Communities

Profiling values-driven consumer groups and uncovering influential subsets of consumer behaviour.

Communities

Women Who Play

As gaming continues its advance as a key tool for consumer engagement, women gamers are now demanding their share of the spotlight.

Future Of Gaming : Avatar Customisation : Women Empowerment

Communities

Neo-collectivists

As we move from an individually minded society to a collective one, we meet the community championing new ways of sharing, caring and collaborating.

Community : Neo-collectivism : Network

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative an...

Sustainabillity : Beauty : Society

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liber...

Youth. : Youth : Media

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.

Communities : Food And Drink

Communities

Beauty Cultists

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

Beauty : Communities : Consumers

Communities

Digital Architects

A new community of consumers are curating fresh digital eco-systems to create new opportunities to engage with brands in a meaningful way.

Retail : Communities

Communities

Kindred Diners

This community is on a quest to make eating convivial, pleasurable yet thoughtful, building local communities around – and inspired by – food and d...

Food : Drink : Social

Communities

Untethered Luxurians

Challenging what it means to be wealthy, this community has chosen a lifestyle that prioritises freedom and self-fulfilment over a settl...

Luxury : Travel : Hospitality

Communities

The Conscious Decelerators

This community of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that will help them to carve out a new ...

Health : Wellness : Conscious Deceleration

Communities

The Uncoupled

Meet the new community of citizens who are choosing to embrace singledom, polyamory and platonic love over traditional romantic relationships.

Tribe : Travel : Leisure

Communities

Subconscious Shoppers

Three technology-driven US consumers invite us into their homes to explain how their relationship with AI-driven devices is evolving.

Retail : Voice-assistant : Subconscious Shoppers

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

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

Communities

Young Vietnamese Luxurians

Ambitious, stylish and intelligent, young Vietnamese luxurians are taking full advantage of the country’s booming economy to access new shopping,...

Luxury : Vietnam : Vietnamese Luxurians

Communities

Mexican Luxurians

From supporting local designers to connecting with the region’s rich artisanal culture, this tribe of consumers approach luxury wit...

Mexican Luxurians : Mexico : Luxury

Communities

Beauty Backlashers

This community is actively rejecting the prevailing narratives in the beauty industry and searching for brands, products and processes that enable ...

Beauty : Community : Identity

Communities

Skinthusiasts

Thanks to the rise in internet forums and skincare blogs, these beauty consumers are armed with scientific knowledge and know how to use ...

Beauty : Wellness : Culture

Communities

Life-long Learners

This community of high-net-worth high achievers are more interested in spending their money on self-enriching experiences than on gratuitous displa...

Life-long Learners : Luxury : Experience Economy

Communities

Anti-luxurians

Purist athletics gear, technology-driven fashion and brand subversion are the new cornerstones that represent a multifaceted future luxury consum...

Anti-luxurians : Fashion : Anti-authenticity

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