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

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

Consumers in emerging markets more likely to buy gadgets

Big Ideas

Consumers in emerging markets more likely to buy gadgets

Consumers in emerging markets more likely to buy gadgets

China : Environmentally : Malyasia

In Paris, a new sophistication grasps menswear

Big Ideas

In Paris, a new sophistication grasps menswear

In Paris, a new sophistication grasps menswear

Paris : France : Menswear

Vive la revolution – as France’s wine industry attracts younger consumers

Big Ideas

Vive la revolution – as France’s wine industry attracts younger consumers

Vive la revolution – as France’s wine industry attracts younger consumers

France : Bordeaux : Wine

Luxury Social Networking

Micro Trends

Luxury Social Networking

Luxury Social Networking

E-commerce : Online : Social-media

To move forward, menswear makes a nod to the past

Big Ideas

To move forward, menswear makes a nod to the past

To move forward, menswear makes a nod to the past

Menswear : Heritage : Brand Heritage

Multi-tasking teens love multi-media more

Big Ideas

Multi-tasking teens love multi-media more

Multi-tasking teens love multi-media more

Kaiser Family Foundation : Media : Social Networking

Menswear relaxes into classic sportswear revival

Big Ideas

Menswear relaxes into classic sportswear revival

Menswear relaxes into classic sportswear revival

Menswear : Sportswear : Saks

‘Lipstick war’ underway as beauty brands compete for customers

Big Ideas

‘Lipstick war’ underway as beauty brands compete for customers

‘Lipstick war’ underway as beauty brands compete for customers

Lipstick : Affordable Luxury : Selfridges

Markets

Luxury market

As the bling bubble bursts and the dust settles on the recession, the luxury market is waking up to a new world order in the Turbulent Teens.

LVMH : Luxury Lifestyle Matrix : Bain & Company

Beauty brands reach consumers via online video tutorials

Big Ideas

Beauty brands reach consumers via online video tutorials

Beauty brands reach consumers via online video tutorials

Stila : Dior Beauty : MAC

Micro Trends

Brandzines

Branded : Magazines : Content

Local production key in the $3bn African beer market

Big Ideas

Local production key in the $3bn African beer market

Local production key in the $3bn African beer market

SAB Miller : South Africa : Angola

Beauty to embrace tech and natural aesthetic in 2010

Big Ideas

Beauty to embrace tech and natural aesthetic in 2010

Beauty to embrace tech and natural aesthetic in 2010

Revlon : Sustainability : Physicians Formula

Pam Danziger : A new luxury era, a new luxury typology

Viewpoints

Pam Danziger : A new luxury era, a new luxury typology

Unity Marketing CEO Pam Danziger talks about a new luxury era, a new luxury typology.

Pam Danziger : Unity Marketing : Turbulent Teens

Korean fashion to go global in 2010

Big Ideas

Korean fashion to go global in 2010

Korean fashion to go global in 2010

Korea : NYFW : JUUN.J

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