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

Self-service hotels on the rise

Hyatt Place : Kimber Modern : Starwood Hotels

Big Ideas

Out of the bar and into the home for draught beer

Draught Beer : Miller Lite : Coors Lite

Big Ideas

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

Big Ideas

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

Mascara : Lipstick : Cosmetics

Big Ideas

Speciality tea on the rise as consumers become cuppa connoisseurs

Tea : Tetley : United Kingdom Tea Council

Big Ideas

Ready-to-drink cocktails continue to quench thirst of Homedulgent consumers

Diageo : Cocktails : Ready-to-drink

Big Ideas

For teenagers, streaming music rules over ownership

Leading Question : Spotify : Imeem

Communities

New Millennials

Riotous youth who have grown up into righteous adults, the New Millennials are rewriting the rules about how they expect people, institutions and b...

Freelance : Recruitment : Neighborhood

Markets

The future of gardens

A mirror of our home life, the garden is a space that reflects and exaggerates what we want from our homes. It is also the space where people’s beh...

Garden : Gardens : Husqvarna

Big Ideas

Direct selling on the up in the downturn

Direct Selling : Avon : Vie At Home

Big Ideas

More than half of Bleisurite Britons work while on holiday

Office : Always-on : Life

Micro Trends

New FemTech

Womenomics : Feminism : Intuition

Big Ideas

Retailers trim down as consumers simplify shopping

Food Marketing Institute : Wall Street Journal : Walmart

Big Ideas

Green cars buck trend as auto industry suffers

Hybrids : Cars : Auto

Big Ideas

Consumers outside Europe dine out in the downturn

Restaurant : Social : Home

Big Ideas

Aston Martin teams up with Toyota to make luxury mini

Toyota : Aston Martin : Mini Cars

Markets

Mobile apps and future profits

Addressing the Institute of Practitioners in Advertising’s (IPA) 44 Club, IPA president Rory Sutherland made the point that mobile applications are...

Smartphones : Apps : Iphone

Markets

Music 3.0

The music industry is changing at an unprecedented rate. Artists are changing the way they produce music; fans are inventing new ways to discover, ...

Music : Napster : Nielsen

Markets

Online luxury

Global online sales of luxury goods increased by 65% in 2007 to reach €1.5bn (£1.28bn), according to consultants Bain & Company. Yet, despite the m...

Online Luxury : Ledbury Research : Google

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