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

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

Micro Trends

Algaeology

Governments are researching which renewable energy to invest in. But the answer could lie somewhere you might not think of: at the bottom of a pond...

Renewable Energy : Stanford University : Burn

European beauty market faces a smoother future

Big Ideas

European beauty market faces a smoother future

European beauty market faces a smoother future

France : Italy : Germany

E-books Kindle children’s interest in reading

Big Ideas

E-books Kindle children’s interest in reading

E-books Kindle children’s interest in reading

E-books : Digital Books : Scholastic

Anti-ageing sector reaches maturity in Japan

Big Ideas

Anti-ageing sector reaches maturity in Japan

Anti-ageing sector reaches maturity in Japan

Japan : Anti-ageing : Mintel

Making a drama out of the Chinese web scene

Big Ideas

Making a drama out of the Chinese web scene

Making a drama out of the Chinese web scene

China : Shanghai : Online Video

Rolling out the barrel to younger drinkers

Big Ideas

Rolling out the barrel to younger drinkers

Rolling out the barrel to younger drinkers

Beer : Real Ale : Recession

Hotel group goes all out on check-in culture

Big Ideas

Hotel group goes all out on check-in culture

Hotel group goes all out on check-in culture

Four Seasons : Gowalla : Check In

Staging the City

Micro Trends

Staging the City

As people increasingly look to revitalise their communities and re-engage with their surroundings, city inhabitants are turning the urban space int...

Urban : Castricum : DUEL

Texture and culture at play for London menswear

Big Ideas

Texture and culture at play for London menswear

Texture and culture at play for London menswear

London Fashion Week : JW Anderson : James Long

Internet population in BRICI countries will double

Big Ideas

Internet population in BRICI countries will double

Internet population in BRICI countries will double

BRICs : Boston Consulting Group : Online Behaviour

Indian retailers see the potential of private labels

Big Ideas

Indian retailers see the potential of private labels

Indian retailers see the potential of private labels

India : New Delhi : Shoppers Stop

Designers cotton on to denim’s versatility

Big Ideas

Designers cotton on to denim’s versatility

Designers cotton on to denim’s versatility

London Fashion Week : Denim : Twenty8Twelve

Over-50s catch the social networking bug

Big Ideas

Over-50s catch the social networking bug

Over-50s catch the social networking bug

Facebook : LinkedIn : Pew Research Center

Culture and art thrown into the fashion mix

Big Ideas

Culture and art thrown into the fashion mix

Culture and art thrown into the fashion mix

London Fashion Week : Club Kids : Louise Gray

Toys R Us Express on fast track to Christmas

Big Ideas

Toys R Us Express on fast track to Christmas

Toys R Us Express on fast track to Christmas

Toys R Us : Pop-up : Temporary Retail

Micro Trends

Pop-up Cinemas

Pop-up : Vintage Mobile Cinema : Abandoned Spaces

UPDATE: Check-in Culture

Micro Trends

UPDATE: Check-in Culture

First we wrote about Check-In Culture. We noticed that people started checking in at their favourite places on Foursquare and Gowalla. We then noti...

Tracking : Auto Check-in : Nike+

Young generation keep holidays in the family

Big Ideas

Young generation keep holidays in the family

Young generation keep holidays in the family

Online : Family : Booking

US consumers warm to own brands, says study

Big Ideas

US consumers warm to own brands, says study

US consumers warm to own brands, says study

Own Brands : Generic Brands : Consumer Reports

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