#REHAB_Forecast 2023-24

The annual presentation of Trend Monitor Forecast was on February 16th.

To get a video sum-up go on our youtube channel


The annual presentation of TREND MONITOR FORECAST report will be on Zoom platform on Feb 16th 5 pm.

Giulia Ceriani, baba President, will introduce the new scenarios. Maria Grazia Mattei, President of Meet Digital Culture Center will discuss the main findings.

A pre-registration is mandatory:

Let’s join us!


Choosing to combat the quarantine kitchen fatigue, the American food delivery app Postmates
launched the ‘Don’t Cook Cookbook’. The ironic take on conventional recipe books acts as a teaser
for the food delivery service. Every recipe includes an ingredients list, fun directions and most
importantly, a QR code that redirects customers to respective dining categories on the app.

In line with our scenario ‘Conversion’, always taken from baba’s unique TrendMonitor tool, this hardback cookbook is a fun way to re-engage with tired consumers.
Head to our YouTube channel and discover baba’s TrendMonitor 2021-22 presentation


To keep on celebrating baba’s 20th anniversary, on April 13th we kickstarted our webinar series ‘Lunch with baba’ with a session held by Giulia Ceriani on Trends and Research. Discussing how to approach market research opportunities and highlighting how the past 20 years of trend watching defined our current society, we finished by analysing current category trends through baba’s unique tool Trend Monitor 2021: the#MorphAge. 

But how is Advertising moving on? To find out, join us on June 15th for our report on Advertising Futures!

Click here to discover our 2021 Agenda

FORECAST 2021-22 The#MorphAge

babas annual presentation of the 2021-22 main international trends map was a great moment!
We have been your host on a challenging travel  behind the  upcoming signals
 to make you accelerate your strategic initiatives.
Or to slow them, following the opportunities. If we wish to have a look to a video recap of the presentation and to our trend movie, please follow this link on youtube

20 years along (2021 is our anniversary, do you remember? check our schedule for celebration’ activities) we have been supporting communication and marketing actions: merging trends and insights, semiotic analysis and data.
 We cannot give up delivering bespoke and highly actionable reports and/or consulting.
Many  international brands, such as Nespresso, Pandora, PMI, Luxottica, Ferrero, among others, have trusted our work.

Don’t miss to contact us (, catch the opportunity to share a deep analysis on the morphing society, and probe our unique quali-quantitative and semiotic approach to research, strategy and consulting.


On December 14th, 5 pm, Giulia Ceriani in conversation with @Alessandro Diana-head of Accenture Interactive for @Accenture Italia  to discuss  #AI Conversational, on the main stage of #SIOS https://2020

The topic is the change of language driven by the appreciation that #voice-enabled technologies meet more than ever in consumer behavior: to get information, to make a transaction, to operate and control, to have fun and entertain, as a recent research from #AccentureInteractive clearly shows. I would say that what’s changing in the language is not the code (verbal, as usual), but the relationship with the device to whom it is addressed. Moreover, the need from which it arises.

From a strictly linguistic point of view long established (cf.P.Grice, 1975), it’s difficult to call this a conversation: hard to respect speaking to Alexa or Siri, i.e.,   the principle of a good conversational interaction as per quantity (not to be reluctant or redundant), quality (to be sincere), relationship (to be relevant), mode (not to be ambiguous). Hard as well for Alexa and Siri and their homologous. Violation of norms is around the corner.

The change is elsewhere. In the attribution of an anthropomorphic profile to the device despite from a voice timber not always so politically correct (female/male/genderless? young/adult/mature? Etc.), in the necessity to settle a dominant relationship with a device that should be, in principle, passively adequate to the functions we are demanding for. Or maybe, simpler, for the need to connect to someone that is still there to listen to us.

A few points to discuss, during SIOS talk and further…


July 2nd, 2020, 5pm GMT +2, @GoogleMeet

register at the link:








In a destabilized society, where pandemics and revolutions happen back to back, critical and #anticipation #thinking are more important than ever. And as pioneering #innovators are working to recreate new collective structures, the New Alphabet School launched the perfect habitat to start spreading the word. The self-organized school proposes to #unlearn our social codes and establish new ones, reorganizing how we think and relate to a community. And as to #PROVOKE becomes a school subject, we can expect nothing but newness from the #future.





As physical contact is still forbidden, new creative ways of interacting with consumers are being created. One example? Ocean Outdoor’s touchless advertising. The media company has developed a mid-air haptic technology, functioning with a virtual technology that doesn’t involve any wearables. Placed in public spaces, the screens will be a hygienic, safe and innovative solution for post #Coronavirus brand experiences.




