01–10
Tech+Innovation
The Future
4–24 Culture
25–44 Tech & Innovation
45–65 Travel & Hospitality
66–84 Brands & Marketing
85–104 Food & Drink
105–123 Beauty
124–143 Retail
144–161 Luxury
162–181 Health
182–199 Lifestyle
Contents
Another year—and further breathless change. Welcome to
the Future 100 2018, our snapshot of the year ahead and the
most compelling trends, themes and phenomena to keep
on your radar. As ever, the pace of technological change
and the global nature of digital networks are causing
much faster trend evolution. Food, beauty and ingredient
developments—not to mention new challenger companies
and retail models —are scaling more quickly than ever.
2018 looks set to be the year in which 5G and augmented
reality (AR) drive massive change in our interactions
with the internet—we’ll be able to shop from our cars and
visualize furniture in our home before deciding to buy it.
And, rather than being described as “the future” at tech
conferences, this will happen en masse.
Brands and marketing are navigating an increasingly
sophisticated consumer landscape where they are assessed
on the nuances of their visual language, the diversity of
their representation, 360-degree ethics and complete
transparency.
Finally, and rather excitingly (for me, certainly), we are
moving further into a post-hipster world—or at least,
into that world’s grown-up iteration. In 2017 we charted
the Xennials, the 30-45-year-old microgeneration caught
between the core millennial and generation X groups.
Travel, food, drink, beauty and tech brands need to come to
grips with this group’s expectations, as its net worth is set to
more than double over the next 10 years.
This year's report covers all these topics—and more. Enjoy!
Lucie Greene
Worldwide Director, The Innovation Group
JWTIntelligence
Introduction
THE FUTURE 1003
Cover Image: Dinara Kasko pastry art
01–10
Tech+Innovation
Culture
The female gaze
01
In the current feminist moment, people are paying more
attention to women working behind the scenes in flm,
media and photography—and how women’s infuence
ultimately afects these industries.
Wonder Woman
made headlines for taking $103.1 million in its debut weekend
in the United States alone. It was trailblazing not only for being the frst DC/
Marvel superhero flm to feature a female protagonist (following 19 male-
led flms since the movie franchise launched in 2008), but also because its
director, Patty Jenkins, is one of only three women to direct a live-action flm
with a budget of over $100 million.
The success of
Wonder Woman
sparked discussion about the need for more
female directors, writers and producers. Fans and critics widely recognized
how a woman behind the lens affected important choices and nuances in the
movie that were central to its triumph.
“Girlgaze,” a project by the English photographer, actress and television
presenter Amanda de Cadenet, bills itself as “the frst multimedia platform
committed to supporting girls behind the camera.”
CULTURE
Jamillah McWhorter for Girlgaze. Photography by Bree Holt
THE FUTURE 1005
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