INDIVIDUALISATION: At the consumer level, things can’t be individualised too much. Personalised offers are becoming the norm and define premium products. On a social level, we are looking for a new balance, for the ‘we’ within the ‘me’. The longing for cohesion and genuine, human relationships has never been greater than it is today.

NEW WORK: In times of greater uncertainty and dynamic markets, companies need to become more flexible. Agile working methods and non-hierarchical approaches are reaching the corporate world. The individual talents and passions of employees are taking centre stage in order to develop their full innovation potential.

NEO ECOLOGY: Even if the topic of sustainability is not currently at the forefront of social discourse, climate change and its consequences remain the greatest challenge facing humanity. Planet-centricity is therefore moving to the core of business models. The European Green Deal, which envisages climate neutrality for Europe by 2050, is a transformation with a clear deadline.

KNOWLEDGE CULTURE: In times of radical change and technological disruption through AI, people need constant reskilling. Meta-skills such as curiosity and creativity are taking centre stage. Playfulness, a hands-on and experimental approach, is becoming the new guiding principle for organisations.

HEALTH: Health is wealth. Health awareness is on the rise – and with it the willingness to invest in body and mind. Mental health is increasingly becoming the focus of attention, including in occupational health management. In addition, longevity is developing into a dynamic future market.

GLOBALISATION: Even if nationalisms are currently on the rise: Globalisation continues. The exchange of goods may be declining in certain markets, but ideas are travelling around the world all the faster – be it via social media or through global collaborations. This also opens up new opportunities for smaller, local providers. The future is glocal.

GENDER SHIFT: Traditional gender roles are becoming obsolete. The future is diverse – in companies too. There, greater diversity leads to numerous positive effects – from higher employee satisfaction to greater profitability, as studies have impressively demonstrated. Diverse perspectives lead to better ideas and decision-making.

URBANISATION: People continue to be increasingly drawn to cities and their outskirts. According to forecasts, around 75 per cent of the world’s population will live in urban areas by 2050. As a result, consumption patterns will change in favour of innovative services (sharing economy) and greater demand for convenient, fast and sustainable solutions.

SECURITY:A connected world offers more opportunities, but also more dangers. Companies can be hacked, identities stolen and privacy violated. And what is real in the face of deep fakes? There are also growing geopolitical risks and flashpoints. Overall, people’s need for safety and security is growing.

CONNECTIVITY:Artificial intelligence, advances in robotics and the creation of digital twins are ushering in a new age of networking. Many things will be automated in the future – in production as well as in work processes, for example when so-called AI agents take over routine tasks.

MOBILITY:Mobility is an expression of individuality and is becoming even more dynamic as a result of social change. New forms of work such as workation are multiplying the centres of life. Autonomous driving, shared mobility and countless delivery services enable a ‘life to go’. The booming new space economy is also opening up outer space as a new future market.

SILVER SOCIETY:Despite their advanced age, people are becoming younger in their behaviour and are taking advantage of the freedoms of non-retirement. Tapping into the potential of youthful old people is a great opportunity for society and the economy. At the same time, new needs are creating new requirements for products and services that appeal to all age groups in terms of universal design.