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

Big Ideas

UK beauty consumers learn new spending habits

Fragrance : Habits : Frugal

Design Directions

Milan fashion week A/W11

This season, designers at Milan fashion week paid homage to the 1950s and 1960s. Following the pattern at fashion weeks in other cities, many playe...

Teddy Boy : Androgyny : Morello

Viewpoints

Katie Salen : Quest to Learn – a school for digital kids

Institute of Play game designer and executive director Katie Salen talks about a school for digital kids.

Quest To Learn : Digital Natives : Katie Salen

Macro Trends

Anarconomy Decade

Something is stirring. In Egypt, a people’s revolt has overthrown a long-standing oppressor. In Bahrain, thousands of people continue to protest in...

Anarchy : Economy : Counter-intuitive

Macro Trends

Intuitive Futures

We live in a world of increasing choice. ‘We are flooded with absurd and obscene numbers of options for just about everything nowadays,’ says Barry...

Mega-choice : Nega-choice : Minimal

Macro Trends

Revivalism

Seeking shelter from the unsettling storm clouds of recession, resource and environment anxiety, consumers are nostalgically remembering, reviving ...

Revival : Nostalgia : Authenticity

Design Directions

London fashion week A/W 11

An air of ladylike chic with a dark edge was felt at London Fashion Week this season, enhanced by an outstanding display of print. Conviviality cul...

Gothic : Conviviality : Maximalism

Big Ideas

Consumers prepared to pay for an easy life

Food : Grocery : Telecoms

Micro Trends

Gamification

In pursuit of improved consumer engagement, brands are gamifying their businesses, creating playful products and campaigns that change the relation...

New York : Exchange Bar : Toylets

Design Directions

New York fashion week A/W11

New York kicked off the fashion season for autumn/winter 2011 with a distinct division of styles. On one side were the glamorous, Upper East Side p...

Nomadic : 1970's : Masculine

Micro Trends

Hacktivism

In a world of open-sourcing and free information, people are routinely modifying and hacking branded goods to create even better products. In the A...

Music : Fireplayer : Modifying

Big Ideas

Drinking in the benefits of ready-made beauty

DyDrinco : Radiance : Collagen

Design Directions

Survivability

By Franklin Till

Salvaged : Nomadic : Recycle

Viewpoints

Jeremy Langmead : Using e-content for e-commerce

Mr Porter editor-in-chief Jeremy Langmead talks about using e-content for e-commerce.

Mr Porter : Jeremy Langmead : Retail Futures

Micro Trends

Rebuilt heritage

Today’s consumers prefer their products to have history and to evoke a sense of the past. In response, smart – and new – brands are creating instan...

Quality : Engagement : Union Cycle Works

Design Directions

Maison & Objet 2011

The first international home and interior trade fair to be held at Maison et Objet in Paris highlighted pared-back designs and colour schemes. Desi...

Cookware : Colour Blocking : Home

Big Ideas

Consumers set to home in on the essentials

Shopping : Own-label : Economy

Big Ideas

Watch It and Shop It with Net-A-Porter tv

Net-A-Porter : Online : Digital

Micro Trends

Show Your Working

Just as consumers are interested in the provenance of their food, so they also want to know about other products too. To communicate this, retailer...

Craftsmanship : Moleskine : Mechanism

Big Ideas

Interactive shopping on Facebook from Asos

Facebook : Social Networking : Online

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