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

Boomers: Ageing to Becoming

By 2030 they will all have reached the average Western retirement age of 65, supercharging a wider re-assessment of later life purpose along the way

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

Big Ideas

Pret-a-Portas puts luxury gloss on high street

Micro Trends

Foraging Futures

Once seen as a means of survival for the thrifty and impoverished, food-foraging is driving sophisticated diners wild.

Forage : Wild : Seasonal

Micro Trends

Gourmet Junk: Drinks

Driven by nostalgia, today’s urban consumers demand upscale versions of junk food and drink.

Junk Food : Nostalgia : Milkshakes

Big Ideas

Asda and Diageo create UNITversity Challenge

Students : Alcohol : Kiosk

Micro Trends

Food Raves and Rodeos

Forget rock and roll music and psychedelic drugs, the latest rebellion of choice comes in the form of stir-fried pork belly and home-made flax crac...

DIY Culture : Entertainment : Festivals

Big Ideas

Retailers are old hands at targeting elderly

Coffee : Marketing : Grey Affluents

Communities

New Luxury Millennials

Drinking at The Connaught hotel in London one night, dining at Pershing Hall hotel in Paris the next, and having a business brunch at The Lydmar Ho...

Food : Affluent : Bob Bob Ricard

Design Directions

Scrawl Script

Brands are responding to the consumer’s need to know that there is a person behind their product, not a machine.

Handwritten : Painterly Primitive : Authentic

Markets

Fragrance

The global market for fragrances is set to grow, boosted by organic ingredients and a revival of Middle Eastern scents in the West.

Global Intelligence Alliance : Avon : Bulgari

Micro Trends

Co-opetition

Forward-thinking drinks brands are starting to cooperate as well as compete, helping to grow their respective categories and their own businesses. ...

Cooperation : Competition : Common

Micro Trends

Gourmet Junk

A new wave of independent and small-scale restaurants and retailers are creating premium upscale versions of fast food classics for reformed junk f...

Fast Food : Burgers : Nostalgia

Design Directions

Az-tech

As previously explored in our Mix Mash design direction, an optimistic and energetic aesthetic is emerging from the post-recession gloom.

Tribal : Neon : Ritualistic

Big Ideas

Hotels all of a Twitter about instant messaging

Twitter : Discounts : Communication

Big Ideas

All change: designer concept spaces get a facelift at Dover Street Market

Dover Street Market : Designer : London

Big Ideas

Uniqlo spreads web of influence in New York

Uniqlo : Twitter : Facebook

Markets

Luxury car market: China

With China due to overtake the US as the world’s biggest luxury consumer market in the coming five years, the country is seeing a burgeoning demand...

China : Autos : Hurun Report

Big Ideas

Gap goes behind the jeans with in-store videos

Transparency : Manufacturing : Facebook

Big Ideas

Sales of luxury cars among affluent Chinese continue to rise

Cars : Sports-car : Limousine

Big Ideas

Kids investment is child's play for Liberty

Kids investment is child’s play for Liberty

Liberty : Toys : Department Stores

Big Ideas

Check out the hotel that wants to make friends

Bespoke : Boutiques : Customer Survey

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