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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
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
Big Ideas
McCartney makes a play for children’s fashion
McCartney makes a play for children’s fashion
Stella McCartney
:
Kids
:
Website
Micro Trends
Live Gaming
Against a virtual backdrop of football fields, war scenes and fantasy worlds, millions of video game enthusiasts enter battle and play each other o...
Interactive
:
Living It Loving It
:
Call Of Duty
Big Ideas
H&M uses AR to capture a new virtual reality
H&M uses AR to capture a new virtual reality
H&M
:
Augmented Reality
:
GoldRun
Big Ideas
Debenhams launches channel shopping in style
Debenhams launches channel shopping in style
Debenhams
:
Online Video
:
Online Tv
Big Ideas
Smartphones become mobiles of choice in US
Smartphones become mobiles of choice in US
Smartphones
:
Nielsen
:
Global Smartphone Report
Big Ideas
Tommy Hilfiger shouts Loud on the airwaves
Tommy Hilfiger shouts Loud on the airwaves
LVMH
:
Nowness
:
Branded Content
Micro Trends
Real virtual music
With the advent of music downloads and streaming services, buying a cd in a record store could become a thing of the past. But musical artists are ...
Digital
:
Jed Davis
:
CD
Big Ideas
Starbucks serves local highlights
Starbucks serves local highlights
Starbucks
:
Media
:
Yahoo
Big Ideas
Britons set to spend more online at Christmas
Britons set to spend more online at Christmas
Christmas
:
Online Retail
:
E-commerce
Big Ideas
Sears shapes up for Gen Y
Sears shapes up for Gen Y
Sears
:
Berlin
:
Forever 21
Micro Trends
UPDATE: Magtailing
We first reported on the magtailing trend when we noticed a number of online stores produce editorial content on their websites. Now the trend has ...
Wallpaper
:
My-Wardrobe
:
Elle
Design Directions
Moshi Monsters
In the 90s, the Tamagotchi, a small plastic toy with an LED screen, let children take care of a digital pet. They could feed and clean it, but that...
Markets
Utility Apps
Brands are using mobile apps as practical tools to assist, educate and serve consumers in and out of stores.
Utility Apps
:
Mobile Apps
:
Apps
Big Ideas
US teens send 8% more texts than last year
US teens send 8% more texts than last year
Internet
:
Text
:
Status
Big Ideas
Limited tweet response sends brands a message
Limited tweet response sends brands a message
Twitter
:
Social Media
:
Sysomos
Big Ideas
App puts assistant on call
App puts assistant on call
Debenhams
:
Iphone
:
Apps
Big Ideas
Claire’s fans haul the brand into the future
Claire’s fans haul the brand into the future
Claire's
:
Curation
:
Blogging
Big Ideas
Social media all of a Twitter about Gap logo
Social media all of a Twitter about Gap logo
Gap
:
Graphic Design
:
Rebranding
Big Ideas
Face-to-face contact is brands’ new Facebook
Face-to-face contact is brands’ new Facebook
In Person
:
Conviviality
:
Starcom MediaVest Group
Big Ideas
Social networks are channel of choice for 61%
Social networks are channel of choice for 61%
Social Networking
:
Facebook
:
TNS
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