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Behaviours
Everything you need to face your future consumer with confidence, including the latest ethnographic research, generational insight, consumer-related stats and overarching human needs.
Markets
Gen Z in Kenya
From Silicon Savannah to the streets of Nairobi, Kenya’s Gen Z are rewriting the rules of power, protest and purpose for governments and brands.
Markets
Sacred Sojourns
Religious tourism is booming as a new generation of travellers seeks spiritual meaning, cultural rituals and connection across sacred destinations worldwide.
Markets
Gen Z’s Mall Revival
For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, connection and discovery.
Markets
The Bromeopathy Market
Bromeopathy is entering the mainstream as the wellness industry caters for a new wave of men seeking science-backed products and supplements to fuel their masculinity.
Markets
Gen Z in Indonesia
With millions of young, tech-savvy and entrepreneurial Indonesians reshaping culture, business and faith, Gen Z is a force no brand can afford to ignore.
Markets
The New Auction House Playbook
Auction houses, faced with falling income, are responding to the lifestyle interests of younger art collectors by offering one-off experiences and ...
Luxury
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Pop-culture & Media
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Fashion
Big Ideas
NRF 2025 Retail’s Big Show Europe: Unified Commerce and Community Nuclears
From AI-powered stores to hyperlocal partnerships, NRF 2025 Retail’s Big Show Europe revealed how data, culture and community are converging to def...
Retail
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Technology
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Fashion
Big Ideas
Parasocial Relationships in 2030
A togetherness deficit and the age of distrust have made the presumed intimacy of parasocial relationships with celebrities programmable and moneti...
Youth
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Pop-culture & Media
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Retail
Markets
Luxe Comfort Foods
Comfort food is getting a luxurious makeover, as nostalgic and fast food favourites are being re-imagined with gourmet flair into playful, premium ...
Luxury
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Food
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Hospitality
Big Ideas
Six Chinese Brands Redefining Global Expansion
Determined to disrupt the ‘cheaply made in China’ narrative, a new wave of Chinese brands is conquering global markets by cultivating fandoms and r...
China
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Retail
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Pop Culture & Media
Markets
Gen Z in South Korea
Amid a collective melancholy rooted in structural disillusionment, South Korea’s Gen Z are chasing dopamine hits through K-pop, K-beauty and K-idul...
Beauty
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Pop Culture & Media
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Gen Z
Markets
Third Culture Cuisines
Fusion cuisine, from TikTok chefs to experimental menus, is becoming a bold expression of identity and cultural pride, fuelled by third-culture coo...
Food & Drink
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Society
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Pop-culture & Media
Markets
Gen Alpha’s Travel Pester Power
From wellness retreats to screen-free adventures, hotels around the world are investing in programmes designed to engage, educate and inspire the y...
Youth
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Travel & Hospitality
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Luxury
Markets
Gen Z in Brazil
Driven by a quest for purpose, Brazil’s Gen Z are honouring their roots in inventive ways – raising the bar for inclusive fashion, global fandom an...
Youth
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Pop-culture & Media
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Gen Z
Big Ideas
Sensorial Sustainability
What a brand feels like matters as much as, if not more than, what it says. It isn’t messaging but experiences and spaces that drive trust. In a po...
Sustainability
Markets
Digital Clout Dining
A new wave of Indian restaurants is reshaping fine dining through limited-access menus, founder storytelling and digital scarcity, transforming mea...
Food & Drink
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India
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Travel & Hospitality
Markets
Intimate Fantasy Escapism
Intimate fantasy roleplay is shifting to become an increasingly mainstream practice. Driven by growing fandoms, it represents a search for belongin...
Youth
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Pop-culture & Media
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Society
Markets
Luxury Train Travel
Upmarket rail holidays are becoming a channel for storytelling, ecological responsibility and prestige tourism, driven by younger wealthy audiences...
Luxury
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Travel & Hospitality
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Design
Markets
Neo-community Market
From personalisation through data to personalisation through dialogue, brands are creating communities where followers feel like friends and belong...
Retail
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Pop-culture & Media
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Society
Big Ideas
Nigeria’s Rave Revolution
Popularised by a surge in electronic music streaming, Nigeria’s rave scene is emerging as a vibrant space for hospitality, culture and community.
Youth
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Pop-culture & Media
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Gen Z
Markets
Grab-and-Go Cuisine
Food brands are re-inventing convenience with healthier, snackable and culturally relevant formats designed for time-poor consumers.
Food & Drink
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Society
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Health & Wellness
Markets
Gen Z Wellness Rebellion
Cigarettes, cocktails and control: Gen Z are rebelling against MAHA (Make America Healthy Again) rhetoric, self-optimisation and the wellness manda...
Food & Drink
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Youth
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Travel & Hospitality
Markets
Collaboration Culture
Successful brands are evolving from authoritative voices to co-creative partners. They are collaborating with audiences, creators and peers to shap...
Fashion
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Sports & Leisure
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Beauty
Big Ideas
MAD//Fest 2025: The Formula for Fixing Boring Brands
At this year’s MAD//Fest, brands, marketers and culture leaders gathered in London’s Truman Brewery to explore how businesses can be less boring an...
Advertising
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Marketing
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Global Events
Big Ideas
Cannes Lions 2025: Branding in the Trust Recession
As public trust in institutions plummets, brands are stepping up with bold action, scientific rigour and substance.
Global Events
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Branding
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Pop Culture & Media
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