Future Family

America’s New Age of Parenting

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 – c...
Youth : Health & Wellness : Society
Modern Marriage

Big Ideas

Modern Marriage

The US wedding industry is aligning with the values of Gen Z and Millennials in relation to key issues of affordability, mental health advocacy, su...
Marriage : Sustainability : Youth
The first baby with three biological parents born in the UK

News

The first baby with three biological parents born in the UK

Thanks to a cutting-edge IVF procedure, a baby conceived with DNA from three people has been born in the UK.
Parenting : Future Family : Family In 2050
Wist lets you relive your smartphone-shot memories in VR

News

Wist lets you relive your smartphone-shot memories in VR

US – A new app, Wist, promises to turn the videos shot on a smartphone into dystopian memories that anyone with a headset can jump into and relive ...
Media & Entertainment : Technology : Society
Family in 2030: Climate Communities

Big Ideas

Family in 2030: Climate Communities

In this scenario, we meet an intergenerational Muslim family finding meaning and hope amid the impacts of the climate crisis on the city of New York.
Scenario : Society : Climate Crisis
Stat: UK fathers take on more childcare during lockdown

News

Stat: UK fathers take on more childcare during lockdown

New research suggests that fathers are taking on more childcare and housework during lockdown, although most of it is still being done by mothers.
Society : Parenting : Covid-19
Togetherness Travel

Micro Trends

Togetherness Travel

With modern families and friends dispersed across the world, people are turning to travel as a way to stay physically connected.
Travel : Tourism : Hospitality
Families have evolved. Why haven’t brands caught up?

Viewpoints

Families have evolved. Why haven’t brands caught up?

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural nous at compan...
Advertising : Future Family : Identity
Will single-person households create a health crisis?

Viewpoints

Will single-person households create a health crisis?

As the number of people living alone increases in South Korea, mental and physical health issues are becoming a major societal concern.
Uncoupled Living : Health : Wellness
Discreet Tech

Micro Trends

Discreet Tech

As consumers seek a more balanced relationship with devices and technology, brands are creating home electronics that blend seamlessly into the bac...
Technology : Design : Future Home
Sensory sex toys

Viewpoints

Sensory sex toys

Wan Tseng, founder of sex tech start-up Wisp, on sexual pleasure that focuses on the senses, and why the world of phallic sex toys is ripe for disr...
Health : Sex : Tehnology
Co-economy Childcare

Micro Trends

Co-economy Childcare

With the sharing economy disrupting many of the pillars of adult life, brands are now turning their attention to the ways it can positively affect ...
Youth : Education : Co-working
Will DINKs become a priority for truly sustainable brands?

Big Ideas

Will DINKs become a priority for truly sustainable brands?

Through the lens of a fictional future scenario, we explore how technology is driving behavioural shifts among brands and consumers. This month, we...
Retail : Society : Branding
It’s time for tech to bridge families’ digital divisions

Viewpoints

It’s time for tech to bridge families’ digital divisions

Technology designers must create experiences that encourage future families to re-engage, converse and bond with each other.
Technology : Youth : Future Family
The Uncoupled

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
Stat: British consumers are travelling to find romance

News

Stat: British consumers are travelling to find romance

Group holidays are ideal for sparking romantic encounters on holiday, a new study from Mintel has found.
Travel : Lifestyle : Holiday
Stat: Fewer births are creating an unstable American population

News

Stat: Fewer births are creating an unstable American population

Americans are not having enough babies to keep the population stable, according to a new report by the Centers for Disease Control and Prevention.
Culture : Birthrates : Youth
Stat: American parents are multi-generational care-givers

News

Stat: American parents are multi-generational care-givers

Parents of young children are providing unpaid care for an adult as well, according to a new US study from Pew Research Center.
Future Family : Care : Home
Harvard and Snøhetta collaborate on energy-positive building

News

Harvard and Snøhetta collaborate on energy-positive building

The Harvard Center for Green Buildings and Cities (CGBC) has transformed a pre-1940s building into an ultra-efficient prototype for living, led by ...
Sustainability : Architecture : Energy-positive
High-end Pets Market

Markets

High-end Pets Market

While Millennials continue to delay parenthood, or eschew it altogether, they are spending billions on luxurious lifestyles for their pets.
Luxury : Retail : Future Family
Non-conformist Weddings

Micro Trends

Non-conformist Weddings

The wedding industry is responding to changing attitudes in society about who should marry and what type of ceremony they should have, creating pro...
Future Family : Retail : Hospitality
Stat: US divorce rate falls amid Millennial marriages

News

Stat: US divorce rate falls amid Millennial marriages

According to a study by University of Maryland sociologist Philip Cohen, the percentage of American marriages that end in divorce fell by 18% betwe...
Stat : Future Family : Weddings
What’s wrong with toxic masculinity?

Viewpoints

What’s wrong with toxic masculinity?

Sociologist Michael Kimmel says it’s time for father figures to help young men find their inner voice, so they can become more authentic versions o...
New Masculinity : Boyhood : Manhood
Is a child-free lifestyle the new vegan?

Viewpoints

Is a child-free lifestyle the new vegan?

From environmental to financial impacts, societal concerns to self-doubt, more and more people are asking ‘why have children?’
Parenting : Children : Pregnancy
Brand Parents

Micro Trends

Brand Parents

Parents are looking for technology to help them achieve a better balance between the stresses of work and family life.
Parenting : Snoo : Future Family
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