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

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

Micro Trends

Open Brands

In an open-source world, brands are now creating platforms for consumers to behave as producers. With these new platforms, people can invent their ...

Big Ideas

Xbox Experience update will command interest

Gaming : YouTube : File Sharing

Big Ideas

Luxury Travel & Hospitality paves the way for hotel growth

BRICs : Four Star Hotels : Three Star Hotel

Design Directions

Tactile Purity

Following the excesses of the luxury market and the subsequent recession, the luxury aesthetic has become increasingly pared-down and minimal, ofte...

Minimal Luxe : Wood : Packaging

Markets

Teens: India

Of India’s 1.2bn people, half are under the age of 20, and 163m are teens, according to online newspaper Business Today. By 2015, the proportion of...

India : Business Today : Puma

Markets

Teens: China

There are about 200m teenage Chinese, according to the most recent Chinese national census – although that number is set to fall. The number of Chi...

China : Deloitte : H&M

Big Ideas

Devilish bourbon has customers over a barrel

Heritage : Oak : Liquor

Big Ideas

Adults get the message as Twitter use soars

Twitter : Social Media : Parents

Big Ideas

Snooth wine lovers rack up a tasty challenge

Wine : Smartphone : Rewards

Design Directions

Solicitous Solutions

As reported in our Anarconomy Decade macro trend, an increasingly rebellious spirit is creating a society ripe for transformation. At its core is a...

Social Deisgn : DIY : Salvage

Viewpoints

Simon Thompson : Five-star hotel retail

Raddleman CEO Simon Thompson talks about five-star hotel retail.

Simon Thompson : Hotel Retail : Luxury

Big Ideas

Rich consumers use the internet differently

Digital : Check-in Culture : Amortal

Micro Trends

Simpler Experiences

As well as seeking simpler products, consumers, overwhelmed by information and choices, want simpler experiences.

Tesco : Click N Collect : Boarding Pass

Design Directions

Type Modern

As reported in our Anarconomy Decade macro trend, an increasingly rebellious spirit is creating a society ripe for transformation. At its core is a...

Typography : Nostalgic : Authentic

Big Ideas

QR code use soars, but teens slow to respond

Generation D : Marketing : Gen D

Big Ideas

Going native: Local shops for local people

Local : Marks & Spencer : 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

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