Smart working is obviously conquering the work scene, but not every job can continue seamlessly its workflow, troubled by #socialdistancing. Or not? #AllRise, #CBS series, is producing an episode complying with #quarantine-imposed restraints: it will be set during pandemic and filmed by web calling at actors’ homes; in order to frame the situation, a single videomaker will shoot some footage of the empty streets. In time of crisis, #creativity jumps ahead, generating a unique testimony of the present moment.


#Pandemic prevention is about rules and we know that talking to people’s wisdom is rarely enough: laws and authorities strict directions may not overcome the #irrationality that the present moment (or, simply, human nature) can trigger. #SeineKongruangkit e #MatithornPrachuabmohChaimoungkalo’sproject, suggesting a spoiler billboard to prevent going out home, make us think about how to communicate on #risk. An invisible enemy versus a considerable-sized billboard, an impact on your and others’ health versus a suspence dispersion. Where’s the most effective dissuasion ?


Quantum computers could be a reality soon, as #Google’s #Sycamore demonstrated.

Quantum mechanics is the base of physics and its the field that discover what happens as well in situations of really small scale, the reign of #uncertainty and surely not of binary system, as normal computers process the world.

This possibility opens a range of existentialist question and scenarios, that sort of #scenarios that Asimov and others depicted. These new computers could open us a new world, will we be able to understand what quantum computers have to teach us?

Coronavirus: fears and solutions

Coronavirus is spreading and this emergency is a trigger for human intelligence to activate new resources.

Both charity and ingenuity occur, side by side with irrationality, too, as it is predictable within severe situation as this is.

Maybe Max Siedentopf intends to point at that irrationality with its provocative photos “How-to survive a deadly global virus”.



For MilanFW the Gucci’s creative director Alessandro Michele has contacted the guests of his catwalk in a totally unusual way: through a vocal message on Whastapp. An idea so simple to seem almost banal, but actually nobody had ever thought of. Even if we send dozens of Whatsapps everyday. Michele has surely succeeded in amazing who has received the message.

He has succeeded in being 100% sustainable too. What can be the impact of a vocal on Whatsapp compared to the print of an invitation for every single guest?

Should  be simplicity, sustainability and fashionability the winning combination?



From January the 13th to May the 3rd at Palazzo del Governatore in Parma will take place the exhibition “Time Machine. Vedere e sperimentare il tempo”. The theme will be the relationship between time and media and how the media have changed the time perception.

In fact, media have the potentiality to show us time in all its shapes:  #NOW, #NEVER, either #BACKWARD or #FORWARD. Media can create a time that does not exist as for time-lapse and rallenting; they make us able to have extraordinary trips fixing what went wrong in the past and foreseeing what will be our future.

“Time Machine” will offer an immersive journey with photos and film extracts, thanks to an idea of Michele Guerra curated by Antonio Somaini, with Eline Grignard and Marie Rebecchi.

So are you ready to start this time travel?


To discover more:



Now or never: we have to decide how we want to exit the match. Climate change, political issues, new technologies and prosumers are all questioning us. Do we want to be inside or out? #Trend Monitor® yearly Forecast is the special occasion to understand how to face the urgency of this moment.

The #ENDGAME presentation will be in Milan, on Feb 12th, 5 pm, corso Magenta. 12 countries, 9 business industries, one only #GAME. How do you want to #END it?

Stay tuned and be ready to play!



Registration (mandatory):


The event will be in partnership with #GloriousCrew.

The hologram: a mutation paradigm?

Giulia Ceriani –baba ceo- is going to give a lecture about Holograms in Bilbao, at the  XVIII International Congress of the Asociación Española de Semiótica: “The Other, the Same. Figures and Discourses of Alterity” is the congress’ subject (LINK).

The holograms represent the next frontier of the interaction between real and virtual environments. Much more than a mere digital interface, they show the possibility of presence effects that put into discussion the modalities of the discourse construction, their perception, their effects of truth. At the moment still experimental exercices (Marina Abramovic on one side and Mélenchon at French presidential elections on another side…among many others), the holograms are going to be the symbolic node of a society in mutation, where a fluid way of existence is the main issue.


Launching our Fly High! campaign, we would like to encourage to disrupt the rules of the game and think outside the box. Questioning traditional business’ approaches, changing perspective, applying your imagination without any limit….Being different from the others, just like Rihanna did. While the overall trend is having influencers sat in the front rows uploading contents during the most important shows of fashion week, for her Savage X Fenty show, she chose to ban smartphones and cameras and to display it on Prime Video. Turning a fashion show into a fully immersive experience, made of entertainment and performance, she got to catalyze the media attention and prove the benefits to the business of fresh ideas. What are you waiting for, to #DARE a little bit and wreck conventions…?


