Communities

Profiling values-driven consumer groups and uncovering influential subsets of consumer behaviour.

The Value Vanguard

Meet the consumers redefining value through imperfect sustainability, emotional spending and radical pragmatism, offering brands a glimpse into the future of meaningful connection and commerce.

Communities

New Codes of Value: Future:Poll

Our latest Future:Poll research reveals how shifting consumer priorities around quality, trust and financial insecurity are reshaping the meaning of value – and what brands must do to keep up.

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.

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative and ethical.

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liberate themselves.

Communities

New Codes of Value: Future:Poll

Published as part of our Communities report, The Value Vanguard, our latest Future:Poll research reveals how shifting consumer priorities around qu...

Communities : Value : Finance

Communities

The Value Vanguard

Meet the consumers redefining value through imperfect sustainability, emotional spending and radical pragmatism, offering brands a glimpse into the...

Value : Finance : Society

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

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

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

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

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

Communities

Beauty Cultists

A new generation of hyper-loyal beauty consumers are building localised communities around their favourite brands.

Beauty : Communities : Consumers

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

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

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

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

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

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

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

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

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

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

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

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

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