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

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

Micro Trends

Anti-aspiration Advertising

Luxury brands are using prosaic moments and everyday people in their communications to appeal to a new generation of unostentatious consumers.

Luxury : Advertising : Campaign

Big Ideas

By-product beauty

Skincare brands are turning waste ingredients into desirable beauty products that cater for the growing number of environmentally conscious consumers.

Beauty : Ingredient : Circular Economy

Viewpoints

Refashioning charity retail

Julie Neeve, project manager of new store formats at Oxfam, on the perks of housing the charity’s new superstore on an Oxford industrial estate.

Retail : Sustainability : Fashion

Markets

Certified Supplements Market

With consumers challenging supplements brands to provide science-backed product information, a new wave of innovation is sweeping through the indus...

Supplements : Wellness : Health

Micro Trends

Civic Ads

As society struggles with climate change, rising homelessness and unsafe infrastructure, brands are turning to advertising as a force for good.

Media : Advertising : Global

Macro Trends

Liberation Luxury

As global wealth fluctuates, a new mindset is emerging centred on curiosity, flexibility and footloose living. In order to meet these shifting prio...

Luxury : Travel : Hospitality

Viewpoints

Phoneless focus

Maths Mathisen, co-founder of productivity app Hold, explains how gamifying smartphone screentime can build positive brand relationships.

Workplace : Apps : Technology

Viewpoints

Families have evolved. Why haven’t brands caught up?

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural nous at compan...

Advertising : Future Family : Identity

Big Ideas

The post-influencers redefining social media

A growing number of public figures are shying away from perfectly polished Instagram posts in favour of a more realistic online aesthetic.

Youth : Social Media : Female Futures

Viewpoints

The new influences shaping colour forecasting

Catwalks have historically set colour trends, says James Cropper’s Mark Starrs, but in today’s digital-first world a new order of inspiration is co...

Packaging : Colour Trends : Design

Viewpoints

Behavioural science will boost your business

Rupinder Mann, founder of UnNamed Ventures, on the role of neuroscience, psychology, behavioural economics and creativity on the future of work.

Workplace : Technology : Behavioural Science

Viewpoints

Instagram isn’t the space for sustainable fashion

As more brands strive to be sustainable, it’s time to re-think social platforms that promote incessant newness and instant in-app purchasing.

Sustainability : Fashion : Instagram

Micro Trends

Adaptive Beauty

Innovative technology and packaging solutions are ushering in a new era of inclusivity for consumers with visual impairments and conditions like mu...

Beauty : Inclusivity : Japan

Markets

Suncare Market

Growing interest in skincare and skin health is driving innovation in the suncare market, as consumers begin to look for holistically protective so...

Health : Wellness : Beauty

Viewpoints

Are deep fakes the future of personalised advertising?

AI is enabling a new form of hyper-personal influencer marketing. MSc Strategic Fashion Management graduates Helen Wang and Joanna Lanceley explain...

Advertising : Retail : AI

Viewpoints

Why flop accounts aren’t the future of news

They might be labelled the most woke generation yet, but the Instagram accounts of today’s teenagers tell a different story.

Youth : Generation Z : Media

Viewpoints

Dove is rewriting the rules of female beauty

Sophie Galvani, global vice-president of Dove, on smashing stereotypes and celebrating beauty idiosyncrasies in the age of Algorithmic Beauty.

Beauty : Female Futures : Media

Micro Trends

Peer Platforms

A trust deficit between shoppers and brands is driving the rise of community-led platforms where purchasing tips and style advice are openly shared.

Retail : E-commerce : Peer To Peer

Big Ideas

What will wellness look like in 2030?

Through the lens of a fictional future scenario, we ask how brands in 2030 will redefine wellness, negate collective burnout and help us embrace ou...

Far Futures : Health : Wellness

Viewpoints

The rise of eco-conscious luxury hotels

Inge van Weert, general manager at QO Amsterdam, explores how sustainable stays are fast becoming a luxury status symbol.

Hospitality : Travel : Tourism