Raising the bar is both a matter of pushing our thoughts beyond what is banal and stereotypical and imagining future scenarios that may radically impact our lives. Trying to reflect on profound questions and find creative answers that overcome what is taken for granted, may stimulate human intelligence. This is the purpose of Ermenegildo Zegna, whose last campaign encourages people to rethink the idea of masculinity and reflect on the true sense of mankind. Dreaming about life on a new planet is a way to keep flying high too: a dream made more concrete by Warith Zaki, a Malaysian designer, who proposed a sustainable way to allow life on Mars, by using local bamboo to construct buildings. After reading about these innovative examples, do you feel more inspired to leave a mark and anticipate the latest market trends?

QUESTION #4 Shall we really abandon our deep&real doubts for light&virtual beliefs?

Sustainability has no univocal meaning: we would like to suggest to read disrupting  stereotypes. So, as far as high fashion is constantly trying to propose the unexpected-designers are more and more socially involved, let just think about Gucci Cruise’s collection, reflecting on abortion and women’s freedom. This year’s Paris Couture Week is a great source of examples. Sustainability becomes the possibility to give women more space, by Maria Grazia Chiuri, Dior’s creative director, that reflects on the concept of dress as primary architectural space occupied by our body and closes her fashion show with a model wearing a dollhouse dress.

But also, sustainability as change: more than half of the models who walked the runway for Valentino were not white colored, making it one of the most diverse shows and proving the steps that  some brands are doing towards a better inclusivity. Furthermore, sustainability as unconventionality: in “Hypnosis”, Iris van Herpen uses unusual materials and technology to create kinetic works of art that vibrate and sparkle.

Under this perspective, the endpoint is the denial of fashion in the name of sustainability: Laura Kraup Frandsen refused to present a collection at her graduate show at Royal College of Art as a protest against overconsumption, claiming that “there is no fashion on a dead planet”.

QUESTION #3 Why do not try to build a future empowered by human intelligence?

Human intelligence has to negotiate with #AI every day. If we reflect on artificial intelligence, anyway, can we escape from the most obvious deterministic options (a way to become immortal? a proxy in favor of robots? etc.)… In fact, we can analyze the #AI issue from 4 alternative and strategic viewpoints: the 4 scenarios figured on the basis of  2019-20 TREND MONITOR FORECAST will help.

So, #AI can be read as a mean to #FACE reality (scenario 1) and the #DARK! we live in: see for example Ai-Da, a humanoid robot that has presented her own original artworks at a University of Oxford’s exhibition, with its audacious modalities to perform, lighting up what is ordinary.

Artificial intelligence offers a solution to #RETREAT perspective too (scenario 2): Triton2, giving indications to swimmers while they practice in order to improve their performance, reduces the involvement required by integrating coaches’ suggestions.  Besides, Baidu #DARES (scenario 3) with his AI system, able to clone human voice in less than 4 seconds, setting the limits a bit further.  And #AI can be intended as a solution to #REJECT  (scenario 4) the beauty standards imposed by society, as people,  thanks to an Adobe research project in collaboration with scientists from UC Berkeley, will be able to detect edited media and discover if a picture was manipulated using Photoshop.

QUESTION #2 Are we ready to fall in love with our tech assistant?

How much are we willing to delegate to technology?

A report released in May 2019 by #McKinsey&Company, outlines a future based on electric, shared, autonomous and more connected vehicles. However, the point of view of #JeffreySchnapp, invited to talk to MUDEC in Milan, on June 11th at 7:30 pm, as part of the #Meet theMediaGuru around Mobility project, moves in the opposite direction of the latest technological trends. In fact, he sustains that future mobility needs to be based on walking, the fundamental and essential form of human mobility. Technology should provide just an help in this direction, to amplify this activity especially in the cities. Which option is going to be the solution to enlight #DARK times?

QUESTION #1 Do we want to be forever connected?

If you are among the ever-growing number of people who don’t want to stay forever connected, these smartphones can be a good solution. Substituting your smartphone with a feature phone, can be the way to limit the time spent online, that in the last two years reached two hours a day. With an autonomy from two to three days, these phones offer only the possibility to call and send text messages.

Different designs and functionalities, from the Battery-less phone that collects energy through antennas able to capture radio signals, to the Light phone, designed to be used the least possible, they are all conceived for people looking for a balance.

The fast development of this market proves an ever-growing need for people to get disconnected, to #REJECT the techno stress coming from the constant use of smartphones.


