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Consumer Lifestyle

Diversity Outlook Scenario

How will today's innovations evolve to shape future lifestyles? In our Diversity Outlook update, we draw on our previous reporting to uncover the shifts in behaviours, attitudes and values that will create new opportunities for brands by 2030.

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Published:
26 Jun 2017
BY: Kate Johnson & Julia Errens
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The Gender Agenda The Gender Agenda Gen Z attitudes towards gender and sexuality are considerably more fluid and evolved than those of previous generations – and it’s unlikely they’ll leave those ideas behind as they grow up. Instead, as they enter the workplace, they will influence their older counterparts for the better. We explore the brands and influencers getting behind this change, and look at a future where gender universality is a reality.
Fashion
Fashion Lifestyle
18 Jul 2016
Brand Watch: Mother’s Gender-Neutral Agenda
Brand Watch: Mother’s Gender-Neutral Agenda Mother’s Gender-Neutral Agenda Mother launches gender-neutral capsule collection to promote LGBTQI visibility.
Fashion
Designers & Brands
15 Jul 2016
Cannes Lions 2016: Maverick Audiences
Cannes Lions 2016: Maverick Audiences Cannes 2016: Maverick Audiences Maverick audiences – who are breaking free from stereotypes, slashing content and remodelling their roles in society and the home – captured the attention of the Cannes Lions crowd this year. It's a time for marketers to regroup segments and open up strategies to brand fans.
Consumer Lifestyle
Cannes Lions 2016
08 Jul 2016
Gender-Fluid Generation: Beauty Attitudes
Gender-Fluid Generation: Beauty Attitudes Gender-Fluid Generation: Beauty The open attitudes of young millennial and Gen Z consumers towards gender fluidity are driving them to shrug off labels and ignore 'normal' standards prescribed by the media and beauty industries. Stylus explores the rising tide of gender-fluid beauty influencers, new rebellious grooming trends, and the brands catering to this free-spirited consumer group. 
Beauty
Insight & Innovation
04 Jul 2016
No Normal: Post-Diversity Marketing
No Normal: Post-Diversity Marketing No Normal: Post-Diversity Marketing Gen Z and millennial consumers feel it unnecessary to downplay their differences in order to get ahead. Curating their personal brands by synthesising influences from all age groups, genders and cultures, these ‘omniculturalists’ are rendering homogenised marketing increasingly redundant. We look at how brands can redefine their storytelling to embrace the new normal of ‘no normal’.
Media & Marketing
Advertising & Branding
23 Jun 2016
Men's Youth Style Tribes
Men's Youth Style Tribes Men's Youth Style Tribes Following on from our popular women’s Youth & Street Tumblr Tribes report, it’s time to see what their male counterparts’ tribes are up to with a guide to who they are, how they think and what they’re wearing.
Fashion
Menswear
13 Apr 2016
Gender-Neutral Gaming for Kids
Gender-Neutral Gaming for Kids Gender-Neutral Gaming for Kids Children can play digital games that address issues of gender stereotyping and understanding emotion at The Games Europe Plays exhibition, to be held at the Finnish Institute in London from April 2-10, 2016.
Consumer Lifestyle
Science & Technology
31 Mar 2016
IMG Launch ‘Plus-Sized’ Male Models Division
IMG Launch ‘Plus-Sized’ Male Models Division IMG Launch ‘Plus-Sized’ Male Models International modelling agency IMG Models has announced the launch of a ‘plus-sized’ division for men – the first of its kind in the male model industry.
Fashion
Menswear
18 Mar 2016
Zara Launches Gender-Neutral E-Tail Category
Zara Launches Gender-Neutral E-Tail Category Zara’s Gender-Fluid E-Tail Section Fast-fashion giant Zara has launched a genderless section on its e-commerce site in response to major attitudinal shifts regarding gender diversity, heavily influenced by Generation Z (aged six to 21). 
Retail
Digital Commerce
14 Mar 2016
ANA Multicultural Marketing & Diversity Conference 2015
ANA Multicultural Marketing & Diversity Conference 2015 Multicultural Marketing & Diversity The ANA Multicultural Marketing & Diversity Conference, held in Miami last week, brought together C-level executives, strategists, marketers and advertisers to uncover best practices for marketing to the highly nuanced multicultural consumer in the US.
Consumer Lifestyle
Demographics
18 Nov 2015
Sara Hill: Make-Up for Humans
