The report also discusses what it describes as “the cities of the future,” such as Paris, which aims to be the most sustainable city in Europe by 2030, Smart Forest City in Mexico, which will be covered in more than a million trees and plants to combat CO2 emissions and Biodivercity in Malaysia, a sustainable urban project geared to the co-existence of people and nature. The theme is meaningful design, summed up by Neri Oxman, professor, artist and architect at MIT, who is calling for “a radical realignment between grown and built environments” in order to come up with models in which the unnatural is indistinguishable from the natural. Starting, for example, with urban farming and vertical gardens, a sector in which over 800 million dollars were invested in the first half of 2022 alone: the study reports that by 2030, indoor farming could account for 33 billion dollars. “Adapting to a new environment, as a human species,” as Jamiah Hargins, who set up Crop Swap in his own backyard, puts it - the Los Angeles association aims to combat food insecurity by growing produce in yards and unused spaces. From the need to make the unnatural indistinguishable from the natural, to urban and local agriculture, we return to the home, with Freddie Blackett’s idea for Patch Plants, an online shop that aims to bring a plant into every home, profiling consumers in such a way that the domestic plants adapt to the spaces, to those with or without green thumbs, to family demands. Sticking with this theme, according to Interbrand, the response to current needs resides in solutions that will dovetail with the challenges of the future, such as tree-lined avenues that protect pedestrians from the sun and roof coverings that cool the spaces and purify the air.