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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
Big Ideas
Health apps grow as users quantify themselves
Health apps grow as users quantify themselves
Fuel Band
:
Up Wristband
:
Self Quants
Big Ideas
Virgin treats customers to a first-class tour
Virgin treats customers to a first-class tour
Virgin Atlantic
:
First Class
:
Planeview
Big Ideas
Britain’s rich get richer in two-speed economy
Britain’s rich get richer in two-speed economy
Twin-track Economy
:
Wealthy
:
Money
Big Ideas
US shoppers cross over for new highs and lows
US shoppers cross over for new highs and lows
MasterCard
:
WWD
:
Nordstrom
Big Ideas
Food & Wine magazine opens first restaurant
Food & Wine magazine opens first restaurant
Food & Wine
:
Restaurant
:
St Regis
Big Ideas
Apps give luxury brands a wealth of connections
Apps give luxury brands a wealth of connections
Apps
:
Connections
:
Mobile
Big Ideas
Noma on course to open London pop-up restaurant
Noma on course to open London pop-up restaurant
Noma
:
Claridges
:
Restaurant
Big Ideas
Retail Analysis: Daikanyama T-Site caters for shoppers and loungers
Daikanyama T-Site caters for shoppers and loungers
Daikanyama T-Site
:
Klein Dytham
:
Tokyo
Communities
New Bikers
Motorcycles are no longer just for suburban roughnecks. There is a new breed of urban gentlemen kick-starting a different sort of engine. They opt ...
Architecture Australia
:
Rockers
:
Gentlemen Motorbike Coalition
Big Ideas
China revives old models to boost car industry
China revives old models to boost car industry
China
:
Cars
:
Nostalgia
Big Ideas
Wealthy drivers rev up China’s used car sales
Wealthy drivers rev up China’s used car sales
China
:
Second-hand
:
Cars
Big Ideas
Lexus gears up for new customer service push
Lexus gears up for new customer service push
Lexus
:
Customer Service
:
Technical
Big Ideas
More users take a Fancy to social selling site
More users take a Fancy to social selling site
Fancy
:
Pinterest
:
Social Networks
Big Ideas
Women lead the way at ArabNet Digital Summit
Women lead the way at ArabNet Digital Summit
Middle East
:
Chartered Institute Of Personnel And Development
:
E-publishing
Big Ideas
Age concern prevalent among wealthy Americans
Age concern prevalent among wealthy Americans
Beauty
:
Appearance
:
Hair Colouring
Big Ideas
Tumblr could overtake blogs in online searches
Tumblr could overtake blogs in online searches
Tumblr
:
Search
:
Google
Big Ideas
Millennials want tailoring and tech in new cars
Millennials want tailoring and tech in new cars
Automotive
:
Europeans
:
Hands-Free
Big Ideas
Livehoods puts check-in locations on the map
Livehoods puts check-in locations on the map
Livehoods
:
Digital
:
Map
Micro Trends
Fest-vertorials
Magazines and newspapers are launching festivals in a bid to engage their readers, add depth to their brand and reinforce their credentials as thou...
Festivals
:
Editorial
:
Magazines
Micro Trends
Millennial Hotels
Young, affluent Millennials are becoming an increasingly dominant group in the travel market: travel spending by Millennials rose by 20% in 2010, a...
Boutique
:
Social
:
Entertainment
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