On Feb 5th at Accenture Innovation Center in Milan, Giulia Ceriani has introduced the main findings from our international trend watching Forecast 2019-20 (12 countries worldwide monitored, 9 market categories). This year’s leading theme is #DARK!: we have identified 8 main trends for a brave new world which is not yet in focus, and requires concentration and ability to rule the consequences of the upcoming future.

To know more about baba’s scenarios and research activity:

To have a flair of 2019-20 #DARK! trends follow this link


On Feb. 5th, in Milan, we are going to present the Trend Monitor® Forecast edition 2019-20!

The presentation will be @Accenture-ACIN piazza Gae Aulenti 8, Milan, at 5 pm.

Speakers: Giulia Ceriani (CEO baba), Alessandro Diana (Accenture Interactive Lead Italy, Central Europe, Greece), Maria Mazzone (CPG e Retail Lead di ACIN Milano).

For info and registration (mandatory)

We will introduce the main findings from our international trendwatching (12 countries worldwide monitored, 9 market categories), in order to help your brand to face up  #DARK! times. 



Stay tuned and be ready to face the #DARK!




#DARK #forecast #TrendMonitor #babaTrendMonitor #babaConsulting #trendresearch #anticipation #innovation #future #GiuliaCeriani #Milanoevents


What have in common Spiderman, an alien and Mickey Mouse?

Saying that all of them move on JSM’s rhythm is a too-much-simple answer, but that’s a start point!

On Nov. 22nd baba CEO’s Giulia Ceriani will take a lecture on Transmedia brand fiction, analyzing and explaining how a brand’s multi-channel communication can be strongly built on narrative junctions: their clever connection through different shapes and media could certainly help to reach awareness, longevity and intensity, and moreover can be observed and studied to strategically anticipate the subsequent brand’s moves.

As you have already understand the speech will be supported by examples taken from the 2017-18 TIM adv campaigns, with a semiotic and expert eye on them.

The talk takes its place within the workshop “Transmedia Branding. Narrazione, esperienza, engagement” by DISPOC, Siena Univerisity.

The appointment is settled at Siena University, Dipartimento di Scienze Sociali, Politiche, Cognitive – via Roma 56.

See you on Thursday, Nov. 22nd, 11.30 a.m!

Meanwhile… let’s have Just Some Motion!

To know more

Facebook event

“A Nation More Divided Than Ever: A State of Predictable Unpredictability.”


After the most recent midterm election in the United States, President Trump and the Republican Party’s leverage over the US is being threatened by the Democrats. One of the most noteable occurences of this election however, was the voter turnout. The increasing polarization of the political parties has resulted in chaos, which has been the source of energy that has channeled through to voters. As a result, the year 2018 is up to 114 million voter participants compared to only 83 million in 2014. This phenomena strongly correlates to our upcoming trend #FLOAT, as leveraging obstacles turn into diverging shoves.

The two parties have been polarized on a multiplicity of issues since the previous presidential election and the proposed solutions to these factors have only increased unhibited feedback. The controversy of the Republican vs. Democratic debates will continue to unravel towards the next presidential election in 2020. Even on a global scale the discrepancy of beliefs and values in political systems are prevalent. There has been political unrest in many European and Middle Eastern countries, and it seems as if the entropic nature for the political zeitgeist of this era will not decrease in the near future.




As society continues to progress towards a technologically advanced future, the boundary between the physical and virtual world is becoming more obscure. The dependence on electronic devices is causing people to feel more isolated, distracted, and is now the source of serious health problems. Recently, China has placed restrictions on the usage of certain video games due to over-gaming and addiction and their method of restriction is ironically, a tech-heavy initiative.


The #Virtuality trend (see our #THENOWAGE Forecast 2018-19) focuses on the experience of a parallel of world of which we cannot see, and the opportunities for what to experience are limitless. The manipulative designs of these games target ways to attract and retain a customer; often resulting in addiction which causes social and even physical harm. In China, the internet giant #Tencent has created an innovative way to limit the usage of its popular online game, “Honor of the Kings”, using facial recognition. Tencent is verifying players’ identities and ages by pairing their faces with government records. This virtual innovation can help change the users’ behavior for the better. Digital detoxing isn’t new, but combatting too much virtuality with another form of virtuality is the meta-level of technological advancements. Technology is not going away anytime soon, so looking to ways to shape users’ behavior for the better may be the answer to over-consumption and addiction.

#babatrendmonitor #virtuality #tencent #THENOWAGE


This week at baba, we are tracking about how the #Radicalism trend (see our #THENOWAGE2018-2019 Trend Monitor Forecast) is creating a new way for us to enjoy our favorite foods without destroying the environment. This trend is all about extreme views and not following the herd; two factors that are contributing to the movement towards sustainability in the food industry.

