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Gen Z
Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.
Macro Trends
Gen Z Now and Next
Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the change they want to see, they find themselves paralysed by paradox.
Viewpoints
Gen Z’s New Value System
Between self-optimisation, mischief and activism, Gen Z are rewriting the rules of value. Bulletproof’s chief growth officer Andi Davids tells LS:N Global how brands can keep up.
Viewpoints
Augmented Futures for Next-Gen Teens
Biomedical scientist and former White House senior policy advisor Dr Knatokie Ford discusses how Augmented Futures – a fusion of science, storytelling and futurism – can empower underrepresented teens to shape their own success.
Markets
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.
Micro Trends
Decoding Masculinity
In response to an ever-creeping ‘manosphere’, future-facing brands are seeking to decode modern masculinity and bro-ism, providing new routes forward for men at risk of radicalisation.
Big Ideas
Puma leaps into Africa
Puma leaps into Africa
Puma
:
PUMAVision
:
Fifa World Cup
Big Ideas
Online music services replacing music sales
Online music services replacing music sales
Spotify
:
Music Streaming
:
NPD
Micro Trends
Magtailing
Looking for new income streams, publishers are becoming e-tailers and e-tailers are launching magazines.
Magazines
:
Brandzines
:
Content
Big Ideas
African American spending power to increase by a third
African American spending power to increase by a third
Tablets
:
PCs
:
Spending
Big Ideas
Youngsters rethink everyday issues as ‘kidnovation’ takes off
Youngsters rethink everyday issues as ‘kidnovation’ takes off
Children
:
Manufacturing Institute
:
Fab Lab
Big Ideas
Toy story turns to tech and eco-awareness
Toy story turns to tech and eco-awareness
Toys
:
Trends UK
:
Mattel
Big Ideas
Consumers are becoming Facebook friends with shops
Consumers are becoming Facebook friends with shops
Facebook
:
ForeSee
:
Following
Big Ideas
Blogs ditched by savvy social networking teens
Blogs ditched by savvy social networking teens
Twitter
:
Teens
:
Updates
Big Ideas
Smelly teens drive innovation in the personal care market
Smelly teens drive innovation in the personal care market
Deodorant
:
Mintel
:
Grooming
Big Ideas
For today’s gamers, style matters
For today’s gamers, style matters
Atari
:
Female Gamers
:
Fashion Gaming
Big Ideas
Consumers in emerging markets more likely to buy gadgets
Consumers in emerging markets more likely to buy gadgets
China
:
Environmentally
:
Malyasia
Micro Trends
Luxury Social Networking
Luxury Social Networking
E-commerce
:
Online
:
Social-media
Big Ideas
Multi-tasking teens love multi-media more
Multi-tasking teens love multi-media more
Kaiser Family Foundation
:
Media
:
Social Networking
Big Ideas
Beauty brands reach consumers via online video tutorials
Beauty brands reach consumers via online video tutorials
Stila
:
Dior Beauty
:
MAC
Big Ideas
Korean fashion to go global in 2010
Korean fashion to go global in 2010
Korea
:
NYFW
:
JUUN.J
Big Ideas
Prohibition Culture’s new food meter helps change eating habits
Prohibition Culture’s new food meter helps change eating habits
Health Monitoring
:
Karolinska Institutet
:
Food
Micro Trends
Webtailing 3.0
A new group of webpreneurs is taking inspiration from the experiences of physical retailing, presenting these on-screen in 2D, and creating a new s...
Webpreneurs
:
Mag-tailing
:
Phy-gital
Big Ideas
European teens favour traditional television and user-generated content
European teens favour traditional television and user-generated content
Youth
:
User Curator Generation
:
Usage
Big Ideas
Crowd-sourced fashion designs set new brand rules
Crowd-sourced fashion designs set new brand rules
Design Your Own
:
DYO
:
Nike ID
Big Ideas
Tech and simplicity for beauty in 2010
Tech and simplicity for beauty in 2010
Maybelline
:
Lancôme
:
Rimmel
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