Behaviours

Everything you need to face your future consumer with confidence, including the latest ethnographic research, generational insight, consumer-related stats and overarching human needs.

Women Who Play

Communities

Women Who Play

As gaming continues its advance as a key tool for consumer engagement, women gamers are now demanding their share of the spotlight.
Future Of Gaming : Avatar Customisation : Women Empowerment
Emerging Youth: Nigeria

Behaviours

Emerging Youth: Nigeria

Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...
Youth : Nigeria : Nigeria
Neo-collectivists

Communities

Neo-collectivists

As we move from an individually minded society to a collective one, we meet the community championing new ways of sharing, caring and collaborating.
Community : Neo-collectivism : Network
Regenizens

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative an...
Sustainabillity : Beauty : Society
Deprogrammers

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liber...
Youth. : Youth : Media
Diet Hackers

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.
Communities : Food And Drink
Beauty Cultists

Communities

Beauty Cultists

A new generation of hyper-loyal beauty consumers are building localised communities around their favourite brands.
Beauty : Communities : Consumers
Digital Architects

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 : Communities
Kindred Diners

Communities

Kindred Diners

This community is on a quest to make eating convivial, pleasurable yet thoughtful, building local communities around – and inspired by – food and d...
Food : Drink : Social
Untethered Luxurians

Communities

Untethered Luxurians

Challenging what it means to be wealthy, this community has chosen a lifestyle that prioritises freedom and self-fulfilment over a settl...
Luxury : Travel : Hospitality
The Conscious Decelerators

Communities

The Conscious Decelerators

This community of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that will help them to carve out a new ...
Health : Wellness : Conscious Deceleration
The Uncoupled

Communities

The Uncoupled

Meet the new community of citizens who are choosing to embrace singledom, polyamory and platonic love over traditional romantic relationships.
Tribe : Travel : Leisure
Subconscious Shoppers

Communities

Subconscious Shoppers

Three technology-driven US consumers invite us into their homes to explain how their relationship with AI-driven devices is evolving.
Retail : Voice-assistant : Subconscious Shoppers
The Upstreamists

Communities

The Upstreamists

Fuelled by the backlash against clean eating, these food and drink consumers reject fad diets and treat food as nourishment.
Food And Drink : Health : Food And Drink Futures
Low-impact Eaters

Communities

Low-impact Eaters

Members of this community are changing their eating habits owing to increasing anxiety about the state of the environment.
Food : Drinks : Culture
Young Vietnamese Luxurians

Communities

Young Vietnamese Luxurians

Ambitious, stylish and intelligent, young Vietnamese luxurians are taking full advantage of the country’s booming economy to access new shopping,...
Luxury : Vietnam : Vietnamese Luxurians
Mexican Luxurians

Communities

Mexican Luxurians

From supporting local designers to connecting with the region’s rich artisanal culture, this tribe of consumers approach luxury wit...
Mexican Luxurians : Mexico : Luxury
Beauty Backlashers

Communities

Beauty Backlashers

This community is actively rejecting the prevailing narratives in the beauty industry and searching for brands, products and processes that enable ...
Beauty : Community : Identity
Skinthusiasts

Communities

Skinthusiasts

Thanks to the rise in internet forums and skincare blogs, these beauty consumers are armed with scientific knowledge and know how to use ...
Beauty : Wellness : Culture
Life-long Learners

Communities

Life-long Learners

This community of high-net-worth high achievers are more interested in spending their money on self-enriching experiences than on gratuitous displa...
Life-long Learners : Luxury : Experience Economy
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