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

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

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

Chris Sanderson: The Privacy Bump

The Future Laboratory CEO explains how brands should deal with privacy.

Privacy : Megasystems : Adblocking

Viewpoints

Barbara Coignet: Sustainable Luxury

The founder of sustainable luxury show 1.618 sees consumers forcing luxury brands to redefine transparency.

1.618 : Sustainability : Luxury

Viewpoints

Graham Cove: Personalised in-store wifi

EE's director of wifi talks about how new in-store wifi services can benefit retailers.

EE : Wifi : Shopper Marketing

Viewpoints

Linda Stone: From quantified self to essential self

Technologist and thought-leader Linda Stone discusses the emergence of Essential Self Technologies.

Self Quants : Linda Stone : Apple

Big Ideas

German group fights racism with Like Attack

Berlin – Nothing combats hate like a bit of love, or in the case of anti-racism group Loud Against Nazis, nothing challenges racism like a few th...

Berlin : Nazis : Cities Like Brands

Micro Trends

Frustration Marketing

People are no longer satisfied with being placated. In The Polarity Paradox advertisers need to challenge, question and even annoy consumers.

Grant Leboff : Adam Morgan : Seth Godin

Big Ideas

Taste for sangria grows among younger drinkers in Western Europe

Sangria : Wine : Drink Trends

Big Ideas

Amazon works with Twitter on hashtag campaign

The new #AmazonCart campaign indicates to brands a user’s intention to purchase.

Amazon : Twitter : Social Media

Design Directions

Fauna Fetish

In our increasingly digital landscape there is a recurring preoccupation with the natural world.

Nature : Technology : Polarity

Big Ideas

Retail Analysis: Jigsaw’s Duke Street Emporium champions the analogue store experience

UK fashion retailer Jigsaw has opened a miniature department store, The Duke Street Emporium.

Jigsaw : Emporium : Concept Store

Design Directions

Camille Walala: Graphic artist

Like so many artists, Camille Walala lives her life under a pseudonym.

Neo Kitsch : Netstalgia : Memphis

Viewpoints

Planet of the vapes: Marketing the lesser evil

Vaping’s move into the mainstream raises weighty considerations for marketers.

Vaping : E-cigarette : Tobacco

Big Ideas

Mobile addiction on the rise among women

Mobile addiction is on the rise, and it is growing fastest among middle-aged mothers.

Mobile : Smartphones : Digital Futures

Big Ideas

App aims to help people conquer their arachnophobia

Two psychiatrists have developed an app designed to help people overcome their fear of spiders.

Anxiety : Apps : Smartphone

Big Ideas

Selfridges asks ‘what does beauty mean?’

Selfridges is asking consumers what beauty means with a store-wide campaign.

Selfridges : Department Stores : The Beauty Project

Big Ideas

Star Wars takes over Amazon Locker for 4 May

Disney has teamed up with Amazon to celebrate Star Wars day on 4 May.

Amazon : Disney : Symbiotic Branding

Design Directions

Milan 2014: Part 1

Texture and surface design were explored through material manipulation at this year’s Salone Internazionale del Mobile

Milan : Milan Salone : Salone Internazionale Del Mobile

Big Ideas

Bra brand's feminist approach to girls' underwear

Founded by 18-year-old Megan Grassell, Yellowberry seeks to fill a gap in the tween bra market.

Tiny Tot Feminism : Girls : Teenagers

Viewpoints

Liza Kindred: The next wave of wearable technology

Liza Kindred, founder and CEO of Third Wave Fashion, describes the convergence of fashion and technology.

Wearable Technology : Fashion Tech : Third Wave Fashion

Big Ideas

French mall trials body-scanning personal shopper tech

A French mall is experimenting with a personalised, digital shopping experience based on body-scanning technology.

Klepierre : Phygital : Body Scanning

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