It's been a minute since I did a proper look-ahead to what might influence consumer behaviour for the 12-18 months ahead. Every December and January my inbox fills up with the same trend reports. Wellness, authenticity, immersive, personalisation. Not untrue, but also not overy useful unless it’s relevant and you know what to do with the insight. So here’s my own take. I’m not saying it’s spot on and it’s definitely not fact, but it’s also not buzzwords for the sake of it.