As consumer behaviors begin to shift towards ‘hard’ veganism due to the increasing awareness and concerns for the origins of food and its impact on the environment, an opportunity for the food industry to capitalize on exploring new territories is rapidly increasing. Many companies are experimenting with the interchanging of raw meat for raw vegetables on a global scale as many species of wildlife face extinction. With veganism and sustainability gaining momentum on a global scale, the preservation of certain species can simultaneously coincide. One company in particular , #OceanHugger has developed the world’s first plant-based alternative to raw tuna and its name is #Ahimi. Due to overfishing, the tuna population has dropped 97% from its historic levels, but the good news is that innovations like Ahimi can allow the tuna species to recover, over time of course. This unique innovation supports the conservation of many marine species that are at risk for extinction, without sacrificing the taste. Is the future of food proteins plant-based alternatives?


#THENOWAGE #babatrendmonitor #trendresearch #OceanHugger #ahimi #sustainability

3D Printing: Potential Solution to Global Food Crisis?

Here at baba, we are closely tracking the #Radicalism trend (see our #THENOWAGE 2018-2019 Trend Monitor Forecast) and it’s connection to the food and technology industries. This trend deals with cutting-edge ideas in order to create a breakthrough in society. It offers a unique value that has the potential to create a new pathway towards innovation- a true pioneer that exceeds known boundaries.

Recently, the development and implementation of technology that supports sustainability is about to influence society in a positive way. Elzelinde van Doleweerd and the #3DFoodCompany in Beijing have teamed up to create food products using a 3D printer from leftover food. Looking towards the future, more food is needed to feed a rapidly growing population and almost 1/3 of the food produced nowadays is wasted. Although 3D printing is still in its adoption stage, its potential influence is massive. This innovation offers a maximization of food production, ensuring that food is not wasted as well as offering a solution to hunger for overpopulated areas. By challenging the negative stigma around leftover foods not being fresh, 3D printing ironically turns the old into something new and is completely sanitary and safe to eat.


#THENOWAGE #babatrendmonitor #trendresearch #3DFoodCompany

#FADING Trend Increasing in Cosmetics Industry

We at baba are closely watching the #Fading trend (see our #THENOWAGE 2018-2019 Trend Monitor Forecast) especially in its relation to the cosmetics industry. This trend deals with the elimination of hard frontiers between market categories (food vs beverage, mobility vs technology, etc.), as for their targets (young vs adults, women vs men, etc.), towards an idea of immediate accessibility and multipurpose seductivity. No age, no gender, no class, no limits.

As for cosmetics, it challenges the rooted idea of gender specific categories products, as genderless offer a new potential and possible renewed attention. We have seen a general shift throughout the industry, with a slight implementation of a new pattern towards genderless fragrances and soaps. One company in particular has caught our attention, the brand new a clean and positive range for gender neutral soaps that are intended for the whole family to use, even gentle enough for babies. Naturality, becomes the crosscategory (and crosstarget) principle, for an offer including house cleaning products and supplements as well. Notice particularly the dialogic branding “life is hard enough”, etc.), addressing to a fresh and female house holder, with a touch of irony; and a visual identity naive and bright coloured, with a tactile connotation.

#THENOWAGE #babatrendmonitor #goovi #trendresearch

#VIRTUALITY Trend Rising in the World of Personal Scheduling

This year is all about being in the here and now, everything needs to happen immediately, any small inconvenience is seen as disastrous. We at Baba are closely watching the #VIRTUALITY trend as it continues to rise in new markets every day.

The #VIRTUALITY trend is starting to reveal itself in the realm of personal assistants through Google’s latest innovation. Recently, Google showcased their newest technology, which has a robot, call service retailers to set up appointments on behalf of consumers. The service creates realistic sounding calls with the robot utilizing small quips that would happen in a conversation; such as when a reservation time is rejected the robot would audibly sound as if it is contemplating while it is waiting for consumers new time. The interesting thing about the robot is inherently that the person on the other end of the line may not know that they are actually speaking to a robot. The service comes out of this year’s constant trend of companies utilizing automated intelligence to make offer greater convenience to the consumer.


As we have detailed in our #THENOWAGE report, consumers have become obsessed with having services in the moment and are gradually losing their will to wait. This presents a problem to businesses as they now must innovate to keep up with the consumers instant demands. This idea of innovation has more recently come in the form of automated intelligence like Google is doing currently. While efficient, automated intelligence takes away the human component of services and continually steps closer to humans losing their sense of reality. This is the core of our #VIRTUALITY trend, consumers are losing themselves to robotic intelligence as it gives them an outlet to remove themselves from any human interactions.


