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

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

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

Mobile services are just the ticket for events

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

Big Ideas

Fashion brands set green pace with Eco Index

Nike : Adidas : Outdoor Retailer Expo

Micro Trends

Aged Cocktails

When today’s sophisticated drinkers buy a drink, they no longer simply want to drink the drink. They want an experience, to know their drink’s stor...

Manhattan : Sardine : Dram

Design Directions

Essential Authentic

Consumers’ desire to return to a simple life and to reconnect with rural living drives a renewed longing for authentic, vintage and timeless packag...

Vintage : Rural : Graphics

Big Ideas

Chinese consumers: Wealthier, younger and larger

China : Wealth : Euromonitor

Big Ideas

Diageo offers one-to-one tastings

Diageo : Dubai : Airport

Big Ideas

Youth driving India's economy

Youth driving India’s economy

India : Digital : Millennials

Big Ideas

Consumers prefer a drink made locally

Alcohol : Local Beverages : Euromonitor

Design Directions

Cultural Remix

A vibrant, youth-focused aesthetic direction drawn from Macro Inspire Mix Mash, Cultural Remix maps the evolving celebratory clash of patterns, pri...

Tribal : Indigenous : Nostalgic

Big Ideas

Kiss and make up: Brands continue to benefit from ‘lipstick effect’

Affordable Luxury : Lipstick Effect : Lipstick

Big Ideas

Fast fashion in China on rapid expansion

China : Fast Fashion : H&M

Markets

Luxury: Ulan Bator

A small but deep pocket of mining wealth is attracting a host of the world’s luxury brands to the capital of Mongolia. And as a result, Ulan Bator ...

Ulan Bator : Mining : Zegna

Viewpoints

Sissel Tolaas : Who nose?

Smell collector Sissel Tolaas talks about multi-sensory branding.

Sissel Tolaas : Multi-sensory Branding : Sensory

Micro Trends

The new dinner theatre

Dinner theatre used to mean theatregoers tucking into roast chicken as they watched a whodunit. Now, however, as good food becomes the norm and sop...

Marije Vogelzang : Bistroteque : Mart’ Guixé

Big Ideas

Luxury equals lifestyle for a quarter of UAE consumers

Shopping : Arab : Hotspot

Big Ideas

Special brew: coffee soap and shampoo

Coffee : Haircare : Bodycare

Design Directions

Workshop

After a decade of excess, we are entering a period of emotional and fiscal realignment. Workshop provides an authentic, raw-yet-dynamic aesthetic t...

D.I.Y : Worker : Factory

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