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.

Viewpoints

The New Youth Club

Moot is a membership-based third space redefining UK youth clubs for a generation craving real-world connection, culture and community.

Markets

Homely Hospitality

Gen Z are increasingly embracing homely soirées and intimate events that prioritise connection over consumption – creating a movement to combat urban loneliness.

Micro Trends

Coffee Shop Raves

Boosted by a new generation of sober-conscious consumers seeking real-life connection and fun, coffee shops are taking over the party scene as the new destination for daylight raves.

Markets

Gen Z's Mall Revival

For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, connection and discovery.

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...

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

Big Ideas

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 : Augmented Reality : GoldRun

Big Ideas

Debenhams launches channel shopping in style

Debenhams : Online Video : Online Tv

Big Ideas

Smartphones become mobiles of choice in US

Smartphones : Nielsen : Global Smartphone Report

Big Ideas

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

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