Generations

Tracking the key characteristics and values of generational demographics as each cohort evolves.

Teens, Tech and Tapping Out

Markets

Teens, Tech and Tapping Out

The unprecedented teen mental health crisis, coupled with the toxic and addictive nature of social media, may be inspiring a grassroots movement of...
Technology : Identities : Youth
Functional Feasting

Macro Trends

Functional Feasting

As we move past the ‘free from’ era, consumers are increasingly favouring products that do more with less, bringing flavour and fun back into funct...
Food & Drink : Indulgence : Health & Wellness
World Retail Congress 2024: The Value Contradiction

Big Ideas

World Retail Congress 2024: The Value Contradiction

As the cost-of-living crisis continues, the equation between price point, value for money and consumers’ own values and ethics has never been so co...
Retail : Sustainability : Youth
Emerging Youth: The Maghreb

Behaviours

Emerging Youth: The Maghreb

After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...
Youth : Society : Culture
Rebranding Nature

Design Directions

Rebranding Nature

To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.
Design : Sports & Leisure : Sustainability
Neo-education Market

Markets

Neo-education Market

With Gen Alpha at prime schooling age, we are witnessing rapid change in education systems, from AI-powered learning to culturally nuanced curricul...
Education : Youth : Technology
Indian Nuptials Re-imagined

Markets

Indian Nuptials Re-imagined

From the rise of wed-tech to eco-conscious ceremonies and higher levels of customisation, consumers are saying ‘I do’ to a new kind of Indian weddi...
India : Indian Wedding : Wedding Ceremony
Emerging Youth: Saudi Arabia

Behaviours

Emerging Youth: Saudi Arabia

In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...
Saudi Arabia : Gen Z : Middle East
Alphas Now and Next: From the Sandbox to Roblox

Macro Trends

Alphas Now and Next: From the Sandbox to Roblox

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations : Gen Alpha : Demographics
Gen Z Now and Next: From Vision to Contradiction

Macro Trends

Gen Z Now and Next: From Vision to Contradiction

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...
Generations : Gen Z : Demographics
Millennials Now and Next: From Pink to Prime

Macro Trends

Millennials Now and Next: From Pink to Prime

After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while reb...
Generations : Millennials : Demographics
 Gen X Now and Next: From Ambiguity to Advocacy

Macro Trends

Gen X Now and Next: From Ambiguity to Advocacy

Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their c...
Generations : Gen X : Demographics
Boomers Now and Next: From Ageing to Becoming

Macro Trends

Boomers Now and Next: From Ageing to Becoming

There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, s...
Generations : Boomers : Demographics
Reading Raves

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.
Reading : Books : Gen Z Loneliness
AI Edu-play-tion

Micro Trends

AI Edu-play-tion

Meet the innovators using generative artificial intelligence to re-imagine screen-free educational play time for children.
AI : Gen Alpha : Education
Authentic Avatars

Markets

Authentic Avatars

Meet the innovators adopting an intersectional approach to make digital avatars more authentic.
Gaming : Pop-culture & Media : Technology
Luxury States: New Codes of Luxury 2024–2025

Macro Trends

Luxury States: New Codes of Luxury 2024–2025

An essential tool, the Five Luxury States define people’s emotional and psychological journeys through the luxury sector, giving rise to a new set ...
Luxury : Travel & Hospitality : Fashion
Emerging Youth: Nigeria

Behaviours

Emerging Youth: Nigeria

Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...
Youth : Nigeria : Nigeria
Brand Innovation Debrief: Elf Beauty

Big Ideas

Brand Innovation Debrief: Elf Beauty

In 2023, Elf Beauty secured its position as Gen Z’s cosmetics brand of choice. From duping Dior to capitalising on Jennifer Coolidge’s rebounded ce...
Beauty : Gen Z : E.l.f Beauty
Redesigning Higher Education Spaces

Markets

Redesigning Higher Education Spaces

From fostering wellbeing to embracing climate consciousness and immersive tech, we explore how higher education spaces are evolving to meet the div...
Higher Education : Future Of Education : Remote Learning
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