New trend report: The Future 100: 2021

Culture: New gaming frontiers. Gaming is no longer just for gameplay; traditional gaming spaces are transforming into cultural centers where people can virtually gather for community, entertainment and business.

Tech & Innovation: Data sustainability. Climate-change conversations tend to fixate on physical waste, but what are the environmental implications of rising data usage?

Travel & Hospitality: Isolationist travel. Preference for destinations that offer nature, adventure and solitude are on the rise.

Brands & Marketing: Branding together. A new class of leadership sees brands putting aside competition and instead collaborating to tackle social and environmental challenges.

Food & Drink: Ghost kitchens. “In the same way that, in the last five years, third-party delivery has helped to define the restaurant industry, the next stage of that evolution over the next five years is going to be ghost kitchens and other forms of distributed production,” Euromonitor’s global head of beverages and foodservice research Michael Schaefer tells Wunderman Thompson Intelligence.

Beauty: Intersectional beauty. Politicized consumers and the Black Lives Matter and intersectional feminism movements are highlighting underrepresentation and calling beauty brands out publicly.

Retail: Live commerce. Retail-tainment moves online with engaging, tailored shopping experiences for digital-first consumers.

Work: Micropreneurs. Budding entrepreneurs are creatively kick-starting new businesses—and the economy.

Health: Immunity wellness. Wellness offerings are expanding to incorporate immunity strengthening elements for consumers who want to boost their defenses against viruses.