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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
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
Big Ideas
UK retail market to grow in next five years
UK retail market to grow in next five years
Best Buy
:
Victoria's Secret
:
Clas Ohlson
Big Ideas
Organic food sales decline in the UK
Organic food sales decline in the UK
Organic Food
:
Soil Association
:
Milk Please!
Micro Trends
Sweden's sourdough men
Tired of ready meals and prepackaged food, a group of Swedish men has turned to the art of baking sourdough bread. This ancient baking technique al...
Sourdough
:
Bread
:
Baking
Big Ideas
Europeans reluctant to give up spa treatments
Europeans reluctant to give up spa treatments
Cosmetics Business
:
Paris
:
Spa
Big Ideas
Facebook fan pages turn into e-shops
Facebook fan pages turn into e-shops
Facebook
:
E-commerce
:
Brand Loyalty
Big Ideas
Apple iPad a tool for BSport & Leisure workers
Apple iPad a tool for BSport & Leisure workers
IPad
:
Apple
:
Sybase
Markets
Online shopping
Now the novelty of online shopping is over, consumers are expecting an ever more compelling digital retail experience. A new report by Future:Poll ...
Online Shopping
:
Digital Retail
:
Highlands
Big Ideas
Smartphones set to become biggest phone category
Smartphones set to become biggest phone category
Smartphones
:
Nexus One
:
Google
Big Ideas
DIY falls by a half amongst Boomers
DIY falls by a half amongst Boomers
DIY
:
Recession
:
Frugality
Design Directions
Paris Menswear A/W 10
Comfort and sophistication were key in silhouettes and fabrics at the winter 2010 Paris menswear shows. ‘Luxury should be about quality and comfort...
Travel
:
Oversized
:
Fur
Big Ideas
European e-shopping becomes female domain
European e-shopping becomes female domain
E-commerce
:
Deutsche Card Services
:
Germany
Big Ideas
A quarter of mobile users simultaneously interact with other screens
A quarter of mobile users simultaneously interact with other screens
Second Screen
:
Multi-tasking
:
Yahoo
Big Ideas
Luxury holidays become affordable
Luxury holidays become affordable
Luxury Travel
:
Affordable Luxury
:
New York
Big Ideas
Power of many makes Travel & Hospitality a dream
Power of many makes Travel & Hospitality a dream
Travel
:
Online Travel
:
TripAdvisor
Big Ideas
Travel & Hospitalitylers trust online reviews from strangers rather than experts
Travel & Hospitalitylers trust online reviews from strangers rather than experts
Online Reviews
:
Total Media
:
Social Travel
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