Biometric data 2

-2015 has been a breakthrough year in transgender visibility. Writing for Adweek, transgender advertising industry veteran Chris Edwards helps marketers navigate the gender identity conversation.

-We are spending half our waking lives consuming media, according to a report outlined in Quartz.

-As agencies plan biometric data visualizations for Cannes Lions, Adweek looks at how brands can harness this data beyond applications in fitness.

-CNN spotlights American Mipsterz—young, hip Muslims unapologetically embracing their multiple identities.

-With the aid of ubiquitous tech, online sharing platforms and affordable tools like 3D printers, “Afrimakers” are shaking up the African economy, per Harvard Business Review.

Continue reading “Weekly Roundup: Transgender ads, Afrimakers and hacking the human OS” »

Instagram shop

A new wave of technology companies is finally—some would say inevitably—getting into the mobile commerce game. Instagram and Pinterest have both recently launched “buy buttons.” Even Google, which has long allowed retail rivals such as Amazon to dominate mobile commerce, recently announced that it will display shoppable links alongside mobile searches.

More searches now happen on mobile than desktop in 10 countries, including the United States and Japan, and the list is likely to lengthen. But so far, brands hoping to convert time spent on mobile devices into purchases have struggled to integrate e-commerce with the apps consumers already use. Continue reading “Mobile shopping’s next wave” »

Generation Z Retail

Today’s teenagers are the most digitally adept generation of adolescents in history. But if retailers think this means they can reach generation Z with an all-digital, all-the-time approach to purchasing, they need to think again.

Our recent poll of generation Z—a survey of 12- to 19-year-olds by SONAR™, J. Walter Thompson’s proprietary research unit—revealed that 68% of today’s teenagers are generally as comfortable purchasing online as they are purchasing offline. However, an almost identical 67% of respondents said they preferred to shop in physical stores. And only 53% agree that they are comfortable making purchases on their phones.

Continue reading “Data Point: Generation Z and retail” »

Marc Jacobs Diet Coke

-Apple has reclaimed the title of “world’s most valuable brand” from Google this year, according to WPP’s latest BrandZ brand ranking list.

-NPR notes that amid constant digital innovation, analog notebooks and independent bookstores remain strong, even among the young.

-As the “sharing economy” spawns confusing terminology, one of the movement’s strongest proponents breaks down the current glossary. Via Fast Company.

-Business of Fashion looks at how “lad mags” have evolved beyond sex and sports to reach today’s more sophisticated male consumer.

-Dazed profiles Marc Jacobs’ campaign featuring Cher, the latest designer collaboration with a 50+ fashion muse.

Continue reading “Weekly Roundup: Global geek chic, upscale lad mags and fashion + fizz” »

Enlight small

New apps and services are enabling sophisticated content creation on the go, using only mobile devices. This month at the Cannes Film Festival, L’Oréal Paris launched an app called Twicer that lets users record video, then layer a separate video commentary over it. The second layer, usually a video selfie, appears in the top right corner of the original.

As a testament to how far mobile content creation has come, in March 2015 the BBC challenged itself to film and edit an entire program solely on mobile devices as part of its coverage of the Mobile World Congress in Barcelona. Continue reading “Pocket-size professional media” »


The migration of younger generations toward online video has been underway for years. But the extent of this shift, revealed in a poll by SONAR™, J. Walter Thompson’s proprietary research unit, is still surprising.

Considering leisure activities during a typical week, our sample of 12- to 19-year-olds said they were most likely to watch YouTube videos (72%), followed by watching television at home (69%) and playing electronic games (61%). A typical week was far less likely to include non-screen-based activities such as playing sports (39%), attending club meetings (15%), or attending music concerts (11%).

Continue reading “Data Point: Generation Z and media” »


-Marketing looks at our Generation Z report and how brands can connect with these savvy consumers.

-Meanwhile, Adweek warns marketers: “Gen Z doesn’t need you.”

-New York considers what IBM’s Watson means for the future of AI.

-The FT looks at the rise of women in Lebanese business.

-Mashable looks at the spending habits of US Millennial moms.

-“With two-thirds of Chinese luxury purchases now made outside mainland China, the whole world has become a Chinese luxury shopping mall,” says Business of Fashion.

Continue reading “Weekly Roundup: Generation Z, moral robots and Chinese fashion” »


Of the many insights on generation Z that we uncovered doing research for our latest trend report, some of the most striking were related to gender and sexual orientation. We found that 82% of our generation Z sample (age 12 to 19) say they don’t care about other people’s sexual orientation, 88% say people are exploring their sexuality more than in the past, and 81% do not think gender defines a person as much as it used to.

Drilling down deeper into the numbers, these attitudes become even clearer. Continue reading “Data Point: Generation Z and gender” »

Maple Packaging 1

For years food delivery services have sold themselves on numbers. Seamless offers 12,000 different restaurants while Eat 24 boasts 20,000. Now, a more curated approach is taking hold.

