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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
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
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
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
Big Ideas
New Millennials want Brandtocracies, not broadcasting, online
New Millennials want Brandtocracies, not broadcasting, online
YouthNet
:
Digital Natives
:
Internet
Communities
Generation Jones
Children of the bust-and-boom Thatcher and Reagan years, Generation Jonesers see themselves as committed, competitive, and slightly conservative in...
&Co
:
DeLonghi
:
Gaggia
Big Ideas
Bicycle sales riding high
Bicycle sales riding high
Bicycling
:
Cycle Show
:
Pashley
Big Ideas
Teen boys aren't tearaways, new research reveals
Teen boys aren’t tearaways, new research reveals
School
:
Positive
:
Ambitious
Big Ideas
Chocolate gives consumers a break from tough times
Chocolate gives consumers a break from tough times
Chocolate
:
Mintel
:
Recession
Big Ideas
Demand for scientific skincare boosts cosmeceuticals market
Demand for scientific skincare boosts cosmeceuticals market
Cosmeceuticals
:
Cosmetics
:
Science
Big Ideas
Consumers increasingly playing on the go
Consumers increasingly playing on the go
Japan
:
Video Games
:
Mobile Games
Big Ideas
E-commerce overtakes real-world retail with frugal Chinese
E-commerce overtakes real-world retail with frugal Chinese
China
:
E-commerce
:
IResearch
Big Ideas
Future of online retail is mobile
Future of online retail is mobile
Tommy Hilfiger
:
Iphone
:
Barnes & Noble
Big Ideas
Luxury brands head online in downturn
Luxury brands head online in downturn
NYU
:
Stern School Of Business
:
Online Luxury
Big Ideas
Boutique hotels fare well with seekers of authenticity
Boutique hotels fare well with seekers of authenticity
Boutique Hotel
:
Mr & Mrs Smith
:
Casa 32
Big Ideas
Brit shoppers fail to click and fill grocery baskets
Brit shoppers fail to click and fill grocery baskets
Mintel
:
Bricks-and-mortar
:
E-commerce
Big Ideas
Wealthy consumers remain frugal
Wealthy consumers remain frugal
Recession
:
Frugal
:
Discreet
Big Ideas
Lower-alcohol wines set to take off
Lower-alcohol wines set to take off
Wine
:
Low-alcohol
:
Wine Spirit And Trade Association
Big Ideas
Chinese golfers tee off
Chinese golfers tee off
China
:
Golf
:
Shenzhen
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