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.

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

The Sexuwellness Men’s Market

Meet the innovators rebranding men’s sexual wellness as a pillar of male pleasure and wellbeing.

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.

Big Ideas

The rise of resilience residences

Shelter and safety are aligning with luxury living as designers create high-end homes for a future affected by climate change and disasters.

Big Ideas

Epidemic Retail Futures

How will retailers in 2025 cater for future viral outbreaks and enable consumers to move effortlessly in and out of lockdown periods?

Inter-covid : Scenario : Retail

Markets

Modern Meditation Market

Meditation is being reframed as an accessible activity, with Covid-19 having accelerated its engagement and normalised the adoption of daily rituals.

Meditation : Wellbeing : Wellness

Communities

Beauty Cultists

A new generation of hyper-loyal beauty consumers are building localised communities around their favourite brands.

Beauty : Communities : Consumers

Markets

Rural Luxury Market

City living is losing its allure as affluent consumers look to the countryside for a more stable and idyllic lifestyle.

Luxury : Home : Sustainability

Markets

Pandemic Dining Market

As they respond to the coronavirus, restaurateurs have an opportunity to redesign future dining spaces and reclaim their role in the public realm.

Restaurants : Covid-19 : Food & Drink

Big Ideas

Black Lives Matter: the business response

Global brands and their employees are using their reach and influence to support the Black Lives Matter movement and the future progression of blac...

Black Lives Matter : Society : Campaign

Big Ideas

Inter-Covid hospitality

Amid a tourism drought, hotels are repurposing their vacant rooms to cater for consumers seeking shelter, safety and privacy.

Hospitality : Travel : Health

Big Ideas

Four ways retail is becoming a phygital playground

Innovative applications of established technologies are creating multi-layered, mixed-reality retail experiences that merge digital and physical to...

Retail : Phygital : Fashion

Big Ideas

In-game fashion

The synergy between fashion and gaming is swelling as designers and brands produce garments for wearing in-game and IRL.

Gaming : Fashion : Media

Big Ideas

The imperfect voices of quarantine cooking

As consumers turn to home cooking as a source of comfort during crisis, culinary experts are championing a slower, simpler and more accessible appr...

Food : Home Eatertainment : Covid-19

Markets

Imagination Travel

The virtual travel market of our post-pandemic future will swap clunky technology and headsets for the power of human imagination.

Travel : Tourism : Hospitality

Markets

Emerging Youth: Australia

Faced with one crisis after another, Australia’s youth are using digital platforms to reflect on their identities, educate their peers and satirise...

Youth : Australia : Covid-19

Big Ideas

The premium spirits defying world borders

With consumers unable to travel and discover local tipples, distillers are creating elevated spirits that can transport drinkers to unexpected terr...

Luxury : Drinks : Spirits

Markets

Makers Market

As craft culture and the hobby renaissance build momentum, retail opportunities abound for a wave of consumer businesses founded by makers.

DIY : Retail : Craft

Markets

Asian Virtual Kitchens Market

Food delivery platforms are bringing restaurant kitchens and bar culture into homes as new business models and Covid-19 disrupt the local food indu...

Food : Drink : Covid-19

Markets

Pandemic-proof Properties

Lockdown has highlighted the health impacts of life in isolation. We forecast how the design of our future homes and interiors will strengthen huma...

Future Home : Architecture : Covid-19

Markets

Urban Wellness Market

Consumers are re-appraising what it means to be well. Post-Covid-19, they will demand higher levels of urban health and more civic cities.

Wellness : Smog Life : Covid-19

Markets

Flat Age Beauty Market

The beauty sector is meeting the needs of Flat Age women with products and marketing that support maturing skin and hair – and their inquisitive ou...

Beauty : Advertising : The Flat Age Society

Big Ideas

Virtual sanctuaries

From phygital spas to virtual hot springs, traditional wellness spaces are being rethought to combine ancient wellbeing practices with dig...

Virtual Reality : Luxury Beauty : Beauty