Maple, the much anticipated delivery service backed by Momofuku’s David Chang, launched at the end of April. There are only three lunch and three dinner options on a menu that changes daily, cooked by Maple’s team of chefs. Dishes have included coconut green curry chicken with fragrant rice, a Mediterranean vegetable bowl with cous cous and a chorizo muffuletta sandwich. Dishes cost $12-15, including tax, tip and delivery, and will arrive within 30 minutes.

Continue reading “Curated food delivery” »

Millennials have dominated the news agenda, not to mention popular discourse, for the past few years. But now a new generation is poised to come of age—and they’re a different group altogether.

Our latest trend report, released today, focuses on generation Z: the 12- to 19-year-old cohort. Representing over $44 billion in annual purchasing power, today’s teenagers are characterized by ethical consumption habits, native digital technology use, entrepreneurial ambition, and progressive views on topics ranging from education to gender.

Continue reading “Meet Generation Z” »


10 Years of 10 Trends

The Future 100

Things to Watch

  • Kenzo Totem
    July 6, 2015 | 11:51 am


    This summer, Parisian fashion label Kenzo premieres its collection of unisex fragrances, Totem. Priced lower than the brand’s other fragrances, the new collection targets younger consumers who value diversity and eschew gender stereotypes, putting the brand in an ideal position to succeed with generation Z.

    Continue reading “Kenzo Totem” »

  • Bloom
    June 29, 2015 | 11:32 am


    A new service called Bloom aims to bridge the generation gap using stripped-down technology. The service includes a minimal tablet display interface that seniors can place in a chosen room to receive updates from family, as well as a smart wristband that activates the display automatically when users approach it. Other family members who’ve downloaded Bloom can share photos and videos to their loved one’s stream using their mobile devices.

    Continue reading “Bloom” »

  • SecondHands
    June 25, 2015 | 12:02 pm

    SecondHands Small

    British online supermarket Ocado has announced its SecondHands program: a five-year project aiming to create an autonomous robotic warehouse employee. An example of our “Cognitive Technology” trend in this year’s Future 100 report, the project could revolutionize the way factories handle repairs, logistics and more, but comes with its share of challenges. Continue reading “SecondHands” »

  • Offices for the young at heart
    June 23, 2015 | 5:59 pm

    LegoModern offices, especially in the tech sector, have become known as adult playgrounds that foster creativity and collaboration. The image of millennials playing ping pong at work is its own meme in the age of The Social Network. And there’s a prevailing idea that the younger the workforce, the more cutting edge and productive the company.

    Continue reading “Offices for the young at heart” »

  • Transparency ratings
    June 22, 2015 | 4:23 pm


    The fight for digital privacy continues to gain momentum two years after Edward Snowden’s dramatic disclosures. But while most technology companies have made progress in protecting consumer data, some are lagging behind, according to the latest report from the Electronic Frontier FoundationContinue reading “Transparency ratings” »

  • Taste rewind
    June 19, 2015 | 5:29 pm


    Spotify’s new Taste Rewind feature is a music lover’s time machine. It’s a tool designed to help listeners discover “what you’d be jammin’ out to if you were born during a different decade.”

    Taste Rewind asks you to choose three of your favorite contemporary artists, then creates a personalized playlist representing each decade from the ‘60s on. Targeting a younger user base, the app plays on Millennials’ tendency to be nostalgic even about eras they never experienced. Continue reading “Taste rewind” »

  • Menswear’s delicate side
    June 17, 2015 | 5:13 pm


    Recent years have seen a surge in gender-neutral fashion, from luxury heavyweights such as Prada to cult favorite Hood By Air. But this week at London Collections Men, designers are offering a new twist: lace, ruffles and velvet, constructed in distinctly masculine shapes. Continue reading “Menswear’s delicate side” »

  • Co-working gets domestic
    June 16, 2015 | 5:28 pm


    Popular co-working space WeWork will soon launch WeLive—a project that combines WeWork’s famously fun work spaces with dorm-style micro apartments. A press release for WeLive describes the buildings as “neighborhoods,” featuring 200+ apartments with shared commercial-grade kitchens and community spaces, along with several floors of office space. Continue reading “Co-working gets domestic” »

  • Native American dining
    June 11, 2015 | 1:56 pm


    Although it’s easy to sample the cuisines of Ethiopia or Vietnam in most major US cities, Native American restaurants are practically nonexistent. However, with the rise of locavore movements and interest in pre-industrial foods from the likes of the paleo crowd, the indigenous cuisines of the United States could be ready to claim their rightful place in today’s food culture. Continue reading “Native American dining” »

  • Time-travel media
    June 8, 2015 | 5:13 pm

    Future Chronicles

    The Future Chronicles, currently raising money on Kickstarter, bills itself as the “first magazine ever that travels through time.” Created by German agency Hyperraum, the magazine aims to explore both the past and the future through creative narration and design.

    Continue reading “Time-travel media” »

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