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

Design Directions

No Noise at Selfridges

As we predicted in our New Sublimity macrotrend, getting away from it all is on the rise.Businesses are creating new contemplative spaces...

Communities

China’s New Emerging Affluents

Ambitious and hard-working, China’s New Emerging Affluents (NEAs) want lifestyles to match their new, higher salaries. They want the latest technol...

BMW Mercedes : Migration : Microblogging

Big Ideas

CES: Device rewards active kids with digital content

CES : Geopalz : Ibitz

Big Ideas

CES: PaperTab heralds a new age of flexible computing

CES : PaperTab : Flexible Computing

Design Directions

Uni-forms

For millennial men luxury no longer has to mean hand-crafted and rough-hewn. Instead they are seeking the functional and simplified, and rejecting ...

Luxury : Masculinity : Utility

Big Ideas

Funding sought to open London’s first cat café

Cat Café : Indiegogo : Crowdfunding

Big Ideas

CES: INRIX service tackles urban parking congestion

CES : Inrix : Navigation

Markets

India

India, the second most populous country in the world, is a booming trillion-dollar economy. Its secret weapon is its young workforce. The median ag...

India : Euromonitor : Vertebrand

Big Ideas

China reaffirms strong demand for luxury handbags

Chinese demand for luxury handbags remains strong despite a reported slowing in the luxury market.

China : Geneva : Switzerland

Big Ideas

Punchfork takeover gives Pinterest added bite

Punchfork takeover gives Pinterest added bite.

Pinterest : Punchfork : Pinboards

Big Ideas

Digital natives appreciate forgetful messaging apps

Facebook : Poke : SnapChat

Design Directions

Clouds Over Cuba

There are more than two sides to every story. Now with the variety of media platforms to choose from, storytelling can be richer, and break away fr...

Mobile : Smartphone : Transmedia

Big Ideas

Dress Like a Man: wardrobe tips from Pitti Uomo collaborators

Pitti Uomo : The Corner : Luxury

Big Ideas

Arts centre to revive traditional book techniques

Craft Production : Books : London Centre For Book Arts

Design Directions

Sonic Landscapes

Furniture and product designers are using the science of sound to inform a bold new aesthetic.

Sound : Science : Digi-Tactile

Big Ideas

UK consumers are forced to rent accommodation

Generation : Middle-class : The Guardian

Big Ideas

Russian company develops dual-screen smartphone

Russia : Yota : YotaPhone

Design Directions

Energy Flow by FIELD

As more people consume media on digital devices, storytelling itself is changing. Energy Flow, a non-linear film from London digital art and design...

Interactive : Non-linear : Generation I

Big Ideas

Mega-brands and fashion start-up boost Brazilian e-commerce

São Paulo : Amazon : Google

Design Directions

Design Miami/ 2012

Surrealism redux was apparent at Design Miami/ in December. LS:N Global noted an other-worldly take on flora and fauna, fluid strokes and material ...

Surrealism : New Sublimity : Lab

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