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

e-tourism

Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.

Travel : Hospitality : Tourism

Viewpoints

Will single-person households create a health crisis?

As the number of people living alone increases in South Korea, mental and physical health issues are becoming a major societal concern.

Uncoupled Living : Health : Wellness

Micro Trends

Post-digital Communication

Designers are swapping fiddly haptic interfaces for basic material props in order to enhance the poetry and meaning of virtual experiences.

Virtual Reality : Communication : Technology

Big Ideas

Four key take-outs from Money 20/20

This year’s financial conference examined opportunities in banking beyond the Western world and how brand purpose is taking precedence over innovat...

FinTech : Open Banking : Payments

Viewpoints

The future of urban mobility lies in sustainability

Forget the behavioural whims of generation X, Y or Z – travel in tomorrow’s cities will be grounded in environmental necessity.

Future City : Future Cities : Society

Viewpoints

Generation Z are deconstructing Asian femininity

Social media has empowered Indian women to take control of their identity, says Atika Malik, chief operating officer at Cheil India. Now brands mus...

Youth : Female Futures : Advertising

Markets

Emerging Youth: France

Amid rising levels of national anxiety and pessimism, French youth are rejecting the old France mindset in favour of new, regional role models and ...

Youth : Digital : Technology

Viewpoints

Prom night must become a beacon of inclusivity

It’s time to put outdated traditions to rest. Schools across the globe have a responsibility to provide inclusive events that are open to all.

Youth : Fashion : Education

Big Ideas

Meal kits can be a green alternative to groceries

From slashing waste to sourcing ingredients sustainably, these meal kit companies are repositioning themselves as a solution for eco-conscious shop...

Food : Drink : Meal Kits

Micro Trends

New Wave Aperitifs

The traditional aperitif is being re-invented, tapping into moderation mindsets and a slower style of drinking infiltrating cocktail culture.

Drinks : Aperitifs : Alcohol

Viewpoints

Space10 on creating a cookbook with a mission

Polina Bachlakova, editor of Future Food Today, the first cookbook from Ikea’s research and design lab, envisages a playful and sustainable future ...

Food : Drinks : Sustainability

Macro Trends

Conscious Deceleration

Struggling to keep up with fast-paced and demanding approaches to fitness, health-conscious consumers are looking for a more measured, long-term ap...

Wellness : Health : Technology

Viewpoints

Rural China is living in the future

Xiaowei Wang, creative director of Logic magazine, examines how the future of work is already alive and kicking in rural China.

Workplace : Retail : China

Communities

The Conscious Decelerators

This community of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that will help them to carve out a new ...

Health : Wellness : Conscious Deceleration

Micro Trends

Fast Fashion Rental

Clothing rental is moving from high-end fashion to the high street, creating new paths to discovery and access for trend-conscious consumers.

Retail : Fashion : Retail Technology

Viewpoints

Biodegradable data is starting to grow up

Monika Seyfried and Cyrus Clarke discuss their project Grow Your Own Cloud, a speculative service that helps consumers store their data – in the DN...

Technology : Health : Wellness

Markets

LGBT+ Parenting Market

LGBT+ Parenting is on the rise, which means brands need a fresh approach to marketing to this unapologetic, influential consumer group.

Society : Parenting : LGBT

Viewpoints

The unexpected UX potential of folding smartphones

Why flat interfaces will fall out of favour as designers tap into the compelling benefits and experiences that foldable screens can offer.

Design : Technology : Smartphones

Viewpoints

Women’s football revolution

Nicolas Bastide, from the FIFA Women’s World Cup France 2019 Local Organising Committee, on brand and audience opportunities in women’s football.

Sport : Female Futures : Media

Markets

China Beauty Market

In order to access Chinese beauty consumers, brands must embrace bricks-and-mortar stores, niche brands and make-up for men.

Beauty : China : Luxury