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

Gen X: Ambiguity to Advocacy

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

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

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

The Autonomale: Rewriting the rules for traditional male life stages

Big Ideas

The Autonomale: Rewriting the rules for traditional male life stages

The Autonomale: Rewriting the rules for traditional male life stages

Experience : Self-sufficient : Masculine

Micro Trends

Muffragettes

Feminism : Re-branding : Women

Middle-class Proletariat

Micro Trends

Middle-class Proletariat

Middle-class Proletariat

Society : Class : Social

Macro Trends

Menaissance

The New Lad and the New Man were handy motifs for their times, but today’s 24-35-year-old male is a far more advanced and more complex animal. The ...

Men : NuRo Male : Grooming

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