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

Alphas: Sandbox to Roblox

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

The return of salon culture

Micro Trends

The return of salon culture

The art of conversation is experiencing a global renaissance. In response to an overly digital world, emerging communities, private clubs and innov...

Conversation : Salon : Debate

Urban Chinese consumers will be flying high in the next three months

Big Ideas

Urban Chinese consumers will be flying high in the next three months

Urban Chinese consumers will be flying high in the next three months

China : Shangri-La : Royal Monceau

Youngsters rethink everyday issues as ‘kidnovation’ takes off

Big Ideas

Youngsters rethink everyday issues as ‘kidnovation’ takes off

Youngsters rethink everyday issues as ‘kidnovation’ takes off

Children : Manufacturing Institute : Fab Lab

Gaming is set to soar, only this time it's social and it’s for girls

Big Ideas

Gaming is set to soar, only this time it's social and it’s for girls

Gaming is set to soar, only this time it's social and it’s for girls

Gaming : Facebook : MySpace

Toy story turns to tech and eco-awareness

Big Ideas

Toy story turns to tech and eco-awareness

Toy story turns to tech and eco-awareness

Toys : Trends UK : Mattel

Consumers are becoming Facebook friends with shops

Big Ideas

Consumers are becoming Facebook friends with shops

Consumers are becoming Facebook friends with shops

Facebook : ForeSee : Following

A new guise for beer connoisseurs

Micro Trends

A new guise for beer connoisseurs

Who said beer culture only meant big bellies, smelly pubs and drunken men? We’re seeing a new, sophisticated scene emerging around beer. This...

Craft Beer : Recipes : Connoisseurs

Most young diners in the US think speed is crucial

Big Ideas

Most young diners in the US think speed is crucial

Most young diners in the US think speed is crucial

Office : Fast : Socialising

Canadians seek healthier lifestyle

Big Ideas

Canadians seek healthier lifestyle

Canadians seek healthier lifestyle

Organic : Canadians : Options

Blogs ditched by savvy social networking teens

Big Ideas

Blogs ditched by savvy social networking teens

Blogs ditched by savvy social networking teens

Twitter : Teens : Updates

Boomers want healthier food in restaurants

Big Ideas

Boomers want healthier food in restaurants

Boomers want healthier food in restaurants

New York : Finest : Neo Boomers

Wine sales grow with emerging Chinese consumer

Big Ideas

Wine sales grow with emerging Chinese consumer

Wine sales grow with emerging Chinese consumer

Wine : China : AT Kearney

Communities

Neo Boomers

Rather than settling for pipe and slippers, the Neo Boomers are taking up the banner, mouse and rucksack, reflecting attitudes that used to be the ...

Functionality : Mortgage-free : 50+

Mine’s a (safe) pint: innovative designs address glass-related violence

Big Ideas

Mine’s a (safe) pint: innovative designs address glass-related violence

Mine’s a (safe) pint: innovative designs address glass-related violence

Beer : Pubs : NHS

Retailers seek a new male order

Big Ideas

Retailers seek a new male order

Retailers seek a new male order

Menswear : Male-only : Hermès

Micro Trends

Kidult spaces

Children : Education : Play

Smelly teens drive innovation in the personal care market

Big Ideas

Smelly teens drive innovation in the personal care market

Smelly teens drive innovation in the personal care market

Deodorant : Mintel : Grooming

Britons tolerant, yet more conservative

Big Ideas

Britons tolerant, yet more conservative

Britons tolerant, yet more conservative

Recession : Gay : Opportunity

China consumer market to outstrip the US within a decade

Big Ideas

China consumer market to outstrip the US within a decade

China consumer market to outstrip the US within a decade

Finance : HNWI : Ostentatious

For today’s gamers, style matters

Big Ideas

For today’s gamers, style matters

For today’s gamers, style matters

Atari : Female Gamers : Fashion Gaming

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