When the world grows harsh, Gen Yers and Xers turn to nostalgia for comfort. We saw it almost a decade ago with the rise of adult colouring books for mindfulness – and now grown-ups are turning to LEGO, superheroes, and Star Wars. So, what does this mean? And what opportunities does it present?
The oldest Gen Alphas are turning 13. The majority are the children of Gen Yers and are the first generation born entirely in the 21st century. By 2025, this generation will grow to more than two billion – the largest generation in history. So what’s next for digital-first Gen Alpha tweens?
When the world around them seemed chaotic and unpredictable, Gen Zers turned to tactile pastimes such as pottery and craft culture. As this digitally-native generation embraces mindful hobbies that champion joy and combat perfection fatigue, what does this say about the future of wholesome hobbies?
Ultimate disc has been taking off among fans and participants in the US in recent years. Amid wider efforts to introduce the sport into more communities across the country, what can brands learn about what Americans want from grassroots activities? And what's behind the growth of the sport?
Modern Nigerian music is much more than Afrobeat. The market’s continued boom has made space for DJs and producers who lean into the foreign influence of EDM and electronic music to create a wholly original Nigerian EDM scene that serves as a safe space for the LGBTQ+ community.
The travel industry has had to adapt to passengers’ expectations. Airport architects are no longer designing to get travelers in and out quickly – now it’s about championing local culture and cultivating meaningful experiences. But what exactly do consumers want from the airports of the future?
With high-end home-swapping sites reporting increases in bookings and the rise of platforms for boat and private jet sharing, HNWI travellers are looking towards the sharing economy. What’s motivating these new travel choices and how can brands tap into this changing behaviour?
Theaters are a cornerstone of American entertainment, but as streaming becomes the norm and ticket prices rise, how can they stay relevant? From simplifying choices for overwhelmed viewers to creating more of a spectacle around the big screen, there are various ways to elevate the cinema experience.
Do sports fans care more about their values than they do about the shared experience of watching a game? How do different holidaymakers define ‘value’? Why are luxurious experiences and accommodations soaring in popularity? And how are tourist destinations and brands helping travellers feel safe?
With the choice of toys at an all-time high, children making purchase decisions at a younger age, and technology bringing the playground closer than ever before, how can brands build the next big thing for kids? And as the lifespans of fads get shorter, how can brands engineer staying power?