// Hyper-Liquid. In the past decade, members of our team studied this modernity duality between the hiper and liquidity as a major paradigm oversseing macro trends. A cross between Bauman´s (2000) work on Liquid Modernity and Lipovetsky´s (2006) reflections on hyperconsumption and hypermodernity, it highlights how we want everything bigger, better and faster, as well as liquidity of major structures like time, space, family. Concepts, structures and practices become ever more fluid and liquid.

// Permacrisis, was chosen as word of the year in 2022 by the Collins English Dictionary. From pandemics, to war, inflation, socioeconomic challenges from the current stage of capitalism, and control struggle of time, this driver is affecting different cultural macro trends around the map.

// Climate change is a major driver highlighted by different entities, from The United Nations Economist Network, to PWC, Statista, and both the Wold Economic Forum and the European Council underline that “we are hotter” or living in a “global hothouse“, while DHL also points to environmental sustainability (among others).

// Energy. Nature and green energy are also two major topics pointing for the need to put address nature´s needs and developing green energy. The European Council and Statista both also address the topic of energy.

// Demographic change is also growingly impacting the world in terms of living space and choices, resources and the future of humanity. The United Nations Economist Network, PWC, Statista, and the European Council with the “we are more, but where“, or the European Council when addressing a “particularly population ageing“, all point to these shifts and challenges.

// Urbanization is still a major driving force, even despite opposing movements. The number of people inhabiting cities/mega-cities is growing.  The United Nations Economist Network, the European Council, and Statista, all address this movement.

// Fast Tech, technology is been developing in a fast growing pace, even more so at a digital level. PWC highlights “technological disruption, The United Nations Economist Network discusses “the emergence of digital technologies”, and Statista also addresses technology.

// Connection and Digitalization, the first being addressed by the European Council in terms of a highly connected society and DHL talks directly about digitalization. We are more connected with each other, institutions/brands, data, realities and gadgets. Also, digitalization is only an increasing process.

// Systemic Action is a form of social or even “citizen action“, as the World Economic Forum underlines (having Terra Incognita from Goldin and Muggah as its highlighted source for the different mega movements). While The United Nations Economist Network highlights “inequalities”, DHL talks about social (and governance) sustainability plus diversity and inclusion.

// Global Unrest, political structures have been under increased scrutiny and polarity has promoted unrest, alongside with the “geopolitical instability” in different corners of the planet – a major expression of this is the Russian-Ukrainian war.