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

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

Big Ideas

Gap goes behind the jeans with in-store videos

Transparency : Manufacturing : Video Marketing

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

Micro Trends

Positive Patriotism

The positive emotion of patriotism and pro-local can turn into the negative anger of protectionism, anti-globalism and nationalism. Brands who walk...

Patriotic : Turbulent Teens : Stone Island

Micro Trends

UPDATE: Infosthetics

We first reported on the Infosthetics trend when we noticed that designers, scientists and artists were creating visually innovative ways of presen...

Digital : Culturomics : Google Labs

Viewpoints

Matt Watkins : Gamifying public transport

Mudlark creative and technical director Matt Watkins talks about gamifying public transport.

Chromaroma : Matt Wakins : Games

Design Directions

Paris Menswear S/S 12

Softness and elegance were evident at many of the shows at Paris Menswear for spring/summer 2012. Graceful drapery, layering and fluid lengths were...

Drapery : Layering : Fluid

Big Ideas

Facebook page adds new voice in Middle East

Democracy : Facebook : Social Media

Micro Trends

Game Systems

Recognising the coming era of Ubiquitous Gaming Culture, a few pioneers are not only adding a gaming layer to the everyday, they are completely re-...

School : Hyperglance : Software

Design Directions

Milan Menswear S/S 12

Milan fashion week seemed to suggest that spring/summer 2012 will be a lively season for colour and print. This season, many designers took vintage...

Vintage : Print : Imperfect

Big Ideas

UK in new baby boom as population reaches 62m

Growth : Birth Control : ONS

Big Ideas

Marriott offers a glimpse of the hotel game

Gaming : Facebook Games : Points

Big Ideas

Anime singer makes an impression on US stage

Augmented Reality : Music : Yamaha

Micro Trends

Sustainable Sushi

Sushi, the artful Japanese dish, is edging higher up the critical list every day. In response to the alarming consequences on the marine environmen...

Organic : Fishing : Eco-conscious

Big Ideas

Xbox interface can bring Media to life

Gaming : Twitter : Microsoft

Design Directions

GFW 2011

Graduate Fashion Week was full of highly creative and wearable collections this year. Impressive prints and long, minimalist silhouettes prevailed,...

Oversized : Minimal : Statement

Micro Trends

F-Commerce

Online retailers are opening store fronts on Facebook, enabling visitors to buy, like and share items with friends. Brands are using the social fea...

Gaming : Exchange : Store Credits

Design Directions

Off the Grid

The Anarconomy Decade offers a new way of thinking, while an unpredictable attitude retains the possibility of risk and unrest. Some designers are ...

Art Deco : Pattern : Colour

Big Ideas

Think Blue campaign sets players on eco trip

Sustainability : Conservation : Environment

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