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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
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
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
Urbanites share the cost of driving in the city
Urbanites share the cost of driving in the city
Sprideshare
:
Relay Rides
:
Gettaround
Big Ideas
Luxury law insists distributors have physical stores
Luxury law insists distributors have physical stores
Bricks-and-mortar
:
E-commerce
:
LVMH
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
Big Ideas
Boomer women staying loyal to beauty brands
Boomer women staying loyal to beauty brands
Fragrance
:
Change
:
Everyday
Big Ideas
Auto manufacturer crowdsources innovation
Auto manufacturer crowdsources innovation
Germany
:
Volkswagen
:
Hyve
Big Ideas
Chinese auto market drives up by half
Chinese auto market drives up by half
China
:
Autodata Corporation
:
Beijing Auto Show
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
Big Ideas
New wave of social media drives location-specific apptailing
New wave of social media drives location-specific apptailing
Social Media
:
LBS
:
Location
Big Ideas
Vast majority pay nothing for online news
Vast majority pay nothing for online news
KPMG
:
Newspapers
:
Paywalls
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
Big Ideas
Tourists return to Australia
Tourists return to Australia
Australia
:
Melbourne
:
Business Monitor International
Big Ideas
Global exports of Scotch whisky increase
Global exports of Scotch whisky increase
Whisky
:
Scotch
:
Brazil
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
Big Ideas
Female multi-millionaires on the rise
Female multi-millionaires on the rise
Control
:
Women
:
Employment
Big Ideas
Luxury consumers now think before they buy
Luxury consumers now think before they buy
MasterCard
:
Bain
:
Boston
Big Ideas
Aesthetic device market grows
Aesthetic device market grows
Ageing
:
Anti-ageing
:
Global Markets Direct
Big Ideas
Rent a plot and grow in Germany
Rent a plot and grow in Germany
Germany
:
Frankfurt
:
Dusseldorf
Big Ideas
Europeans acquire the mobile shopping habit
Europeans acquire the mobile shopping habit
Spain
:
Italy
:
Belgium
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