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

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

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

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

Viewpoints

Instagram isn’t the space for sustainable fashion

As more brands strive to be sustainable, it’s time to re-think social platforms that promote incessant newness and instant in-app purchasing.

Sustainability : Fashion : Instagram

Micro Trends

Adaptive Beauty

Innovative technology and packaging solutions are ushering in a new era of inclusivity for consumers with visual impairments and conditions like mu...

Beauty : Inclusivity : Japan

Markets

Suncare Market

Growing interest in skincare and skin health is driving innovation in the suncare market, as consumers begin to look for holistically protective so...

Health : Wellness : Beauty

Viewpoints

Are deep fakes the future of personalised advertising?

AI is enabling a new form of hyper-personal influencer marketing. MSc Strategic Fashion Management graduates Helen Wang and Joanna Lanceley explain...

Advertising : Retail : AI

Viewpoints

Why flop accounts aren’t the future of news

They might be labelled the most woke generation yet, but the Instagram accounts of today’s teenagers tell a different story.

Youth : Generation Z : Media

Viewpoints

Dove is rewriting the rules of female beauty

Sophie Galvani, global vice-president of Dove, on smashing stereotypes and celebrating beauty idiosyncrasies in the age of Algorithmic Beauty.

Beauty : Female Futures : Media

Micro Trends

Peer Platforms

A trust deficit between shoppers and brands is driving the rise of community-led platforms where purchasing tips and style advice are openly shared.

Retail : E-commerce : Peer To Peer

Big Ideas

What will wellness look like in 2030?

Through the lens of a fictional future scenario, we ask how brands in 2030 will redefine wellness, negate collective burnout and help us embrace ou...

Far Futures : Health : Wellness

Viewpoints

The rise of eco-conscious luxury hotels

Inge van Weert, general manager at QO Amsterdam, explores how sustainable stays are fast becoming a luxury status symbol.

Hospitality : Travel : Tourism

Micro Trends

e-tourism

Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.

Travel : Hospitality : Tourism

Viewpoints

Will single-person households create a health crisis?

As the number of people living alone increases in South Korea, mental and physical health issues are becoming a major societal concern.

Uncoupled Living : Health : Wellness

Micro Trends

Post-digital Communication

Designers are swapping fiddly haptic interfaces for basic material props in order to enhance the poetry and meaning of virtual experiences.

Virtual Reality : Communication : Technology

Big Ideas

Four key take-outs from Money 20/20

This year’s financial conference examined opportunities in banking beyond the Western world and how brand purpose is taking precedence over innovat...

FinTech : Open Banking : Payments

Viewpoints

The future of urban mobility lies in sustainability

Forget the behavioural whims of generation X, Y or Z – travel in tomorrow’s cities will be grounded in environmental necessity.

Future City : Future Cities : Society

Viewpoints

Generation Z are deconstructing Asian femininity

Social media has empowered Indian women to take control of their identity, says Atika Malik, chief operating officer at Cheil India. Now brands mus...

Youth : Female Futures : Advertising

Markets

Emerging Youth: France

Amid rising levels of national anxiety and pessimism, French youth are rejecting the old France mindset in favour of new, regional role models and ...

Youth : Digital : Technology

Viewpoints

Prom night must become a beacon of inclusivity

It’s time to put outdated traditions to rest. Schools across the globe have a responsibility to provide inclusive events that are open to all.

Youth : Fashion : Education

Big Ideas

Meal kits can be a green alternative to groceries

From slashing waste to sourcing ingredients sustainably, these meal kit companies are repositioning themselves as a solution for eco-conscious shop...

Food : Drink : Meal Kits

Micro Trends

New Wave Aperitifs

The traditional aperitif is being re-invented, tapping into moderation mindsets and a slower style of drinking infiltrating cocktail culture.

Drinks : Aperitifs : Alcohol

Viewpoints

Space10 on creating a cookbook with a mission

Polina Bachlakova, editor of Future Food Today, the first cookbook from Ikea’s research and design lab, envisages a playful and sustainable future ...

Food : Drinks : Sustainability