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

Big Ideas

Millennials pay the price for luxury online

Markets

Single Saris

Just five years ago, an Indian woman travelling sans husband or family would have attracted frowns of disapproval from a traditionally patriarchal ...

India : Women : Boston Consulting Group

Big Ideas

Tool predicts behaviour by studying media usage

MIT Media Lab : Human Dynamics Laboratory : Logic

Big Ideas

Cereal Branding & Packaging is on Target for 80's revival

Cereal Branding & Packaging is on Target for 80’s revival

General Mills : Cereal : Atari

Big Ideas

Quiet Mark heralds a silent transformation

Quiet Mark : The Noise Abatement Society : Noise

Big Ideas

LG's Magic remote control is a good listener

LG’s Magic remote control is a good listener

LG Electronics : Magic Remote : Remote Control

Big Ideas

Discount outlets attract emerging market tourists

Oxfordshire, UK – Tourists from emerging markets such as China and Brazil are credited with driving sales at Value Retail, the UK-based chain...

Value Retail : Bicester Village : Discount Shopping

Macro Trends

Future Family

In these turbulent times, the idea of family is becoming more important, as the nuclear family unit gives way to multi-generational clans and singl...

Family : Households : William Higham

Big Ideas

Words take on a new meaning at London store

Selfridges : Stewdio : Words

Big Ideas

KLM flies in with new Meet & Seat service

KLM : Airline : Social

Big Ideas

Pinterest climbs the social network ladder

Pinterest : Shareaholic : YouTube

Big Ideas

Yale activates key change in lock technology

Yale Lock : Near Field Communication : Android

Communities

Emerging Luxury Millennials

Well-travelled, online and obsessed with good service, the New Luxury Millennials (NLMs) from China, India and Brazil are the next big spenders. Wi...

Heritage : Home : Social Networks

Big Ideas

Downturn forces US Boomers to work for longer

Finance : Bureau Of Labor Statistics : Savings

Micro Trends

The Hacked Home

In future, families will modify, hack and download to create customised interiors to suit the changing needs of their multi-generational households.

Hacking : Homedulgence : Interiors

Micro Trends

The Irony of Fashion

The days of lofty art collaborations have gone. The latest branded fashion films have a much more humorous, playful and self-aware tone.

Fashion Film : Humour : Spoof

Big Ideas

Starbucks expansion plans are brewing in India

Starbucks : India : JV

Big Ideas

Open house at The Guardian for a weekend

Newspapers : Journalism : Guardian

Markets

Mexico Market

International influence and local traditions combine in North America’s fastest growing market.

Mexico : Market Research : Urbanism

Big Ideas

Young Turks prompt surge in mall development

Shopping : Jones Lang : Union Investment Real Estate

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