Millennials

Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.

Millennials Now and Next

After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while rebelling against traditional nominated life paths

Behaviours

Women Futures: Australia

While younger generations are looking to new role models, others are still pushing for better healthcare, personal safety and workplace equity 

Markets

Indian Nuptials Re-imagined

From the rise of wed-tech to eco-conscious ceremonies and higher levels of customisation, consumers are saying ‘I do’ to a new kind of Indian wedding

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity

Viewpoints

Andrea Weiss: Forget omni-channel

Andrea Weiss, co-founder of retail consultancy The O Alliance, explains why omni-channel retail doesn’t exist in the minds of consumers.

Omnichannel : World Retail Congress : WRC 2015

Design Directions

Soylent 2.0

Soylent is a radical meal replacement in liquid form for time-short Millennials.

Soylent 2.0 : Rob Rhinehart : The Optimised Self

Markets

Cannabusiness

Now legal in select US states and with the attention of several Silicon Valley start-ups, the cannabis market is set to reach new highs over the c...

Cannabis : Rebranding : Silicon Valley

Micro Trends

Boutique Altruism

Philanthropy has quietly been undergoing a makeover. Say goodbye to the tokenistic tropes of charity, a new wave of brands is using altruism as a c...

Philanthropy : Ethical : Transparency

Big Ideas

Stay-at-home Millennials

US – The number of Millennials choosing to live at the family home post-recession is rising, according to a report from the Pew Research Center.

Millennials : Recession : The Flat Age Society

Micro Trends

Alco-health

Healthy hedonism is on the rise as consumers seek new ways to have a good time without avoiding alcohol altogether, and new spaces are opening to...

Neo-Detox : Alcohol : The Springs

Big Ideas

Listen in

UK – Online retailer ASOS has launched a new weekly podcast called My Big Idea, which features a series of inspirational female speakers. The 13-e...

ASOS : Podcast : The Athena Woman

Big Ideas

On an Even keel

US – Even, a new financial start-up, aims to help freelancers regulate their incomes.Offers interest-free loans to freelancers for £1.92 ($3...

Even : The Society Of Grownups : Apps

Micro Trends

Mimicry Marketing

Marketers are mimicking digital behaviour in a bid to capture the attention of those online viewers who see ads as a nuisance to be skipped – or ev...

YouTube : Pre-roll Advertising : D&AD

Communities

New Beauty Consumers

Beauty, it is often said, is in the eye of the beholder. For five key consumer tribes with very different views about global beauty, this saying ...

Grooming : Consumer Behaviour : Beauty Routines

Viewpoints

Mia Collins: Luxury beauty

Luxury is now as much about the experience as the product, says Mia Collins, general merchandise manager for beauty at Harrods.

Harrods : Salon De Parfums : Ex Nihilo

Micro Trends

Altruvation

Big brands are mixing altruism and innovation by throwing open their doors to enable anyone to become a collaborator.

Whole-system Thinking : Whole Chain Thinking : Kering Group

Big Ideas

Motherhood now

US – Millennial mums are changing the consumer landscape as they begin to dominate the spectrum of first-time mothers.

Goldman Sachs : Jeff Fromm : Millennials

Big Ideas

Generation travel

US – Millennials spend the most on domestic travel, according to a new study by the Shullman Research Center.

Generations : Consumer Behaviour : Travel Spending

Big Ideas

Digital groceries

Global – Digital technology is redefining grocery shopping, according to a new survey by Nielsen.

Nielsen : FMCG : Groceries

Big Ideas

Work-life world

Global – Finding a work-life balance is getting harder, according to an international survey.

Ernst And Young : Generation Go : Employment

Viewpoints

Frédéric Walter : Mirror Strategies

Customers don’t want to shop with big suppliers, says Frédéric Walter, creative marketing director at Givaudan

Givaudan : Fragrance : China

Design Directions

Breakfast Defectors

Using sameness as a starting point for inspiration, advertising agency Deutsch Los Angeles has imagined a dystopian world in which its client, Taco...

Taco Bell : Chasm Culture : Faction Marketing

Markets

The Future of Books

The physical book is back, and younger readers are keeping it alive.

Books : Penguin : Barnes And Noble

Viewpoints

SXSell: How to make it at South by Southwest

To win at SXSW, brands should follow Delta Air Lines’ example, emphasising authenticity and focusing on influencers.

SXSW : Delta : McDonald's

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