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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
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
Rent-a-dress service wins over women
Rent-a-dress service wins over women
Rent The Runway
:
Harvard Business School
:
New York
Big Ideas
Wealthy consumers connect with super-premium whiskies
Wealthy consumers connect with super-premium whiskies
Whiskey
:
Glenfiddich
:
Highland Park
Big Ideas
Cosmetic consumers choose high-end, boutique fragrances
Cosmetic consumers choose high-end, boutique fragrances
NPD Group
:
Fragrance
:
Diptyque
Big Ideas
Beer purchasing predicts consumer types
Beer purchasing predicts consumer types
Beer
:
Craft Beer
:
Recycling
Big Ideas
Premium meals at the ready
Premium meals at the ready
Prepared Foods
:
Grocery
:
Whole Foods
Big Ideas
In Japan, male consumers get girly
In Japan, male consumers get girly
Streetwear
:
Anti-career
:
Herbivore
Big Ideas
ThirtyfiveUps prefer pre-mixed drinks
ThirtyfiveUps prefer pre-mixed drinks
Pre-mixed
:
Cocktails
:
Smirnoff
Big Ideas
Independent Japanese farmers strike out, sell direct
Independent Japanese farmers strike out, sell direct
Tokyo
:
Japan
:
Farming
Big Ideas
Foods that target children are under fire in the US
Foods that target children are under fire in the US
Kelloggs
:
General Mills
:
Cereal
Big Ideas
Posh nosh popular again as consumers continue to dine in
Posh nosh popular again as consumers continue to dine in
Waitrose
:
Tesco
:
Lidl
Big Ideas
Touchscreen tech takes off
Touchscreen tech takes off
Austin
:
Windows 7
:
Touchscreen
Big Ideas
For brands socialising with fans, Facebook proves a handy resource
For brands socialising with fans, Facebook proves a handy resource
Facebook
:
WWD
:
Social Media
Big Ideas
Restaurants take up BSport & Leisure approach
Restaurants take up BSport & Leisure approach
Missouri
:
Panera
:
Ruth's Hospitality
Big Ideas
iPhone moms present new challenge to brands
iPhone moms present new challenge to brands
Smartphones
:
Iphone
:
Women
Big Ideas
Chinese turn on their LCD tvs
Chinese turn on their LCD tvs
Taiwan
:
China
:
DisplaySearch
Big Ideas
Consumers increasingly watching online
Consumers increasingly watching online
Forrester Research
:
Online Video
:
Streaming
Big Ideas
Abandoned shopping carts follow customers online
Abandoned shopping carts follow customers online
Tealeaf
:
E-commerce
:
Criteo
Big Ideas
Food brand pays bloggers to cover product range
Food brand pays bloggers to cover product range
Kraft
:
Velveeta
:
Social Media
Big Ideas
Female gaming continues to grow
Female gaming continues to grow
Tokyo
:
Japan
:
Video Games
Big Ideas
New mall attractions keep the customers coming
New mall attractions keep the customers coming
Shopping Malls
:
New York Times
:
NPD Group
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