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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
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
Kurt Geiger rubs shoulders with fashion bloggers
Kurt Geiger rubs shoulders with fashion bloggers
Magtail
:
Kurt Geiger
:
Fashion Blogs
Big Ideas
Pret-a-Portas puts luxury gloss on high street
Pret-a-Portas puts luxury gloss on high street
Mary Portas
:
House Of Fraser
:
VIP
Micro Trends
Foraging Futures
Once seen as a means of survival for the thrifty and impoverished, food-foraging is driving sophisticated diners wild.
Forage
:
Wild
:
Seasonal
Micro Trends
Gourmet Junk: Drinks
Driven by nostalgia, today’s urban consumers demand upscale versions of junk food and drink.
Junk Food
:
Nostalgia
:
Milkshakes
Big Ideas
Asda and Diageo create UNITversity Challenge
Asda and Diageo create UNITversity Challenge
Students
:
Alcohol
:
Kiosk
Micro Trends
Food Raves and Rodeos
Forget rock and roll music and psychedelic drugs, the latest rebellion of choice comes in the form of stir-fried pork belly and home-made flax crac...
DIY Culture
:
Entertainment
:
Festivals
Big Ideas
Retailers are old hands at targeting elderly
Retailers are old hands at targeting elderly
Coffee
:
Marketing
:
Grey Affluents
Communities
New Luxury Millennials
Drinking at The Connaught hotel in London one night, dining at Pershing Hall hotel in Paris the next, and having a business brunch at The Lydmar Ho...
Food
:
Affluent
:
Bob Bob Ricard
Design Directions
Scrawl Script
Brands are responding to the consumer’s need to know that there is a person behind their product, not a machine.
Handwritten
:
Painterly Primitive
:
Authentic
Markets
Fragrance
The global market for fragrances is set to grow, boosted by organic ingredients and a revival of Middle Eastern scents in the West.
Global Intelligence Alliance
:
Avon
:
Bulgari
Micro Trends
Co-opetition
Forward-thinking drinks brands are starting to cooperate as well as compete, helping to grow their respective categories and their own businesses. ...
Cooperation
:
Competition
:
Common
Micro Trends
Gourmet Junk
A new wave of independent and small-scale restaurants and retailers are creating premium upscale versions of fast food classics for reformed junk f...
Fast Food
:
Burgers
:
Nostalgia
Design Directions
Az-tech
As previously explored in our Mix Mash design direction, an optimistic and energetic aesthetic is emerging from the post-recession gloom.
Tribal
:
Neon
:
Ritualistic
Big Ideas
Hotels all of a Twitter about instant messaging
Hotels all of a Twitter about instant messaging
Twitter
:
Discounts
:
Communication
Big Ideas
All change: designer concept spaces get a facelift at Dover Street Market
All change: designer concept spaces get a facelift at Dover Street Market
Dover Street Market
:
Designer
:
London
Big Ideas
Uniqlo spreads web of influence in New York
Uniqlo spreads web of influence in New York
Uniqlo
:
Twitter
:
Facebook
Markets
Luxury car market: China
With China due to overtake the US as the world’s biggest luxury consumer market in the coming five years, the country is seeing a burgeoning demand...
China
:
Autos
:
Hurun Report
Big Ideas
Gap goes behind the jeans with in-store videos
Gap goes behind the jeans with in-store videos
Transparency
:
Manufacturing
:
Facebook
Big Ideas
Sales of luxury cars among affluent Chinese continue to rise
Sales of luxury cars among affluent Chinese continue to rise
Cars
:
Sports-car
:
Limousine
Big Ideas
Kids investment is child's play for Liberty
Kids investment is child’s play for Liberty
Liberty
:
Toys
:
Department Stores
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