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

Viewpoints

eSports players need better health protection

While the negative stigma around gaming is gradually fading, eSports is still some way from becoming a recognised competitive activity.

ESports : Gaming : Health

Micro Trends

Cloud Gaming

A new era of gaming is on the horizon, fuelled by big brand data centres, digital communities and on-demand services.

Media : Gaming : Leisure

Viewpoints

Micro-amusement parks

Brent Bushnell, CEO of Two Bit Circus, on how immersive gaming, edutainment and theatrical dining can attract a diverse leisure audience.

Entertainment : Leisure : Food

Micro Trends

Discreet Tech

As consumers seek a more balanced relationship with devices and technology, brands are creating home electronics that blend seamlessly into the bac...

Technology : Design : Future Home

Viewpoints

Patti Wong on Sotheby’s diversifying into diamond retail

The senior director and chairman of Sotheby’s Asia and Sotheby’s Diamonds on transforming the auction house into a year-round luxury destination.

Luxury : Jewellery : Diamonds

Big Ideas

Pre-loved premium

Luxury brands and retailers are introducing buy-back and resale schemes to increase customer retention, boost market sentiment and inspire circular...

Luxury : Retail : Recommerce

Viewpoints

A fear of risk is homogenising design

Pace of change and pressure from technology are causing designers to retreat in fear. Let’s take a leap, says Matthew Jones, creative director at A...

Design : Technology : Advertising

Micro Trends

Auralux Experiences

Luxury brands and retailers are turning to audio formats as a new touchpoint for discovery, education and brand-led experiences.

Luxury : Media : Advertising

Micro Trends

Financial Wellness

Mental and physical health are being improved through money advice and services focused on wellbeing, marking a new direction for the wellness sector.

Finance : Wellness : Financial Wellness

Big Ideas

Fortitude in failure

Brands are entering a new era of transparency in which they own up to mishaps and failures, and take the opportunity to flourish in new ways.

Retail : Branding : Advertising

Viewpoints

Sensory sex toys

Wan Tseng, founder of sex tech start-up Wisp, on sexual pleasure that focuses on the senses, and why the world of phallic sex toys is ripe for disr...

Health : Sex : Tehnology

Micro Trends

Everyteen TV

Led by an increasingly social mindset, young people are creating hyper-real forms of entertainment in a fight back against highly curated media.

Youth : Entertainment : Media

Micro Trends

Sex Re-education

Generation Z are taking control of their sexual education, turning to social media, YouTube and Insta-influencers for realistic, inclusive perspect...

Youth : Digital : Sex

Micro Trends

Gourmet Getaways

Chefs are venturing into high-end hospitality, opening B&Bs that promise not only Michelin star-worthy food but immersion into their foodie worlds.

Food : Hospitality : Outdoors

Markets

Emerging Youth: United Arab Emirates

Amid rapid economic growth and cultural development, young people in the UAE are kick-starting much-needed conservations around gender and me...

Youth : Health : Culture

Viewpoints

Smartphone storytelling

Youth film-making collective Pickpocket examines why film and tv are stuck in a pre-internet world and how smartphones can create suspense to...

Youth : Media : Entertainment

Micro Trends

Young Believers

The aesthetic, rituals and values of Christianity are being re-assessed and redefined by a younger, more socially conscious generation.

Youth : Generation Z : Branding

Viewpoints

Thermal wellness is a burgeoning sector

Sam Shames, co-founder of Embr Wave, explores the growth of wellbeing based on temperature and how technology can create personalised microcli...

Wellness : Health : Technology

Micro Trends

Next-generation Protein

Food tech companies are pioneering new plant proteins, which better mimic animal products in taste, texture and nutritional profile.

Food : Technology : Sustainability

Viewpoints

Virtual cleansing

Mike Meiré, creative director of Dornbracht, discusses how VR can be used as a tool for meditative and sustainable living.

Design : VR : Health & Wellness

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