We live in an era of social, technological and economic change. Behavioural shifts make a huge financial impact on sales, marketing and creative departments. Innovation is key. Survival increasingly rests on the whim of the consumer.

To identify what will or won't work in tomorrow's marketplace, brands must get under the skin of their customers. They mustcomprehend the ‘why' as well as the ‘how' of change, to successfully predict future demands and behaviours.

Today's teens are hugely different to Generation X or the Baby Boomers. Like Saffy from Absolutely Fabulous, many are reacting against the hedonism and youthful ‘cool' of their parents and older siblings, exhibiting more ‘adult' traits than their elders.

They are increasingly drawn to moral certainties and the assurance of tradition. Contrary to tabloid headlines, they're moving away from drink, drugs and casual sex, and towards community, principled life strategies and ‘old fashioned' leisure pursuits. (Email for more details)

Jobs are increasingly sedentary and repetitive. We can find, buy and play anything with one button. Bored with the ease and sterility of 21st Century living, we seek opportunities to ‘feel' something again.

Gonzo videos of new extreme sports are rife: from ghost riding to Tube surfing. Role-play and Nintendo Wii let us 'live' extreme lives. We demand novelty: from furniture to food. Underground sex and violence abounds: happy slapping, dog fighting, anger bars, autopsy gaming, Burlesque. (Email for more details)

The need for ownership is declining, as consumers consider the advantages of impermanence and on-demand living. A growing experimentalism sees us grazing, trying on different styles with increasing frequency.

Renting and lodging are increasing. We rent libraries of films and music from service providers. Sites like eBay make resale and trading up the new Fast Fashion. Apple TV, Spotify and the Kindle herald the era of on-demand download and streamed media. (Email for more details)

Local Heroes, Natural Fitness, Life On Demand, Spirit of the Blitz, Girls With Gadgets, Back to Big Hair, Shelf Death, Germ Warfare, Silver Surfers Get Social, Poverty Chasm, Traditonalising, Return To Romance, Skimp to Spend, Conservateens, New Puritans, Walking Web, Small Is Beautiful, Brand Aid, Kiss Me Quick, Micro-sourcing, Accesso-rising, Table Tycoons, New Old, Soft Technology,

Flexible Pricing, Sleep Cures, Festival Frenzy, Going To Extremes, Built to Last, Apocalypse Chic, Come Together, Online Offline, Flip Flop Generation, Brand On The Run, Boundary Blurring, Guerrilla Gardening, Service Society, Moving Households, Out Of Sight, The Punk Pound, Wising Up, Bonding, Gender Blending, Art Attack, Post Rave Parents. (Email for more details)