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
Gen Z’s Mall Revival
The Bromeopathy Market
Gen Z in Indonesia
Cortisol Control
Fernando Desouches breaks down the new macho

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
Why it’s time for luxury fragrance to slow down

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
Hirotaka Tako on how home technology can enrich our everyday experiences

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
How AI inspectors could safeguard consumer expectations

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
Luxury Student Market

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
How upcycling is getting a luxurious makeover

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
Why male strength is no longer about physique

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
Emerging Youth: Nigeria

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
Money Market: Generation Z

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
Dafe Oboro on changing attitudes among Nigeria’s 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
Simon Isaacs on creating a digital world for Millennial dads

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
How targeted advertising can survive the GDPR

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
How Goodyear is heralding a sustainable future

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
This West African supergrain could be the next quinoa

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
Jim Meehan on why moderation is good for the alcohol industry

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
Is your brand ready for the GDPR?

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
Fermented Drinks Market

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
Mature Men’s Beauty Market

Markets

Mature Men’s Beauty Market

Beauty products aimed at an older demographic are skewed towards women, but more and more Baby Boomer men are seeking brands to address the skin ne...
Beauty : Retail : New Masculinity
The young influencers redefining male identity

Big Ideas

The young influencers redefining male identity

The teenagers redefining masculinity through streetwear, meme culture and fresh representations of heritage and identity.
Youth : Fashion : New Masculinity
The J-Beauty products to know about

Big Ideas

The J-Beauty products to know about

Japanese beauty products are finding new appeal in the West thanks to their unique formulations and efficacy.
Beauty : Skincare : Cosmetics
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