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Gen Z
Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.
Macro Trends
Game-Changers: The Future of Sports Fandom
By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era o...
Sports & Leisure
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Fashion
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Pop-culture & Media
Markets
Gen Z Dating Futures
As consumers experience dating app fatigue, in-person social spaces, sports, and college communities are emerging as popular alternatives, making w...
Youth
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Dating
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Identity
Micro Trends
Erotic-tainment
A backdrop of sex-averse culture is only making audiences thirstier, leading to an explosion of entertainment that brings smut to the masses.
Sex
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Entertainment
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Erotica
Behaviours
Gen Z in Singapore
Singaporean Gen Z are facing burnout, driven by economic pressures and climate change anxiety, but beware of their national pride and willingness t...
Singapore
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Emerging Youth
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Gen Z
Micro Trends
Safe Hate Spaces
Showing off their most embarrassing petty grievances, a new wave of content creators are building safe havens to normalise and connect over the act...
Content Creator
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Youth Culture
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Dark Humour
Behaviours
Gen Z in Australia
Amid fractious global politics, national housing shortages and looming recession, Australia’s youth are connecting via grassroots activism and new ...
Australia
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Gen Z
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Loneliness
Behaviours
Emerging Youth: The Maghreb
After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...
Youth
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Society
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Culture
Design Directions
Rebranding Nature
To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.
Design
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Sports & Leisure
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Sustainability
Behaviours
Emerging Youth: Saudi Arabia
In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...
Saudi Arabia
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Gen Z
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Middle East
Macro Trends
Gen Z Now and Next: From Vision to Contradiction
Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...
Generations
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Gen Z
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Demographics
Micro Trends
Reading Raves
Communal reading events are attracting young consumers for their unique blend of socialising and serenity.
Reading
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Books
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Gen Z Loneliness
Markets
Authentic Avatars
Meet the innovators adopting an intersectional approach to make digital avatars more authentic.
Gaming
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Pop-culture & Media
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Technology
Behaviours
Emerging Youth: Nigeria
Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...
Youth
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Nigeria
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Nigeria
Big Ideas
Brand Innovation Debrief: Elf Beauty
In 2023, Elf Beauty secured its position as Gen Z’s cosmetics brand of choice. From duping Dior to capitalising on Jennifer Coolidge’s rebounded ce...
Beauty
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Gen Z
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E.l.f Beauty
Markets
Redesigning Higher Education Spaces
From fostering wellbeing to embracing climate consciousness and immersive tech, we explore how higher education spaces are evolving to meet the div...
Higher Education
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Future Of Education
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Remote Learning
Micro Trends
Gen Z Activism
As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.
Society
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Youth
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US
Behaviours
Emerging Youth: UAE
The UAE’s Gen Z are leading the nation’s evolution by redefining tradition to mirror their own values and vision.
Youth
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UAE
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Gen Z
Big Ideas
America’s New Age of Parenting
Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...
Youth
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Health & Wellness
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Society
Micro Trends
TikTok Travel Agents
Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.
Travel
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Media
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Hospitality
Viewpoints
The New Normal: Gun Violence in America
As gun violence reaches an epic scale, our US foresight analyst Carly Ettinger explores the rise of the gun safety tech market – and what this reve...
Gun Safety
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US
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Security
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