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.

Gen Z in Kenya

From Silicon Savannah to the streets of Nairobi, Kenya’s Gen Z are rewriting the rules of power, protest and purpose for governments and brands.

Markets

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

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.

Big Ideas

Post-truth Brandstanding

UK – Dove has launched a new tongue-in-cheek campaign inspired by the hashtag Alternative Facts.

Big Ideas

Gold for tech

Tokyo – The Olympic organising committee is encouraging people to donate their old gadgets to be recycled into medals.

Olympic Games : Whole-systems Thinking : Sustainability

Big Ideas

Hater daters

Global – The new Hater app is designed to help people meet other people who hate the same stuff.

Hater : Neo Kinship : Dating Market

Big Ideas

Influencer instinct

UK – Cosmopolitan has collaborated with Millennial influencers to launch the Cosmopolitan Influencer Network.

Cosmopolitan : Influencer Market : Millenials

Big Ideas

Airport workout

Maryland, US – A new workout space at Baltimore-Washington International Airport combines high-end travel with fitness on the go.

Roam Fitness : Travel : Optimised Self

Big Ideas

40,000-feet pyjama party

Global – Emirates has created a set of moisturising pyjamas to help luxury travellers arrive refreshed.

Emirates : Active Recovery : Luxury Travel

Big Ideas

Playing at profit

US – New statistics from Streamlabs demonstrate that computer game fans are increasingly engaged in watching other gamers.

StreamLabs : Twitch : Online Gaming

Big Ideas

Laser labels

Sweden – Nature & More has worked with ICA to replace sticky labels on avocados and sweet potatoes with a laser mark.

Nature & More : Whole-system Thinking : Packaging

Big Ideas

A new flow

New York – My Flo enables women to optimise their routine by synchronising their activities with their menstrual cycle.

MyFlo App : Functional Nutrition : Menstruation

Big Ideas

Fruitful eating

US – Okanagan Specialty Fruits (OSF) has developed the first non-browning apple.

GM Food : Sustainability : Whole-system Thinking

Big Ideas

Face off

US – QallOut is a new video platform for head-to-head livestream video debates.

QallOut : The Dislocated World : Post-truth Politics

Big Ideas

Cleaning up their act

France – Procter & Gamble will launch the world’s first recyclable shampoo bottle made using recycled beach plastic.

Procter & Gamble : Whole-system Thinking : Head & Shoulders

Big Ideas

Stockholm Design Week and Furniture Fair 2017: Preview

A new wave of Swedish brands and designers are set to challenge the Scandi label at next week’s Stockholm Design Week and Furniture Fair. LS:N Gl...

Stockholm Furniture Fair : Örnsbergsauktionen : Note Design Studio

Big Ideas

Genetic material

London – New research from King’s College London explores how responsible genetics are for our online habits.

Genetics : The Sharded Self : Online

Big Ideas

Take a risk

Norway – A new global risk report examines how the sharing economy can be reframed to fight inequality.

United Nations : Global Risk Report : Sharing Economy

Markets

Plus-size Market

A one-size-fits-all approach to fashion, retail and marketing is limiting brands’ potential to engage with consumers.

Plus Size : Marketing : Post-body Mindset

Big Ideas

A friendly AI adviser

Switzerland – In a world in which children are increasingly developing their own online presence, Oyoty helps to keep them safe as they navigate ...

Oyoty : Awakening Tech : Privately SA

Big Ideas

Luxury road maps

Paris – Kering has unveiled its sustainability strategy until 2025.

Kering : Whole-system Thinking : Luxury

Big Ideas

Travel ban backlash

US – Brands are taking a stand against US President Donald Trump’s travel ban.

The Dislocated World : Backlash Brands : Starbucks

Big Ideas

Privacy predicament

US – Research has shown that, although consumers don’t trust brands’ ability to protect their data, they can be just as careless.

Trust Economy : Pew Research : Privacy

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