Communities

Profiling values-driven consumer groups and uncovering influential subsets of consumer behaviour.

Women Who Play

As gaming continues its advance as a key tool for consumer engagement, women gamers are now demanding their share of the spotlight

Communities

Neo-collectivists

As we move from an individually minded society to a collective one, we meet the community championing new ways of sharing, caring and collaborating

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liberate themselves

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative and ethical

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance

Communities

Generation D

The successors to the New Millennials, Generation Ds are the first true ‘digital natives’. Born between 1994 and 2002, Generation Ds cannot remembe...

Content : Spotify : Social Networks

Communities

New Gents

In the 90s was the lad. In the 00s was the metrosexual. But now, in the Turbulent Teens, men are returning to a traditional type of masculinity. Ch...

Smart : Suit : Masculine

Communities

Rurbanites

Urban 20- and 30somethings who grew up in a globalised world, the New Rurbanites are embracing localism, not as a rejection of the world, but as a ...

Vegetables : Albion : Aubin & Wills

Communities

Neo Boomers

Rather than settling for pipe and slippers, the Neo Boomers are taking up the banner, mouse and rucksack, reflecting attitudes that used to be the ...

Functionality : Mortgage-free : 50+

Communities

Nu Trekkers

Seeking an outdoor escape from urban life, or simply re-engaging with the city through new activities, a new wave of hikers, walkers, bikers and ma...

Heritage : Trekking : Hobby

Communities

Generation Jones

Children of the bust-and-boom Thatcher and Reagan years, Generation Jonesers see themselves as committed, competitive, and slightly conservative in...

&Co : DeLonghi : Gaggia

Communities

ThirtyfiveUps

Generation X-ers have shaken off grunge, their slacker attitudes and Boomer resentment to emerge as homeowning, child-rearing ThirtyfiveUps, who ar...

Tourism : Employment : Gadgets

Communities

New Millennials

Riotous youth who have grown up into righteous adults, the New Millennials are rewriting the rules about how they expect people, institutions and b...

Freelance : Recruitment : Neighborhood

Communities

NFAs

A new tribe of consumers are abandoning years of indulgence and impulsive spending. Turning to frugality, these No-Frills Affluents are budgeting a...

Cars : Supermarkets : Employment

Communities

Slash/Slash Generation

Graduating from a do-it-yourself philosophy to one that espouses a do-it-all attitude, Slash/Slashers embrace various careers that overlap and cros...

Nike : Super Super : Stylists

Communities

New Male Dandy

The most recognisable of all our male groups, the New Male Dandy embodies a louche, romantic spirit, whether he has fulfilled his dream by fronting...

Cosmetics : Jack Daniels : Guardian

Communities

Fratrasexual

Fratrasexuals are enthusiasts and experts. They have a defining interest, and cultivate an in-depth knowledge in their chosen field, whether it is ...

BBC : Knowledge : Enlightenment

Communities

Retrosexual

Retrosexuals add a modern edge to traditional masculinity. Less adventurous than our other Menaissance tribes, they follow traditional male pastime...

Food : Drinking : Gym

Communities

NuRo Male

A gentleman for the 21st century, the New Urban Romantic combines a Bleisure lifestyle with a keen interest in style and culture.

Design : Bars : Masculine

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