Reports

We are continually tracking the shifts, trends and ideas shaping future culture. To understand what the future may look like, we explore how and why culture is changing across the world.

Every 6 months, The Akin produces global reports validated by data from 2000 changemakers. We highlight progressive case studies that show how these trends are developing and will continue to play out. In understanding these shifts, brands and organisations can adapt and future-proof their product development, marketing and communications.

We also produce more frequent micro reports that look at current shifts or topics which we feel are relevant for our clients and to our changemaker audience.

For PDF copies of any of our reports please email hello@theakin.com

Future Report 001
July 2017 /

Changemaker Report 001
January 2018 /

Future of Influence
June 2018 /

Future Report 002
July 2018 /

Future of Creativity
October 2018 /

Future of Communication
November 2018 /

SEI Best in Class
December 2018 /

Changemaker Report 002
January 2019 /

Future of Sex and Romance
March 2019 /

Future of Social Media
May 2019 /

x

Future Report / This annual global report gives perspective on the macro trends and shifts affecting industries, brands and consumers.

001 / July 2017 // While the world is both collapsing and reforming, brands need to do the same: be tuned-in and truly agile to keep pace with the people. This report examines the ways changemakers – the ones early to adopt new trends in lifestyle and technology, and open-minded and progressive in their thinking – will cope with the omnishambles of global political unrest, economic uncertainty and ultimately a loss of faith.

  • 75% use optimism in their lives – they try to see positives.
  • 67% trust brands – more than they trust governments and media.
  • 59% believe their values and interests define them as a person, over 14% background, 10% gender and 9% age.

Our 2018 trends; Humour,  Presence, Congregation, Fantasy,  Instinct, and Action, exist concurrently and span all sectors and global markets as well as products, business models, media, marketing and advertising.

Changemaker Report / This annual global report highlights the most important attitudes and behaviours of changemakers.

001 / January 2018 // We have also exploded trend myths to demonstrate what this changemaker group is actually doing and feeling versus what forecasters might say they are.

  • 91% are actively trying to become more sustainable.
  • 78% feel that there is too much pressure to always be happy.
  • 81% saying they are searching for the meaning of life.

Micro Reports / These smaller reports allow us to be agile in exploring relevant topics that are being debated.

Future of Influence /2018 // Every brand and agency is re-thinking its Influencer strategy – brands need to be ahead of this curve and dictate what influence is going to look like in the future. This report explores what this means for brands and marketers and the future of influence.

Future Report / This annual global report gives perspective on the macro trends and shifts affecting industries, brands and consumers.

002 / July 2018 // We define the future on a daily basis through our actions and emotions. Progress is not linear – trends and counter-trends exist simultaneously. This report explores these dichotomies to aid and facilitate brands in navigating a challenging landscape where systemic change is upon us. Because of this change, we must apply new rules to a post-internet and Facebook era.

  • 57% feel that their demographics don’t define them.
  • Transparency (31%), purpose (29%), and the creation of culture (22%) most attracts them to a brand.
  • 68% believe brands all sound alike, 65% think brands all look alike, and 73% find brands play it safe.

Our 2019 trends; Patience, Empathy, Obscenity, Complicity, Contradiction, and Enlightenment,  exist concurrently and span all sectors and global markets as well as products, business models, media, marketing and advertising.

Micro Reports / These smaller reports allow us to be agile in exploring relevant topics that are being debated.

Future of Creativity / 2018 // In our changemaker report we unearthed some hard truths about the current landscape of creativity and the perceptions people have towards brands, their products, services and messages. In this report, we explore how creativity is currently executed and question whether true creativity still exists?

Micro Reports / These smaller reports allow us to be agile in exploring relevant topics that are being debated.

Future of Communication / 2018 // Due to the advancement of technology, changes in laws and trends in advertising, consumers’ attitudes and behaviours towards brand communications are morphing. In this report, we explore and examine these beliefs and shifts.

Micro Reports / These smaller reports allow us to be agile in exploring relevant topics that are being debated.

Social Environmental Impact Best in Class / 2018 // In our global Futures survey 2018 we found that 89% of changemakers are looking for brands to take bold leaps forwards. We scoured our 2018 archives to highlight twelve SEI projects that we believe have, and will, have a positive impact. We hope you find them as inspiring as we have, and here’s to making change in 2019.

Changemaker Report / This annual global report highlights the most important attitudes and behaviours of changemakers.

002 / January 2019 // We are reaching a turning point for technology, politics and the environment. This report breaks down the attitudes and behaviours of global changemakers. Defining the most important values and the opportunities that lie ahead.

  • 78% would rather buy than boycotting a brand to show their support.
  • 69% would likely switch due to their political ties
  • 68% said experiencing cultures different from their own forms their identities.

Micro Reports / These smaller reports allow us to be agile in exploring relevant topics that are being debated.

Future of Sex and Romance / 2019 // Instagram is the new Tinder. Ghosting is the norm. If you want attention, you post a ‘thirst trap’ or breadcrumb your crush. You send an emoji sext or have a virtual boyfriend and VR porn. Sex today is becoming less about reproduction and more about self-expression. This report explores the future of romance, sex and dating.

Micro Reports / These smaller reports allow us to be agile in exploring relevant topics that are being debated.

Future of Social Media / 2019 // Social media isn’t really social anymore. 70% of changemakers in our global survey state they are regularly looking for new ways to connect with other people and 87% are considering quitting to connect with people in real life. In this report we explore the cultural shifts impacting the ‘socialness’ of social media and the landscape of human interactions in the digital world.