Forecasting is all about looking forward, but the pandemic has thrown all expectations up into the air and, until the virus is fully under control, it’s a challenge to predict where everything will land. Despite or maybe because of the current state of flux, drivers have emerged, not least because of experiences shared by everyone in the world.
Rather than outward looking, these drivers tend to be directed inward; a persuasive guide for future predictions is of course our collective emotional responses to the last 18 months.
Inevitably these have influenced the two stories in this issue; notably the prevalence of extreme fatigue and rage. In Sleep we discover the increased fetishisation of rest after a prolonged period of anxiety, while in stark contrast, Fury charts the political and cultural storms fuelling dissent globally, but also pays homage to the creativity sparked by adversity.
In this issue we also introduce an enhanced Geographic Focus. We’ve always recognised that design directions need to be viewed through a regional filter, but to find the strongest and most cogent way to present drivers to different markets, we’ve further refined our approach.
Also in this issue