What used to start in the shop window is now happening in the background: advertising, consumption and purchasing behaviour are being changed by AI - often without us even noticing. More and more people expect bricks-and-mortar retail to disappear. At the same time, they are experiencing how personalised recommendations and automated processes are shaping everyday life. How much control do we want to retain and how consciously will we shop tomorrow?

Surveillance, security, control – these are issues that increasingly shape the everyday lives of many people. Yet, despite digital innovations and new threats, the desire for personal freedom remains strong. Citizens expect protection without sacrificing their self-determination. How security and freedom can be reconciled in the future will be one of the central challenges of our time.

Smartphones are ubiquitous – and yet many Germans long for places where they can consciously put them aside. Cafés, bars, and restaurants should once again be spaces for genuine encounters and undivided attention. The yearning for digital-free time is growing, as a response to a life lived in constant online mode. What is considered an exception today could become a mark of quality tomorrow.

Sixty-three percent of Germans expect digitalization to profoundly change the world of work. But alongside the opportunities for new jobs, concerns about job losses are also growing. Not all professions are affected equally – adaptability and a willingness to learn will be particularly important in the future. The future lies not in competing with machines, but in intelligent collaboration. Education remains the key to participation.

Personal advice remains valued, but willingness to pay is declining. While many customers understand the need for a consultation fee, fewer and fewer are generally willing to spend more on it. Independent research is increasingly replacing sales pitches. At the same time, the demand for quality, independence, and transparency is growing. How is consulting changing, and what will be important in the future?.

Empty shops, deserted pedestrian zones, and the rise of online retail – the retail sector in German city centers is under pressure. But why is this? And what ideas exist for shaping this change instead of simply watching it happen?

What would Germans spend extra money on? The answers show that quality of life counts – specifically in everyday life. Culinary delights, personal hobbies, travel, and security are highly valued. Material consumer goods, on the other hand, are losing relevance – the desire for meaning, stability, and health shapes the new spending logic.

The shopping habits of Germans have changed significantly in recent decades. While the focus used to be on acquiring the bare necessities, consumption today is increasingly an expression of self-expression, emotion, and experience. Society is dividing into different consumer types, with a clear shift towards experiential consumption.

It's more fun together: Activities with a partner, family, or friends bring significantly more joy than leisure activities pursued through media or alone. The desire for closeness, exchange, and meaningful relationships is gaining importance in light of our accelerated and increasingly digitalized daily lives. Social leisure time thus becomes a source of relaxation, stability, and joy. Shared rituals, cultural experiences, and volunteer work are likely to continue to grow in relevance—both for individuals and for social cohesion.

Camping in Germany is booming, especially among younger and higher-income earners seeking a flexible and nature-oriented getaway. Driven by the desire for slowing down, sustainability, and autonomy, the image of camping has fundamentally changed. Thanks to modern comforts and newfound flexibility, this trend will continue and diversify in the future.