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

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

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

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...

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

Big Ideas

Consumers increasingly switching to online video

Online Video : YouTube : France

Communities

Nu Trekkers

Seeking an outdoor escape from urban life, or simply re-engaging with the city through new activities, a new wave of hikers, walkers, bikers and ma...

Heritage : Trekking : Hobby

Big Ideas

China proves fertile ground for homegrown luxury brands

China : Luxury : Made In China

Big Ideas

Consumers turning to crafted beers

Beer : Craft Beer : Brewers' Association

Big Ideas

Younger consumers and Asian market to drive watch sales in 2010

Paris : Watches : LVMH

Big Ideas

French foodies embrace fast, convenient food

Fast Food : Convenient Food : France

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