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.



Investigating lifestyle influences and sociocultural drivers this dimension explore the emotional aspects of life, work, socialising, entertainment, leisure and consumption. This could include investigating the role of wellbeing and the search for meaning. New behaviours, rituals and praxis are anticipated through considering data from the other dimensions in tangent, with extensive cultural analysis and trend immersion as a key focus and reference point in this dimension.


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.