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

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

Going native: Local shops for local people

Ethnic : Zoning : M&S

Big Ideas

US smartphone users offer a rich opportunity

Shopping : Mobile : Online

Big Ideas

Harrods iPhone app keeps consumers in touch

Twitter : Digital Signage : In-store Guide

Big Ideas

Internet holds sway among Shanghai shoppers

Cosmetics : Influence : Peer-to-peer

Viewpoints

Michael-George Hemus : Revived brands

Michael-George Hemus talks about revived brands.

Truman Brewery : Michael-George Hemus : Beer

Big Ideas

Appetite grows for sharing food images online

Photo Sharing : FoodSpotting : Social Media

Big Ideas

Game Bay: iPad app gamifies bridge repairs

Gamification : IPad : Media

Big Ideas

Technology a fatal distraction for workers

Instant Messaging : Workplace : Social Networks

Design Directions

Modern Mythology

As previously explored in our Revivalism macro trend, in economically uncertain times, consumers increasingly seek products that revitalise traditi...

Craft : Mysticism : Folklore

Big Ideas

Hotel calls on iPads to provide room services

Travel App : Wake-up Calls : Digital Concierge

Markets

Cosmetics Market

It has become a truism that, while many consumer markets struggle in tough times, the cosmetics market holds up, thanks to the lipstick effect. Thi...

L'Oréal : Cosmetics : Lipstick Effect

Viewpoints

Eric Whitacre : Collaborative creativity

Classic composer Eric Whitacre talks about collaborative creativity.

Eric Whitacre : Music : Technology

Big Ideas

Young Chinese millionaires represent big potential for luxury brands

China : Affluent : Wealthy

Big Ideas

FarmVille to GagaVille, as female target audience shape new ecommerce

Marketing : Zynga : Online Gaming

Design Directions

Fun and Functionality

Bleisure, a term coined by The Future Laboratory, describes the blurring of business and leisure. Now, as Ubiquitous Gaming Culture becomes increas...

Ubiquitous Gaming Culture : Playbour : Functionality

Viewpoints

Katrina Judd : e-vertorial film-making

Imagine Fashion marketing director Katrina Judd talks about e-vertorial film-making.

Imagine Fashion : Katrina Judd : Fashion Film

Micro Trends

Hobbyism

Revivalists spend their leisure time learning old crafts and skills, and then using those skills to produce objects that combine beauty and utility.

Craftsmanship : Angling : Birdwatching

Big Ideas

Middle East shows new brand of luxury consumer

Cosmetics : Chalhoub : Perfumes

Markets

Male Beauty Market

In the 90s, the metrosexual was the key target consumer for men’s beauty companies. But now, career-focused men who wish to look more presentable a...

Metrosexual : Anti-ageing : L'Oréal

Big Ideas

US households set new trend in tv ownership

Middle Class : Tv : Nielsen

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