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

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

Simpler Experiences

As well as seeking simpler products, consumers, overwhelmed by information and choices, want simpler experiences.

Tesco : Click N Collect : Boarding Pass

Design Directions

Type Modern

As reported in our Anarconomy Decade macro trend, an increasingly rebellious spirit is creating a society ripe for transformation. At its core is a...

Typography : Nostalgic : Authentic

Big Ideas

QR code use soars, but teens slow to respond

Generation D : Marketing : Gen D

Big Ideas

Going native: Local shops for local people

Local : Marks & Spencer : M&S

Big Ideas

US smartphone users offer a rich opportunity

Shopping : Mobile : Online

Big Ideas

Harrods iPhone app keeps consumers in touch

Twitter : Digital Signage : In-store Guide

Big Ideas

Internet holds sway among Shanghai shoppers

Cosmetics : Influence : Peer-to-peer

Viewpoints

Michael-George Hemus : Revived brands

Michael-George Hemus talks about revived brands.

Truman Brewery : Michael-George Hemus : Beer

Big Ideas

Appetite grows for sharing food images online

Facebook : Social Networking : Social Media

Big Ideas

Game Bay: iPad app gamifies bridge repairs

Engineering : Apps : Media

Big Ideas

Technology a fatal distraction for workers

Technology : Email : Social Networks

Design Directions

Modern Mythology

As previously explored in our Revivalism macro trend, in economically uncertain times, consumers increasingly seek products that revitalise traditi...

Craft : Mysticism : Folklore

Big Ideas

Hotel calls on iPads to provide room services

Travel App : Wake-up Calls : Digital Concierge

Markets

Cosmetics Market

It has become a truism that, while many consumer markets struggle in tough times, the cosmetics market holds up, thanks to the lipstick effect. Thi...

L'Oréal : Cosmetics : Lipstick Effect

Viewpoints

Eric Whitacre : Collaborative creativity

Classic composer Eric Whitacre talks about collaborative creativity.

Eric Whitacre : Music : Technology

Big Ideas

Young Chinese millionaires represent big potential for luxury brands

China : Affluent : Wealthy

Big Ideas

FarmVille to GagaVille, as female target audience shape new ecommerce

Facebook : Social Media : Online Gaming

Design Directions

Fun and Functionality

Bleisure, a term coined by The Future Laboratory, describes the blurring of business and leisure. Now, as Ubiquitous Gaming Culture becomes increas...

Ubiquitous Gaming Culture : Playbour : Functionality

Viewpoints

Katrina Judd : e-vertorial film-making

Imagine Fashion marketing director Katrina Judd talks about e-vertorial film-making.

Imagine Fashion : Katrina Judd : Fashion Film

Micro Trends

Hobbyism

Revivalists spend their leisure time learning old crafts and skills, and then using those skills to produce objects that combine beauty and utility.

Craftsmanship : Angling : Birdwatching

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