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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
Flattr could signal new tipping point online
Flattr could signal new tipping point online
Online Tipping
:
Tipping
:
Flattr
Big Ideas
Teen ’tox injects fresh cosmetic perspective
Teen ’tox injects fresh cosmetic perspective
Cosmetic Surgery
:
Teenagers
:
Botox
Big Ideas
Social networking reveals its female side
Social networking reveals its female side
Social Networking
:
Facebook
:
Twitter
Big Ideas
Kids show a taste for cooking at summer camp
Kids show a taste for cooking at summer camp
Cooking
:
Education
:
Vermont
Micro Trends
Check-in Culture
First, people started checking in at their favourite places on Foursquare and Gowalla. Now they are letting others know when they watch tv on Philo...
Twitter
:
Bars
:
Philo
Big Ideas
Fashion fit for the Chinese consumer
Fashion fit for the Chinese consumer
China
:
Jeans
:
Levi's
Big Ideas
Mobile services are just the ticket for events
Mobile services are just the ticket for events
M-commerce
:
Juniper Research
:
Twicketer
Viewpoints
Alex Okosi : The importance of Africa’s youth market
Words: Sarah Bentley Visuals: Joanna Tulej
Alex Okosi
:
MTV
:
Geo-marketing
Big Ideas
Fashion brands set green pace with Eco Index
Fashion brands set green pace with Eco Index
Nike
:
Adidas
:
Outdoor Retailer Expo
Big Ideas
Youth driving India's economy
Youth driving India’s economy
India
:
Digital
:
Millennials
Design Directions
Cultural Remix
A vibrant, youth-focused aesthetic direction drawn from Macro Inspire Mix Mash, Cultural Remix maps the evolving celebratory clash of patterns, pri...
Tribal
:
Indigenous
:
Nostalgic
Big Ideas
Special brew: coffee soap and shampoo
Special brew: coffee soap and shampoo
Coffee
:
Haircare
:
Bodycare
Big Ideas
Beauty goes digital
Beauty goes digital
E-commerce
:
Procter & Gamble
:
Max Factor
Big Ideas
Cereal film shows leap of faith for iPhone 4
Cereal film shows leap of faith for iPhone 4
Cereal
:
Mymuesi
:
Iphone
Big Ideas
Koreans lead Asian move to online shopping
Koreans lead Asian move to online shopping
Seoul
:
Monthly
:
Income
Big Ideas
Higher incomes boost Chinese beauty sector
Higher incomes boost Chinese beauty sector
China
:
RNCOS
:
India
Big Ideas
One in five teens on Facebook loses interest
One in five teens on Facebook loses interest
Facebook
:
Lightspeed Research
:
Social Networking
Big Ideas
Swipely turns shopping into a conversation
Swipely turns shopping into a conversation
Social Shopping
:
Rhode Island
:
Providence
Big Ideas
Luxury brands in China need more net focus
Luxury brands in China need more net focus
China
:
L2 Think Tank
:
E-commerce
Big Ideas
Nokia wheels out pedal-powered charger
Nokia wheels out pedal-powered charger
Nokia
:
Finland
:
Electricity
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