Google’s reservation robot makes almost every restaurant operate on the same values that the application OpenTable does. OpenTable is an application that allows for the consumer to book a table reservation at a restaurant without ever interacting with anyone from the restaurant itself. The app is extremely popular but evidently does have some issues in more rural areas where restaurants may not have the money or will to put themselves onto the it. Google’s innovation does away with that issue as it is physically having the conversation with the restaurant confirming the reservation.


The news of automated intelligence making its way into the world of everyday tasks is nothing new, in fact it has been rising fairly steadily. Recently an automated locking company, titled August, partnered with popular home renting service Airbnb to offer hosts a way to give their renters access to their homes without ever meeting them. The lock service works via an app which makes the renters own smartphone the key to the home, pushing the idea of reducing human interactions in favor of a more automated process.

Who’s Really In Front of the Camera?

The VIRTUALITY trend (see our #THENOWAGE 2018-19 Forecast) is becoming more prevalent in the social media realm with the idea of ​​influencers being one that encapsulates virtual avatars. These virtual avatars are used on the social media platform Instagram to promote fashion brands and some cases advocate for social issues. The influencers are digitally designed, with real humans behind the scenes. Virtual influencers is a trend in the social media posts. Traditionally social media is a concept that we all use as a tool for human beings, to share our emotions and feelings through pictures or posts.


The idea of ​​a virtual entity posting its opinions and emotions to social media is one that most likely frightens a lot of people. When you post to an issue or promote a product it is much easier for the viewers to pin the opinions to the person to the post. Digital avatars blur the line of responsibility for the opinion


In terms of the influencing itself, they can be used in any of the clothes the animator desires. This allows companies to easily collaborate with them without having to set up.


While this concept excites, we are interested in the social media world. Human beings are all different and as a result only certain influencers can wear certain brands, whereas animations can be changed to fit any aesthetic desired by the brands .



VIRTUALITY trend (see our #THENOWAGE 2018-18 Forecast) is impressively rising to feed the empowerment expectations of the “Unlimited” target.

Virtual Reality has been conventionally thought to be used in the market of video games; but it is now going into the territory. Fortune Magazine showcases its virtual realities limitless possibilities for implementation and reports that consumers are all for it – in fact – they’re eating it up.

Virtual Reality As A Trend

The Virtual Reality trend is one that we at Baba are watching closely closely for the 2018-2019 year. With its widespread integration into myriads of different markets, it is a crucial concept for businesses to consider in their new investments for advertising. As well as in social media scenes where consumers are using the technology to post their respective platforms. From an advertising standpoint, virtual reality is an investment that should be quickly considered.



On February 8th at Accenture Customer Innovation Center in Milan, our CEO Giulia Ceriani has introduced the main trends for 2018-19, matched by Accenture Interactive with social personas.

If you want to know more click here for the sum up or head to

SAVE THE DATE – Feb. 8th 5 pm c/o ACIN, Piazza Gae Aulenti 8, Milan

Register to attend the baba  Trend Monitor®2018-2019 annual forecast presentation, on Feb. 8th, 5 pm at ACCENTURE CUSTOMER INNOVATION CENTER in Milan.
Giulia Ceriani (baba CEO)  will introduce the brand new #NOW AGE stimulating insights.    Alessandro Diana (Accenture Interactive lead Italia, Centro Europa, Grecia) and Elena Aniello (Accenture marketing lead Italia) will be our challenging discussants.
On this occasion you will pick up stimulating insights and get the better ideas  to provide your brand with actionable information for your specific Industry and markets through:
Category and product trends scenarios
* Communication benchmarking and situational assessment of your competition
Innovation workshops.



Google is twenty years old: how our life and the future are changing as a result

Take part to the new book presentation: “Nella rete di Google”. Strategie e dispositivi del motore di ricerca che cambiato la nostra vita”, and listen to the Giulia Ceriani contribution, baba CEO, together with Isabella Pezzini, Vincenza Del Marco, Giovanni Boccia Artieri, Ruggero Eugeni, Federico Gennari Santori

Friday Nov. 17th 6.30 pm at Book City Milan, Museo della Scienza Tinkering Lab, Via San Vittore 21

Fashion for people, not for boys or girls

We live in a society where gender differences are no longer so marked.  Starting now from very tender ages:  John Lewis department store (UK) has just launched  a gender neutral production dedicated to kids. A trend talking about an idea of sex neutrality that drives another way to think body, love, and socialization under the umbrella of digital world. Giulia Ceriani (baba CEO) has dealt with this topic on D_Repubblica pages. Here the link to her comments.

Are we ready for Robotic couture?

