Generations

Tracking the key characteristics and values of generational demographics as each cohort evolves.

Download: Generations Now and Next

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

Boomers: Ageing to Becoming

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

Gen X: Ambiguity to Advocacy

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

Millennials: Pink to Prime

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

Gen Z: Vision to Contradiction

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

Four out of five consumers want social media to be part of shopping

Big Ideas

Four out of five consumers want social media to be part of shopping

Four out of five consumers want social media to be part of shopping

Google : Purchase Online : Research Offline

Over half of consumers engage with app Media

Big Ideas

Over half of consumers engage with app Media

Over half of consumers engage with app Media

Digital : Always-on : Phone

Gen Y appeal offers new opportunity for luxury brands

Big Ideas

Gen Y appeal offers new opportunity for luxury brands

Gen Y appeal offers new opportunity for luxury brands

New York : Conscious : Brand

Design Directions

Mix Mash

Against a backdrop of optimism and experimental attitudes, and a willingness to take risks, we map a vibrant aesthetic direction fuelled by a wild ...

Pattern : Primitive : Hand-made

Sponsorship Futures

Markets

Sponsorship Futures

Current estimates show that despite recession and the ensuing collapse in advertising expenditure, worldwide spending on sponsorship and related ac...

Sponsorship : Emotional Economy : Red Bull

Urbanites share the cost of driving in the city

Big Ideas

Urbanites share the cost of driving in the city

Urbanites share the cost of driving in the city

Sprideshare : Relay Rides : Gettaround

Luxury law insists distributors have physical stores

Big Ideas

Luxury law insists distributors have physical stores

Luxury law insists distributors have physical stores

Bricks-and-mortar : E-commerce : LVMH

Making child’s play out of social media

Big Ideas

Making child’s play out of social media

Making child’s play out of social media

Boaki : Social Media : Habbo Hotel

Micro Trends

Gastro-tech

New cooking techniques require a delicate and scientific touch. At Vijante restaurant in east London, part of the Town Hall Hotel development, chef...

Gastronomy : Dining : Theatre

Boomer women staying loyal to beauty brands

Big Ideas

Boomer women staying loyal to beauty brands

Boomer women staying loyal to beauty brands

Fragrance : Change : Everyday

Auto manufacturer crowdsources innovation

Big Ideas

Auto manufacturer crowdsources innovation

Auto manufacturer crowdsources innovation

Germany : Volkswagen : Hyve

Chinese auto market drives up by half

Big Ideas

Chinese auto market drives up by half

Chinese auto market drives up by half

China : Autodata Corporation : Beijing Auto Show

Residential report

Markets

Residential report

A more stable market, subtle surrounds and sustainable as standard – the global residential property market is rising once again.

Residential Property : Recession : Super-Rich

New wave of social media drives location-specific apptailing

Big Ideas

New wave of social media drives location-specific apptailing

New wave of social media drives location-specific apptailing

Social Media : LBS : Location

Vast majority pay nothing for online news

Big Ideas

Vast majority pay nothing for online news

Vast majority pay nothing for online news

KPMG : Newspapers : Paywalls

Lifestyle and environment drive developments in personal care Branding & Packaging

Big Ideas

Lifestyle and environment drive developments in personal care Branding & Packaging

Lifestyle and environment drive developments in personal care Branding & Packaging

Beauty Packaging : Pira International : Maybelline

Micro Trends

Wild Things

As iPhones, apps and augmented reality take over the world, a growing band of people are disconnecting from the comforts of consumerist society. We...

Downsizing : Digital Detox : Outdoor

Tourists return to Australia

Big Ideas

Tourists return to Australia

Tourists return to Australia

Australia : Melbourne : Business Monitor International

Global exports of Scotch whisky increase

Big Ideas

Global exports of Scotch whisky increase

Global exports of Scotch whisky increase

Whisky : Scotch : Brazil

Only here for the beer: women head to their local

Big Ideas

Only here for the beer: women head to their local

Only here for the beer: women head to their local

Beer : Pubs : BitterSweet Partnership

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