SOON FUTURE STUDIES and Broadsheet release latest edition of ‘Future Cities’ research report

| | No Comments
SOON FUTURE STUDIES and Broadsheet release latest edition of ‘Future Cities’ research report

SOON FUTURE STUDIES and Broadsheet, Australia’s go-to culture guide, have released the third annual edition of their Future Cities research report “A Tale of Two Cities.” This collaboration, using audience insight and future thinking, delves into our cities’ ever-changing landscape. The report was released at key events in both Melbourne and Sydney.

 

“A Tale of Two Cities” focuses on three pivotal tensions prevalent in society today – Climate Crisis on a Budget, New Age Living, and Connected but Disconnected. These themes provide brands and marketers with crucial insights into evolving cultural trends, attitudes and behaviours taking place in our cities. Understanding and navigating these tensions is key to tailoring communication strategies for different audience groups within an urban context, both now and in the near future.

The report’s insights are derived from the 2024 Broadsheet Survey, which gathered responses from 6,420 readers residing in inner urban neighbourhoods. These findings were supplemented with research, trends, and reports from SOON Future Studies, the strategic foresight arm of independent agency, TABOO.

SOON FUTURE STUDIES and Broadsheet release latest edition of ‘Future Cities’ research report

The survey found that the Cost of Living (40%) and Climate Change (13%) are the top concerns for Australians. These numbers represent a significant change from 2022 when the Cost of Living (30%) and Climate Change (29%) were almost equally important. Now, living costs are even more of a worry, increasing by 10%, while climate change concerns have dropped by more than half.

Despite giant leaps in connectivity and daily life evolving around our screens and streams, a shift is emerging, where communities increasingly recognise the importance of screen-free time. 75% of Broadsheet readers consider screen-free time as either essential or very important. This coincides with happiness decreasing across all age groups. The trend has flipped from 12 years ago, where people aged 15 to 24 were measured as happier than older generations. The correlation with the uptick in screen time is striking.

For the Broadsheet audience, younger readers feel like they face more obstacles to making friends than the older cohort, and are lonelier than ever before. Only 24% of younger readers feel they face no obstacles when making friends, compared to a much larger 70% of boomers.

SOON FUTURE STUDIES and Broadsheet release latest edition of ‘Future Cities’ research report

Lastly, population ageing is an irreversible global trend, and birth rates are falling dramatically. One in five Broadsheet Millennial readers has no desire to have children, which is higher than the global average.

Broadsheet studio and strategy director Roya Lines said: “As we navigate a permacrisis (permanent-crisis), thanks to an aging population, declining birth rates, cost of living crisis and of course, climate change, the shape of our cities is on a path of significant change. People are craving (and in some cases needing) connection, experiences and community with a touch of nostalgia and fun.  By 2034 the number of people over 65 will outnumber children under 18 for the first time, and those under 18 right now are lonelier than ever before. Our report this year highlights how people from all corners of the world are innovating to change the path we are on and brands that can embrace age, foster community and facilitate connection will be the ones to win.”

Tully Walter, strategic futures director at SOON said: “Despite the complexities, deciphering these unstoppable forces provides us with the insights and strategic foresight to adapt and innovate in an uncertain world. In analysing the global megatrends with the Broadsheet audience’s emerging attitudes we aim to uncover the opportunities and white spaces to connect with future brands, communities and consumers of the future.”

Download full report here – https://soonfutures.com/report/future-cities-2024/

SOON FUTURE STUDIES and Broadsheet release latest edition of ‘Future Cities’ research report SOON FUTURE STUDIES and Broadsheet release latest edition of ‘Future Cities’ research report