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.

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

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

Inspiration per square foot

The success of bricks-and-mortar retail is no longer determined by sales per square foot but the benefits of creating inspirational spaces that ena...

Storefront Salvation : Retail

Big Ideas

These brands are future-proofing dadvertising

With the Advertising Standards Authority’s new guidelines on gender stereotyping coming into play, advertisers are refreshing not only how they rep...

Dadvertising : Advertising : New Masculinity

Big Ideas

The campaigns debunking male marketing myths

Brands are defying stereotypes by demonstrating a more intimate approach to modern male identity that avoids polarising men i...

New Masculinity : Advertising : Fashion

Big Ideas

Fernando Desouches breaks down the new macho

Fernando Desouches, managing director of New Macho at BBD Perfect Storm, explains why brands need to help men regain the ‘power’ to be self-defining.

Branding : Marketing : New Masculinity

Big Ideas

Why it’s time for luxury fragrance to slow down

Joshua Woods, founder of online fragrance platform The Olfactive, on why a more immersive, personal approach will drive customer loyalty in the lux...

Luxury : Beauty : Retail

Big Ideas

Hirotaka Tako on how home technology can enrich our everyday experiences

Sony’s chief art director imagines the future of smart products and explains the vision presented at the Hidden Senses exhibition during Milan Salo...

Design : Product Design : Interiors

Big Ideas

How AI inspectors could safeguard consumer expectations

Through the lens of a fictional future scenario, we explore how technology is driving key behavioural shifts among brands and consumers. This mon...

Customer Experience : Far Futures : Scenario

Markets

Luxury Student Market

As international students migrate to the world’s wealthiest cities in pursuit of a superior education and quality of life, the cliché of the depriv...

Luxury : Retail : Youth

Big Ideas

How upcycling is getting a luxurious makeover

Luxury brands are stepping into the circular economy with innovations that transform waste materials into covetable creations.

Luxury : Retail : Technology

Big Ideas

Why male strength is no longer about physique

Darren Barber, founder of Barber’s Gym and Boulder Club, discusses the changing attitudes to physical strength and masculinity.

Wellness : Fitness : New Masculinity

Markets

Emerging Youth: Nigeria

Misrepresented by politicians, young Nigerians are reclaiming a sense of national pride through movements that will drive the future of their country.

Youth : Fashion : New Masculinity

Markets

Money Market: Generation Z

A generation of pragmatists, Generation Z have a conservative approach to spending that is offset by a progressive view of financial technology.

Finance : Generation Z : Youth

Big Ideas

Dafe Oboro on changing attitudes among Nigeria’s youth

Lagos-based film-maker and photojournalist Dafe Oboro discusses his generation’s new-found sense of national pride and changing notions of masculin...

Youth : New Masculinity : Marketing

Big Ideas

Simon Isaacs on creating a digital world for Millennial dads

The co-founder of parenting website Fatherly discusses the act of becoming a dad, the value in video content and how to navigate the world of digit...

Marketing : Retail : New Masculinity

Big Ideas

How targeted advertising can survive the GDPR

Katarzyna Szymielewicz, co-founder and president of Panoptykon Foundation, a Polish NGO that aims to protect the rights of individuals in a surveil...

Advertising : GDPR : Privacy

Big Ideas

How Goodyear is heralding a sustainable future

Senior industrial designer Sébastien Fontaine and principal engineer Claude Boes from Goodyear’s Innovation Centre in Luxembourg discuss the import...

Automobile : Wellness : Sustainability

Big Ideas

This West African supergrain could be the next quinoa

Noah Levine, chief marketing officer at Yolélé Foods, a start-up building a supply chain for the African grain fonio, explains the potential appeal...

Food : Cuisine : Diets

Big Ideas

Jim Meehan on why moderation is good for the alcohol industry

The bartender and author discusses the disparity in drinking habits between different US generations, the moral responsibilities of the bartender a...

Drinks : Hospitality : Wellness

Big Ideas

Is your brand ready for the GDPR?

The General Data Protection Regulation comes into effect on 25 May, offering both challenges and opportunities for brands.

Data : Digital

Markets

Fermented Drinks Market

The functional fermented drinks market is maturing fast, with innovators emphasising improved health benefits, free-from credentials and new occasi...

Drinks : Hospitality : Health And Wellness