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Brands are redefining drinking culture for men by empowering them to take pride in their preferences
Luxury experiences will no longer rely on tactile moments, but anytime attainment, anywhere
Craft vinegar is evolving as a health food, resulting in a wave of elevated and experimental fusions

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Youth

Our Media & Youth Futures maps out key steps for brands to engage the next generation and prove their cultural relevance as the next decade unfolds

Gen Z are seeking more democratised music communities, blurring the worlds of education and creation
As Covid-19 risks stunting Gen Z’s career prospects, brands are stepping in to nurture their unique skills
School is becoming something that is no longer a physical space but a dispersed learning experience

Trends

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

Privacy and data protection are now becoming part of our physical beings thanks to hardware
The food-as-medicine movement is being rebranded to fit modern lifestyles
Open-source platforms are providing free materials insight and education for designers
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