Gen X

Born 1965–1980, Gen X-ers are the smallest cohort yet inherently adaptable, the ‘bridgers’ realising their digital dreams out of an analogue upbringing.

Big Ideas

Seeking diversity

US – Parents spend more on brands that feature realistic families in their ad campaigns, according to BabyCenter.

BabyCenter : Johnson & Johnson : All In Advertising

Big Ideas

Sleepover credit

France – Travel platform NightSwapping is bringing exchange value to the travel industry.

NightSwapping : Tinder : Travel App

Big Ideas

Fit to date

US – A new dating app promises to connect users that share similar exercise habits.

Sweatt : Dating : Exercise

Viewpoints

Mark Rowe: easyJet

Mark Rowe, business marketing manager at easyJet, on using seamless technology to meet Millennial demands.

Easyjet : New Bricolage Living : New Millennials

Big Ideas

Travel Technology Europe and Business Travel Show 2016: Review

The travel industry is beginning to harness big data and social media in order to create seamless connectivity.

Travel Technology Europe : Business Travel Show : The Hatch

Viewpoints

Steve McCallion: Future health

The creative director and CMO of ZOOM+ on how a retail-style approach would change healthcare.

Healthcare : The Optimised Self : Wellbeing Tech

Micro Trends

The XXX Factor

Sex is back in fashion, but this time it’s about getting the metrics, irony and humour bang on.

Diesel : Vivienne Westwood : JW Anderson

Micro Trends

Male Positivity

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

Re-con Man : Masculinity : Mental Health

Micro Trends

Boutique Boxing

Boxing is typically associated with brutal training regimens and testosterone-fuelled fights, but boutique studios are changing the rules of the ga...

Boutique Boxing : Fight Club : Empowered

Big Ideas

Put to shame

US – One in seven Americans are happy with the way they look, according to a Yahoo Health survey on body positivity.

Yahoo Health : Body Shaming : Generation Z

Big Ideas

Hooking up

Global – Menswear and womenswear designer JW Anderson live streamed his autumn/winter 2016 show on social networking app Grindr.

J.W. Anderson : Grindr : Social Commerce

Big Ideas

Good housekeeping

New York – Some 16 luxury hotels have joined forces in a bid to cut greenhouse gas emissions by 30%.

Hospitality : Whole System Thinking : New York City

Big Ideas

Juicy data

London – Lifestyle and fitness app Lifesum has launched the first health drink developed using big data.

Lifesum : Big Friendly Data : The Optimised Self

Micro Trends

The Art of Sipping

The idea of slowly sipping and savouring straight liquor is making a comeback.

Sipsmith : Bacardi : Alcohol

Big Ideas

Circle of trust

Global – Luxury hotel group Shangri-La celebrates the loyalty of its guests and staff.

Shangri-la : Loyalty : Luxury Futures

Big Ideas

Vehicle for change

Saudi Arabia – Taxi service Uber offered free lifts to female voters to increase participation in the country’s first election open to women.

Uber : The Athena Woman : Saudi Arabia

Big Ideas

Conspicuous press

New York – Luxury womenswear label Proenza Schouler has introduced a press embargo on its latest collection until it hits the stores in April.

Proenza Schouler : Luxury : Womenswear

Big Ideas

Women in luxury

Paris – Luxury group Kering has doubled the number of its female CEOs in the past year.

Kering : The Athena Woman : Women In Motion

Big Ideas

Personal touch

Global – Swedish technology company BehavioSec is developing new biometric technologies to better secure our online identities.

Interface Market : Behaviosec : Neil Costigan

Macro Trends

Anti-authenticity Marketing

Tales of authenticity and heritage are leaving a bad taste in consumers’ mouths as brands mercilessly misappropriate these values and divest them...

Beyond Borders : Authenticity : Heritage

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