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

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

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

Hong Kong store measures up for Lane Crawford

Hong Kong : Lane Crawford : Department Stores

Big Ideas

Louis Vuitton opens an island temple of luxury

LVMH : Accessories : Travel

Design Directions

Stone and Spear: Illustration

London : Nostalgia : Illustration

Big Ideas

World’s cheapest tablet goes on sale in India

Tablet : Emerging Markets : Mobile

Big Ideas

Dr Pepper prescribes 10-cal diet drink for men

Soft Drinks : Advertising : Dr Pepper

Big Ideas

App helps to prevent constipation at a stroke

App : Personal Care : Drugs

Communities

Self-Quants

Inspired by how useful data can be in measuring, monitoring and reducing the amount of energy we use and how much money we spend, a few digital pio...

Nike : Matthew Miller : Up

Macro Trends

The Just Nots

They pay their taxes, work hard and do all the right things. But from Leicester to Lymington, from Berlin to Los Angeles, millions today are just n...

Squeezed Middle : Low Income : Middle Income

Micro Trends

Polarised brands

The new hourglass shape of the labour market has made for a polarised society, with a squeezed middle and growing numbers at the top and bottom. Th...

Polarisation : Squeezed Middle : FMCG

Communities

The Just Nots

They pay their taxes and they work hard, but millions today are just not making ends meet, just not making it on the housing ladder and just not ge...

Food : Consumption : Status

Markets

Just Nots Homedulgence

Eating in rather than dining out is a common-sense way to control household budgets – and one that appeals to Just Nots. Just Not pensioner David S...

Prezzo : IGD : Culture Kitchen

Markets

Private Label Rising

The rise in own-brand, private-label goods in supermarkets is a direct impact of the Just Nots’ squeezed budgets. Four in 10 (41%) more Britons bou...

Private Label : Quality : Wal-Mart

Big Ideas

Lego platform builds customer collaboration

Competition : Toys : Crowdsourcing

Markets

Spirits Market

The worldwide spirits sector is booming, fuelled by growth markets such as China and India.

China : India : White Spirits

Design Directions

New York fashion week S/S 12

New York fashion week kicked off the run of shows and presentations of spring/summer 2012 collections in major cities. Two main themes were dominan...

Digital Printing : Hyper-real : Az-tech

Big Ideas

Kurt Geiger rubs shoulders with fashion bloggers

Catwalk : Concept Store : Footwear

Big Ideas

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

University : Diageo : Asda

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