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

Macro Trends

Gen Z Now and Next

Gen Z are entering adulthood burdened by global challenges, yet lack the tools or role models to drive the change they envision, leaving them paralysed by paradox

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

Markets

Gen Z Dating Futures

As dating app fatigue grows, in-person social spaces, sports, and college communities are emerging as popular screen-to-scene alternatives

Markets

Hype Market

From frenzied crowds outside Supreme stores to Yeezy sneakers reselling for more than 20 times their original retail price, the market for hype is ...

Fashion : Digital : Technology

Big Ideas

Vector Newman on consumers outsmarting the system

The founder of private social network New Life explains why we need to stop living in a pre-internet world.

Youth Culture : Fashion : Retail

Viewpoints

What does Walmart’s presence on Google Home mean for household brands?

A new collaboration between Google and Walmart envisages an alternative future for voice-powered retail.

Retail : E-commerce : Digital

Markets

Female Futures

How will women thrive in a changing world?

Youth Culture : Generation Z : Identity

Viewpoints

Why is being transgender still an issue?

Misogyny, racism and transphobia all have one root cause.

Gender : Identity : Advertising

Big Ideas

Pornhub launches interactive video content category

Global – Users will now be able to synchronise porn with sex toys in order to simulate sex.

Technology : Digital : Media

Viewpoints

What does the rise of injectable cosmetics mean for make-up?

How is the make-up market reacting to consumers approaching injectable cosmetics as an extension of make-up rather than a non-surgical procedure.

Beauty : Digital : Media

Viewpoints

Are luxury brands doing enough to appeal to Generation Z?

With luxury brands rushing to create digital-first campaigns for Millennials, are they also doing enough to prepare themselves for the inevitable r...

Luxury : Fashion : Digital

Big Ideas

Gaming is no longer a niche category on YouTube

Global – It is one of the most watched types of content across the platform.

Gaming : Media : Digital

Big Ideas

Adidas tv show to teach football skills to Chinese kids

China – The series will be produced in conjunction with the Ministry of Education (MoE) and China Education TV.

Education : Sport And Leisure : Fashion

Big Ideas

New Teen Boss magazine aimed at Generation Z entrepreneurs

US – The publication has been launched solely in print, without advertisements or an online website.

Media : Digital : Gen Z

Big Ideas

Generation Z value trust, security and digital engagement

US – They expect brands to deliver technology-led customer service experiences that are seamless, secure and entertaining.

Digital : Finance : Technology

Markets

Beauty Futures 2017: Global Market Overview

From the rise of lucrative colour cosmetics to emerging opportunities in developing markets, discover our latest beauty market insights.

Beauty : Branding : Wellness

Markets

Emerging Youth: Russia

Young consumers in Russia are spending more time with their friends, engaging in political debates and launching their own creative projects.

Fashion : Advertising : Culture

Big Ideas

LeapLearner aims to empower China’s next generation of coders

Shanghai – The platform teaches programming skills beyond basic coding to prepare children for the future.

Digital : Technology : Culture

Big Ideas

Quick fix

Mumbai, India – Google has launched a food delivery and home services app for Asia.

Google : Sharing Economy : India

Big Ideas

MakeUp in Asia 2017: Review

The fourth edition of MakeUp in Asia revealed in-depth insights into the Asian beauty market and enabled attendees to meet a variety of original de...

Beauty : South Korea : China

Big Ideas

Homing in on home-grown

UK – Consumers are choosing British food produce above foreign alternatives, but only up to a certain price point, according to a new survey.

Brexit : Supermarkets : British

Big Ideas

Resale retail

US – According to a new report from ThredUp, apparel resale is on the rise.

Whole-system Thinking : Recycling : Millennials

Big Ideas

On-screen luxuries

Global – High-end watch brand TAG Heuer has been announced as the official timekeeper for computer game Gran Turismo Sport.

TAG Heuer : Video Games : Luxury

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