Maybe we are about to find out the answer to this question. On September 21st, Anouk Wipprecht will be at “Meet the Media Guru” and we will be there too to hear about her experience. Her work mix Fashion with IoT and wearable technology. A new way to think about fashion is coming, and we are seriously considering its implications. Can clothes be a support in people’s daily life supplying, for example, handicaps and physical problems? Fashion is no longer only an esthetical fact.



Not such an easy-going attitude to be adopted, apparently. Tech dominance does not hold the grip, and we are all compliant with that mood. Have a look to a few and not even unexpected cues about what our suitcases full of tech gadgets consist of. No inversion on going on tech addiction.

See more at:



Trend Monitor®’s workshops at World Allergen & Smart Food Expo

The food market is moving as fast as the other market categories, and we see a strong #INVERSION from pleasure food towards smart and functional nutrition.

Finished products, raw materials, applied technology, services for allergies and food intolerances, this sector has seen a huge raise in the last twelve months. Particularly for dietary supplements, there is a record increase of+ 6,7 %.

The World Allergen & Smart Food Expo will be runthe November 25, 26, 27th 2017 at Fiera di Padova: baba is partner of this event and Giulia Ceriani, CEO of baba, will conduct the workshop’s program regarding emerging trends in alimentary styles and smart food.

Do you want to know more about the event?

Let’s check out the website here at


Are equally opportunities Olympic Games next to come on running track of politically correctness? Beyond featuring 15 new events from Rio 2016, the 2020 Summer Games in Tokyo will encompass a surprising mix-genders relays in a wide variety of disciplines (i.e.: archery, fencing, table tennis,), including well-established and most reputed Olympics sports (i.e.: athletics and swimming).

Hence, women’s participation to Games is expected to stand at 49%.


See more at:



The party first secretary He Junke recently announced the so-called “Medium and Long-term Development Plan for Youth, 2016-2025”, claiming that “The League will guide young people in the quest for the soul mate”.

Since lifestyle has radically changed over the recent years and looking for a satisfying job definitely stands out as the priority, socializing, meet the ideal partner and start a family have become more and more difficult for the youngsters.

As a result 200 million of singles were counted all over the country in 2015.

Might the slow downing Chinese economy be recovered without a serious U-turn on birth-rate policies?

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Milano has just hosted Hermès and 11artisans of the renowned french Maison for “Behind the scenes”, an exhibition where the Hermès artisans have shown how they realize their masterpieces thanks to top quality materials and their manual work. The emphasis of the importance of high-end craft and an elegant gesture of resistance towards digital stream.

Still #INVERSION: as the opportunity to regain control, as a passionated reevaluation of uniqueness..


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Have a look to the new book “Nella rete di Google. Strategie e dispositivi del motore di ricerca che cambiato la nostra vita”, where you can read the semiotic contribution of Giulia Ceriani, baba CEO, about “Big data and Google Trends”.

Click here to know more about this book


Direzioneà Ventura Lambrate

Ventura Lambrate accoglie espositori mash up: designer affermati, nomi emergenti e accademie che utilizzano il design come elemento di salvaguardia della tradizione e dell’ambiente ma anche come creatore di innovazione.

Allo Spazio Logotel la mostra “Posthuman- When technology embeds society” Maria Yablonina, ricercatrice russa, invita ad interrogarsi sul rapporto uomo macchina con l’ installazione Mobile Robotic Fabrication System for Filament Structure dove tre robot, in grado di muoversi liberamente, interagiscono tra di loro per creare delle strutture. Si invita attraverso questa esposizione i progettisti a esplorare nuovi territori di sperimentazione #Cyber: Ci si abbandona all’idea dell’ automazione per ottimizzare i processi. L’identità umana diventa cyber con il primato della tecnologia e la sostituzione dell’essere umano.

Dall’altra #Mash up. Creare nuove identità miscelando più fonti. Un #INVERSION lieve per rimanere fedeli alla tradizione non escludendo il digital. È il caso di  Muemma che ha voluto reinventare il modo di interagire con i prodotti cercando di trovare l’armonia tra tecnologia e tradizione. Prodotti intelligenti per la casa come Arina Speaker un piccolo dischetto che con un design accattivante è in grado di diffondere musica in tutta la casa. O come DMP electronics che fa della tecnologia un’ amica. Tra i suoi prodotti SuperMirror ASW-R uno specchio a comandi elettronici integrati.


Direzione –> Brera Design District

Nel Brera Design District 2017 si  uniscono la sperimentazione di materiali e la ricerca della funzionalità alla gamification, alla sostenibilità, al riciclo e all’interaction design, ma soprattutto si è colta l’occasione per unire l’arte del design a tematiche di tipo sociale.

