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

Viewpoints

How resell culture will define Gen Z banking

Geri Cupi, CEO and founder of fintech disruptor Twig, discusses how the circular economy will transform young people’s perception of wealth.

Finance : Gen Z : Retail

Webinars

Global Drivers 2020+ Webinar

Discover the six key global drivers that represent the cultural, social, economic, political, technological and environmental eventualities reshapi...

Global Drivers : Methodology : Human Needs

Markets

Gen Z Hangout Market

Young people are breaking free from their lockdown cocoons, countering a year of isolation and under-stimulation with immersive, real-life social e...

Youth : Gen Z : Generation Z

Big Ideas

The brands making the dairy aisle more sustainable

Demand for dairy alternatives is here to stay. As consumers seek balance between sustainability, health and taste, plant-based innovation is booming.

Plant-based : Sustainability : Non-dairy

Micro Trends

Out-of-work Networks

As young people face the brunt of an unemployment epidemic, the solo activity of job-hunting is being transformed into a community-driven pursuit.

Youth : Workplace : Technology

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative an...

Sustainabillity : Beauty : Society

Webinars

Inter-Covid Roadmap Webinar

One year on from the first European lockdowns, this webinar looks at what new opportunities await global brands and businesses in the inter-Covid era.

Covid-19 : Society : Health

Big Ideas

Five influencers driving an everyteen revolution

The Generation Z creators and entrepreneurs who thrived during the pandemic by speaking to, spotlighting and disrupting the realities of ordinary t...

Youth : Media : Social Media

Big Ideas

Five luxury brands exploring longevity marketing

Global luxury brands are exploring slower, lifestyle-led forms of marketing to stand out from the transient and homogenised nature of social media.

Luxury : Media : Marketing

Viewpoints

Generation Z are ready to reboot dating

Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic connections will be defined by video crushes and non-committal mindsets.

Youth : Dating : Social Media

Big Ideas

Five design responses to the climate crisis

Brands are using design mechanisms to communicate about environmental issues in a bid to increase awareness and action from consumers.

Design : Eco Design And Sustainability : Sustainability

Viewpoints

Brynn Wallner on future-proofing luxury marketing

The founder of Dimepiece, a platform educating women about luxury watches, says brands are failing to promote luxury as an investment.

Luxury : Youth : Branding

Micro Trends

Teen Ad-tivism

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from capitalist hegemonies.

Youth : Marketing : Technology

Big Ideas

Five pioneers promoting cause-driven retail

In 2021, retail is about much more than acquisition and profit – for these five innovators, it’s a chance to make a positive difference for people ...

Retail : Society : Sustainability

Viewpoints

Gen Z audiences are rewriting entertainment

Aron Levitz, head of Wattpad Studios, explains how the storytelling app is creating an entertainment universe powered by data, fandom and teen crea...

Youth : Media : Entertainment

Big Ideas

Five beauty disruptors on the rise

From empowerment glitter to egg-cloned vegan skincare, discover the new innovators driving a revolution in the beauty industry.

Beauty : Health : Wellness

Big Ideas

Four innovators shaping bio-positive fashion

Sustainability demands are pushing forward material innovation in the fashion sector, resulting in a series of smarter processes, from creation to ...

Fashion : Retail : Material

Big Ideas

Webinar: Future Forecast 2021

Watch our 60-minute webinar hosted by co-founder Chris Sanderson, exploring how in 2021 the global pandemic, climate change, politics and social mo...

Future Forecast : Report : Covid-19

Viewpoints

Club Psora’s network is destigmatising skin conditions

Miriam Thom, founder of Club Psora, is building a new community around skin conditions — one that reframes chronic illness and normalises long-term...

Health And Wellness : Beauty : Skincare

Markets

Metaverse Market

Expanding far beyond its gaming roots, the metaverse is becoming a youth hub in which the future of socialising, entertainment and creativity is al...

Entertainment : Gaming : Gen Alpha