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

Markets

Teen Menstrual Health

Zalphas are coming of age in an environment where cultural stigmas and traditional views of menstrual management are being challenged

Macro Trends

The Future of Sports Fandom

By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era of fandom

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

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 : Youth : 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 : Tourism : 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 : Technology : 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 : Spirits : 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 : Hotels : 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 : Skincare : 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 : Youth : 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 : Inclusivity : 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 : Digital : 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 : 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 : Ingredient : 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 : Sustainability : 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 : Wellness : 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 : Advertising : 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 : Travel : Hospitality

Viewpoints

Phoneless focus

Maths Mathisen, co-founder of productivity app Hold, explains how gamifying smartphone screentime can build positive brand relationships.

Workplace : Apps : Technology

Viewpoints

Families have evolved. Why haven’t brands caught up?

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural nous at compan...

Advertising : Future Family : Identity

Big Ideas

The post-influencers redefining social media

A growing number of public figures are shying away from perfectly polished Instagram posts in favour of a more realistic online aesthetic.

Youth : Social Media : Female Futures

Viewpoints

The new influences shaping colour forecasting

Catwalks have historically set colour trends, says James Cropper’s Mark Starrs, but in today’s digital-first world a new order of inspiration is co...

Packaging : Colour Trends : Design

Viewpoints

Behavioural science will boost your business

Rupinder Mann, founder of UnNamed Ventures, on the role of neuroscience, psychology, behavioural economics and creativity on the future of work.

Workplace : Technology : Behavioural Science