New urban mega-trends: digital bohemians and performance-oriented city dwellers

The Hamburg-based TrendBüro Social Trend Research Institute examined the latest urban lifestyle mega-trends on behalf of Nespresso, known best for its premium coffes.

The life of a unique arrangement, the loosening of social relations, the declining birth rate and the aging society, have become mass-scale process. The labor market has become globalized, the job is part of a career. In 20 years a generation will have 19 jobs during their lives. The Community is emerging in the city. Online and offline contacts make the city an intimate, familiar place.