Adobe is the latest business to make the bold step onto the cloud. But with only 22% knowing what the cloud is, will its flexible, tailored pricing models be enough to convince people they're getting value for money?

As people grow accustomed to new levels of convenience, there’s an increasing demand for brands to stamp out the little irritations. Author and thinker Adam Morgan explains how the modern challenger brand finds its footing.

In urban areas, renting can be more practical than owning. General Motors are giving six million drivers the chance to rent out their cars to others, showing how brands can capitalise on a consumer shift from ownership to access.

Sidestepping conventional cornerstones of adulthood like a stable job or homeownership, 20-somethings are eager to explore who they want to be and evade responsibility for a while. But how do you figure out a generation that can't keep still?