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Gen Z
Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.
Micro Trends
Grown-up Sodas
Consumers’ increasingly global palates are driving demand for complex flavoured soft drinks that have the double benefit of being alcohol-free.
Drinks
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Soft Drinks
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Non-alcoholic
Viewpoints
The human-less future of creative branding
Yali Saar, founder and CEO of Tailor Brands, discusses the positive impact that AI will have on the future of branding, copywriting and social mark...
Branding
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Design
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Artificial Intelligence
Viewpoints
Why the food revolution is not about progress
S Margot Finn, author of Discriminating Taste: How Class Anxiety Created the American Food Revolution, explains why our modern appetite for organic...
Food
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Society
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Sustainability
Markets
Georgia Travel Market
Award-winning hotels, a liberal youth population and sommelier-approved wine tourism are luring culturally curious travellers to the former Soviet ...
Travel
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Tourism
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Hospitality
Viewpoints
Obsess is upending the e-commerce interface
Neha Singh, founder and CEO of experiential e-commerce platform Obsess, on the power of discovery to shape the future of retail.
Retail
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Youth
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Technology
Micro Trends
Tourism Decelerated
With travellers exhausted by overcrowding, homogenised sights and a sea of smartphones, a counter-movement of slow tourism is gathering pace.
Travel
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Tourism
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Hospitality
Markets
Teen Tech Welfare
Brands are playing an increasingly supportive role to parents and children to help them approach their digital lives more mindfully.
Media
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Technology
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Kids
Markets
British Spirits Market
In a gin-saturated market, British spirits brands are innovating with displaced tipples, bold branding and more sustainable production practices.
Alcohol
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Spirits
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Drinks
Viewpoints
The future of hospitality is contemplative spaces
Design Hotels founder Claus Sendlinger on how physical spaces can alter urban consumers’ sense of being in times of haste and acceleration.
Hospitality
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Hotels
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Travel
Viewpoints
Psychotherapy is shaping the future of skincare
Charlotte Ferguson, founder of wellness brand Disciple, explains why psychodermatology is a growing field in treating stress-related skin issues.
Beauty
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Skincare
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Therapy
Big Ideas
Generation Z are driving an arts revolution
Jaded by the vapid qualities of social media, young people are finding solace in traditional arts and culture – and brands are responding.
Media
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Youth
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Entertainment
Markets
Accessible Retail Market
Retailers are investing in the accessibility of their physical and digital channels to support the needs of disabled and neurodiverse shoppers.
Retail
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Inclusivity
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Implicit Inclusivity
Macro Trends
Paradox Personas
Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their offline sel...
Youth
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Digital
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Identity
Micro Trends
Anti-aspiration Advertising
Luxury brands are using prosaic moments and everyday people in their communications to appeal to a new generation of unostentatious consumers.
Luxury
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Advertising
:
Campaign
Big Ideas
By-product beauty
Skincare brands are turning waste ingredients into desirable beauty products that cater for the growing number of environmentally conscious consumers.
Beauty
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Ingredient
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Circular Economy
Viewpoints
Refashioning charity retail
Julie Neeve, project manager of new store formats at Oxfam, on the perks of housing the charity’s new superstore on an Oxford industrial estate.
Retail
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Sustainability
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Fashion
Markets
Certified Supplements Market
With consumers challenging supplements brands to provide science-backed product information, a new wave of innovation is sweeping through the indus...
Supplements
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Wellness
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Health
Micro Trends
Civic Ads
As society struggles with climate change, rising homelessness and unsafe infrastructure, brands are turning to advertising as a force for good.
Media
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Advertising
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Global
Macro Trends
Liberation Luxury
As global wealth fluctuates, a new mindset is emerging centred on curiosity, flexibility and footloose living. In order to meet these shifting prio...
Luxury
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Travel
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Hospitality
Viewpoints
Phoneless focus
Maths Mathisen, co-founder of productivity app Hold, explains how gamifying smartphone screentime can build positive brand relationships.
Workplace
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Apps
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Technology
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