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

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

Design Directions

Full of Grace

Satisfying the desire for pure, clean and simple design, Full of Grace offers an elegant and timeless aesthetic. In tune with consumers’ preference...

Luxury : Sublimity : Craft

Big Ideas

Chinese view the web as tv medium of choice

China : Shanghai : Web Video

Big Ideas

Social networking enhances the tv experience

London : YouGov : Social Networking

Markets

Luxury: Mumbai

Journalist and author Suketu Mehta called Mumbai ‘Maximum City’ for several reasons. With a population density of one million people per square mil...

Mumbai : India : Genesis Luxury

Big Ideas

Overseas visitors buy in to UK luxury sector

Luxury Tourism : Global Blue : BRICs

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

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