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.

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.

Big Ideas

Eve Edelstein on incorporating wellness into architectural design

The research director of the Perkins+Will Human Experience Lab discusses her Neuro-Architectural design process and its potential for future cities.

Wellness : Health : Design

Markets

Wellness Architecture

As health and wellness becomes entrenched as a mainstream mindset, it is spreading into new areas – moving beyond gyms and expanding to wellness co...

Wellness : Architecture : Health

Markets

Gut Health Market

A greater understanding of the positive impact that sustaining gut bacteria has on overall health, both physical and mental, is fuelling this growi...

Health : Wellness : Microbiome

Big Ideas

The best of phygital retail in 2017

Retail operating systems, transportable stores and Instagram-powered inventory are some of the most inventive phygital concepts of 2017.

Retail : Automation : Phygital

Big Ideas

Ryan Elder on the power of distance in sensory marketing

The associate professor of marketing at Brigham Young University reveals how the perceived distance of a sensory experience can impact consumer beh...

Retail : Advertising : Marketing

Markets

Loyalty Market

As consumers become less loyal, brands are looking to personalisation, cryptocurrencies and mobile-based initiatives in an effort to redefine custo...

Retail : Digital : Technology

Markets

Voice Retail Market

As voice-enabled devices continue to enter our homes, and consumers become increasingly comfortable with the idea of talking to machines, retaile...

Retail : Technology : Digital

Markets

Members’ Club Market

The growth of the premium co-working sector is transforming members’ clubs.

Hospitality : Work : Luxury

Big Ideas

Shakeel Avadhany on making passengers’ time productive

The co-founder of ClearMotion explains why its intelligent suspension technology is a prerequisite for making time spent in autonomous cars useful.

Automotive : Media : Technology

Big Ideas

Turning car interiors into spaces of productivity

Uber and Clearmotion are developing systems that will create a more relaxing – and ultimately more usable – vehicle interior space.

Mobility : Media : Digital

Markets

Emerging Youth: India

India has a highly aspirational youth population that has the potential to unlock vast economic and social progress.

Youth : India : Advertising

Big Ideas

How gaming will define the future of customer service

The £81.7bn ($108.9bn, €91.7bn) gaming industry will transform customer service, from the way consumers budget to how they engage politically.

Tech : Technology : Retail

Communities

The Upstreamists

Fuelled by the backlash against clean eating, these food and drink consumers reject fad diets and treat food as nourishment.

Food And Drink : Health : Food And Drink Futures

Markets

Fashion Futures 2017: Current Anxieties

On the surface, the fashion industry’s global impact shows no sign of waning. But look away from the catwalks and you’ll discover an industry str...

Fashion : Apparel : Sustainability

Markets

Fashion Futures 2017: Strategies for change

From collaborating with innovators outside the industry to addressing the growing digital skills gap, innovative fashion brands are driving real ch...

Fashion : Digital : Sustainability

Big Ideas

Martine Jarlgaard on blockchain technology and the future of sustainable fashion

The fashion designer discusses how the fashion industry can use technology to redefine its definition of success to include sustainability, ethics ...

Fashion : Apparel : Sustainability

Communities

Low-impact Eaters

Members of this community are changing their eating habits owing to increasing anxiety about the state of the environment.

Food : Drinks : Culture

Big Ideas

Retailers are starting to offer in-home delivery

Walmart and Amazon are using Internet of Things devices to help them dissolve the border between the public and the private realms.

Retail : E-commerce : Delivery

Big Ideas

Brand Innovation Debrief: WeWork

A series of new initiatives by WeWork highlight how the sharing economy start-up is moving beyond co-working spaces and into the realms of educatio...

Health : Wellness : Placemaking

Big Ideas

Anne-Laure Le Cunff on making healthy eating engaging

The founder of artificially intelligent (AI) nutritionist Lysa and former member of Google’s digital health team on creating an engaging AI persona...

Health : Wellness : Artifical Intelligence