Generations

Tracking the key characteristics and values of generational demographics as each cohort evolves.

Download: Generations Now and Next

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

Boomers: Ageing to Becoming

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

Millennials: Pink to Prime

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

Gen Z: Vision to Contradiction

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

Alphas: Sandbox to Roblox

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

Health and malebeing

Big Ideas

Health and malebeing

Health and malebeing

Men's Health : Heteropolitan : Zoo

Food Shopping Survey UK

Markets

Food Shopping Survey UK

As the recession bottoms out, UK consumers are rewriting the rules of their weekly shop; no-frills purchases and own-label brands are all making a ...

Food Shopping : Recession : Social Consumers

Hotels court their youngest customers

Big Ideas

Hotels court their youngest customers

Hotels court their youngest customers

Boston : Four Seasons : Children

Consumers driving auto sales in India

Big Ideas

Consumers driving auto sales in India

Consumers driving auto sales in India

India : New Delhi : Society Of Indian Automobile Manufacturers

Budget Travel & Hospitalitylers swap homes, surf couches

Big Ideas

Budget Travel & Hospitalitylers swap homes, surf couches

Budget Travel & Hospitalitylers swap homes, surf couches

Budget Travel : Couchsurfing : Home Exchange

Consumers gaining thirst for anti-energy drinks

Big Ideas

Consumers gaining thirst for anti-energy drinks

Consumers gaining thirst for anti-energy drinks

Zeno : Anti-energy : Relaxation

In Beirut, female consumers get their own taxis

Big Ideas

In Beirut, female consumers get their own taxis

In Beirut, female consumers get their own taxis

Beirut : Banet Taxi : Peugeot

Consumers swap holidays for home improvement

Big Ideas

Consumers swap holidays for home improvement

Consumers swap holidays for home improvement

British Retail Consortium : KPMG : Home Improvement

For New Millennials, comfort foods are eclectic affair

Big Ideas

For New Millennials, comfort foods are eclectic affair

For New Millennials, comfort foods are eclectic affair

Comfort Food : Ethnic Food : Gourmet

Health-conscious consumers log in to mobile phone apps

Big Ideas

Health-conscious consumers log in to mobile phone apps

Health-conscious consumers log in to mobile phone apps

Apps : Exercise : Smartphones

Computer screens want users to reach out and touch them

Big Ideas

Computer screens want users to reach out and touch them

Computer screens want users to reach out and touch them

Austin : NPD : DisplaySearch

Younger consumers seek traditional hospitality

Big Ideas

Younger consumers seek traditional hospitality

Younger consumers seek traditional hospitality

Traditional : St James : Savile Club

In organics, price is down and sales up with private labels

Big Ideas

In organics, price is down and sales up with private labels

In organics, price is down and sales up with private labels

Organic : Nielsen : Co-op

Sexual liberalism takes hold in Britain

Big Ideas

Sexual liberalism takes hold in Britain

Sexual liberalism takes hold in Britain

Shopping : Liberal : Sex Toys

Communities

ThirtyfiveUps

Generation X-ers have shaken off grunge, their slacker attitudes and Boomer resentment to emerge as homeowning, child-rearing ThirtyfiveUps, who ar...

Tourism : Employment : Gadgets

Self-service hotels on the rise

Big Ideas

Self-service hotels on the rise

Self-service hotels on the rise

Hyatt Place : Kimber Modern : Starwood Hotels

Out of the bar and into the home for draught beer

Big Ideas

Out of the bar and into the home for draught beer

Out of the bar and into the home for draught beer

Draught Beer : Miller Lite : Coors Lite

Consumers gain taste for frozen food

Big Ideas

Consumers gain taste for frozen food

Consumers gain taste for frozen food

Frozen Food : TNS Worldpanel : Recession

Markets

Pharmafoods

On both sides of the Atlantic, health and wellbeing have become a major media focus. Consumers are being bombarded with conflicting messages, from ...

Pharmafoods : Superfoods : Nanofoods

Mascara replaces lipstick as must-have beauty buy for recession-struck women

Big Ideas

Mascara replaces lipstick as must-have beauty buy for recession-struck women

Mascara replaces lipstick as must-have beauty buy for recession-struck women

Mascara : Lipstick : Cosmetics

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