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

Sacred Sojourns

Religious tourism is booming as a new generation of travellers seeks spiritual meaning, cultural rituals and connection across sacred destinations worldwide.

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

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

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

African Mobile Technology Market

During Covid-19, the mobile-first African continent is using phones to forge a new future for healthcare, commerce and rural connectivity.

FinTech : Society : Technology

Markets

Reclaiming Black Beauty

Innovative black founders are authentically understanding and prioritising the requirements of black beauty consumers, pushing the beauty sector to...

Beauty : Retail : Inclusivity

Markets

Mid-life Male Drinkers Market

Alcohol brands are redefining modern drinking culture for men by empowering them to take pride in the social perceptiveness and judgement demonst...

Drinks : Marketing : New Masculinity

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.

Communities : Food And Drink

Markets

Champagne Futures Market

With 2020 poised to be a vintage year, champagne producers are grappling with the challenge of Covid-19 and a consumer base seeking less ostentatio...

Luxury : Drink : Alcohol

Markets

Repurposed Retail Market

As Covid-19 hits real estate, vacant department stores, shopping malls and their car parks are being given a new lease of life.

Retail : Architecture : Fulfilment

Big Ideas

Race-empowered wellness

From fitness platforms to sonic escapism, global majority communities are launching transformational healing services away from their oppressors.

Wellness : Diversity : Inclusion

Big Ideas

The digital evolution of neighbourhood stores

With Covid-19 bolstering spending in local stores, new platforms are emerging that digitise independent retailers and boost access for remote shopp...

Retail : Technology : Food

Markets

Emerging Youth: China

Showing their post-pandemic resilience, young Chinese are fusing highly disparate worlds: cloud raves, pastoral living and nostalgic apparel.

Youth : Generation Z : China

Markets

Neighbourhood Tourism Market

With the hospitality sector forced to accept a long-term drop in tourism, it's turning its attention towards local citizens.

Travel : Tourism : Hospitality

Big Ideas

How beauty is being refined for Generation Z

New brands are targeting teens by re-inventing coming-of-age skincare rituals for a more pragmatic – but still visual-first – generation.

Youth : Beauty : Skincare

Markets

Off-price Retail Strategies

To counteract the surplus stock resulting from Covid-19 closures and slower spending, brands are innovating with new off-price retail strategies th...

Retail : Pricing : Luxury

Markets

Asian Urban Farming Market

Concerns about food security, climate change and loss of livelihood are re-affirming urban farming as a model for sustainable living in Asia’s me...

Sustainability : Urban Farming : Food

Markets

China Luxury Retail Market

As its economy bounces back, China is becoming the global gauge for luxury retail, powered by revenge spending, patriotic mindsets and virtual comm...

Luxury : Retail : China

Markets

DIY Dressing Market

With sustainability increasingly front of mind, consumers are getting creative with their clothing and opting for DIY fashion over new items.

Fashion : Sustainability

Big Ideas

Upgrading urban mobility for the pandemic age

With public transport use declining worldwide, innovators reveal how more sustainable approaches to mobility will flourish in the cities of the fut...

Transport : Health & Wellness : Smog Life

Big Ideas

Trans-positive beauty and wellness campaigns

Historically entrenched in cisgender heteronormative ideals, health and beauty brands are beginning to lead conversations about Trans+ inclusion.

Health And Wellness : Transgender : Non-binary

Markets

Money Market: Gen Alpha

With Generation Alpha largely viewing money as a digital concept, brands’ financial education is moving into playful, digital and socially consciou...

Youth : Society : FinTech

Markets

Chinese Travel Market

With Chinese consumers keen to unleash their pent-up spending power, tourism brands are innovating to restore consumer trust in travelling.

Travel : Tourism : Hospitality

Markets

Reworking the Workplace

Inter-pandemic, the workplace is undergoing a reconceptualisation, from the systems and layout of the workspace, to materials and touchless technol...

Workplace : Technology : Health And Wellness