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

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

Overseas visitors buy in to UK luxury sector

Big Ideas

Asians have an eye for brand communication

Singapore : Brand Communication : Browsing

Big Ideas

ThirtyfiveUps steer new cycle of bike sales

Bicycles : Bicycling : Cycling

Micro Trends

V-commerce

Move over stock images. Fashion websites now enable people to watch and interact with video catalogues.

Interactive : Tv : Burberry

Big Ideas

Blogs prove to be all the fashion in China

China : Beijing : Fashion Blogging

Big Ideas

Flattr could signal new tipping point online

Online Tipping : Tipping : Flattr

Design Directions

Minimal Luxury

As noted in our macro trend Leanomics, against a backdrop of ‘stuffocation’, reduced leisure time and information overload, we are witnessing a glo...

Lean : Cognitive Fluency : Simplicity

Big Ideas

Teen ’tox injects fresh cosmetic perspective

Cosmetic Surgery : Teenagers : Botox

Markets

Luxury: São Paulo

Home to 147,000 high-net-worth individuals (HNWIs), Brazil is the largest luxury market in South America, according to the 2010 World Wealth Report...

São Paulo : HNWIs : World Wealth Report

Big Ideas

Social networking reveals its female side

Social Networking : Facebook : Twitter

Big Ideas

Kids show a taste for cooking at summer camp

Cooking : Education : Vermont

Big Ideas

Life's luxuries are basic needs for Boomers

Life’s luxuries are basic needs for Boomers

Internet : Luxuries : Retirement

Micro Trends

Check-in Culture

First, people started checking in at their favourite places on Foursquare and Gowalla. Now they are letting others know when they watch tv on Philo...

Twitter : Bars : Philo

Design Directions

Lux Modern

Driven by a continuing desire to redefine rarity and value, Lux Modern unpacks an understated, minimalist design direction, capturing the essence o...

Craft : Heritage : Modernist

Big Ideas

Fashion fit for the Chinese consumer

China : Jeans : Levi's

Markets

Luxury: Shanghai

More than a century after Shanghai’s rise to prominence, the city where the Yangtze River meets the ocean is becoming home to a new wave of interna...

Shanghai : Hurun Report : Grand Hyatt

Big Ideas

Mobile services are just the ticket for events

M-commerce : Juniper Research : Twicketer

Big Ideas

Luxury brands show fashion is child’s play

Children's Collections : Gucci : Fendi

Viewpoints

Alex Okosi : The importance of Africa’s youth market

Words: Sarah Bentley Visuals: Joanna Tulej

Alex Okosi : MTV : Geo-marketing

Big Ideas

China's new consumers- younger and richer

China’s new consumers- younger and richer

Finance : HNWI : Affluent

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