SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet.
Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers the cues shaping tomorrow, by following the cultural fringe of today.
SOON has launched to enable organisations, corporations and policymakers to stay ahead of trends and be well positioned for future opportunities. Publishing regular, themed reports, SOON also provides custom solutions for clients with a focus on lifestyle and cultural trends, as well as human behaviours.
As one of the only futurist agencies looking three to five years ahead, its research uncovers actionable information that guides companies through insight and foresight, trend analysis and scenario planning.
SOON’s inaugural report Future Forecast 2024 reveals the global drivers of change and the emerging trends transforming how Gen Z and Millennials will approach work, travel, food, gaming and shopping in the future.
Exploring seven key themes – Life Wellbeing, Retail Revival, Meta-Worlds, The Age of Awareness, Post-Growth Paradigm, Reworking Work and Revenge Travel – it uncovers emerging mindsets and behaviours unfolding over the next few years.
The future forecast takes our highly polarised world into consideration from a youth perspective: from predictions surrounding the Metaverse revolutionising every area of life; psychedelics becoming a seven billion dollar industry; mental health and financial wellbeing forming part of the education curriculum to retail stores of the future becoming community hubs.
Andrew Mackinnon, who brings to the role more than 20 years experience across creative strategy, cultural trends and brand building, said joining forces with Owen has been an eye-opening experience.
“Sarah is the best in the business. It’s been incredible to see what she’s already uncovered in our Future Forecast 2024 report, particularly during a time of constant change and uncertainty. While predicting the future may seem impossible to some, we’re excited to continue showcasing new methodologies and groundbreaking foresights that will have real commercial benefits for businesses and consumers alike.”
Heading up one of Australia’s leading independent creative agencies, the Mackinnons’ work at Taboo has been dedicated to tracking cultural trends and executing insight-driven strategies to help brands connect with culture.
“Understanding human behaviour and leaning into cultural movements has always been a big part of TABOO’s approach. But the pace of change today means businesses must be looking multiple steps ahead in order to stay relevant. Launching SOON felt like the natural next step for us,” said James Mackinnon.
With 13 years of experience in youth culture, social media and consumer research, Owen’s expertise has seen her work throughout the USA, Europe and Australia, where she consulted for multiple Fortune 500 brands including Intel.
As well as holding a master’s degree in Sociology, Owen studied Strategic Foresight at the University of Houston.
SOON has already scoped up some radical new and bespoke solutions for clients looking to stay abreast of the cultural fringe, including mapping several of the most innovative retail stores on the planet and allowing it to be experienced in Virtual Reality
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