SOON Future Studies

“Barbiecore comes at a fascinating intersection of post-pandemic dopamine-dressing, the political clusterfuck of Roe v Wade, and [the] post-#MeToo era, which is resulting in this fierce, larger-than-life femininity feeling so incredibly ‘now’,” says SOON Futurist Tully Walter for Broadsheet Media

Taking a moment to celebrate our busy team at SOON Future Studies. First as a finalist in the B&T Awards for Research Agency of the Year. And Secondly our Research director Tully Walter will be joining a panel at SXSW Sydney, talking brands, culture and influence. Learn more about the discussion here: https://lnkd.in/gCeeEM2Z James Mackinnon Andrew Mackinnon Kate Prowse

Thrilled to share Campaign Brief's write up on SOON Future Studies and Broadsheet Media latest collaboration, “A Tale of Two Cities.” The Report dives into the pressing issues of our times: Climate Crisis on a Budget, New Age Living, and being Connected but Disconnected. Plucked from the 2024 Broadsheet Survey and enriched with strategic foresight from SOON Future Studies, the report sheds light on how brands can navigate these evolving cultural trends. A couple of the key findings: - Cost of Living is now the top concern for 40% of Australians, up by 10% from 2022. - Climate Change concerns have halved to 13%. - 75% of Broadsheet readers value screen-free time as essential or very important. - Younger audiences are lonelier, facing more obstacles in making friends compared to older generations. - Population ageing and declining birth rates are reshaping our urban landscapes. To go deeper into the findings and uncover the opportunities for brands to connect with the future, download the report via the link on the Campaign Brief article. https://lnkd.in/gW9Rr4Md Tully Walter Wilmarie Deetlefs Roya Lines Tri Nguyen James Mackinnon Andrew Mackinnon Kate Prowse

Future Cities 2024: a collaboration between SOON Future Studies and Broadsheet Media. In a world of constant crises and divergent megatrends, humans face heightened uncertainty. Emerging technologies, demographic shifts, and changing societal values are crucial for understanding the future. Polarized forces like AI's rise amid a loneliness crisis, or climate change during rising living costs, create complex challenges for individuals and organizations. Despite these complexities, understanding these trends offers insights and strategic foresight to adapt and innovate. In our third edition of Future Cities: A Tale of Two Cities, we have analysed these global megatrends in conjunction with survey data from the @Broadsheet_melb audience, to uncover opportunities to connect with future brands, communities, and consumers. Download the Report for free on our website here: https://lnkd.in/gm9czXg8

It can help us find meaning, forge connections and feel safer in periods of uncertainty and rapid change. It’s why the Art Nouveau movement flourished amid the Industrial Revolution. And it’s why today – in a tangle of crises that need not be named – nostalgia is all around. SOON’s Futures Director Tully Walter spoke to InStyle about the social and cultural trends driving today's nostalgic zeitgeist, while posing a few predictions on what might come next. Read her insights and predictions: https://lnkd.in/g9qN3qKz Images: Schiaparelli Couture Spring 2024.

"Mellow yellows feel especially soothing because of the adjacency to our natural world. From sunlight to wattle buds, right through to soft sand between our toes, there’s a visceral link between the colour and our human evolution that’s both comforting and energising – something we’re craving in our wardrobes and lives,” Tully Walter chatted with Broadsheet's Alice Jeffery on the neuro-aesthetic powers of the season's cosiest colour. https://lnkd.in/gfuyUvKF

Our sister company The Taboo Group is heading to SXSW! Join Andrew Mackinnon and James Mackinnon as they step onto the stage to share “TABOO by Design: The Power of Provocation in Brand Experience." ✨ March 8th, 4-5pm, JW Marriott Hotel. Andrew Mackinnon James Mackinnon The Taboo Group

Friends of SOON Bryony Cole and Steph Clarke are hosting a dive into a topic close to our heart: The Future of Dating. Taking a look at the paradoxes that currently exist in love in an age of loneliness, apps in an age of ai, and fun in an age of fear, it's sure to be a juicy conversation! Make it a date, Melbourne! Wednesday 28th Feb at 6pm. Tickets here: https://lnkd.in/geuku9SJ Andrew Mackinnon Tim McNamara

Partnering with the fair launch trailblazers at EQL, we are proud to present the 2024 Fandom Forecast. For a glimpse into the key cultural forces driving commerce and community, download the whitepaper below. 💡 Tully Walter Wilmarie Deetlefs Audrey Fairbrother Mitchell Holder