Insights
Insight sits at the heart of what we do. By working with young people and grounding our thinking in lived experience, we move beyond trends to understand the real motivations shaping the next generation. That depth of understanding allows us to connect commercial ambition with cultural authenticity, creating work that resonates and drives lasting impact.
Turning 18
Turning 18 captures how Gen Zalpha are coming of age in 2026, reshaping ideas of work, wellbeing, politics and culture.
5 Ways Brands Can Win in Today’s Sports Culture
For Gen Z, sport is culture, community and creativity, not just competition. Brands win by showing up authentically and co-creating experiences that resonate online and off.
Future Architects: Why We Produced The Future Report
Insights from 7,000 European teens on how they are reshaping technology, from AI as a creative partner to a call for safer, wellbeing-led digital spaces.
The Great Gender Divergence
Gen Z’s growing gender divide is being fuelled by polarised politics and algorithm-driven online cultures pulling young men and women further apart. For brands, the challenge is clear: help bridge the gap, not deepen it.
