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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
Beauty brands reach consumers via online video tutorials
Beauty brands reach consumers via online video tutorials
Stila
:
Dior Beauty
:
MAC
Big Ideas
Korean fashion to go global in 2010
Korean fashion to go global in 2010
Korea
:
NYFW
:
JUUN.J
Big Ideas
Prohibition Culture’s new food meter helps change eating habits
Prohibition Culture’s new food meter helps change eating habits
Health Monitoring
:
Karolinska Institutet
:
Food
Micro Trends
Webtailing 3.0
A new group of webpreneurs is taking inspiration from the experiences of physical retailing, presenting these on-screen in 2D, and creating a new s...
Webpreneurs
:
Mag-tailing
:
Phy-gital
Big Ideas
European teens favour traditional television and user-generated content
European teens favour traditional television and user-generated content
Youth
:
User Curator Generation
:
Usage
Big Ideas
Crowd-sourced fashion designs set new brand rules
Crowd-sourced fashion designs set new brand rules
Design Your Own
:
DYO
:
Nike ID
Big Ideas
Tech and simplicity for beauty in 2010
Tech and simplicity for beauty in 2010
Maybelline
:
Lancôme
:
Rimmel
Big Ideas
Beauty sales driven by extreme looks
Beauty sales driven by extreme looks
Dark Makeup
:
Vampires
:
Makeup
Big Ideas
Vinyl sales booming in US, Australia, UK
Vinyl sales booming in US, Australia, UK
Vinyl
:
Music
:
Music Formats
Big Ideas
Consumers increasingly switching to online video
Consumers increasingly switching to online video
Online Video
:
YouTube
:
France
Big Ideas
French foodies embrace fast, convenient food
French foodies embrace fast, convenient food
Fast Food
:
Convenient Food
:
France
Big Ideas
On their smartphones, beauty consumers click to make up
On their smartphones, beauty consumers click to make up
Ontario
:
Mobclix
:
Canada
Big Ideas
Fast food nation grows in size
Fast food nation grows in size
Fast Food
:
Convenience Food
:
Subway
Micro Trends
Local social networking
Local social networking
Social Media
:
Apps
:
Community
Big Ideas
Chatty social networkers offer brands conversation openers
Chatty social networkers offer brands conversation openers
Online
:
Criticism
:
Cyberdisinhibition
Big Ideas
Social networkers promote themselves truthfully
Social networkers promote themselves truthfully
Germany
:
Social Networks
:
Facebook
Micro Trends
Virtually Real
Virtually Real
Avatars
:
Pixellated
:
Characters
Big Ideas
Online retail beats offline for bargains
Online retail beats offline for bargains
OECD
:
Paris
:
E-commerce
Big Ideas
Rent-a-dress service wins over women
Rent-a-dress service wins over women
Rent The Runway
:
Harvard Business School
:
New York
Big Ideas
In Japan, male consumers get girly
In Japan, male consumers get girly
Streetwear
:
Anti-career
:
Herbivore
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