Behaviours

Everything you need to face your future consumer with confidence, including the latest ethnographic research, generational insight, consumer-related stats and overarching human needs.

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

Sacred Sojourns

Religious tourism is booming as a new generation of travellers seeks spiritual meaning, cultural rituals and connection across sacred destinations worldwide.

Markets

Gen Z’s Mall Revival

For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, connection and discovery.

Big Ideas

SXSW 2025: Reclamation Versus Resistance

SXSW 2025 marked a radical shift from resistance to reclamation, as industry leaders build agency in a challenging democracy, create decentralised media platforms and focus on a shared humanity.

Markets

Cortisol Control

Tackling stress is a major concern for the wellness community, with new research and innovations emerging to measure and lower cortisol, along with viral content promoting cortisol-focused solutions.

Markets

Food’s Fashion Strategy

Fashion is becoming a lucrative strategy for food, drink and dining brands, leading to new revenue streams, collaborations and highlighting brand v...

Food : Fashion

Big Ideas

Five comeback campaigns re-igniting travel

From galvanising homebodies to shattering Zoom fatigue, these are the destinations enticing tourists back to their shores with optimistic campaigns.

Travel : Tourism : Advertising

Markets

Haircare Market 2021

With growing expectations of functional personal care, hair brands are exploring scalp health, elevating natural hair and boosting sensory experien...

Beauty : Haircare : Wellness

Big Ideas

Five brands reframing nootropics for Generation Z

Exploring a breadth of natural brain-boosting ingredients, a raft of new brands are creating products tailored to the needs, concerns and moods of ...

Drinks : Youth : Health And Wellness

Big Ideas

Innovation Debrief 2021

In our new Innovation Debrief report, you will discover 50 trail-blazing brands that have lit up 2021 with their innovative thinking.

Society : Design : Innovation

Markets

The State of Luxury: GCC

Opportunities abound to engage the Gulf's energetic and youthful market with a focus on local luxury experiences, convenience-led retail and sustai...

Luxury : Travel & Hospitality : Retail

Big Ideas

Five influ-seller platforms for next-gen retail

The apps and platforms helping retail brands seize the reach of influencers and celebrities by transforming them into sales people through peer-led...

Retail : E-commerce : Marketing

Big Ideas

Five fintech innovations for young home-buyers

As younger people strive to break away from being Generation Rent, a wave of fintech services are taking them from temporary tenants to first-time ...

FinTech : Mobile Money : Mortgages

Big Ideas

Five ways motorcycles are bridging youth culture

The motorcycle sector is finding new relevance with younger, lifestyle-driven audiences by fostering brand-led connections focused on creativity an...

Mobility : Youth : Fashion

Big Ideas

Explore the next global luxury hotspots

Five global locations are offering fresh opportunities in the inter-Covid era, as luxury brands and high-end hospitality put down deeper, more loca...

Luxury : Covid-19 : Travel

Markets

Live-stream Market 2021

The world has changed, and with it the way companies are using live-streams to appeal to new and existing consumers.

Retail : Technology : Marketing

Markets

Rebranding Ready-to-drink

As ready-to-drink emerges as one of the fastest-growing drink sectors, the category is being updated and elevated in line with premiumisation.

Drinks : Branding : Packaging

Markets

Athletic Tourism Market

Combatting sedentary lifestyles, travel industry leaders are making a play for active travellers by placing sports and fitness at the heart of thei...

Travel : Hospitality : Hotel

Markets

Fashion Rental Market

Fashion rental services are evolving to benefit brands and consumers, providing new revenue streams, peer-led style inspiration and convenience.

Fashion

Big Ideas

SPF’s Skintellectual Future

Brands are pioneering new methods to future-proof skin through hybrid products that combine sun protection properties with skincare benefits.

Beauty : Skincare : Suncare

Markets

Emerging Youth: US Hispanic

As one of America’s largest multicultural consumer groups, Hispanic youth are redefining their representation through activism, music and beauty.

Youth : Beauty : Music

Markets

Sneaker Hubs Market

A new wave of online sneaker hubs is gaining traction by providing community, trust and independent perspectives beyond the original hype platforms.

Fashion : Footwear : Resell

Big Ideas

The patriotic future of Chinese travel

Closed to tourists until 2022, domestic travel is an important engine of growth for China, where travellers are raring to rediscover their vast hom...

Travel : China : Tourism

Markets

Queer Care Market

From sexual wellness to mental health, non-discriminatory care is on the rise as inclusive products and services look to address LGBTQ+ health chal...

Health : LGBTQ+ : Wellness

Big Ideas

Vibrant branding is elevating global cuisine

Using bold visual language, a new wave of food brands are challenging outdated notions to position Asian food as healthy, diverse and accessible.

Food : Drink : Branding