Welcome to Mindshare UK’s seventh annual Trends report – and what a year to be writing about the future! 2020 has been a period like no other. The pandemic has affected all areas of people’s lives, resulting in changing priorities and values across multiple areas of society, as well as shifting behaviours and emotions in ways we never anticipated. A handful of our trends have also been redirected or emerged into completely new trends in their own right. The result is twenty-five bitesize trends, organised into the five overarching themes of ‘Media Mindsets’, ‘Commerce’, ‘Experiences’, ‘The Connected World’ and ‘Data’.