The Authority in Consumer Foresight​

Sports events and festivals have long been hotspots for brand activations, but a new era of immersive retail is shifting the focus towards culture-maxxing – brands are meeting consumers where they are because they belong in the moment and in their community.

Brands at TFWA Cannes 2026 reframed the airport as a destination in its own right, turning dwell time into an opportunity for care, discovery and connection.

From guerrilla runways to rave-like shows, spring/summer 2027 broke fashion’s rules. These five personas decode the values and forces shaping contemporary fashion consumers and the sectors beyond.

In search of purpose and exclusive access, luxury travellers are trading passive escapism for niche journeys built on immersion, storytelling, learning and access that few others can get.