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.

Subconscious Shoppers

Communities

Subconscious Shoppers

Three technology-driven US consumers invite us into their homes to explain how their relationship with AI-driven devices is evolving.
Retail : Voice-assistant : Subconscious Shoppers
The Upstreamists

Communities

The Upstreamists

Fuelled by the backlash against clean eating, these food and drink consumers reject fad diets and treat food as nourishment.
Food And Drink : Health : Food And Drink Futures
Low-impact Eaters

Communities

Low-impact Eaters

Members of this community are changing their eating habits owing to increasing anxiety about the state of the environment.
Food : Drinks : Culture
Young Vietnamese Luxurians

Communities

Young Vietnamese Luxurians

Ambitious, stylish and intelligent, young Vietnamese luxurians are taking full advantage of the country’s booming economy to access new shopping,...
Luxury : Vietnam : Vietnamese Luxurians
Mexican Luxurians

Communities

Mexican Luxurians

From supporting local designers to connecting with the region’s rich artisanal culture, this tribe of consumers approach luxury wit...
Mexican Luxurians : Mexico : Luxury
Beauty Backlashers

Communities

Beauty Backlashers

This community is actively rejecting the prevailing narratives in the beauty industry and searching for brands, products and processes that enable ...
Beauty : Community : Identity
Skinthusiasts

Communities

Skinthusiasts

Thanks to the rise in internet forums and skincare blogs, these beauty consumers are armed with scientific knowledge and know how to use ...
Beauty : Wellness : Culture
Life-long Learners

Communities

Life-long Learners

This community of high-net-worth high achievers are more interested in spending their money on self-enriching experiences than on gratuitous displa...
Life-long Learners : Luxury : Experience Economy
Anti-luxurians

Communities

Anti-luxurians

Purist athletics gear, technology-driven fashion and brand subversion are the new cornerstones that represent a multifaceted future luxury consum...
Anti-luxurians : Fashion : Anti-authenticity
Fastronomic Foodies

Communities

Fastronomic Foodies

For Fastronomic Foodies, food must be convenient and high quality. Meet the tastemakers who prepare, replace and source the best ingredie...
Convenience Culture : Fast Food : Soylent
Party-totallers

Communities

Party-totallers

Tired of a culture that normalises inebriation and places alcohol at the centre of every event, Party-totallers are shunning the shots, beer and ...
Party-totallers : The Optimised Self : Non-alcoholic
Beauty Mavericks

Communities

Beauty Mavericks

The Beauty Mavericks have gone their own way, creating their own products and services to cater for their specific beauty needs.
Inclusive Beauty : Neutral Culture : Curl Power
Holistic Athletes

Communities

Holistic Athletes

A desire to balance their minds, meals and bodies as well as their skin keeps Holistic Athletes looking as good as they feel.
The Optimised Self : Fitness : Wellness
Waste Warriors

Communities

Waste Warriors

Motivated, disciplined and inventive, Waste Warriors around the world are doing everything they can to clear clutter from their lives and reduce ...
Waste Warriors : Claire Sancelot : Erin Rhoades
Gen Viz

Communities

Gen Viz

Gen Viz is a global, liberal and visual-first tribe at the forefront of key emerging trends among Generation Z.
Gen Z : Teenagers : Teen
Kidpreneurs

Communities

Kidpreneurs

Ambitious and fearless, this subset of Generation Z knows exactly what they want in life and are willing to work in order to get it.
Kidpreneurs : The Junior Atelier : The Chief Lemonade Officer
Live Streamers

Communities

Live Streamers

Live Streamers live their lives through the lens of Periscope, sharing their thoughts, their talents, even their daily dog walks, with thousands ...
Live Streamers : Periscope : Consumer Tribe
The IM Crowd

Communities

The IM Crowd

Email and phone calls are outdated forms of communication in the eyes of the IM Crowd, which prefers to keep in touch through instant messaging (...
Teenagers : Instant Messaging : Consumer Tribe
Sixth Continent Luxurians

Communities

Sixth Continent Luxurians

The Sixth Continentals are the restless, borderless luxurians who are reshaping the luxury sector to fit their peripatetic needs in countries and c...
Consumer Behaviour : Lagos : New York
Ascetic Luxurians

Communities

Ascetic Luxurians

High-minded individuals seeking meaning and fulfilment, Ascetic Luxurians are a privileged set who shun the brand fetishisation and buy-it-all thin...
London : Sydney : New York
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