Documente Academic
Documente Profesional
Documente Cultură
1
Autonomous
Alt-Currency
Life
High-Touch Empathy
Survivalism Pluralism Queer Power Polarization
Retail Age
Edges by Category
FR Fashion & Retail FB Finance & Business FD Food & Drink HB Health & Beauty Li Lifestyle
Conversational Commerce Alt-Currency Authenticity Augmented Self Activist Entertainment Nearvana
Flash Finance Branded Government Collage Spirituality Cult of Food Alt-Currency No Words
gENDer Convenience Economy Convenience Economy Fempowerment Autonomous Life Now Generation
Kid Power Fempowerment Cult of Food gENDer Conversational Commerce Pluralism
Life Subscribed Flash Finance Get Mild Hyperpersonalization Cult of Food Polarization
Maximalism Geo-tailored Hyperpersonalization Maximalism Denihilism Post-Taste
Micro-generation High-Touch Retail Immersive Entertainment Mental Frontiers DIY EDU Queer Power
Modern Family On-Demand Health Life Subscribed Mystery Branding Doom Generation Slow Life
Mystery Branding Rise of the Machines Mood Geisting Nearvana Empathy Age Super Seniors
New Masculinity Sharing Economy Nearvana New Masculinity Fan-tasy Wacko World
Nowstalgia Shameless Transparency Pop Lux On-Demand Health Fempowerment Wellness
Pluralism Stealth Mode Radical Reuse Super Seniors Get Mild 21st-Century Sex
Pop Lux Slow Life Wellness High-End Homeless
Post-Taste Survivalism 21st-Century Sex Invisible Citizens
Queer Power Wellness Life Subscribed
Radical Reuse Maximalism
Shameless Transparency Media Anarchism
Soloism Modern Family
Wacko World
Edges by Category
MA Marketing & ME Media & Pe People Sp Sport Te Tech TT Travel &
Advertising Entertainment Activist Entertainment Augmented Self Alt-Currency Transport
Authenticity Activist Entertainment Denihilism ParaNormal Augmented Self Autonomous Life
Branded Government Authenticity Doom Generation Wellness Autonomous Life Geo-tailored
Collage Spirituality Denihilism Empathy Age Branded Government High-End Homeless
Fan-tasy DIY EDU gENDer Collage Spirituality High-Touch Retail
Mood Geisting Doom Generation High-End Homeless Convenience Economy Modern Family
Mystery Branding Empathy Age Invisible Citizens Conversational Commerce Rise of the Machines
No Words Fan-tasy Kid Power DIY EDU Sharing Economy
Pop Lux Get Mild Micro-generation Flash Finance Soloism
Shameless Transparency Immersive Entertainment Mental Frontiers Geo-tailored Survivalism
Social Celebrity Invisible Citizens New Masculinity High-Touch Retail
Micro-generation Now Generation Hyperpersonalization
Media Anarchism Nowstalgia Immersive Entertainment
No Words ParaNormal Kid Power
Now Generation Pluralism Media Anarchism
Nowstalgia Polarization Mental Frontiers
Polarization Queer Power Mood Geisting
Post-Taste Social Celebrity On-Demand Health
Social Celebrity Super Seniors ParaNormal
Wacko World Radical Reuse
Rise of the Machines
Sharing Economy
Slow Life
Soloism
Stealth Mode
Survivalism
21st-Century Sex
Global Glossary of Edges
A C
Activist Entertainment Authenticity Collage Spirituality
We are living in an age of protest where politics In a world dominated by global scale and profit People are less religious but spirituality is on the
and pop culture go hand in hand, revolutions are motive, down-to-earth passion production stands rise. This new spirituality borrows from varied belief
tweeted, and activists are changing the world. out. Consumers are on the lookout for brands, systems, but also reimagines traditional forms of
content, and personalities that keep it real. prayer, worship, faith, and community—adapting
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them to the digital age.
