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.

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

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. 

Big Ideas

SXSW 2025: Reclamation Versus Resistance

SXSW 2025 marked a radical shift from resistance to reclamation, as industry leaders build agency in a challenging democracy, create decentralised media platforms and focus on a shared humanity.

Markets

Cortisol Control

Tackling stress is a major concern for the wellness community, with new research and innovations emerging to measure and lower cortisol, along with viral content promoting cortisol-focused solutions.

Markets

Nature-hacking Market

Urbanites are becoming active stewards of nature by harnessing regenerative technologies to help plants thrive and build more resilient city enviro...

Big Ideas

Five Fresh Innovations in Waterless Beauty

From dissolvable sheets to freeze-dried skincare, explore the new experiences for customers using waterless beauty and personal care products.

Beauty : Wellness : Sustainability

Markets

Affirmative Avatars Market

As the line blurs between people’s real-life personas and online avatars, socially conscious netizens are seeking digital fashion that reflects the...

Gaming : Avatars : Web3

Behaviours

Emerging Youth: Vietnam

With more young people living in Vietnam than ever before, this generation are using the country as a canvas on which to project creativity and sel...

Vietnam : Youth : Emerging Youth

Big Ideas

Five Future Home Scenarios for 2050

As the climate crisis escalates, our population ages, and the way we live is reshaped by new technologies and materials, our homes will look very d...

Society : Sustainability : Health And Wellness

Markets

Extraterrestrial Innovations Market

Once the preserve of sci-fi narratives and super-rich escapism, brands are now recognising the potential for space to be used as a testbed for inno...

Space : Innovation : Health And Wellness

Markets

Chinese Entertainment Market

As China tightens its control over ‘extravagant’ forms of entertainment, citizens are engaging with media with less passivity and more intent.

Media : Technology : Entertainment

Big Ideas

The Airports Bringing Humanity Back into Travel

As the travel sector re-invents itself, airports are doing the same. From Kansas to Mexico, these are the aviation hubs elevating pre-departure wel...

Travel : Retail : Airports

Big Ideas

How New-Generation Indigenous Restaurants are Decolonising Cuisine

Restaurants are blending ancestry with innovation, re-asserting cultural heritage and place of indigeneity as a driving force in the food sector’s ...

Food : Travel & Hospitality : Drink

Markets

New Masculinity: Latin America

Representations of men in Latin America are in flux as new idols, peers and a nascent set of brands work to shift narratives around masculinity.

New Masculinity : Beauty : Health

Big Ideas

Five Ways Retail can Maximise the Metaverse

The buzz around virtual worlds isn’t waning. For retailers, it’s providing space for novel marketing, brand education and alternative investments.

Retail : Media And Entertainment : Technology

Markets

Pain Management Market

In the age of Synchronised Care, the pain management market is establishing a new framework that shuns clinical treatment in favour of decentralise...

Health & Wellness : Technology : Beauty

Markets

Convertible Clothing Market

As the sustainable fashion landscape evolves, brands are experimenting with long-lasting garments that adapt, change or grow with wearers.

Fashion : Design : Sustainability

Big Ideas

Family in 2030: Climate Communities

In this scenario, we meet an intergenerational Muslim family finding meaning and hope amid the impacts of the climate crisis on the city of New York.

Scenario : Society : Climate Crisis

Markets

Rewilding Retail Market

The retail industry is implementing greener infrastructural strategies that benefit, shoppers, workers and the environment on a wide scale.

Retail : Nature : Health & Wellness

Markets

Traveltainment Market

With travel burdened by bureaucracy for too long, brands are designing escapes that seamlessly blend tourism and entertainment to make the act of t...

Travel : Entertainment : Hospitality

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 : Leisure : 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 : 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 : 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 : Purpose