Gen Alpha

Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.

Alphas Now and Next

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape the lives of Gen Alpha are yet to exist

Micro Trends

AI Edu-play-tion

Meet the innovators using generative artificial intelligence to re-imagine screen-free educational play time for children

Markets

Kids’ Snack Market

Functional ingredients, re-imagined childhood classics and gastro gaming innovations are shaping the future of the kids’ snack aisle

Markets

Teens, Tech and Tapping Out

The unprecedented teen mental health crisis may be inspiring a grassroots movement of activist parents looking to change youngsters’ relationships with their smartphones

Markets

Kidswear Market

Following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious

Markets

Parenting Market

Changing family structures and gender roles, coupled with an increasingly digitally dominant world, are disrupting traditional notions of chi...

Motherhood : Parenting : Family

Big Ideas

Resounding remedy

UK – Healthcare start-up Echo has built an app designed to help people manage their long-term prescriptions.

NHS : Healthcare : Personal Appsistants

Micro Trends

Health-conscious Kids

As society becomes more health-conscious, wellness is trickling down to the youngest generation.

WellJelly : China Drewitt : Fitness Trackers

Big Ideas

Video: Snap to it

Global – MTV is one of the first brands to innovate with video on Snapchat’s Discover publishing platform.

MTV : Snapchat : Gen Viz

Big Ideas

Party live

US – The Houseparty app enables Gen Viz consumers to visually communicate en masse with group video calls.

Houseparty : Gen Viz : Livestreaming

Big Ideas

Youth in crisis

UK – A new study suggests that young British adults are suffering a crisis of confidence.

Housing Crisis : Work-life Balance : Adultlescents

Big Ideas

Toy boy

US – Boy Story is a range of male dolls for boys that is designed to promote gender equality.

Boy Story : Neutral Culture : Action Dolls

Viewpoints

An unshared future

Fears are growing that the sharing economy model is not as benign as it first appeared.

The Sharing Economy : Airbnb : Uber

Big Ideas

Professional freelancers

US – Business networking platform LinkedIn has launched a new service that enables users access to the gig economy.

LinkedIn : Freelance Economy : Professional Network

Big Ideas

Back to school

US – The end-of-summer sales boost that comes with back-to-school purchases is already under way, so what can we expect from this season?

Generation D : Athleisure : Back-to-School

Big Ideas

Coding made cool

North America – Start-up company Vidcode is promoting coding among young people with the launch of its Snapchat filter competition.

Vidcode : The Learning Economy : Snapchat

Viewpoints

Brexit: 360 Vision

The best response to the EU referendum for UK brands is to be even more internationalist.

Anti-authenticity : Internationalism : Branding

Big Ideas

Recording your Lifestage

Global – Facebook has launched a new network designed exclusively for the under-21s.

Facebook : Gen Viz : Lifestage

Big Ideas

Virtual etiquette

US – A series of experiments by Daydream Labs examine how to mitigate the potential for rude or abusive behaviour in virtual reality.

Virtual Reality : Online Gaming : Google

Viewpoints

Brexit: Partisan Brands

While it's unavoidable for modern brands to take a political position, best leave the placards at home.

Brexit : Brandstanding : New Bricolage Living

Big Ideas

Beauty hotline

Global – Beauty brand Birchbox has introduced a Snapchat customer service offer that emphasises human connection.

Birchbox : Revelation Brands : Personal Appsistants

Big Ideas

Apple for the teacher

Naples – Apple is working with the University of Naples Federico II to create the first iOS Developers Academy.

Apple : Gen Viz : Education

Big Ideas

An apple a day

Los Angeles – Doctors are giving overweight children who are at risk of developing diabetes prescriptions for free fruit and vegetables.

LA : Food And Drink Futures : Health & Wellness

Micro Trends

Generation D Recruitment

Brands are waking up to the fact that graduate fairs and recruitment websites are no longer relevant as platforms for recruiting Generation D talent.

Recruitment : Gen Viz : Workplace Futures

Design Directions

Watermelon Sugar

Designer Pamm Hong has created a speculative platform that visualises a user’s browsing history as an abstract creature.

Online Identity : Algorithms : The Sharded Self

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