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

Design Directions

The Modist

The Modist is a new online destination for luxury modest wear.

Macro Trends

Civic Brands

Businesses are increasingly stepping in where governments are failing and acting as forces for good in society. Amid the shift from top-down co...

Brandstanding : Sharing 2.0 : Civic Brands

Macro Trends

The Focus Filter

A race for attention is raging across media, advertising and culture in our era of non-stop digital distraction.

Attention Economy : Workplace : Advertising

Macro Trends

Neo-kinship

As the nuclear family disappears and more fluid and complex forms of kinship take its place, technology is not only helping to run the househol...

Neo-kinship : Artificial Intelligence : Family

Big Ideas

Selfie surgeons

Washington – A new study has revealed social media as a top driver in the rise of cosmetic procedures.

Social Media : Cosmetics : Selfies

Big Ideas

E-winners

US – A new e-sports arena in Las Vegas takes video gaming culture to the mainstream market.

E-sports : Gaming : Millennials

Big Ideas

Silver lining

New York – Ermes Group is using IBM’s cloud-based pricing technology to optimise in-store sales.

IBM : Ermes Group : Discount

Big Ideas

Surge in sportswear

India – Growing interest in health and wellness and shifting beauty standards are driving record growth in India’s sportswear market.

India : Sportswear : Millennials

Big Ideas

Playful projection

US – The Internet of Things has acquired a recognisable persona with the new Barbie Hello Hologram.

Barbie : Generation D : Internet Of Things

Design Directions

Delete

Interactive exhibition Delete asked children to consider the boundary between the digital and physical worlds.

DELETE : The Sharded Self : Awakening Tech

Markets

The Future of Service: Part 1

Service is no longer simply delivered with a smile. Here we look at the driving forces that are changing consumer expectations of customer service.

Future Of Service : Customer Service : Retail Futures Report 2017

Big Ideas

Pre-cognition

UK – New research from Nature journal shows it is possible to predict future problematic drug use in teenagers.

Neuroscience : Drugs : Teenagers

Big Ideas

Social applications

US – Facebook is moving into recruitment by allowing businesses to advertise positions via the social media platform.

Facebook : Workplace Futures : Recruitment

Big Ideas

Insta-waste

UK – A new study by Sainsbury’s suggests that Millennials’ social media habits are fuelling food waste.

Sainsbury’s : Whole-system Thinking : Millennials

Big Ideas

Shrinking salaries

UK – Millennial men are earning significantly less than their predecessors did at the same age, according to a new study.

Millennials : Finance : Workplace Futures

Big Ideas

Video currency

New York – Media conglomerate Time Inc has launched a new video-first brand that focuses on money and personal finance.

Time Inc. : Finance : Branded Content

Big Ideas

Youth of today

US – Members of Generation Z are more interested in buying products than experience-hungry Millennials, according to a new report.

Barkley : Generation Z : Millennials

Big Ideas

Smart spending

UK – Loot has been launched as a new mobile banking service aimed at Millennials.

Mobile Banking : Finance : Millennials

Big Ideas

Hater daters

Global – The new Hater app is designed to help people meet other people who hate the same stuff.

Hater : Neo Kinship : Dating Market

Big Ideas

Influencer instinct

UK – Cosmopolitan has collaborated with Millennial influencers to launch the Cosmopolitan Influencer Network.

Cosmopolitan : Influencer Market : Millenials

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