Hypercycle - The full report is now live.

Our joint report with Gung Ho is a navigation tool for facing our tenuous relationship with trends in what feels like a chaotic moment in culture.
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We've confused trend virality with trend validity and many other aspects of how trends can function to create preferable futures for people and the planet, not serve hype.

Nostalgia is a heightened, sugar-coated idea of the past that has been hung onto, creating a new style. It fuels design and the need to re-tell a familiar story.