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Generations
Tracking the key characteristics and values of generational demographics as each cohort evolves.
Download: Generations Now and Next
From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, uncover what unites and divides consumers across generations
Macro Trends
Gen X: 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
Macro Trends
Millennials: 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
Macro Trends
Gen Z: Vision to Contradiction
Without the tools or role models to help them enact the change they want to see, Gen Z find themselves paralysed by paradox
Macro Trends
Alphas: Sandbox to Roblox
Many of the technologies, careers and crises that will define and shape the lives of Gen Alpha are yet to exist
Micro Trends
Last Chance Travel & Hospitality
In a world in which wild places and wild things are threatened by climate change and the resource and food demands of 7bn humans, a new travel move...
Tourism
:
Destinations
:
Trekking
Big Ideas
Men spend more on luxury than women in China
Men spend more on luxury than women in China
China
:
Male Shoppers
:
Landmark Men
Big Ideas
Aesop’s twin retail concept is born in Sydney
Aesop’s twin retail concept is born in Sydney
Aesop
:
Cosmetics
:
Technology
Design Directions
Charred and Stained
Charred and Stained
Distress
:
Cracking
:
Staining
Big Ideas
Men must earn the right to date Chinese women
Men must earn the right to date Chinese women
China
:
Homeownership
:
Home Ownership
Big Ideas
China offers incentives to boost consumption
China offers incentives to boost consumption
China
:
Economy
:
Consumption
Big Ideas
Record year for Rolls-Royce amid bespoke demand
Record year for Rolls-Royce amid bespoke demand
Rolls-Royce
:
Bespoke
:
Cars
Big Ideas
New flavours add spice to US whiskey market
New flavours add spice to US whiskey market
Whiskey
:
Jim Beam
:
Jack Daniels
Big Ideas
M-commerce gives US consumers the upper hand
M-commerce gives US consumers the upper hand
M-commerce
:
Shopping
:
Digital
Big Ideas
Public project shows life is tweet in Sweden
Public project shows life is tweet in Sweden
Sweden
:
Tourist Board
:
Curators Of Sweden
Big Ideas
US health programme keeps Boomers fit for work
US health programme keeps Boomers fit for work
Boomers
:
Retiremant
:
Craftsmanship
Big Ideas
Brazilian e-commerce is in a different class
Brazilian e-commerce is in a different class
Latin American
:
Brazi
:
E-commerce
Big Ideas
App makes booking flights a social experience
App makes booking flights a social experience
Malaysian Airlines
:
Facebook
:
MH Buddy
Big Ideas
Online shoppers have four-minute tipping point
Online shoppers have four-minute tipping point
E-commerce
:
Security
:
Shopping
Big Ideas
E-commerce a force for change in Indian retail
E-commerce a force for change in Indian retail
E-commerce
:
Digital
:
Online
Big Ideas
H&M eyes small cities amid growing China focus
H&M eyes small cities amid growing China focus
China
:
Expansion
:
Low-teir Cities
Communities
The Turtleneck Club
There was a time when turtleneck jumpers meant 1970s kitsch and Roger Moore as James Bond. Not any more. As more men embrace a classic sense of sty...
The Turtleneck Club
:
Ron Zacapa 23 Rum
:
Herradura
Big Ideas
UK income Just Not keeping up with living costs
UK income Just Not keeping up with living costs
Shopping
:
Income
:
Wages
Big Ideas
Retail Analysis: Hotel meets boutique in luxury collaboration
Hotel meets boutique in luxury collaboration between Le Royal Monceau and Paris boutique chain L’Éclaireur.
Hotel
:
Paris
:
Art
Big Ideas
Café disloyalty cards gain stamp of approval
Café disloyalty cards gain stamp of approval
Café
:
Community
:
Disloyalty
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