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Welcome to the age of more

Welcome to the age of more

Date: 2016-03-04
The future is happening right now. Or at least glimmers of it. That's the message of the annual Macro Trend Review compiled by leading Durban brand development and communication agency ITI, presented at an exclusive event on Thursday night to a select audience of Durban's business leaders and creative thinkers.

Central to The Review's focus were the new ways that people understand their identity as society changes. Advances in technology, for example, mean that the distinction between our devices and our selves is blurring. "The way we understand ourselves in relation to society is also changing," said Chris Reid, ITI's lead trend researcher. "Tired of first generation social networks like Facebook, younger people are creating new social platforms that are more engaged and civic minded," he explained.

From technology and social networks, Reid moved on to explore the impact of gender on society. He explained that people are no longer defined by the old boxes of "masculine" and "feminine," and that new opportunities for expression have become the norm. Finally, the report ended with a celebration of a new kind of African creative culture. This was explored with reference to Southern Science Fiction, Futuristic Afro-Fashion and technological breakthroughs in the continent.

Speaking after the session, Reid expanded on his agency's view on the future: "Trends help us to see the possibility in the world. We want to take the mystery out of what can often be an intentionally confusing field, and help people to embrace them in their own lives."