Behaviours

Everything you need to face your future consumer with confidence, including the latest ethnographic research, generational insight, consumer-related stats and overarching human needs.

Emerging Youth: The Maghreb

Behaviours

Emerging Youth: The Maghreb

After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...

Youth : Society : Culture

Saudi Arabia: Women Futures

Behaviours

Saudi Arabia: Women Futures

Delve into the dynamic world of luxury in Saudi Arabia, where empowered women are redefining consumption patterns, driving entrepreneurship and inf...

Saudi Arabia : Luxury : Vision 2030

Emerging Youth: Saudi Arabia

Behaviours

Emerging Youth: Saudi Arabia

In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...

Saudi Arabia : Gen Z : Middle East

Women Who Play

Communities

Women Who Play

As gaming continues its advance as a key tool for consumer engagement, women gamers are now demanding their share of the spotlight.

Future Of Gaming : Avatar Customisation : Women Empowerment

Emerging Youth: Nigeria

Behaviours

Emerging Youth: Nigeria

Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...

Youth : Nigeria : Nigeria

Emerging Youth: UAE

Behaviours

Emerging Youth: UAE

The UAE’s Gen Z are leading the nation’s evolution by redefining tradition to mirror their own values and vision.

Youth : UAE : Gen Z

Emerging Youth: China

Behaviours

Emerging Youth: China

Gen Z are the first generation in China’s history to demand work-life balance, access to global culture through the internet and patriotic luxury g...

China : Youth : Gen Zalpha

Emerging Youth: Japan

Behaviours

Emerging Youth: Japan

Unlike their peers in the US or Europe, Japanese youngsters are quietly rebelling amid political unrest and social fragmentation.

Youth : Fashion : Society

Emerging Youth: The Philippines

Behaviours

Emerging Youth: The Philippines

A locally aware and globally minded Filipino youth culture is emerging and ready to lead the country into the future.

Youth : Technology : Web3

Neo-collectivists

Communities

Neo-collectivists

As we move from an individually minded society to a collective one, we meet the community championing new ways of sharing, caring and collaborating.

Community : Neo-collectivism : Network

Emerging Youth: Vietnam

Behaviours

Emerging Youth: Vietnam

With more young people living in Vietnam than ever before, this generation are using the country as a canvas on which to project creativity and sel...

Vietnam : Youth : Emerging Youth

Regenizens

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative an...

Sustainabillity : Beauty : Society

Deprogrammers

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liber...

Youth. : Youth : Media

Diet Hackers

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.

Communities : Food And Drink

Beauty Cultists

Communities

Beauty Cultists

A new generation of hyper-loyal beauty consumers are building localised communities around their favourite brands.

Beauty : Communities : Consumers

Digital Architects

Communities

Digital Architects

A new community of consumers are curating fresh digital eco-systems to create new opportunities to engage with brands in a meaningful way.

Retail : Communities

Kindred Diners

Communities

Kindred Diners

This community is on a quest to make eating convivial, pleasurable yet thoughtful, building local communities around – and inspired by – food and d...

Food : Drink : Social

Untethered Luxurians

Communities

Untethered Luxurians

Challenging what it means to be wealthy, this community has chosen a lifestyle that prioritises freedom and self-fulfilment over a settl...

Luxury : Travel : Hospitality

The Conscious Decelerators

Communities

The Conscious Decelerators

This community of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that will help them to carve out a new ...

Health : Wellness : Conscious Deceleration

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

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