Purpose

The Great Wealth Transfer

Macro Trends

The Great Wealth Transfer

Wealth ownership, distribution and the politics that influence cross-generational spending are all in flux, according to the latest findings of The...
Luxury : Gen Z : HNWI
Stat: UK beauty consumers uneasy about brands’ woke campaigns

News

Stat: UK beauty consumers uneasy about brands’ woke campaigns

New research commissioned by beauty and health agency The Pull Agency reveals that beauty consumers are uneasy or unsure about health and beauty br...
Stat : Statistic : Stats
Purpose in 2030: Generation Betterment

Big Ideas

Purpose in 2030: Generation Betterment

In this future scenario, brands are frantically trying to reframe their purpose, turning to climate-literate Generation Alpha – tomorrow’s valuable...
Scenario : Branding : Purpose
Five pioneers promoting cause-driven retail

Big Ideas

Five pioneers promoting cause-driven retail

In 2021, retail is about much more than acquisition and profit – for these five innovators, it’s a chance to make a positive difference for people ...
Retail : Society : Sustainability
Stat: Purpose-driven brands are most memorable among consumers

News

Stat: Purpose-driven brands are most memorable among consumers

Companies who show a strong sense of purpose are most likely to have a memorable impact on consumers, with people increasingly making purchases tha...
Branding : Marketing : Purpose
How luxury car brands can navigate an electric future

Viewpoints

How luxury car brands can navigate an electric future

The car has always been a mark of independence, freedom and status but as innovation and attitudes to mobility evolve, what future purpose will car...
Mobility : Luxury : Technology
The Campaign: Deutsche Telekom praises Gen Z’s hyper-connectivity

News

The Campaign: Deutsche Telekom praises Gen Z’s hyper-connectivity

Deutsche Telekom enlisted the talents of Billie Eillish for its What We Do Next video campaign.
Youth : Technology : Purpose
Greener marketing for the Transformative Twenties

Viewpoints

Greener marketing for the Transformative Twenties

The pandemic has made ‘pivoting’ a matter of survival as well as principle for global brands. But as we push towards a greener economy, what should...
Society : Advertising : Post-pharmacy Brands
Deutsche Telekom praises Gen Z’s hyper-connectivity

News

Deutsche Telekom praises Gen Z’s hyper-connectivity

The telecom company is rallying for today’s youth with a new campaign showcasing positive phone use among Generation Z.
Youth : Technology : Purpose
Discuss: The productivity paradox of self-isolation

News

Discuss: The productivity paradox of self-isolation

Penned by foresight writer Abi Buller, our most-read Opinion piece in recent weeks questions whether brands spouting self-improvement and productiv...
Covid-19 : Post-purpose Brands : Wellness
Why travel could become a one-trip industry

Viewpoints

Why travel could become a one-trip industry

Yvonne Küpper of FairAway Travel, on travel brands’ sustainable responsibilitis, the impact of Covid-19, and how to avoid greenwashing.
Travel Experience : Travelling : Tourism
Post-purpose Brands

Macro Trends

Post-purpose Brands

Pushing back against purpose-washing and jumping on the bandwagon, brands will embrace imperfection and focus on betterment. With more intuitive te...
Retail : Branding : Purpose
Eco-ambitious Retail

Micro Trends

Eco-ambitious Retail

Brands are self-imposing sustainability goals on their businesses that – while initially financially impactful – validate them as fundamental to fu...
Retail : Sustainability : Brand 2020
Stat: British women seek meaningful work

News

Stat: British women seek meaningful work

Some 58% of British women workers say their job affects their wellbeing a lot.
Society : Workplace Culture : Economy
IAM Weekend 2020 to spotlight the climate emergency

News

IAM Weekend 2020 to spotlight the climate emergency

This year, the annual creative summit will be focus on the vital need for brands to respond with viable solutions.
Society : Technology : Climate Emergency
The Trend: Liberation Luxury

News

The Trend: Liberation Luxury

As we move into the 2020s, the luxury industry will hit a period of introspection, with brands and services taking stock of their position, ambitio...
Luxury : Travel : Hospitality
Refashioning charity retail

Viewpoints

Refashioning charity retail

Julie Neeve, project manager of new store formats at Oxfam, on the perks of housing the charity’s new superstore on an Oxford industrial estate.
Retail : Sustainability : Fashion
Patagonia fights climate change over coffee

News

Patagonia fights climate change over coffee

The brand’s pop-up café marks the Europe-wide launch of the Action Works platform, aimed at giving consumers the tools to fight climate change.
Society : Sustainability : Food
Stat: Supermarkets should promote healthier living

News

Stat: Supermarkets should promote healthier living

Consumers believe that grocery retailers have a responsibility to encourage healthier choices, according to a new report published by RSPH.
Health : Wellness : Retail
Shame Plane calculates the startling impact of flying

News

Shame Plane calculates the startling impact of flying

The interactive platform allows people to see the environmental impact of air travel with advice on the lifestyle changes that can offset their jou...
Travel : Hospitality : Sustainability
Why have luxurians become Doomsday fanatics?

Viewpoints

Why have luxurians become Doomsday fanatics?

The rich are spending billions of dollars preparing for disaster. Why aren’t they using their wealth to make the planet disaster-proof?
Luxury : Hospitality : Far Futures
Why fairness should be at the centre of your brand

Viewpoints

Why fairness should be at the centre of your brand

How brands that give consumers choice and demonstrate they are listening will be best placed to combat the plague of consumer fatigue and indiffere...
Finance : Technology : Purpose
Consumer 2020

Macro Trends

Consumer 2020

In the next decade, brands need to prepare for consumers who are abandoning traditional institutions, seeking comfort in safe spaces and reassert...
Youth : Purpose : Belonging
Will doxxing destroy your brand?

Viewpoints

Will doxxing destroy your brand?

Internet lynch mobs are far more poweful than any CSR campaign you can deploy.
Branding : Purpose : Culture
Female Futures

Markets

Female Futures

How will women thrive in a changing world?
Youth Culture : Generation Z : Identity
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