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

US Baby Boomers plan an active retirement

Viewpoints

Dan Crowe : Modern male media

PORT magazine editor Dan Crowe talks about modern male media.

Men’s Magazines : Dan Crowe : PORT Magazine

Big Ideas

Social network for tweens recognises their faces

Social Network : Tweens : Children

Design Directions

Paris Menswear A/W 11

After what felt like quite a tame fashion week in Milan, many were relieved when Mugler’s catwalk spectacle started Paris’s event with a bang, set ...

Bleisure : Sportswear : Urban

Micro Trends

Superphones

Smartphones have changed how we do business and entertain ourselves on the move. Now a breed of phone exists with complete desktop power. This is t...

Gaming : Angry Birds : HD

Design Directions

DIY (Design it Yourself)

Traditional rules of creating, marketing and doing business are being broken. A new DIY economy (as in Design/Download It Yourself) and punk-onomic...

D.I.Y : Hack : Open-source

Micro Trends

Coffee Plus

First there was the global coffee emporium. Then in 2010 we reported on the rise of the Coffee Sensorium. These spaces adopted a slower approach to...

Coffee : Bikes : Commuters

Design Directions

Milan Menswear A/W 11

This season the designers at Milan Menswear Fashion Week opted for a distinctly low-key, back-to-basics approach to their collections. The buzzword...

Heritage : Authentic : New Gents

Design Directions

Amalgamate

Amalgamate offers a decorative and artful way for consumers to defy fast-turnaround trends by choosing thoughtful, collaged designs. In a move away...

Collage : Geo Luxe : Texture

Viewpoints

Jérôme Sans : A glocal hotel experience

The idea:A glocal hotel experienceThe person:Words: Jonna DaglidenVisuals: Joanna Tulej

Hotels : Le Meridien : Jerome Sans

Micro Trends

Yama Girls

In Japan, an increasing number of young women are wearing colourful mountain gear as an urban fashion statement and taking to the mountains. These ...

Nike : Marmot : Hunter

Design Directions

Trad-Modern

Men are increasingly concerned with sartorial style, connoisseurship and grooming, as seen in our New Gents tribe, creating a desire for packaging ...

New Gents : Typography : Nostalgic

Markets

Teens: USA

America’s teenage population is slowly falling (the US Census Bureau says it peaked at 26m a few years ago) and summer-time youth unemployment is a...

US Census Bureau : Facebook : Formspring

Design Directions

Puma Creative Factory

New Millennials want to mod, hack and customise their products. And as a result, brands have responded with webstores that let people personalise t...

Design : Shoe : Mumbai

Design Directions

Solid Clarity

Even through the difficult financial times in recent years, consumers have built an ethical self-image and demanded concrete quality. The focus is ...

Surface : Concrete : Sanaa

Design Directions

Idyllic

As explored in our Rurban macrotrend, urban residents are adopting more rural ways of living. Urban homes increasingly feature rural craft objects ...

Luxury : Minimal : Craft

Markets

Teens: Scandinavia

Scandinavian teens are now the biggest spenders among their age group in the world. Taken from our forthcoming Teen Futures report, this micro mark...

Sweden : Denmark : Finland

Micro Trends

Meet Your Maker

In the luxury world, technology should resolutely not be a replacement for service. Instead, it should enhance it. Now luxury brands are developing...

Heritage : Modern : IPad

Markets

Teens: South Africa

South African teens are exploring their roots, and mashing together influences to create a new identity. Taken from our forthcoming Teen Futures re...

South Africa : Johannesburg : Cape Town

Communities

Generation D

The successors to the New Millennials, Generation Ds are the first true ‘digital natives’. Born between 1994 and 2002, Generation Ds cannot remembe...

Content : Spotify : Social Networks

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