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.

New Indian Tastemakers

Communities

New Indian Tastemakers

As more consumers in India become connected to the internet and plugged into what’s new in fashion, food and lifestyle, a new wave of influencers...

Consumer Behaviour : India : Bloggers

New Beauty Consumers

Communities

New Beauty Consumers

Beauty, it is often said, is in the eye of the beholder. For five key consumer tribes with very different views about global beauty, this saying ...

Grooming : Consumer Behaviour : Beauty Routines

The New Value-seekers

Communities

The New Value-seekers

As traditional career paths fracture and disintegrate, young people are increasingly turning to other means of making a living. Harnessing the pow...

Collaborative Economy : EatWith : Smartphones

The Identity Sharders

Communities

The Identity Sharders

In the age of social media, the injunction to just be yourself has taken on a new meaning. People are adopting multiple identities and reaching ne...

Social Media : Facebook : Instagram

Communities

FABs

Today’s FABs – 50-plus affluent businesswomen and professionals – were born into a time of unprecedented economic growth and new-found peace. These...

FABs : Luxury : Baby Boomers

Shanghai Singles

Communities

Shanghai Singles

Unmarried women in their late twenties or older are often derogatorily called sheng nu or ‘leftover women’ in Chinese society, implying that they’v...

The Girly Girl : Dafang Chai : The Multi-Tasker

Communities

Hijabistas

A new breed of fashion innovators is blazing a trail for modesty, creative flair and business sense. Dubbed ‘hijabistas’, these women are homing in...

Chanel : Muslim : Feminism

Communities

Amortals

As they approach, or even sail past the traditional age for retirement, some Boomer and Generation Jones men are refusing to slow down. I...

Bleisure : Catherine Mayer : Anti-Aging

Communities

Athena Woman

Career success and increased spending power are giving rise to a new breed of highly educated, affluent and entrepreneurial woman. These women exud...

Community : Fang Yuan : Courtney Sklar

No-Mos, Mo-Mos and Fu-Mos

Communities

No-Mos, Mo-Mos and Fu-Mos

From women who are hands-off parents and those who use science to delay motherhood, to those who decide they never want to have kids at all, women’...

Motherhood : Mo-Mo : No-Mo

Communities

Re-con Man

Being a man used to be simple. You put food on the table, a roof over your head, and clothes on your children’s backs. Now at the start of the ‘fem...

Retail : Terroll Lewis : Luigi Lunihank

Communities

Dads 2.0

Until now, the stereotypical modern dad had been defined as someone who helps out at bedtime, changes the occasional nappy and even does the school...

Fatherhood : Joel Higgs : Oskar Skatt

Generation I: Tribe

Communities

Generation I: Tribe

Born after 2002, the successors to Generation D expect all experiences to be interactive, immersive, and above all, intuitive. The fluency of the...

Communities

Lagonistas

The trendsetters most likely to influence people and brands around the world are the fashionistas in Lagos. Or, as we call them, the Lagonistas.

Louis Vuitton : ARISE : Victoria Island

Communities

Social Singles

Being alone has never felt less lonely. With more ways than ever to connect online, laptops, smartphones and tablets have become the only tools you...

Last-minute : Self-employed : Living

China’s New Emerging Affluents

Communities

China’s New Emerging Affluents

Ambitious and hard-working, China’s New Emerging Affluents (NEAs) want lifestyles to match their new, higher salaries. They want the latest technol...

BMW Mercedes : Migration : Microblogging

Delhi Revivalists

Communities

Delhi Revivalists

A creative mela, or festival, is taking off in New Delhi’s Hauz Khaz Village. Alternative designers, fashionistas and foodies are putting their own...

Food : Tea Room Traditionalist : Typo-Preservist

Rest of World NEA

Communities

Rest of World NEA

From the slums of Mumbai to the affluent Mexican city of San Luis Potosí, the New Emerging Affluents (NEAs) are aspiring consumers eager ...

China : Unilver : Billion

Brazil’s New Emerging Affluents

Communities

Brazil’s New Emerging Affluents

Hard-working, fun-loving, mall-shopping and quality-conscious, Brazil’s New Emerging Affluents are getting the most out of their economy’...

Brazil : São Paulo : Facebook

Communities

InPatients

Looking after your health used to mean sporadic trips to the doctor, then taking medicine if you became ill. Now a more sophisticated approach to w...

Tracking : MedMinder : Outpatient

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