Millennials

Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.

Millennials Now and Next

After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while rebelling against traditional nominated life paths.

Big Ideas

Kidult Craze

Driven by nostalgia and a desire for stress relief, adults are gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child.

Micro Trends

Matrescence

The concept of matrescence highlights the profound physical, emotional and neurological shifts experienced by new mothers, presenting brands with a unique chance to engage and support parents during this transformative life stage.

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – courtesy of Millennials and Gen Z.

Big Ideas

More caring consumers on the rise

Sustainability : Revalues : Caring

Macro Trends

Alphalux

In the wake of an economic downturn, the luxury industry has experienced a shock from falling sales and consumer confidence. Moving forward, it mus...

Heritage : Austerity : Brand Quietness

Macro Trends

No-Frills Affluents

They have been one of the prime drivers in UK retailer Morrisons’ return to profit. Once driven by impulse and indulgence, they are now driven by v...

No Frills : Austerity : Value

Micro Trends

Blingamalism

Bling : Stores : Design

Markets

New social media landscapes

Social media has reached a tipping point, and is growing up. If social media 2.0 was a rebellious playground complete with consumer cliques and bra...

Social Media : JupiterResearch : Digital Divide

Micro Trends

Printed Blogs

Blogs : Magazines : Print

Big Ideas

Gold farming goes mainstream

Wow7gold : China : Gold Farming

Communities

New Male Dandy

The most recognisable of all our male groups, the New Male Dandy embodies a louche, romantic spirit, whether he has fulfilled his dream by fronting...

Cosmetics : Jack Daniels : Guardian

Big Ideas

Entry into social media channels proves increasingly important for brands

Lounge Bohemia : Shoreditch : James Bull

Micro Trends

Rough Luxe Spaces

Rough Luxe Hotel : Robin Huge : Dover Street Market

Big Ideas

Lower-alcohol drinks prosper in UK downturn

Alcohol : Beer : UK Recession

Micro Trends

Philanthropic Retail

Merci : Community : Philanthropic

Big Ideas

Wealthy consumers don sunglasses, trench coats as luxury goes undercover

Shopping : Discreet : Bashful

Big Ideas

E-commerce pulls ahead in retail race

Online Retail : Forrester Research Analyst Sucharita Mulpuru : US E-commerce

Markets

Market report: China

For a decade the world has watched China in awe. Some did so from a distance, others leapt right in. Today, however, involvement with the country n...

China : Jigsaw International : Hong Kong

Big Ideas

Sport & Leisure becomes the new drive to revive customer interest

Paris : Docks En Seine Paris : La Cité De La Mode Et Du Design

Micro Trends

Desk-bound

Desk : Office : Design

Communities

Fratrasexual

Fratrasexuals are enthusiasts and experts. They have a defining interest, and cultivate an in-depth knowledge in their chosen field, whether it is ...

BBC : Knowledge : Enlightenment

Micro Trends

Escape into horror

Films : Horror : Entertainment

Micro Trends

Immersive Finance

words : Alison Bishop

Banking : Immersive : Money

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