2024：未来100

Foreword offering a smoother and more natural immersion. After all, 67% of peopleagree that community is more important than one individual and 76%believe that technology helps bring people together. Last year was the year of artificial intelligence (AI) becoming moreaccessible thanks to OpenAI. This year will show more governance,creativity, and philosophical thinking as people question what it meansto be human at a time when advances in tech are leading to very lifelikedigital personas (Identity economy, page 35, and AIdentities, page 237).Generation alpha are the youngest group still being born and will behugely influenced by AI, which may allow them to be the most emotionallyengaged and purposeful generation to date (Generation AI, page 229). Welcome to the 10th edition of “The Future 100,” where a profound andenriching year awaits. As 2024 unfolds, an intentional slowdown shifts the pace for peopleand businesses after years of rapid acceleration. At a time when peoplebelieve stress, depression, and pollution are the top three challenges forhuman health, the pursuit of a better quality of life begins with a greatdeceleration as people opt for a mindful approach to the year ahead. This slow-living sentiment is evident in Pantone’s warm and subduedchoice for its Color of the Year 2024, Peach Fuzz (not to be confusedwith the sparkling Peach Fizz drink). The color forecaster says the shadecommunicates a message of “compassion and togetherness” (Collectiverecharge, page 14). Even gen Zers are fatigued by fast-moving trendson social media that are impossible to keep up with (Decelerating hypecycles, page 24) and opting for Luddite mode as a coping mechanism(page 28). It’s not just impacting people—businesses are also taking ameasured pace for production (Slow beauty, page 136), choosing qualityover quantity and seeing positive results. This year will dial up on feelings. People want surprise, mystery, awe,and wonder in their lives, making new experiences that engage a widespectrum of emotions in demand, from emotioneering (page 12) tosensory techtopias (page 39). For the 10th anniversary edition, we have also included original consumerdata surveyed in nine different countries and interviewed experts acrossvarious fields to give their takes on the past decade and what to look outfor in 2024. Enjoy! Community and connection at scale are essential to 2024. Mass collectiveshared experiences are taking place around the world, bringing friendsand strangers alike together (Prosocial effervescence, page 21), whilephysical stores are bringing community-centric retail to the fore (page 163).Technology is also assisting connection with spatial tech (page 37) Emma Chiu and Marie StaffordGlobal Directors, VML Intelligencevml.com/expertise/intelligence Brands &marketing Food & drink Travel &hospitality Technology Culture 31OOH reimagined08232Fanspiration08533Brand India08734Creator to consumer(C2C)09035Dopamine packaging09236World-buildingbrands09437Impactainment09738Brand jesters09939Co-creative futures10140Biodesign brands103 11The identity economy03512Spatial tech03713Sensory techtopias03914Air gestures04215Age tech04416Digitized scent04617Omnilingual tech04818Superchargingdestinations05019Symbiotic tech05220The AI workforce054 01Emotioneering01202Collective recharge01403Climate-adaptive lives01704The new etiquette01905Prosocialeffervescence02106Decelerating hypecycles02407Lasting ephemera02608Luddite mode02809Nature rights03010Intentionalcommunities032 41Gen alpha palates10642Dreamscape dining10943Snackification11144Culinary cocktails11345Expedition dining11546Heritage gastronomy11847Food farmacies12048Relational dining12249Sake boom12450Tundra to table126 21Subterraneanhospitality05722Transcendent travel06023Immersive themeparks06224Forage tourism06425VVIP lounges06726Stratosphericjourneys06927Neuroinclusive travel07228Top three destinations07429Showroom stays07730Analog travel079 Innovation Retail Beauty Health Luxury 81Longevity resorts20282Psychedelicconcierges20583Idyllic idleness20784Well ambition20985Hypoxic therapy21186Fertility futures21387Vagus nerve care21588New diagnostics21789Emotional fixtures21990Future-proofedbeings221 51Gen alpha skincare13052Gothic grace13453Slow beauty13654Branded spas13855Skingestibles14156Nail couture14357Bio scentsation14558A-Beauty14759EQ beautification14960Bioharmonizing spas152 91Ultrapreservation22492Centenarian futures22793Generation AI22994Synthetic biology23195Virtual families23396Metamorphic cities23597AIdentities23798Resurrected palates23999Mimetic AI241100Post-humannarratives243 71Operatic escapism17972Secluded sanctuaries18273Invite-only spaces18474New luxury frontiers18675Lux-treme experiences18876Clandestine retail19177Branded residences19378Restratifiedexperience19579Palatial stays19780Athluxe199 61Retail guilds15662Imagination stores15863Next-gen collectors16164Community-centricretail16365The thrift economy16666Metaversal shopping16867Lu