A mostrare una sensibilità particolare è Gaetano Pesce, in collaborazione con il centro anti-violenza Artemisia Onlus. L’imponente installazione Maestà Tradita di via Brera è una sintesi tra design, moda e scultura,  vuole esaltare la donna e andare contro la sua non esaurita schiavitù.

In Via Pontaccio, Achilleas Souras, studente di 16 anni, presenta SOS Save Our Souls. Un igloo impermeabile e termico creato con dei giubbotti di salvataggio recuperati sulle coste della Grecia, pensato come rifugio per coloro che scappano dai loro paesi. Souras ha coniugato la sua passione per l’architettura con il sociale con l’obiettivo di far arrivare un messaggio importante.

Ed è così che il #Fuori Salone del Brera Design District in primis calca il trend  #extrareal (vedi babatrendmonitor/DOWNLOAD)

Ci si allontana dal fanatismo digitale per esaltare un’identità umana. Messa in evidenza della nuda verità rifiutando la frivolezza. Oggetti di design pensati per lasciare una libera interpretazione, e allo stesso tempo far riflettere trasmettendo discretamente un messaggio.

Stay Tuned 😉


Direzione –> Via Tortona.

 Arredi minimali, innovazioni tecnologiche, ottimizzazione degli spazi per culture che incrociano presente, futuro e passato. Identità tentative, concetti di prodotto fusionali, ruoli e generi felicemente confusi : #Fuorisalone 2017 in Via Tortona calca anzitutto  il trend #trans (vedi babatrendmonitor/DOWNLOAD).

Nuovi concetti  a metà tra mondi differenti. Oggetti diversi che convivono in piena autonomia realizzando prodotti pensati per un’età di transizione, alla ricerca di nuove possibilità esistenziali.

Buon esempio  l’installazione Sense of the Future all’ingresso del Superstudiopiù di Tokujin Yoshoiaka per LG. Yoshaiaka:  reinterpreta un oggetto di uso comune come la sedia con la tecnologia degli schermi televisivi ad illuminazione oled. Il risultato è sorprendente. Un ambiente fatto di luce e nebbia che restituisce  straniamento incrociando schermi, natura e complessità dei sensi umani.

Al Superstudiopiù  la mostra “Time to color”. Qui il concetto di #trans è enfatizzato dalla collezione MURANO 5.0 di Alessandro Ciffo e dai suoi esercizi  di mutazione  del  silicone in vetro. Grandi trasparenze ed elevata consistenza, Ciffo crea dettagli di arredo tesi a creare un’illusione.

Oggetti in trasformazione per una comunità completamente nuova. Rimanete connessi. Domani altri aggiornamenti 🙂


MILAN DESIGN WEEK IS BACK, and of course we won’t miss to catch new ideas through the exhibition spaces of #FUORISALONE 2017.

baba’s trend watchers are already crossing Milan to observe the forward-looking signals, the new concepts and the upcoming ideas  of the #Home industry as well as the looks and the comments of who will be involved in Milan Design Week.

We are going to share with you our notebook, day by day…stay tuned and don’t forget: the trend key word this year is  #INVERSION, be ready to be amazed 🙂

Next year I’d like to have a robot, wouldn’t you?

Are we living in the future? It seems! According to the latest innovations in robotics, in addition to technological development, what is really changing is the real availability of robots, that we have only imagined for a long time. In some countries we can buy them, in other we will do it very soon.

An Italian example: in Amsterdam, during the GPU Technology Conference Europe, a small robot prototype has been presented: R1.

“R1 is a humanoid robot and we created it with the goal of making a robot that is affordable in terms of price. R1 has been designed with applications in the domestic environment and the household to be helpful initially maybe to people that have disabilities, who may need help and later to everybody,” says Professor Giorgio Metta.

R1 is improving its skills learning from its experiences, and it will be launched on the market in a year and a half.

Since 2014, in Japan, you can buy Pepper, an humanoid priced 1500 euros. This robot may serve as a waiter, salesman and customer service in about 500 companies, including Nestlé and Nissan.

The technological field of automatin can consider different drives: see the California-based company Abyss Creation, that has produced “RealDoll”, the most expensive dolls with an artificial intelligence in the world, whose prototypes are ready with the goal “to expand sensory possibilities related to sex”. This is the ultimate sexual objectification.

Although this matter could result disturbing, robots should make life easier for sick people and the elderly, proving to be an help for the society.

Are we ready for the future?

Evento_21 luglio 2020

VALORI DI CAMBIAMENTO_Un confronto sui Fjord Trends 2020

Un confronto a quattro voci sulle trasformazioni in atto nel business e nella società