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’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

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

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...

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

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

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

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

Big Ideas

Data is not as neutral as it seems

Sound artist and researcher of critical data analytics Wesley Goatley discusses the importance of democratising data to better serve those who are ...

Sustainability : Data : Placemaking

Markets

Women’s Wealth Market: Part 2

As women become more prominent wealth-holders, societal structures are evolving to better nurture and improve their finances.

FinTech : Female Futures : Finance