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.

Sacred Sojourns

Religious tourism is booming as a new generation of travellers seeks spiritual meaning, cultural rituals and connection across sacred destinations worldwide.

Markets

Gen Z’s Mall Revival

For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, connection and discovery.

Big Ideas

SXSW 2025: Reclamation Versus Resistance

SXSW 2025 marked a radical shift from resistance to reclamation, as industry leaders build agency in a challenging democracy, create decentralised media platforms and focus on a shared humanity.

Markets

Gen Z in Indonesia

With millions of young, tech-savvy and entrepreneurial Indonesians reshaping culture, business and faith, Gen Z is a force no brand can afford to ignore.

Markets

Cortisol Control

Tackling stress is a major concern for the wellness community, with new research and innovations emerging to measure and lower cortisol, along with viral content promoting cortisol-focused solutions.

Markets

Everyday Cosplay

From closet cosplay to character-coded makeup, Gen Z are transforming entertainment into wearable narratives – using clothing and beauty to embed f...

Fashion : Beauty : Fantasy

Markets

Savoury Beauty Market

In a market saturated with sweet scents, beauty brands are turning to savoury profiles that trigger nostalgia, stir emotion and draw on regional fl...

Food & Drink : Beauty : Health & Wellness

Big Ideas

Muscle Longevity

As Longevity Lifestyles evolve, consumers are increasingly focused on building and preserving muscle health well into later life.

Technology : Health & Wellness : Design

Markets

The New Auction House Playbook

Auction houses, faced with falling income, are responding to the lifestyle interests of younger art collectors by offering one-off experiences and ...

Luxury : Pop-culture & Media : Fashion

Big Ideas

NRF 2025 Retail’s Big Show Europe: Unified Commerce and Community Nuclears

From AI-powered stores to hyperlocal partnerships, NRF 2025 Retail’s Big Show Europe revealed how data, culture and community are converging to def...

Retail : Technology : Fashion

Big Ideas

Parasocial Relationships in 2030

A togetherness deficit and the age of distrust have made the presumed intimacy of parasocial relationships with celebrities programmable and moneti...

Youth : Pop-culture & Media : Retail

Markets

Luxe Comfort Foods

Comfort food is getting a luxurious makeover, as nostalgic and fast food favourites are being re-imagined with gourmet flair into playful, premium ...

Luxury : Food : Hospitality

Big Ideas

Six Chinese Brands Redefining Global Expansion

Determined to disrupt the ‘cheaply made in China’ narrative, a new wave of Chinese brands is conquering global markets by cultivating fandoms and r...

China : Retail : Pop Culture & Media

Markets

Gen Z in South Korea

Amid a collective melancholy rooted in structural disillusionment, South Korea’s Gen Z are chasing dopamine hits through K-pop, K-beauty and K-idul...

Beauty : Pop Culture & Media : Gen Z

Markets

Third Culture Cuisines

Fusion cuisine, from TikTok chefs to experimental menus, is becoming a bold expression of identity and cultural pride, fuelled by third-culture coo...

Food & Drink : Society : Pop-culture & Media

Markets

Gen Alpha’s Travel Pester Power

From wellness retreats to screen-free adventures, hotels around the world are investing in programmes designed to engage, educate and inspire the y...

Youth : Travel & Hospitality : Luxury

Markets

Gen Z in Brazil

Driven by a quest for purpose, Brazil’s Gen Z are honouring their roots in inventive ways – raising the bar for inclusive fashion, global fandom an...

Youth : Pop-culture & Media : Gen Z

Big Ideas

Sensorial Sustainability

What a brand feels like matters as much as, if not more than, what it says. It isn’t messaging but experiences and spaces that drive trust. In a po...

Sustainability

Markets

Digital Clout Dining

A new wave of Indian restaurants is reshaping fine dining through limited-access menus, founder storytelling and digital scarcity, transforming mea...

Food & Drink : India : Travel & Hospitality

Markets

Intimate Fantasy Escapism

Intimate fantasy roleplay is shifting to become an increasingly mainstream practice. Driven by growing fandoms, it represents a search for belongin...

Youth : Pop-culture & Media : Society

Markets

Luxury Train Travel

Upmarket rail holidays are becoming a channel for storytelling, ecological responsibility and prestige tourism, driven by younger wealthy audiences...

Luxury : Travel & Hospitality : Design

Markets

Neo-community Market

From personalisation through data to personalisation through dialogue, brands are creating communities where followers feel like friends and belong...

Retail : Pop-culture & Media : Society

Big Ideas

Nigeria’s Rave Revolution

Youth : Pop-culture & Media : Gen Z

Markets

Grab-and-Go Cuisine

Food brands are re-inventing convenience with healthier, snackable and culturally relevant formats designed for time-poor consumers.

Food & Drink : Society : Health & Wellness

Markets

Gen Z Wellness Rebellion

Cigarettes, cocktails and control: Gen Z are rebelling against MAHA (Make America Healthy Again) rhetoric, self-optimisation and the wellness manda...

Food & Drink : Youth : Travel & Hospitality