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

Big Ideas

Superdrug weaves web reviews into shop displays

Big Ideas

Turning brand awareness into an Urban Thrill

Entrepreneur : Reckitt Benckiser : Online Gaming

Communities

Yama girls

Seeking solace and a spiritual break from their always-on city lives, a new generation of Japanese women are hitching up their high-fashion mountai...

Nike : Marmot : Hunter

Design Directions

Milan Trends Part 2

Mystic : Folk : Craft

Big Ideas

Online clothes shopping is in fashion in UK

Clothing : Social Media : E-commerce

Viewpoints

Daniel Hirschmann : A haberdashery for technology

Technology Will Save Us co-founder Daniel Hirschmann talks about a haberdashery for technology.

Digital Natives : Technology Will Save Us : Daniel Hirschmann

Design Directions

Milan Trends: Part 1

Revivalism : Fun And Functionality : Form Follows Function

Big Ideas

Boomers seek a new age of youthful branding

Youth : Youthful : Age

Micro Trends

Choice Architecture

People struggling with information overload need help in making decisions. Even a nudge in the right direction is appreciated. Brands, products and...

Information : Advise : Guidance

Design Directions

Stockholm Furniture Fair 2011

Driven by austerity, designers at this year’s Stockholm Furniture Fair used fewer material combinations for added flexibility. A lean and simple ap...

Hack : Flexthetics : Austerity

Big Ideas

The changing face of Chinese luxury shoppers

Service : Fantatics : Fashionable

Viewpoints

Dejan Mitrovic : Connecting digital and physical play

Design entrepreneur Dejan Mitrovic talks about connecting digital and physical play.

Digital Natives : Dejan Mitrovic : Ubiquitous Gaming Culture

Big Ideas

Russia and China offer a wealth of opportunity

Cars : Jets : Assets

Big Ideas

Reppler safeguards pillars of the community

Social Networks : Personal Information Economy : Social Media

Design Directions

What Happens When

Most people know what to expect from their favourite restaurant. The food, waiting staff and interior are more-or-less the same each time. New York...

Big Ideas

New generation ushers in a storm in a teacup

Spending : Green Tea : Mintel

Micro Trends

3DIY Culture

With free access to information, and a new norm of open-sourcing, a new type of DIY culture is on the rise. This is 3DIY – Design/Download/Do-It-Yo...

Design : Puma Creative Factory : Thing-O-Matic

Viewpoints

Aitor Throup : Hyperseasonal fashion

Menswear designer Aitor Throup talks hyperseasonal fashion.

Hyperseasonal Selling : Aitor Throup : Men's Fashion

Design Directions

Aitor Throup: Menswear design

Aitor Throup was born in Argentina, although it was his upbringing in Burnley, Lancashire, during the 1990s that fuelled his passion for British fa...

London : Menswear : Clothing

Micro Trends

Beyond Nostalgia

In the food, drink, art and design sectors, rather than being merely nostalgic about the past, some Revivalists are digging deeper, going further b...

Heritage : Truman's : Dinner

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