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

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...

Big Ideas

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

Twitter : Discounts : Communication

Big Ideas

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 : 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

Transparency : Manufacturing : Facebook

Big Ideas

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

Big Ideas

Check out the hotel that wants to make friends

Bespoke : Boutiques : Customer Survey

Micro Trends

Positive Patriotism

The positive emotion of patriotism and pro-local can turn into the negative anger of protectionism, anti-globalism and nationalism. Brands who walk...

Patriotic : Turbulent Teens : Stone Island

Micro Trends

UPDATE: Infosthetics

We first reported on the Infosthetics trend when we noticed that designers, scientists and artists were creating visually innovative ways of presen...

Digital : Culturomics : Google Labs

Viewpoints

Matt Watkins : Gamifying public transport

Mudlark creative and technical director Matt Watkins talks about gamifying public transport.

Chromaroma : Matt Wakins : Games

Design Directions

Paris Menswear S/S 12

Softness and elegance were evident at many of the shows at Paris Menswear for spring/summer 2012. Graceful drapery, layering and fluid lengths were...

Drapery : Layering : Fluid

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