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'generation alpha'
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Macro Trends
Gen X Now and Next: From Ambiguity to Advocacy
Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their c...
Generations
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Gen X
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Demographics
Macro Trends
Re-con Man
New shifts are placing men in uncharted territory. Rather than wallowing in the professed crisis of masculinity or the end of men, the Re-con Man i...
Collaboration
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Crisis
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Man-uals
Big Ideas
Web Summit 2021: The Future of Tech is Post-Purpose
We’ve just lived through our most online period in history. Here’s what Web Summit predicts will come next, from brand obsession to metaverse scept...
Technology
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Media
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Digital
Macro Trends
Programmable Realities
The rise of reactive new materials and technologies means that future physical consumer touchpoints will no longer be set in stone… or any other so...
Media
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Futuretainment
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Technology
News
Scouts aid development for post-pandemic Gen Alpha
Children’s extracurricular organisation Scouts is expanding its offering to welcome 4–5-year-olds.
Youth
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Diversity And Inclusion
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Design
Macro Trends
The Flat Age Society
Something exciting is in the air. Forget everything you thought about being old, or age, even. In the society of the future, age isn’t just a num...
Baby Boomers
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Age
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Agelessness
News
Lego’s play installation celebrates children’s imaginations
The toy manufacturer is partnering with artist Hebru Brantley to create an immersive play space in the heart of West Harlem, inspired by the creati...
Society
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Design
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Youth
Viewpoints
Unpacking luxury’s NFT and metaverse opportunity
Daniella Loftus, a member of Red DAO, describes how non-fungible tokens (NFTs) and digital goods can open new revenue streams and enhance audience ...
Luxury
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Technology
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NFTs
Viewpoints
Why global youth migration will re-map the world by 2050
Strategist Parag Khanna discusses the mega-trends and scenarios that will dictate the movement of billions of people, shaping our borders, work and...
Society
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
Behaviours
Emerging Youth: China
Gen Z are the first generation in China’s history to demand work-life balance, access to global culture through the internet and patriotic luxury g...
China
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Youth
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Gen Zalpha
Viewpoints
Brynn Wallner on future-proofing luxury marketing
The founder of Dimepiece, a platform educating women about luxury watches, says brands are failing to promote luxury as an investment.
Luxury
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Youth
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Branding
Big Ideas
America’s New Age of Parenting
Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...
Youth
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Health & Wellness
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Society
Big Ideas
Five influ-seller platforms for next-gen retail
The apps and platforms helping retail brands seize the reach of influencers and celebrities by transforming them into sales people through peer-led...
Retail
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E-commerce
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Marketing
Big Ideas
Future Forecast 2023: Media & Technology
From the Betterverse to the dawn of the AI revolution, we select five key directions for 2023 in the media and technology sector.
Technology
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Media & Entertainment
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Youth
Big Ideas
Why Brands are Next-Gen Career Advisers
A new wave of workplace advisers are emerging to help Gen Z and Alpha navigate and shape the future of work and yet-to-exist job roles.
Youth
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Media & Entertainment
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Workplace
Big Ideas
The campaigns debunking male marketing myths
Brands are defying stereotypes by demonstrating a more intimate approach to modern male identity that avoids polarising men i...
New Masculinity
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Advertising
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Fashion
Micro Trends
Future Five: Home & Family
As part of our Future Five 2024 report, we explore the rising challenges and opportunities in relation to our family and home lives.
Future Five
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Home & Family
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Topics
Markets
Reading Market
Innovators are harnessing pandemic behaviours to re-imagine books for a new generation of escapist, eco-conscious and phygital readers.
Media
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Entertainment
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Youth
Markets
Perimenopause Care-munities Market
Shifting attitudes are transforming the perimenopause into a force for collective health, highlighting the life stage as interconnected with, and s...
Women's Health
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Health And Wellness
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Society
Big Ideas
Five brands reframing nootropics for Generation Z
Exploring a breadth of natural brain-boosting ingredients, a raft of new brands are creating products tailored to the needs, concerns and moods of ...
Drinks
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Youth
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Health And Wellness
Big Ideas
Beauty & Wellness 2030: Ritualistic, analytical and nostalgic
In the decade ahead, beauty and wellbeing consumers will push back against superficial appearances to analyse and augment their physical beings.
Beauty
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Wellness
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Technology
Big Ideas
Why the Snow Mushroom is the Next Beauty Sensation
Described as the magic mushroom for moisture, the snow fungus is entering the Western market as an ingredient promising a range of skin-boosting be...
Beauty
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Skincare
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Wellness
Big Ideas
IMM Cologne
Many designers at this year’s show, set in the main Koelnmesse exhibition space, focused on how people use everyday objects. This approach often re...
Furniture
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Emotional Sobriety
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Form Follows Rituals
Communities
Digital Architects
A new community of consumers are curating fresh digital eco-systems to create new opportunities to engage with brands in a meaningful way.
Retail
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Communities
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