Gen Z

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

Youth Culture in 2025

From immersive experiences to creator-driven content and innovative storytelling, pop culture and media innovators are reshaping how audiences engage with entertainment

Big Ideas

Kidult Craze

Adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child

Macro Trends

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 of fandom

Macro Trends

Gen Z Now and Next

Gen Z are entering adulthood burdened by global challenges, yet lack the tools or role models to drive the change they envision, leaving them paralysed by paradox

Markets

Gen Z Dating Futures

As dating app fatigue grows, in-person social spaces, sports, and college communities are emerging as popular screen-to-scene alternatives

Viewpoints

Amin El-Maghraby: Magrabi

How the business is evolving its retail experience to reposition itself as a lifestyle brand.

Eyewear : Smart Store : Retail Experience

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

Big Ideas

Back to school

Seattle – Amazon has built on its presence in education with new resource-sharing platform Inspire.

Amazon : The Dawn Of The Mega-systems : Education

Big Ideas

Armchair racing

Global – GT Sport, the latest version of console driving game Gran Turismo, due for release in November, will include two championships recognised ...

Gran Turismo : Videogames : ESports

Big Ideas

Silent treatment

Global – Ghostbot is a new app designed to gently discourage unwanted contacts.

Ghostbot : The Optimised Self : Chatbots

Big Ideas

Network wealth

Zürich – Credit Suisse is reported to have entered the social network market with a new exclusive offer.

Credit Suisse : Social Network : Mobile Money

Viewpoints

Luke Whitehead: UAL

How universities and employers need to restructure to make the most of the Generation D mindset.

Education : Careers : UAL

Viewpoints

Ariana Mouyiaris: MAKE

Why beauty brands need to move beyond stereotypes if they are to remain relevant.

MAKE : Digital Agressors : Skincare

Big Ideas

Happiness index

China – Generation D cares less about money, according to a new report by agency OMD China.

Happiness Index : China : Gen Viz

Big Ideas

Balanced coverage

New York – SupChina is a new online publication that aims to offer a comprehensive picture of contemporary China.

SupChina : News Media : Curated Content

Big Ideas

Brand of character

London – Graduate Fashion Week has teamed up with IBM to match students to brands that share similar personality traits.

IBM : Graduate Fashion Week : E-motional Economy

Viewpoints

Mark Palmer: Vegetarian adventurers

Pret A Manger's group marketing director explains why more brands need to take co-creation seriously.

Pret A Manger : Vegetarian : Co-creation

Viewpoints

Stephen Laughlin: IBM

Why retailers need to constantly experiment and embrace failure if they are to keep up with disruptors.

IBM : Revelation Brands : Stephen Laughlin

Viewpoints

DVTK: OKgrl

Why in the future you won’t be able to tell the difference between e-commerce sites and fashion editorials.

DVTK : Gen Viz : Visual Interactivity

Markets

Ride-share Market

The success of ride-share operators means everyone is looking for a share of this lucrative market.

Rideshare : Uber : Mobility

Viewpoints

Emily Forbes: Seenit

How brands can use the power of the crowd to find authentic, front-line content.

Seenit : Emily Forbes : Citizen Journalism

Big Ideas

Head start

US – The Eliza app enables users to track their mental state through voice and sentiment analysis.

Eliza : The Optimised Self : Mental Health

Viewpoints

James Paul Gee: Schoolcraft

The Arizona State University professor reflects on the rise of the gaming for education movement.

Minecraft: Education Edition : Microsoft : Video Games

Big Ideas

Photo opportunity

US – New app Pay Your Selfie enables consumers to receive money for taking selfies that feature branded products.

Pay Your Selfie : Influencers : The New Value Economy

Design Directions

The Collective: Old Oak

The largest co-living space in the world has just opened in northwest London, offering 550 residents shared living space.

Co-living : The Sharing Economy : Urban Housing

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