Millennials

Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.

Micro Trends

The Art of Sipping

The idea of slowly sipping and savouring straight liquor is making a comeback.

Sipsmith : Bacardi : Alcohol

Big Ideas

Circle of trust

Global – Luxury hotel group Shangri-La celebrates the loyalty of its guests and staff.

Shangri-la : Loyalty : Luxury Futures

Big Ideas

Muslim buzz

Global – Media company BuzzFeed dedicated a day to Muslim content on social media platform Snapchat Discover.

BuzzFeed : Snapchat Discover : Islamophobia

Big Ideas

Vehicle for change

Saudi Arabia – Taxi service Uber offered free lifts to female voters to increase participation in the country’s first election open to women.

Uber : The Athena Woman : Saudi Arabia

Big Ideas

Short and Sweet

Global – Hearst Corporation has created a straight-to-Snapchat magazine with brief articles and shoppable style advice for the scrolling gener...

Snapchat : Media Futures : Hearst Publishing

Big Ideas

A light fry

London – A new chicken shop in Tottenham is using fried chicken in a paradoxical twist to persuade the community to eat more healthily.

Fried Chicken : Fast Food : High-low Dining

Big Ideas

Conspicuous press

New York – Luxury womenswear label Proenza Schouler has introduced a press embargo on its latest collection until it hits the stores in April.

Proenza Schouler : Luxury : Womenswear

Micro Trends

The New Commune

Co-living is now seen as an extension of co-working, where community and convenience are on your doorstep.

Co-living : Co-working : WeWork

Big Ideas

Women in luxury

Paris – Luxury group Kering has doubled the number of its female CEOs in the past year.

Kering : The Athena Woman : Women In Motion

Big Ideas

Personal touch

Global – Swedish technology company BehavioSec is developing new biometric technologies to better secure our online identities.

Interface Market : Behaviosec : Neil Costigan

Design Directions

Story of Things

Scotch & Soda invites consumers to suspend disbelief and live their lookbook.

Airbnb : Scotch & Soda : Amsterdam

Big Ideas

Getting real

Global – Weary of having to live up to idealised versions of themselves, Generation D and Millennials are creating private profiles on Instagram.

Instagram : Social Media : Finstagram

Big Ideas

Hangover cure

Global – HangoverApp uses geo-location technology to ensure certain photo and video content can only be viewed by a group of friends in the same lo...

Hangover App : Social Media : Instant Messaging

Big Ideas

Rfrsh yourself

São Paulo – Soft drink brand Sprite and Brazilian ad agency CUBOCC’s RFRSH na Lata Snapchat campaign creates connections between fans of the fizzy ...

Sprite : Snapchat : Generation Z

Macro Trends

Anti-authenticity Marketing

Tales of authenticity and heritage are leaving a bad taste in consumers’ mouths as brands mercilessly misappropriate these values and divest them...

Beyond Borders : Authenticity : Heritage

Macro Trends

Revelation Brands

The digital revolution promised to save us time, but instead we are busier than ever. It promised to broaden our horizons, but left us trapped in a...

Discovery : Chance : Serendipity

Big Ideas

Data marketing

World Retail Congress 2015 – Consumers are sharing their personal data more willingly than ever, but they expect to receive something in exchange.

Aimia : World Retail Congress 2015 : Data Privacy

Viewpoints

Andrea Weiss: Forget omni-channel

Andrea Weiss, co-founder of retail consultancy The O Alliance, explains why omni-channel retail doesn’t exist in the minds of consumers.

Omnichannel : World Retail Congress : WRC 2015

Design Directions

Soylent 2.0

Soylent is a radical meal replacement in liquid form for time-short Millennials.

Soylent 2.0 : Rob Rhinehart : The Optimised Self

Markets

Cannabusiness

Now legal in select US states and with the attention of several Silicon Valley start-ups, the cannabis market is set to reach new highs over the c...

Cannabis : Rebranding : Silicon Valley

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