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

Young generation keep holidays in the family

Online : Family : Booking

Big Ideas

US consumers warm to own brands, says study

Own Brands : Generic Brands : Consumer Reports

Big Ideas

Hair colour a grey area for over half of men

Grooming : Aging : Hair Dye

Big Ideas

Chinese fashion brands enter the front line

China : Local Brands : Forever

Viewpoints

William Tempest : The new business of fashion

Designer William Tempest talks about the new business of fashion.

William Tempest : Business Of Fashion : Womenswear

Big Ideas

Australia rules for 40% in holiday stakes

Australia : Japan : Nielsen

Big Ideas

Reward scheme can kick-start a shopping trip

Shopkick : LBS : Location

Micro Trends

Russia's Roofers

For a new group of Russian youths, getting high is about altitude rather than drugs. From telephone towers to abandoned Soviet buildings, a new sub...

Urban : Ru_Roofers : Alone

Big Ideas

Zara builds on a fashion for online shopping

Zara : H&M : Inditex

Viewpoints

Vivian Weng and Daniel Gulati : P-commerce

FashionStake co-founders Vivian Weng and Daniel Gulati talks about P-commerce.

Vivian Weng : Daniel Gulati : FashionStake

Big Ideas

Half of London shoppers don’t buy in-store

Marks & Spencer : Debenhams : Primark

Big Ideas

Viewers to switch on to internet tv

Tv : Internet TV : Generator

Micro Trends

Betatecture

A new architectural movement is concerned with placing impermanent (or apparently impermanent) structures in interior spaces, suggesting continual ...

Design : A Cabin In A Loft : Muzeum Lodz

Big Ideas

French winemakers home in on consumer tastes

France : Wine : Delivery

Big Ideas

Baby Boomers make organic the food of choice

Food : Private-label : At The Source

Design Directions

Super Minimal

Driven by the same concern for honesty and sustainability in a world overstuffed with ideas, product offers and choices, consumers are increasingly...

Leanomics : Simplicity : Stuffocation

Big Ideas

Chinese consumers want fashion fit for them

Bespoke : Individualism : Dedicated

Markets

Luxury: Chengdu

Known as the Land of Abundance for its agricultural wealth, Chengdu is also the political and economic centre of western China. The capital of Sich...

Chengdu : China : Sichuan

Big Ideas

Coffee capsule war brews in Europe

Coffee : Coffee Capsules : Nespresso

Micro Trends

Coffee Unplugged

Never mind the espresso. Brewed coffee is making a comeback. A group of new coffee shops is rediscovering different brewed varieties.

Revivalist : Clever Coffee Dripper : AeroPress

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