Trends

The latest global consumer trends that we’re tracking across sectors, substantiated by expert opinions and the latest industry statistics.

Macro Trends

The American Middle

The American middle class, once the aspirational ideal, is becoming a myth. Brands must learn to speak to this demographic that have felt left behi...

Culture : Advertising : Retail

Micro Trends

Virtual Reality Arcades

The key to virtual reality’s success may lie in the renaissance of the video game arcade.

Technology : Media : Design

Design Directions

Johanna Lundberg and Nate van der Ende: Interactive Design

The graphic designer and web developer create exploratory interactive experiences that abandon conventional website functions and formats.

Digital : Design : Technolgy

Micro Trends

The Vagina Reconsidered

A wave of straight-talking, chemical-free and design-savvy brands are challenging the taboo around feminine hygiene.

Beauty : Wellness : Branding

Micro Trends

American Values Marketing

Growing income disparity in the US has left a large segment of the American population turning inwards, holding on to local ties and valu...

Advertising : Marketing : Branding

Micro Trends

Honest Products

In today’s beauty landscape, where consumers can Google the benefits of any ingredient in seconds, a new hyper-educated shopper is emerging.

Beauty : Skincare : Cosmetics

Design Directions

Milan Salone 2017: Design Directions

At this year’s Salone Internazionale del Mobile, designers unashamedly celebrated low-value materials and interpreted shifting energy fields by cr...

Milan Salone 2017 : Marni : EDHV

Micro Trends

Veritas Media

With the rise of fake news, post-truth politics and alternative facts, consumers are hungry for media content they can trust.

Civic Brands : Media : Fake News

Micro Trends

Friend Bots

Brands are combining artificial intelligence with anthropomorphic design to create robots that offer friendship on demand.

Neo-Kinship : Kuri : Gatebox

Micro Trends

Courtship Crisis

As online dating becomes the norm, consumers are looking for services to augment their failing courtship skills.

Tinder : Neo-Kinship : Social Anxiety

Micro Trends

Civic Placemakers

Brands are taking a more proactive role in shaping their cities by leading urban regeneration initiatives and investing in the development of publi...

Civic Brands : Placemaking : Brandstanding

Design Directions

New Consciousness

Responsibility is being rebranded. As businesses apply long-term thinking, a vibrant visual landscape is emerging that inspires action and optimism.

Sustainability : Long Term Thinking : Visual Communication

Micro Trends

Work Zones

Concentration is the new concern for designers of open-plan offices, as playful features and vibrant décor are vetoed in favour of modest int...

Workplace Futures : Focus : Co-working

Micro Trends

Brand Parents

Parents are looking for technology to help them achieve a better balance between the stresses of work and family life.

Parenting : Snoo : Future Family

Micro Trends

Post-ownership Products

Brands are responding to the continued growth of collaborative consumption by designing products that appeal to multiple temporary users rather tha...

Civic Brands : Collaborative Consumption : MINI

Micro Trends

Affirmative Fractions

Brands are using price segmentation to make high-quality products and services available at a fair price.

Civic Brands : The Just Nots : Retail

Design Directions

Grey London

Grey London has embarked on a major rebranding to honour its founders and promote diversity.

Grey London : Brexit : Inclusivity

Design Directions

Sideways Dictionary

Sideways Dictionary is a new dictionary that simplifies digital jargon.

Google : The Dislocated World : Technology

Micro Trends

Sleep Eats

Sleep is the new frontier in wellness, and brands are developing new foods, drinks and supplements that calm the mind, aid sleep and restore c...

Functional Foods : Sleep : Wellness

Design Directions

Grow Up

Mercedes-Benz’s largest marketing campaign to date explores the complexities of being a young adult.

Mercedes-Benz : Neo-kinship : Adulting

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