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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.
Big Ideas
Five Brands Elevating the Outdoor Leisure Market
As outdoor activities become more than just an occasional pastime, brands are reviving apparel and equipment with energetic palettes that better su...
Travel
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Leisure
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Fashion
Big Ideas
IAM 2021: The Future of Community is Inter-Citizenship
Solutions were not enough at this year’s IAM Weekend, as thinkers gathered to imagine better internet(s), care systems and inter-species perspectives.
Digital
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Technology
:
Media
Big Ideas
Web Summit 2021: The Future of Tech is Post-Purpose
We’ve just lived through our most online period in history. Here’s what Web Summit predicts will come next, from brand obsession to metaverse scept...
Technology
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Media
:
Digital
Big Ideas
Purpose in 2030: Generation Betterment
In this future scenario, brands are frantically trying to reframe their purpose, turning to climate-literate Generation Alpha – tomorrow’s valuable...
Scenario
:
Branding
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Purpose
Big Ideas
What Will 2022 Hold for Travel?
From the return of China’s tourism economy to decarbonising the industry, experts made key predictions for 2022 at this year’s World Travel Market ...
Travel
:
Hospitality
:
Sustainability
Big Ideas
Why Desert Skincare is the Next Beauty Frontier
As shifting climatic conditions transform our skin, brands are developing products that utilise desert plants and their ability to thrive in harsh ...
Beauty
:
Wellness
:
Ingredients
Big Ideas
Education in 2030: Neo-Knowledge Exchanges
With hyper-connected living and longer lifespans questioning the relevance of traditional schooling, we look forward to 2030 when education exists ...
Youth
:
Education
:
Scenario
Big Ideas
Dutch Design Week 2021: Envisaging a Better World
This year’s Dutch Design Week reveals components to construct a better society, from preventative care techniques to nature-inclusive solutions.
Design
:
Sustainability
:
Society
Markets
Emerging Youth: Saudi Arabia
Driving a shift from collectivism to individuality, young Saudis are at the forefront of their country’s major sociocultural, economic and progress...
Youth
:
Society
:
Fashion
Big Ideas
The Destinations Living our Slow Tourism Future
Decelerated tourism is rapidly becoming a reality, as destinations adjust their travel marketing and take tactical approaches to protecting their l...
Travel
:
Hospitality
:
Sustainability
Big Ideas
How Alcohol Brands Can Look Out for Men’s Wellbeing
As the definition of nutrition broadens to include mental wellbeing, men are seeking more nuanced support and recognition from the brands they purc...
Food
:
Drink
:
Health & Wellness
Big Ideas
Exhibition: Objects for a New Kind of Society
At Dutch Design Week 2021, Dutch Invertuals and The Future Laboratory are together examining how design will shape our experience of future cities.
Design
:
Technology
:
Place Making
Markets
Emerging Youth: AfroLATAM
Despite historical socio-economic disadvantages, Black Latin Americans are making themselves heard through a unique sense of unity and resilience.
Youth
:
Media
:
Workplace
Big Ideas
Five Ways Automation is Boosting Physical Retail
As retailers work to future-proof stores, technology and automation are helping brands to provide convenience, problem-solve and fill gaps in produ...
Retail
:
Technology
:
Automation
Markets
Next-generation Watch Market
An industry long steeped in traditional values, the luxury watch sector is undergoing a transformation in an attempt to woo a new generation of you...
Luxury
:
Watches
:
Retail
Big Ideas
Material Innovation Will Build Resilient Cities
These five projects from London Design Festival 2021 show how designers can use material innovation to build better, more equitable and resilient c...
Design
:
Sustainability
:
Architecture
Big Ideas
What’s Next for the Entre-Celebrity?
From deep diversity training to TikTok-famous consultants, the C-suite celebrity is rapidly redefining the role of the brand spokesperson.
Retail
:
Media
:
Workplace
Big Ideas
Five Ways Sports Fandom is Going Virtual
As sports events are revived, brands are bouncing back with immersive digital innovations that bring fans closer to their teams than ever before.
Media
:
Technology
:
Sports
Big Ideas
Travel in 2030: Slow Honeymoons
In this fictional future scenario, we meet Ming and Hui, a Generation Z couple who are struggling to balance their climate commitments with their h...
Travel
:
Sustainability
:
Carbon Neutral
Markets
Asia’s Alternative Protein Market
Alongside health concerns and a curiosity for new tastes, innovation in Asia’s alternative protein market is being steered by product localisation ...
Food
:
Health And Wellness
:
Technology
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