one forever young / gen gap blur / peter pan No pressure to act your age. Being 30 acting 20, 40 acting 30. Video games, casual wear, hello kitty, anime, manga comics, cartoons for all ages. Parents as friends, friends from all ages. Knowing when to be serious, but enjoying acting like a kid. Having fun, being light. Forever young. Brands like Pixar, Apple, Mini, Puma, Xbox, and LV are tapping into this trend with much success … Source: Filter / Synovate Trends

nine crisis management / immortality / fatalism Crisis, disaster, terrorism. 9/11, Bali, Tsunami, heightened security. We have experienced threat and danger from unexpected sources up close and very personal in the past few years. People react and respond in different ways, but most of us have thought about if and how we may get placed in harms way. Immortality, pragmatism, fatalism. New views on travel, movement and safety. Brands need to keep smiling (Peter Pan), but also consider what can be done, when needed, to offer a sense of safety, security, and peace of mind. Source: Filter / Synovate Trends

ten self-enhancement / learning is fun / hobby classes While previous decades were defined by higher education for career enhancement, we are in a period where people are opting for (often obscure) hobby classes for personal expression and fun – art classes, musical instruments, cooking, languages. Not to get a pay rise, but a good way to release pressure, meet others, and feel e m p o w e r e d . What could a brand offer in terms of fun learning, that benefits both sides? There are no wrong answers in this space. Source: Filter / Synovate Trends

Those who take the foods early in life should remain permanently slim.

Leptin, the fat hormone that turns off hunger in the brain, is produced in the body throughout life. Its discovery was heralded as a major breakthrough, but research in adults proved disappointing because individuals soon seemed to resist its hunger-quenching effect.