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

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

Big Ideas

Prohibition Culture’s new food meter helps change eating habits

Design Directions

Space 15 Twenty

Combining shop, gallery, bar and music venue, Space 15 Twenty is a new store, going beyond retail, and creating a fully immersive and cur...

Bar : Space 15 Twenty : Curated

Markets

Brand register 09/10

Despite the talk of ethics in brands, the recession has pushed an overwhelming number of consumers back to thinking about their wallet first, accor...

Brand Personality Register : Value For Money : Conscious Shopping

Markets

Technocratic nation

Modern-day Brits are more wedded to gadgets and appliances than ever before. Where the washing machine, fridge and cooker were once the technologie...

Comet : Skype : Devices

Markets

Chinese luxury

China is set to become the number one luxury market in the world by 2015, according to PricewaterhouseCoopers. While most global markets have slump...

China : PricewaterhouseCoopers : Bain & Company

Micro Trends

Webtailing 3.0

A new group of webpreneurs is taking inspiration from the experiences of physical retailing, presenting these on-screen in 2D, and creating a new s...

Webpreneurs : Mag-tailing : Phy-gital

Macro Trends

Generation Jones

As a generation, Jonesers (born between 1954 and 1965) have been described as more realistic than idealistic, more ironic than anarchic, and, above...

Boomers : Gen Jones : Ageing

Macro Trends

Betapreneurs

A new entrepreneurial mindset is taking hold which is informed from knowledge of the web, the digital world and the power of launching ideas in ‘be...

Beta : Entrepreneurs : Business

Markets

Travel & Hospitality trends

In a tough market, the smartest travel companies are using technology to build richer, deeper, more profitable connections with their audience.

UN World Tourism Organization : Euromonitor : Online Travel

Markets

Global wealth

The world’s wealthiest consumer market has decreased by 14.9% to 8.6m individuals, and this group’s overall wealth has fallen to $32.8 trillion, a ...

World Wealth Report : HNWIs : Capgemini

Markets

The New Normal

Make way for Peugeot Person, as Mondeo Man substitutes spaghetti Bolognese for curry and embraces roof terraces, neo-conservative values, community...

Peugeot Person : Mondio Man : Peugeot

Big Ideas

European teens favour traditional television and user-generated content

Youth : User Curator Generation : Usage

Big Ideas

Crowd-sourced fashion designs set new brand rules

Design Your Own : DYO : Nike ID

Big Ideas

New Zealand wines set to bolster UK market in 2010

New Zealand : Wine : Sweet Wines

Big Ideas

Japan’s youth get on their bikes

Japan : Tokyo : Bikes

Big Ideas

Tech and simplicity for beauty in 2010

Maybelline : Lancôme : Rimmel

Big Ideas

European consumers prefer low-cost autos

Cars : Compact Cars : France

Big Ideas

Beauty sales driven by extreme looks

Dark Makeup : Vampires : Makeup

Big Ideas

Vinyl sales booming in US, Australia, UK

Vinyl : Music : Music Formats

Markets

Miami monumentalism

Miami – As the dust from the crash settles and the markets readjust and recover, the frivolity of 00s art and design has run its course.

Miami : Considered Consumption : The Art Newspaper

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