Moments
The shifts happening now.
Moments are the shifts we're watching right now, as they happen. Why they're happening. What's actually changing. How it plays out. And what it means if you're the one leading your category.
MomentThe shiftDateStatusLink
01 The Ritual Records, CDs, print, film cameras. Gen Z is buying the object again. What that means for every category where convenience was meant to win. Physical is back. People want to own stuff again. SEP 2026 Live Read → 02 The Appetite Reset Weight-loss jabs are in one in sixteen British homes and climbing. People eat less and pick more carefully. What that means for the leaders in food and drink. The UK is eating less. Every bite has to earn it. OCT 2026 Live Read → 03 The Quiet Wrist People tired of their own data, bands with no screen, cheap analogue Casios. Why calm and trust are turning into the thing people pay for in wearables and running. The wrist is splitting. A loud one, and a quiet one. OCT 2026 Live Read → 04 The Money Breaks First When a hot brand falls, the money goes before the customers do. What breakout brands show leaders at the top. The customers are usually the last to go. OCT 2026 Live Read → 05 The Occasion Drink Alcohol-free is growing up. One brand built around 6pm took all the growth in its category. What that means for the leaders in drinks and pubs. People aren't quitting. They're choosing the moment. OCT 2026 Live Read → Why
Every shift has a reason underneath it. We start there. The human reason it's happening now, before we even get to the shift.
What
Then the shift. What people are actually doing differently. What they spend on. What they want to own. What they won't skip anymore.
How
Then how it builds. Which brands catch it early. Which categories flip because of it. And where the leaders go next.