The Frame Vol. 01

The Frame Vol. 01


This is the first full issue of The Frame.

Over 90 pages, it explores 15 key trends across five categories – Values & Relationships, Home & Lifestyle, Media & Communication, Style & Beauty and Retail, Leisure & Experiences – to help you understand how culture is changing and outlines the six macrotrends that not only underpin these trends but, we believe, will continue to drive cultural and societal changes over the next 1-3 years. 

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In this issue, we’ve explored how (and why) crowdsourced storytelling is moving into mainstream media, what the growth of accessible veganism says about masculinity, attitudes towards money and environmental awareness, and how new physical experiences are offering an antidote to the ‘mindfulness’ approach to wellness. 

We’ve discussed the repositioning of menopause as an empowering life stage, what the growth of virtual spaces as places to socialise and trade virtual goods means for both people and brands, and how disruptor businesses are looking to integrate commerce with community in an attempt to bring together increasingly fractured societies. 

We’ve spoken to cultural experts and to the brands, businesses and people at the forefront of these movements to understand what larger forces are driving them, and to help inform our view of what these indicators of change say about society more broadly (a full list of contributors can be found at the back of the report). 

Most importantly, we’ve outlined what each trend says about the way culture is shifting, and how brands and businesses should look to harness this change. 

Welcome to The Frame.