rebuilds soil as it grows.
