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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.
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 in Kenya
From Silicon Savannah to the streets of Nairobi, Kenya’s Gen Z are rewriting the rules of power, protest and purpose for governments and brands.
Markets
Gen Z in Indonesia
With millions of young, tech-savvy and entrepreneurial Indonesians reshaping culture, business and faith, Gen Z is a force no brand can afford to ignore.
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
Big Ideas
Film producers promote Tunnel vision
Film producers promote Tunnel vision
Sydney
:
Crowdfunding
:
The Tunnel
Big Ideas
Corona campaign dances to the Latin beat
Corona campaign dances to the Latin beat
Miami
:
Hispanic
:
Corona
Micro Trends
Hyperseasonal selling
The concept of cosmetics seasons came, of course, from the catwalk. But as fashion seasons are being challenged, so too is the concept of seasons f...
Seasonal
:
Trends
:
Catwalks
Big Ideas
Video games the main player in entertainment
Video games the main player in entertainment
Video Games
:
Social Gaming
:
Micropayments
Big Ideas
Asian social media surge can boost Travel & Hospitality
Asian social media surge can boost Travel & Hospitality
Singapore
:
Social Media
:
Facebook
Micro Trends
P2P business
A new group of peer-to-peer (P2P) businesses are borrowing their modus operandi from illegal file-sharing sites, creating physical networks enablin...
Peer-to-peer
:
Illegal File-Sharing
:
Websites
Markets
Geo-marketing
As location becomes more important in social networking, a window is opening for brands to engage with consumers based on where they are. Prepare t...
Geo-fencing
:
Geo-tagging
:
LBS
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