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Li Pe Te
Alt-Currency
The “full faith and credit of the Nation” isn’t what it Autonomous Life
used to be. Cryptocurrencies, time banks, and regional Convenience Economy
Welcome to a world of intuition, where what we gain
barter systems are proving that trust—not central Whether you need a car, a crate, or a cat groomer,
in convenience and personalization, we lose in privacy
banking—is the real bedrock of the economy. we expect services to be delivered up along the
and the human touch. AI has become more than the
tiny voice in your computer, it’s the ambient circulatory asymptote of instant. It's chic to be a shut-in when
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system for people, products, and information. everything you need is delivered to your door.
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Augmented Self
More-than-Me. Better-than-Well. Our new goal
isn't simply to be our best selves—it's to use all Conversational Commerce
available technology, healthcare, fitness, and
nutrition to get as close to superhuman as possible.
B Ask Jeeves was a promise on which Alexa
delivered. Backed by algorithmic intuition,
Branded Government AI home assistants are giving consumers
HB Pe Te With trust in institutions at record lows, brands are convenience, savings, and most importantly—
stepping in to provide citizens with services, personalized service. Voice is the next frontier
infrastructure and utilities. Terms of service are the in the tech world that will allow humans and
new social compact. AI to coexist successfully.
FB MA Te FR Li Te
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport
Global Glossary of Edges
F
Cult of Food DIY EDU Fan-tasy
Food is the new cult worship. Food has taken Who needs Harvard when you have an Internet Audiences refuse to passively consume media when
on a quasi-religious character as it connection? Traditional ideas of knowledge and we live in an age of engagement. Write fanfic about
increasingly becomes a source of doctrine, elitist education systems are being challenged as your favorite supporting character, create a social
belonging and personal growth. people seek to empower themselves with the media campaign to raise them from the dead. The
skills of tomorrow. only rule is The End is not The End.
FD HB Li
Li ME Pe ME MA Li
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport
Global Glossary of Edges
G H I
gENDer High-End Homeless Immersive Entertainment
Transgender rights have revolutionized our Frequent-flyer miles, subscription apartments, and From the mainstreaming of VR to ASMR
understanding of gender and introduced the dual citizenship are the hallmarks of the High-End advertising, new forms of entertainment are
concept of gender fluidity. When the shackles Homeless. This new aspirational class sees emerging in the experience economy. People
of gender come off, what else is possible? citizenship as a form of consumerism, and having want to feel new things and experience the
a homebase as purely optional. familiar in a more visceral way.
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Li Pe TT FD ME Te
Geo-tailored
We’re shifting from an era of globalization to an High-Touch Retail Invisible Citizens
era of localization. The same digital tools that The boutique strikes back! E-commerce sites may Previously ignored groups are coming out of the shadows
allowed products and services to scale offer convenience and savings, but nothing can and emerging as stakeholders in the New Establishment.
worldwide are now enabling those same brands truly replace the tactile experience of shopping. Minorities, ex-cons and the plus-size are growing
to tailor their output to local preferences. Mass Concierge services, membership communities, and populations who are driving new values and business
nuance is the new homogeneity. hyperpersonalized consumer experiences prove opportunities to accommodate them.
the continued relevance of brick-and-mortar stores.
FB Te TT Li ME Pe
FR FB ME
Get Mild
GenZ and Millennials are denying the
Hyperpersonalization K
stereotypes of wild youthful transgressions.
Branding for an audience of one. Advances in Kid Power
technology and biological data are allowing us to
Rates of drug use, drinking and teen pregnancy An eight-year-old entrepreneur might be your next
pair products to our precise preferences, behaviors
have all fallen off a cliff as the wellness cultural boss. From child YouTube stars to business school
even genomes. The personal is the commercial.
turn impacts teen behavior. kindergartens, precociousness is being taken to a
FD HB Te whole new level by today’s empowered, upskilled kids.
Li FD ME
ME Pe Te
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport
Global Glossary of Edges
L
Life Subscribed Mental Frontiers Mood Geisting
Subscription models are freeing businesses from First mental health went mainstream, then
Brand don’t kill my vibe. Increasingly, marketing is
brick-and-mortar models and giving consumers a it went rogue. As mental health concerns selling more than performance stats and brand
well-needed break from decision fatigue. are increasingly destigmatized, consumers positioning: it’s being thought of as an ambient
Providing convenience and discovery is how are experimenting with nontraditional consumer experience. Food, health, and beauty
brands are creating loyalty in a disloyal era. methods to improve focus, fight products increasingly respond to and modulate
depression, and expand consciousness. our moods.
