The Shifts
"It is one world. And it's in our care. For the first time in the history of humanity, for the first time in 500 million years, one species has the future in the palm of its hands." - Sir David Attenbrough
The shifts
1/ Archive to The Future
Vision 2025 zoomed out to the geopolitical effects of the energy transition. It looked at the shift in thinking about growth and profit and the responsibility of consumers and rules and regulation as a catalyst for change. The transition from Vision 2025 to Vision 2026 reflects a move from examining global economic and technological trends to a more focused exploration of historical human behavior, local sustainability, and the deep-rooted changes necessary for a more sustainable and equitable future.
For Vision 2026 we looked at sustainability and nature from a time perspective. We looked back at the history of humanity, society and economies. Who were we as primal humans? The Industrial revolution has greatly impacted us as humans, how we work, live and on nature. What can we learn from who we were as people before 1750?
Disruptive change is the next shift. While in Vision 2025 we talked about a shift in values in consumerism, in 2026 we envision friction ahead. As changes in lifestyle will have to be made, change will not be easy. Change is hard and slow and future impact is hard for people to imagine. The line of lifestyle changes is going upward very slowly. People want to hold on to what they have and nostalgia can be their safe place. We saw that humanity had made big changes before; what can we learn from those events?
Supply chain transparency will lead to higher prices due to the increased costs associated with ethical sourcing, fair labor practices, and environmentally sustainable production methods. In Europe, where regulatory standards and legislation are becoming stricter, the impact of these regulations will be more visible.
A local circular focus supports communities and nature by prioritizing the reuse and recycling of resources within smaller, more manageable ecosystems. This approach diverges from the broader global view we took before. We extended the time horizon to think long-term and zoomed in on the local scale to create positive change.
“Who is youth? People are not fixed in life stages; instead, they slip in and out of them, according to context, changing circumstances, such that a person can be a youth, become a mature woman, but then be youth again, as she returns to school after having a baby or getting divorced, or joins a protest for freedom.” - Jennifer Johnson-Hanks
2024-2026>
2/ Future generations
For Vision 2025 we looked at the scale of the global majority and changing social roles of men and women. What are female specific struggles and what does masulinity mean for men? Who do young men see as their role models? We also explored the concept of healthcare as a fundamental human right, emphasizing the importance of safeguarding personal autonomy over one's health and body.
For Vision 2026 the biggest shift is that we looked at childhood and the impact of social media. While it connects youths worldwide and contributes to a diverse, vibrant global culture, it also has a big impact on children’s lives and how they spend their time. The numbers are staggering, what do they miss out on while looking at their phones and how will that impact their development?
Demographic changes will significantly reshape nations and economies, influencing labour markets, social services, and economic growth patterns. For young people, these shifts will redefine future job prospects, social security, and broader societal responsibilities. Prolonged youths living at home longer have a big impact on young people’s lives.
The tension between freedom and protectionism impacts young people by shaping their access to opportunities and the regulations that govern their lives. Freedom can enhance personal choice, empowering youth to explore diverse paths. Protective measures keep them safe but may also restrict their freedom and development.
We see an increase in globalization driven by immigration and social media, facilitating global connections, interactions, and mutual inspiration and influence among young people worldwide.
“The journey of self-discovery begins at the end of your comfort zone.” – Neale Donald Walsch
2024-2026>
3/ Being in tune
In Vision 2025 “Life as it is” was about how life is complex and simple at the same time. We saw people trying to take back control over their lives and setting boundaries. We also looked at how the idea of old age is changing. What does a life lived well mean? While Vision 2025 is about introspection and regaining control in a complex world, Vision 2026 expands the horizon to explore the interplay between technology and self-identity and how to regain control.
For 2026, we looked at the impact of social media on shaping identities and an idea of self. How do you know who you are when the algorithm controls you? Do you have a free will?
The shift towards the meaning economy is characterized by changing values in consumption and work culture, where individuals increasingly seek purpose, authenticity and autonomy. This evolution reflects a growing preference for experiences and more free time to spend on health, well-being and self-development.
A lack of time often drives a dependency on quick consumption solutions, such as purchasing ready-made meals. Having more time allows for greater attention to family care, healthier lifestyle practices like regular exercise, and the ability to cook nutritious meals.
Pursuing our interests and paying attention to what genuinely captivates us can be a powerful catalyst for personal development and self-discovery. This approach to learning and growth allows us to uncover deeper aspects of our personality, talents, and passions, leading to a more fulfilling and self-aware life. Doing something new, meet people that are not like you, experience things for the first time. Engaging in hobbies offers a valuable alternative to consumerist activities like shopping, providing an opportunity for creative expression, skill development, and mental relaxation.
"In the age of AI, human creativity and innovation will become even more valuable in the workplace, as machines take over routine tasks and allow people to focus on generating new ideas and solutions." – Sundar Pichai, CEO of Alphabet
2024-2026>
4/ The imagination revolution
For Vision 2025 we explored the rise of AI and the digitalization of life. We described how AI will impact many areas and how it will impact us and change our relationship with technology. Supercharging was about how developments were accelerating at speed. The biggest shift from Vision 2025 to Vision 2026 lies in the progression from exploring the rise and impact of AI and digitalization in our lives to harnessing AI's immense power for sustainable, expansive, and humanitarian applications.
For Vision 2026, we explored what to use this enormous AI power for. It can be used to monitor and use data on the biggest scale and create innovation to expand our knowledge of us and the universe. In the face of climate change, it has to be used to develop solutions and create living environments that are good for humans and nature.
As AI becomes increasingly integrated into our lives, our minds will adapt to work with these intelligent systems, enhancing our ability to understand and interpret our emotions and connections, for instance, through advanced visualizations that offer deeper insights into our psychological and emotional states. Mythology can ground future developments in the stories of our ancestors, animals and nature.
Sci-fi thinking, with its imaginative and boundary-pushing nature, serves as a vital tool for envisioning future possibilities, allowing us to explore scenarios far beyond the constraints of current reality. It encourages us to think on a grand scale about potential advancements and challenges, fostering innovative ideas not limited by existing paradigms or societal norms. This genre of thought not only aids in strategic future planning but also inspires us to conceptualize a future that aligns with our aspirations without the limitations of present-day thinking.