Taking a stand on important emerging issues, offering perspectives to help unpick the meaning of the big shifts and digging deeper into what they mean for businesses and consumers.  

Rob Callender writes: The media landscape continues to evolve rapidly, but even as Millennials soak up most of the attention Centennial teens are quietly driving many of the changes. We’ve been ...

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Jeremy Sy and Elijah Johnston write: Ten percent and rising (Part 1 of 2) In Part 1 of this post, we wrote about how the role of Indian women, as agents of change and as consumers, is growing as a ...

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Jeremy Sy and Elijah Johnston write: Indian women account for nearly a tenth of the world’s population, which represents a large and increasingly important market. To be successful, companies need to ...

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Our parent company, WPP, runs an annual thought leadership competition for all of the companies in the group,  named after the Greek orator Atticus. There are categories for Advertising, Branding and ...

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Rob Callender with the third of three posts on the emerging Centennials generation: Youth is a time to embrace life with passion: Nearly three-quarters of teen Centennials (the generation born in 1997 ...

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Jeremy Sy, Kajal Vatsa and Melody Zhou write: In Part 1 of this post we argued that the 2020 Tokyo Olympics offered a chance for Japan to emerge from its long stagnation and take a more ...

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Rob Callender, our Director of Youth Insights, with the second of three posts on the emerging Centennial Generation: Millennials are a famously inclusionary generation, and Centennials—the youth ...

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Jeremy Sy, Kajal Vatsa and Melody Zhou write: The year 2015 finds Japan halfway between two moments that will have long-term repercussions on its future: the 2011 Tohoku earthquake, and the 2020 ...

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Rob Callender writes:  If you’re looking to track the changes between the outgoing youth cohort (Millennials) and the incoming one (Centennials), first understand the differences in the way their ...

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