FR FD Li
HB Pe Te FD MA Te
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport
Global Glossary of Edges
P
New Masculinity Nowstalgia ParaNormal
Beer, bros, and ballers are old masculine tropes. Past has become Present. Ever more What was once considered a life-hindering
New Masculinity expands the sphere of male consumers are seeking inspiration and comfort disability is being completely redefined thanks
archetypes to previously taboo topics and raises from the past. The old has become new for the to both changes in how “normalcy” is seen and
the cultural question of what it means to be
next generation and promises the world wasn't advances in medicine and tech. Now being
a man today. always this crazy. differently abled means having a unique skill
or mindset and is increasingly embraced.
FR HB Pe Pe FR ME
Pe Sp Te
No Words
We live in the Instagram Age where images are O Pluralism
universal currency and emojis are a global On-Demand Health Diversity has exploded. Coalitions of the previously
language. If your product can’t be consumed excluded are fighting against discrimination and
Push for Prescriptions. With concierge service
visually, it can’t be consumed. changing the norms—be it ableism, racism, sexism,
for the rich and app-enhanced delivery for
ageism, transphobia, Islamophobia, anti-
Li MA ME everybody else, healthcare is breaking out
neurodiversity or any other not listed here. We're
of the white cube and meeting consumers
not papering over differences anymore, we're
where they need it most: their sick beds.
celebrating them.
Now Generation
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If your product isn't addictive—you're doing it FR Li Pe
wrong. As competition in the attention economy
becomes ever more cutthroat, content
producers are optimizing their output to
be as habit-forming as possible.
Li ME Pe
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport
Global Glossary of Edges
Q S
Pop Lux Queer Power Shameless Transparency
The snobbish segregation of mass and luxury LGBTQIAA+. If it feels like the acronym grew since The first-person Internet has gone
brands is finally breaking down. DHL has shown the last time you saw it, you're not wrong. That's institutional. Ethical practices aren’t a
up on a Paris runway and Cheetos opened a because Queer Power is a fundamentally pluralist discreet hygiene factor, they’re the first foot
museum. Balancing high and low has become the movement that welcomes everyone rethinking forward in a marketing campaign. Consumers
creative tension point for products at all price levels. gender, sexuality, and romance. not only expect brands to be transparent
about their problems—they also expect them
FR FD MA FR Li Pe
to be transparent about their solutions.
FR FB MA
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport
Global Glossary of Edges
Survivalism
Soloism
Singletons are the fastest-growing households
Sustainable living has taken on a new urgency.
Anxiety about climate change, terrorism, and
#
globally. Big box quantities are out, branding political instability is driving consumers to hope 21st-Century Sex
for an audience of one is in. Social attitudes to for the best, but prepare for the worst. Nontraditional sex has come out of the
single life are changing in response, smug shadows in our experimental times, from
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marrieds beware. nudist restaurants, pop polygamy, to
teledildonics. We’re inventing new expressions
FR Li TT
and new norms to satisfy our desires, and
Stealth Mode
W sexual pleasure is not the only agenda.
Wacko World HB Li Te
Connectivity may be the status quo, but that
We’re all weird now. The absurd, inexplicable and
doesn’t mean we have to accept it. Burnt out
plain silly have become common vocabulary in
by information overload—increasing numbers
memes, fashion and marketing. This is a reaction
of us are retreating into digital detox, online
to over-consumption and logic and signals a
anonymity, and antisocial media.
desire for the unique and irrational.
FB Li Te
FR Li ME
FR FB FD HB Li MA ME
Media &
Pe Sp Te TT
Fashion &
Finance &
Food &
Health &
Marketing & Travel &
Lifestyle Entertainment People Sport Tech
Retail Business Drink Beauty Advertising Transport