Generations

Tracking the key characteristics and values of generational demographics as each cohort evolves.

Download: Generations Now and Next

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

Boomers: Ageing to Becoming

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

Gen X: Ambiguity to Advocacy

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

Millennials: Pink to Prime

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

Gen Z: Vision to Contradiction

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

Design Directions

Moshi Monsters

In the 90s, the Tamagotchi, a small plastic toy with an LED screen, let children take care of a digital pet. They could feed and clean it, but that...

Travel & Hospitalitylers want to suit themselves at airports

Big Ideas

Travel & Hospitalitylers want to suit themselves at airports

Travel & Hospitalitylers want to suit themselves at airports

Self-service : India : South Africa

Markets

Utility Apps

Brands are using mobile apps as practical tools to assist, educate and serve consumers in and out of stores.

Utility Apps : Mobile Apps : Apps

US teens send 8% more texts than last year

Big Ideas

US teens send 8% more texts than last year

US teens send 8% more texts than last year

Internet : Text : Status

Limited tweet response sends brands a message

Big Ideas

Limited tweet response sends brands a message

Limited tweet response sends brands a message

Twitter : Social Media : Sysomos

App puts assistant on call

Big Ideas

App puts assistant on call

App puts assistant on call

Debenhams : Iphone : Apps

Role-play Retail

Micro Trends

Role-play Retail

Retailers are using theatre, role-play and gaming to create ‘live’ moments offline.

Interactive : Louis Vuitton : Live

Big Ideas

Claire’s fans haul the brand into the future

Claire’s fans haul the brand into the future

Claire's : Curation : Blogging

Big Ideas

Social media all of a Twitter about Gap logo

Social media all of a Twitter about Gap logo

Gap : Graphic Design : Rebranding

Face-to-face contact is brands’ new Facebook

Big Ideas

Face-to-face contact is brands’ new Facebook

Face-to-face contact is brands’ new Facebook

In Person : Conviviality : Starcom MediaVest Group

Social networks are channel of choice for 61%

Big Ideas

Social networks are channel of choice for 61%

Social networks are channel of choice for 61%

Social Networking : Facebook : TNS

Connection is the name of the game in Macon

Big Ideas

Connection is the name of the game in Macon

Connection is the name of the game in Macon

Gaming : Social Gaming : Georgia

Blacktop joins the dots of users’ busy lives

Big Ideas

Blacktop joins the dots of users’ busy lives

Blacktop joins the dots of users’ busy lives

Blacktop : Foursquare : Facebook

Responsive Architecture

Micro Trends

Responsive Architecture

The digital medium is increasingly reaching into the real world, making the static mobile and bringing the inanimate to life. In galleries, on city...

Random International : Interactivity : Static

Technology enables tv viewers to stream ahead

Big Ideas

Technology enables tv viewers to stream ahead

Technology enables tv viewers to stream ahead

Multi-screen : Ericsson : ConsumerLab

Young seek the convenience of mobile payments

Big Ideas

Young seek the convenience of mobile payments

Young seek the convenience of mobile payments

Alcatel-Lucent : Mobile Payment : Mobile Wallet

Long working hours means less me time in UK

Big Ideas

Long working hours means less me time in UK

Long working hours means less me time in UK

One Poll : Personal Time : Windows

Zara extends its online and offline presence

Big Ideas

Zara extends its online and offline presence

Zara extends its online and offline presence

Zara : Inditex : Austria

Hong Kong leads Asian rise in millionaire status

Big Ideas

Hong Kong leads Asian rise in millionaire status

Hong Kong leads Asian rise in millionaire status

Finance : Luxury Goods : HNWI

Macro Trends

Generation D

They can’t imagine a world without computers, mobile phones and the internet. They skitter, haul, mod and hack. Natural born multi-taskers, they pa...

Gen D : Teenagers : Youth

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