Sara Hill: Make-Up for Humans Sara Hill: Make-Up for Humans Forward-thinking Scottish make-up artist Sara Hill has launched a new campaign for her eponymous make-up line that celebrates inclusivity, individuality, and the joy of self-expression afforded by beauty products.
Beauty
Colour Cosmetics
09 Nov 2015
Multicultural Retail 360, US, 2015
Multicultural Retail 360, US, 2015 Multicultural Retail 360, US, 2015 'Ambicultural Latinas', culturally revised retail calendars and multilingual marketing were hot topics at the Multicultural Retail 360 summit, where leaders in cross-cultural strategy discussed current trends and best practice for targeting multi-ethnic US audiences.
Retail
Insight & Innovation
26 Aug 2015
Representing Diversity
Representing Diversity Representing Diversity By 2044, the US will be a majority minority country (less than 50% non-Hispanic white), according to the Census Bureau. It's imperative for media and advertising to reflect our increasingly diverse societies; these audiences are looking for stories that speak not only to them, but also of and for them.
Media & Marketing
Media & Entertainment
26 Jun 2015
Boomer Beauty: Securing the Silver Spend
Boomer Beauty: Securing the Silver Spend Boomer Beauty Mature consumers are a growing demographic with substantial spending power, embracing younger lifestyles and thinking differently about ageing – with significant implications for the beauty industry. Stylus looks at new products, new brands and new ways of advertising to the boomer generation, suggesting profitable directions for the future.
Beauty
Skincare
23 Apr 2015
Women’s World
Women’s World Women’s World Women's stories are increasingly at the forefront of global politics, popular culture and branding. While the boom in popular feminism and the growing wave of women's activism show progress in the march towards equality, many women are still waiting for the rest of the world to catch up.
Consumer Lifestyle
Consumer Attitudes
12 Jan 2015
Afropunk: Style Tribe
Afropunk: Style Tribe Afropunk: Style Tribe The Afropunk movement is at the epicentre of urban culture and is steadily reaching mainstream fashion and beauty markets via influential tastemakers, musicians, festivals and increased media coverage. With Afropunk artists fronting high-profile luxury brand campaigns, we explore the key looks and influence of the scene. 
Fashion
Fashion Lifestyle
04 Dec 2014
Transgender Beauty Hits The Mainstream
Transgender Beauty Hits The Mainstream Redken's Transgender Beauty Gender norms and boundaries are being broken as Lea T, Brazilian model and muse of Givenchy’s creative director Riccardo Tisci, becomes the first transgender woman to front a global beauty brand.
Beauty
Haircare
14 Nov 2014
Focus on Brazilian Beauty
Focus on Brazilian Beauty Focus on Brazilian Beauty Brazil is emerging as a key beauty influencer thanks to its unrivalled natural biodiversity and cultural clout. It also offers brands exciting market opportunities for beauty-savvy consumers, especially within haircare and male grooming.
Beauty
Skincare
09 Oct 2014
Brand Building in India
Brand Building in India Brand Building in India Still a market with huge potential across industries, India's increasingly elevated position on the global stage also provides a strong opportunity for national businesses to expand westward. We look at pioneering examples of marketing in the region from the last few years, and explore how international and domestic brands can win in this new era for India.
Media & Marketing
Advertising & Branding
15 Aug 2014
Asian Social Media Use
Asian Social Media Use Asian Social Media Use Social media is experiencing a surge in popularity among Asian consumers, according to the latest Wave social media study.
Consumer Lifestyle
Consumer Attitudes
12 Dec 2013
Future Female
Future Female Future Female
Across culture and society, women are redefining their roles, attitudes and consumer behaviours. Any brand treating them as a homogenous group, generalising about their needs, or resorting to stereotypical marketing approaches, is destined to feel the backlash from this third-wave feminist generation.
Media & Marketing
Future Female
23 Sep 2013
Understanding the Future Female
Understanding the Future Female Understanding the Future Female This week, Stylus Culture & Media launches the first three reports of a new industry trend focusing on effective marketing to women. 
Media & Marketing
Consumer Attitudes
18 Sep 2013
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