The 5 cultures that will define the next 10 years

An exceptional bundle of 5 reports

10 years of foresight at once

culture 01

Vitalism.

The culture that will redefine what health and lifespan mean.

In 2035, the rise of chronic diseases and invisible threats makes health a central pillar of everyday life. Healthspan—the period of life spent in good health—becomes a shared priority, shaping our routines, diets, and environments.

Beyond wearables and connected objects, everything turns into an interface for diagnosis, prevention, and optimization.

Our clothes are infused with active ingredients. Our curtains purify indoor air. Our gyms become biohacking spaces.
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Transhumanist and statutory in the United States, socialized in Europe, collective and preventive in Asia, vitalism affects all cultures and all generations, from teenagers to new centenials.

culture 02

Cultivarianism.

The culture that will redefine what sustainability means.

Between 2026 and 2035, the world shifts from an extraction economy (take, make, dispose) to a cultivation economy (grow, harvest, regenerate). This change isn’t only ideological, but a structural necessity dictated by two opposing forces: critical soil degradation and the radical accessibility of biotechnology.

As a result, individuals are reinventing their daily habits, diets, healthcare, and domestic spaces according to a logic of active regeneration.

Living materials, bio-reactive cosmetics, lab-grown foods, vertical farms, and microbial kitchens are no longer isolated innovations: they are shaping a lifestyle in which biosynthetic and “ grown” products are becoming part of our everyday lives.

Individualistic and high-tech in the United States, integrated into urban planning in Europe, spiritual and symbiotic in Asia, cultivarianism takes different forms depending on local cultures and resources.

culture 03

Technorealism.

The culture that will redefine what digital means.

In 2035, widespread access to generative AI, proliferation of interfaces, and cognitive saturation will require a new balance between automation and lucidity.

Individuals will no longer seek to escape the digital world, but rather to transform it into a realm of emancipation and creation.

Personal deepfakes and creative AI are being harnessed to hack reality. AI agents are becoming tools of a new economy of laziness, freeing up time for imagination and creation. Virtual aesthetics are recoding reality and opening up fantastic new possibilities.
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Technophile and pragmatic in the United States, creative and social in Korea, ethical and regulated in Europe, this lifestyle elevates sovereignty as the ultimate luxury: choosing your filters, your worlds, your doubles. It celebrates a generation that does not shy away from technology, but embraces it.

culture 04

Functional Hedonism.

The culture that will redefine what pleasure means.

In 2035, as our living conditions toughen, the pursuit of pleasure adapts to new imperatives of performance and resilience. Functionality and hedonism merge, transforming adaptation into a desirable playground.

Optimization, protection, and sensoriality go hand in hand.

Candies complement our food intake. Our clothes become second skins, both protective and sensitive. Parties become both frugal and micro-dosed.

From excessive hedonism to adaptive hedonism, this lifestyle is spreading from Latin American cities to European capitals.

culture 05

Neo communalism.

The culture that will redefine what community means.

Polarization, social fragmentation, and institutional defiance fuel a renewed need for connection, closeness, and mutual support.

In 2035, cooperating, mutualizing, and sharing is essential to better live under constraints and achieve resilience.

Neighborhood circular economies, intergenerational mutual aid, decentralized peer-to-peer networks, co-living: communities are establishing themselves as our primary infrastructures for security, meaning, and social innovation.
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Urban or rural, connected or rooted, this lifestyle adapts to local resources and cultures—from Norway to Morocco. It redefines forms of belonging and protection, beyond states and institutions.

The Grand Narrative.

The structural, societal, and cultural drivers that explains the emergence and relevance of this culture.

5 key behavioral transformations

The new concepts at the heart of this lifestyle, which are redefining our daily lives - habits, interactions, desires and needs.

3 emerging consumer communities

From the most mainstream to the most avant-garde, the three communities that embody this lifestyle, along with their aspirations, key uses, and today’s representatives.

Lifestyle opportunity territories

The new playgrounds for 6 industries that shape pur daily lives.

Food and drinks

Beauty

Fashion and luxury

Health & wellness

Tech & media

Home & design

The 5 reports for 15 000 euros.

Our full story.

A pioneer in design fiction.

In 2013, Speculative Everything from Anthony Dunne and Fiona Raby laid the foundations of what we call today design fiction. This discipline emerged as a way to explore possible futures in a world which directions seemed already defined.

This approach particularly resonated with our practices back then. We were a bunch of designers, storytellers, researchers and creative people eager to create worlds we would want to live in.

That is how Imprudence started - with the will to show future is not predetermined.

A deep focus on how we will live in the future.

For us, showing possible futures could only mean showing how we would really live in these futures. We are not creating Grand Futures. We are creating futures we could live in.

We started to merge methodologies from different origins: MIT Media Lab's future sandbox, Hollywood's Worldbuilding, RCA's speculative design.

We gathered anthropologists, sociologists, innovators, researchers and all kind of visionaries.

We did all that for one goal and one goal only: being able to make our future daily lives better, and imagine their coolest features - whether it is something to eat, to wear or to put on our face.

Reframing desirability.

We do not build utopia. We build protopia.

We methodically and pragmatically analyze the structural dynamics of the world to come. We map its social tensions. We uncover its technological myths. We create a plausible, acceptable and feasible decor for our futures to exist.

We know we are entering what we call the era of Radical Adaptation. We need to face our world new extremes to be able to overcome them, to make innovation relevant again.

This is why many companies and institutions have entrusted us to build their futures. And we deeply thank them.

Some of the futures we have explored.

The Future of Beauty.

The Future of Health.

The Future of Extreme Cities.

The Future of Clothing.

The Future of Food, Drink and Pleasure.

The Future of Work, Money and Trust.

Some of our clients.

Client

L'Oréal

Client

Disney

Client

Kering

Client

BNP Paribas

Client

Accenture

Client

Danone

Some of our client best cases.

Accenture Labs.

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Accenture Labs.

We need to envision futures, not just endure them.

Strategic foresight.

Innovation future-proofing.

Design fiction and speculative design.

Imprudence

91 Avenue de la République, 75011 Paris

contact@imprudence.fr our instagram our substack

a pioneer in design fiction

Your futures are here.

Discover the 5 cultures that will shape our next 10 years.

For 10 years now, Imprudence has explored the deep cultural shifts redefining our daily lives. To celebrate our decade of foresight, we’ve mapped the 5 macro-cultures that will dictate how we eat, play, work, socialize and consume over the next 10 years.

Vitalism.

The culture that will redefine what health and lifespan mean.

Cultivarianism.

The culture that will redefine what sustainability means.

Technorealism.

The culture that will redefine what digital means.

Functional Hedonism.

The culture that will redefine what pleasure means.

Neo communalism.

The culture that will redefine what community means.

Each comprehensive report equips your teams with:

The Grand Narrative.

The structural, societal, and cultural drivers that explains the emergence and relevance of this culture.

5 key behavioral transformations

The new concepts at the heart of this lifestyle, which are redefining our daily lives - habits, interactions, desires and needs.

3 emerging consumer communities

From the most mainstream to the most avant-garde, the three communities that embody this lifestyle, along with their aspirations, key uses, and today’s representatives.

Lifestyle opportunity territories

The new playgrounds for 6 industries that shape pur daily lives.

Our full story.

A pioneer in design fiction.

A deep focus on how we will live in the future.

Reframing desirability.

Some of the futures we have explored.

Some of our clients.

Some of our client best cases.

Accenture Labs.