The capital P for purpose underpins everything in this dimension. It explores motivations and values that are fundamental to our definition and desire for the “good life”. It is also concerned with spirituality and belief systems, as well as anxieties and fears shaping behaviour and needs.



This dimension explore people, organisations, and communication. With some degree of overlap into other areas of the Trend Atlas, the Social Dimension contains both hard data and qualitative insights. To learn more about tomorrow’s people, traditional demographics are no longer appropriate. A new diversity lens is needed to reach out in a wider context to explore tribes and interest groups across age, gender, sexual orientation, nationality, thinking, culture, religion and geographic borders. A holistic approach is essential, which means implementing thinking from a much wider variety of data points, including observing weak signals that are signposting emerging trends and softer value drivers.  


Here we follow the PESTEL model, with a research focus on politics, economics, society, technology, environment, and legislation. Developments and changes in this dimension happen at a slower pace – more evolution than revolution.