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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
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
Micro Trends
Small car luxe
Owning a small car no longer needs to be a sign of diminished wealth. A new type of luxurious small car is catering for well-off city-based custome...
Compact
:
Car
:
Fuel-efficient
Viewpoints
Bertrand Pellegrin : Retailing for the contemporary male
Brand consultant and author Bertrand Pellegrin talks about retail for the contemporary male.
Bertrand Pellegrin
:
Re-Con Man
:
New Millennial
Big Ideas
Japanese consumers seek frugality in torrid economy
Japanese consumers seek frugality in torrid economy
Japan
:
Recession
:
Walmart
Big Ideas
Grey-cations buck fall in Sport & Leisure demand
Grey-cations buck fall in Sport & Leisure demand
Tourism
:
Germany
:
Berlin
Viewpoints
Blaise Bellville : Bridging the gap between brands and youth culture
Platform magazine director Blaise Bellville talks about bridging the gap between brands and youth culture.
New Millennials
:
Blaise Bellville
:
Platform
Big Ideas
Beauty brands switch on to social media
Beauty brands switch on to social media
New York
:
Cosmetics
:
Social Media
Big Ideas
Discreet luxury discount sites grow online
Discreet luxury discount sites grow online
Rue La La
:
Vente-privee
:
EBay
Big Ideas
Tourists seek skills as well as suntans
Tourists seek skills as well as suntans
Education
:
Tourism
:
Language Learning
Big Ideas
Modern Muslims take a bite out of halal fast food
Modern Muslims take a bite out of halal fast food
France
:
Paris
:
Muslims
Big Ideas
Chinese demand for luxury in London soars
Chinese demand for luxury in London soars
London
:
Russian
:
Gifting
Big Ideas
In Korea, men get moisturised and feminine
In Korea, men get moisturised and feminine
Seoul
:
Hera
:
Amorepacific
Big Ideas
For women, life begins at 35
For women, life begins at 35
Shopping
:
Fulfilment
:
Grown-up
Big Ideas
Haycations on the rise
Haycations on the rise
Farming
:
Travel
:
Holidays
Micro Trends
Boxcars
Boxcars
Cars
:
Square
:
Cube
Big Ideas
Luxury cars size down for recession
Luxury cars size down for recession
Autodata
:
Cars
:
Compact Cars
Big Ideas
Extreme pogo bounces in popularity
Extreme pogo bounces in popularity
Pittsburgh
:
Pennsylvania
:
Extreme Sports
Big Ideas
High-end restaurants turn to takeaways
High-end restaurants turn to takeaways
Mintel
:
London
:
Takeaway
Viewpoints
Peter T. Kilborn : A new transient worker in a boundaryless world
Author Peter T. Kilborn talks about a new transient worker in a boundaryless world.
Peter T. Kilborn
:
Reloville
:
Relos
Big Ideas
Grey gadgetry, toddler tech and 3-D tv to change electronics market
Grey gadgetry, toddler tech and 3-D tv to change electronics market
Berlin
:
CES
:
3D Cinema
Big Ideas
Treetop hotels show Travel & Hospitalitylers the sky’s the limit
Treetop hotels show Travel & Hospitalitylers the sky’s the limit
Treehouse Hotels
:
South Africa
:
Curacao
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