Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Gen Z Now and Next

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 change they want to see, they find themselves paralysed by paradox

Behaviours

Gen Z in India

India’s Gen Z are redefining tradition. Blending cultural heritage with global influences, their evolving values of sustainability, inclusivity and individuality are reshaping the consumer landscape

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 way for screen-to-scene connection

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

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 of complaining

Micro Trends

Avatar Influence

From their role as brand ambassadors to their impact on consumers’ interactions in fashion, digital avatars are opening up new opportunities for ...

Fashion : Digital : Retail

Markets

Young Eaters

The eating habits of younger generations are being shaped by a greater appreciation of food and by parents who are instilling their healthy eating ...

Food : Generation Z : Baby Food

Viewpoints

Will vegans eat in-vitro meat?

Veganism is on the rise, but will the same people who scour restaurant menus for the magic green ‘v’ tick symbol be as likely to bite down on a ble...

Food : Culture : Veganism

Markets

Instagram Beauty Market

By providing a place for consumers to discover new under-the-radar products, Instagram has become a thriving environment for cult beauty brands.

Beauty : Digital : Social Media

Markets

Emerging Youth Travel Market

Emerging economies with youth populations eager to explore new territories will radically transform the travel and hospitality sector.

Travel : Youth : Hospitality

Macro Trends

Experience 2020

Customer experiences are becoming meaningless. But as we head towards the next decade, brands must ensure that they only invest in experiences th...

Experience : Experience 2020 : Tech

Micro Trends

Digital Store Fronts

The future of online shopping is being shaped by visual-first digital experiences.

Retail : Youth : Digital

Big Ideas

Next-generation Apps

Tired of narcissistic platforms such as Instagram, young people are moving over to private messaging apps that emphasise community, allow for ephem...

Youth : Digital : Technology

Big Ideas

How magazine Azeema empowers women from North Africa and the Middle East

The founders of Azeema magazine on representing strong-minded women, empowering young girls and championing inclusivity.

Youth Culture : Fashion : Belonging

Micro Trends

Safe Spaces

Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.

Youth : Identity : Belonging

Markets

Emerging Youth: Mexico

A new form of counter culture is emerging in Mexico, driven by young consumers who are proud of their cultural heritage and outspoken critics of US...

Youth : Fashion : Digital

Markets

Hype Market

From frenzied crowds outside Supreme stores to Yeezy sneakers reselling for more than 20 times their original retail price, the market for hype is ...

Fashion : Digital : Technology

Big Ideas

Vector Newman on consumers outsmarting the system

The founder of private social network New Life explains why we need to stop living in a pre-internet world.

Youth Culture : Fashion : Retail

Viewpoints

What does Walmart’s presence on Google Home mean for household brands?

A new collaboration between Google and Walmart envisages an alternative future for voice-powered retail.

Retail : E-commerce : Digital

Markets

Female Futures

How will women thrive in a changing world?

Youth Culture : Generation Z : Identity

Viewpoints

Why is being transgender still an issue?

Misogyny, racism and transphobia all have one root cause.

Gender : Identity : Advertising

Big Ideas

Pornhub launches interactive video content category

Global – Users will now be able to synchronise porn with sex toys in order to simulate sex.

Technology : Digital : Media

Viewpoints

What does the rise of injectable cosmetics mean for make-up?

How is the make-up market reacting to consumers approaching injectable cosmetics as an extension of make-up rather than a non-surgical procedure.

Beauty : Digital : Media

Viewpoints

Are luxury brands doing enough to appeal to Generation Z?

With luxury brands rushing to create digital-first campaigns for Millennials, are they also doing enough to prepare themselves for the inevitable r...

Luxury : Fashion : Digital

Big Ideas

Gaming is no longer a niche category on YouTube

Global – It is one of the most watched types of content across the platform.

Gaming : Media : Digital

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