'africa'

Work States Futures

Macro Trends

Work States Futures

With CEOs conflicted about luring teams back to the office with socials, wellness hubs and hybrid fit-outs, early adopter businesses and organisati...
Workplace : Society : Technology
China’s New Emerging Affluents

Communities

China’s New Emerging Affluents

Ambitious and hard-working, China’s New Emerging Affluents (NEAs) want lifestyles to match their new, higher salaries. They want the latest technol...
BMW Mercedes : Migration : Microblogging
Prohibition Culture

Macro Trends

Prohibition Culture

Everywhere you look, behaviour is being curbed, controlled, nudged and monitored. The ‘war on waste’ is creating a stealth tax that covers everythi...
Nudge : Control : Waste
The Synthocene Era: Merging Human and Machine Intelligence

Macro Trends

The Synthocene Era: Merging Human and Machine Intelligence

As AI redefines our understanding of intelligence, we begin to enter The Synthocene Era, an age in which the lines between what is natural and what...
Technology : Artificial Intelligence : Society
Adaptive Appetites

Macro Trends

Adaptive Appetites

As inflation and supply chain fragility sends food and drink prices soaring, consumers and companies are adapting rapidly – embracing frugality, in...
Food : Drink : Society
New Bricolage Living

Macro Trends

New Bricolage Living

Identity used to be something that you were born with. Age, race, gender and nationality were firmly fixed and determined your place in the world....
Third-stage Globalisation : Life-lodging : Connectivity
Functional Feasting

Macro Trends

Functional Feasting

As we move past the ‘free from’ era, consumers are increasingly favouring products that do more with less, bringing flavour and fun back into funct...
Food & Drink : Indulgence : Health & Wellness
The Value Vanguard

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
Alphas Now and Next: From the Sandbox to Roblox

Macro Trends

Alphas Now and Next: From the Sandbox to Roblox

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations : Gen Alpha : Demographics
Luxury States: New Codes of Luxury 2024–2025

Macro Trends

Luxury States: New Codes of Luxury 2024–2025

An essential tool, the Five Luxury States define people’s emotional and psychological journeys through the luxury sector, giving rise to a new set ...
Luxury : Travel & Hospitality : Fashion
Hyperphysical Stores

Macro Trends

Hyperphysical Stores

In a post-Covid landscape, changing consumer needs are driving retailers to rethink bricks-and-mortar stores to be more engaging, sensorial and mem...
Retail : Bricks-and-mortar : Stores
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