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

A case of success as US wine sales take off

Design Directions

Paris Fashion Week A/W11

With the media furore surrounding the circus that is John Galliano and the house of Dior, Paris fashion week got off to a negative start. But that ...

Opulence : S&M : Bondage

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

Zenith International : BeautySleep : Big Quark

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

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