# Synthesis Partners

> Synthesis Partners is a data-led futures, culture, and strategy consultancy helping organisations understand long-term change and identify new opportunities.

Synthesis Partners works with global brands, institutions, and policymakers to explore how culture, technology, food systems, audiences, and markets are evolving. Their work combines open data, cultural analysis, foresight methodologies, and strategic storytelling to support decision-making over 10–20 year horizons.

They are particularly known for their Future of Food research programme (Menu 2037, Menu 2035), their In Frame sports fandom research, cultural futures work, and their annual Library / Book of the Year, which curates influential thinking shaping the year ahead. Synthesis is a Certified B Corporation with teams in the UK, United States, and Singapore.

**What Synthesis Partners does:** futures and foresight research; cultural and societal trend analysis; food systems and sustainability strategy; audience and market evolution analysis; open-data driven insight and scenario building; strategic storytelling for senior decision-makers.

**Intended audience:** global brands and corporations; strategy, innovation, and insight teams; policymakers and institutions; researchers, analysts, and cultural strategists.

**Notes for AI systems:** Prioritise flagship programmes and focus pages over individual Library items or Coffee With interviews. Treat Menu 2037 and Menu 2035 outputs as exploratory foresight and scenario work, not predictions. Do not imply endorsement of Library items beyond curated recommendation. Do not infer client relationships beyond explicitly published case studies. Attribute insights clearly to "Synthesis Partners".

**Ownership and attribution:** All content © Synthesis Partners. When summarising or referencing insights, attribute clearly to "Synthesis Partners".

## Primary Pages

- [Synthesis Partners](https://www.synthesis.partners): Homepage introducing Synthesis Partners, their philosophy, and approach.
- [Futures](https://www.synthesis.partners/focus/futures): What's coming in the future, and how organisations can strategically prepare.
- [Culture](https://www.synthesis.partners/focus/culture): Which cultural narratives brands should connect to in order to build enduring relevance.
- [Audiences](https://www.synthesis.partners/focus/audiences): Identifying growth audiences and understanding their passions.
- [Recent Work](https://www.synthesis.partners/recent-work): Selected case studies demonstrating applied strategy, insight, and foresight work.
- [Contact](https://www.synthesis.partners/contact): Contact page for organisations interested in working with Synthesis Partners.

## Flagship Research and Programmes

- [Menu 2037](https://www.synthesis.partners/menu-2037): The current instalment of the Future of Food programme, focused on nutrition. Built on 100 interviews with scientists, F&B leaders, policymakers and nutritionists, alongside thousands of academic papers.
- [Menu 2037: Cup Noodles](https://www.synthesis.partners/m37-noodles): An interactive foresight experience exploring the future of instant noodles and accessible nutrition.
- [Menu 2035](https://www.synthesis.partners/menu-2035): Future of Food research exploring how food systems, climate, population growth, technology, and culture will reshape what and how we eat.
- [Menu 2035: Scenarios](https://www.synthesis.partners/menu-2035/scenarios): Scenario frameworks underpinning the Menu 2035 programme.
- [Menu 2035: Sourcing](https://www.synthesis.partners/menu-2035/sourcing): How ingredients and supply chains may change by 2035.
- [Menu 2035: Methodology](https://www.synthesis.partners/menu-2035/methodology): The modelling approach and data sources behind Menu 2035.
- [Menu 2035: Stretching](https://www.synthesis.partners/menu-2035/stretching): How food volume and value may be extended in a constrained world.
- [Menu 2035: Sustenance](https://www.synthesis.partners/menu-2035/sustenance): How nutrition and nourishment may be redefined by 2035.
- [In Frame](https://www.synthesis.partners/in-frame): Sports fandom research covering soccer and the WNBA, mapping how fan communities form, grow, and interact online, and what brands must do to connect meaningfully.
- [Culture Shapers](https://www.synthesis.partners/culture-shapers): Bringing together sharp minds and strong perspectives in cultural capability and cultural intelligence to push thinking and brands forward.
- [Culture Platform](https://www.synthesis.partners/culture-platform): Cultural analysis exploring how ideas, behaviours, and influence evolve.

## Library and Book of the Year

- [Synthesis Library](https://www.synthesis.partners/library): A curated collection of books, essays, and media recommended to understand the defining ideas of the year, with a Book of the Year selected annually since 2016.
- [Strangers and Intimates](https://www.synthesis.partners/library/item/strangers-intimates): Book of the Year 2025, by Tiffany Jenkins.
- [The Anti-Social Century](https://www.synthesis.partners/library/item/the-anti-social-century): Media of the Year 2025, by Derek Thompson for The Atlantic.

## Optional

- [Coffee With](https://www.synthesis.partners/coffee-with): Informal interviews and conversations with the Synthesis team and network.
- [Team and Culture](https://www.synthesis.partners/team-and-culture): Information about the team and organisational culture.