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

Hacktivism

In a world of open-sourcing and free information, people are routinely modifying and hacking branded goods to create even better products. In the A...

Music : Fireplayer : Modifying

Big Ideas

Drinking in the benefits of ready-made beauty

China : Brazil : Carotenoids

Big Ideas

Watch It and Shop It with Net-A-Porter tv

Net-A-Porter : Online : Digital

Big Ideas

Interactive shopping on Facebook from Asos

Facebook : Social Networking : Online

Big Ideas

Social network for tweens recognises their faces

Social Network : Tweens : Children

Micro Trends

Superphones

Smartphones have changed how we do business and entertain ourselves on the move. Now a breed of phone exists with complete desktop power. This is t...

Gaming : Angry Birds : HD

Micro Trends

Coffee Plus

First there was the global coffee emporium. Then in 2010 we reported on the rise of the Coffee Sensorium. These spaces adopted a slower approach to...

Coffee : Bikes : Commuters

Markets

Teens: USA

America’s teenage population is slowly falling (the US Census Bureau says it peaked at 26m a few years ago) and summer-time youth unemployment is a...

US Census Bureau : Facebook : Formspring

Design Directions

Puma Creative Factory

New Millennials want to mod, hack and customise their products. And as a result, brands have responded with webstores that let people personalise t...

Design : Shoe : Mumbai

Markets

Teens: Scandinavia

Scandinavian teens are now the biggest spenders among their age group in the world. Taken from our forthcoming Teen Futures report, this micro mark...

Sweden : Denmark : Finland

Micro Trends

Meet Your Maker

In the luxury world, technology should resolutely not be a replacement for service. Instead, it should enhance it. Now luxury brands are developing...

Heritage : Modern : IPad

Markets

Teens: South Africa

South African teens are exploring their roots, and mashing together influences to create a new identity. Taken from our forthcoming Teen Futures re...

South Africa : Johannesburg : Cape Town

Communities

Generation D

The successors to the New Millennials, Generation Ds are the first true ‘digital natives’. Born between 1994 and 2002, Generation Ds cannot remembe...

Content : Spotify : Social Networks

Micro Trends

Localised Luxury

The sharp rise in spending power of the BRIC nations of Brazil, Russia, India and China, especially the latter, is creating new opportunities and e...

Heritage : Stores : Glocal

Design Directions

Hoxton Street Monster Supplies

At first glance, Hoxton Street Monster Supplies in London looks like a trendy farm shop. Dark wooden shelves are filled with what appear to be jars...

Big Ideas

Foursquare the place to be for young and rich

Digital : Check-in Culture : Badge

Big Ideas

New teen platform spreads the literary word

Teenagers : Figment : Fiction

Big Ideas

Web video bookmarking app takes a fresh view

Radbox : Bookmarking : App

Big Ideas

Call for mobiles widespread among US consumers

Mobile Phone : Cell Phone : Pew Research Center

Big Ideas

Luxury consumers look to blogs for information

Content : Comment : Forums

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