Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Youth Culture in 2025

From immersive experiences to creator-driven content and innovative storytelling, pop culture and media innovators are reshaping how audiences engage with entertainment

Big Ideas

Kidult Craze

Adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child

Behaviours

Gen Z in India

India’s Gen Z are reshaping tradition, blending heritage with global influences to promote sustainability, inclusivity, and individuality in the consumer landscape

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

A new wave of content creators is normalising complaining by sharing petty grievances and creating safe havens for connection

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

Viewpoints

eSports players need better health protection

While the negative stigma around gaming is gradually fading, eSports is still some way from becoming a recognised competitive activity.

ESports : Gaming : Health

Micro Trends

Cloud Gaming

A new era of gaming is on the horizon, fuelled by big brand data centres, digital communities and on-demand services.

Media : Gaming : Leisure

Viewpoints

Micro-amusement parks

Brent Bushnell, CEO of Two Bit Circus, on how immersive gaming, edutainment and theatrical dining can attract a diverse leisure audience.

Entertainment : Leisure : Food

Big Ideas

Pre-loved premium

Luxury brands and retailers are introducing buy-back and resale schemes to increase customer retention, boost market sentiment and inspire circular...

Luxury : Retail : Recommerce

Micro Trends

Auralux Experiences

Luxury brands and retailers are turning to audio formats as a new touchpoint for discovery, education and brand-led experiences.

Luxury : Media : Advertising

Micro Trends

Financial Wellness

Mental and physical health are being improved through money advice and services focused on wellbeing, marking a new direction for the wellness sector.

Finance : Wellness : Financial Wellness

Big Ideas

Fortitude in failure

Brands are entering a new era of transparency in which they own up to mishaps and failures, and take the opportunity to flourish in new ways.

Retail : Branding : Advertising

Viewpoints

Sensory sex toys

Wan Tseng, founder of sex tech start-up Wisp, on sexual pleasure that focuses on the senses, and why the world of phallic sex toys is ripe for disr...

Health : Sex : Tehnology

Micro Trends

Everyteen TV

Led by an increasingly social mindset, young people are creating hyper-real forms of entertainment in a fight back against highly curated media.

Youth : Entertainment : Media

Micro Trends

Sex Re-education

Generation Z are taking control of their sexual education, turning to social media, YouTube and Insta-influencers for realistic, inclusive perspect...

Youth : Digital : Sex

Markets

Emerging Youth: United Arab Emirates

Amid rapid economic growth and cultural development, young people in the UAE are kick-starting much-needed conservations around gender and me...

Youth : Health : Culture

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