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

Micro Trends

Food-finding apps

A new wave of smartphones is helping consumers to find gourmet food trucks, word-of-mouth restaurants and lesser-known real-ale pubs with location-...

Gourmet : Apps : Geo-location

Big Ideas

Superdrug weaves web reviews into shop displays

Cosmetics : Beauty Blog : Brand Friends

Big Ideas

Turning brand awareness into an Urban Thrill

Vanish : Brand Awareness : Viral Gaming

Communities

Yama girls

Seeking solace and a spiritual break from their always-on city lives, a new generation of Japanese women are hitching up their high-fashion mountai...

Nike : Marmot : Hunter

Design Directions

Milan Trends Part 2

Mystic : Folk : Craft

Big Ideas

Online clothes shopping is in fashion in UK

H&M : Online Retail : E-commerce

Viewpoints

Daniel Hirschmann : A haberdashery for technology

Technology Will Save Us co-founder Daniel Hirschmann talks about a haberdashery for technology.

Digital Natives : Technology Will Save Us : Daniel Hirschmann

Design Directions

Milan Trends: Part 1

Revivalism : Fun And Functionality : Form Follows Function

Big Ideas

Boomers seek a new age of youthful branding

Youth : Youthful : Age

Micro Trends

Choice Architecture

People struggling with information overload need help in making decisions. Even a nudge in the right direction is appreciated. Brands, products and...

Information : Advise : Guidance

Design Directions

Stockholm Furniture Fair 2011

Driven by austerity, designers at this year’s Stockholm Furniture Fair used fewer material combinations for added flexibility. A lean and simple ap...

Hack : Flexthetics : Austerity

Big Ideas

The changing face of Chinese luxury shoppers

Service : Fantatics : Fashionable

Viewpoints

Dejan Mitrovic : Connecting digital and physical play

Design entrepreneur Dejan Mitrovic talks about connecting digital and physical play.

Digital Natives : Dejan Mitrovic : Ubiquitous Gaming Culture

Big Ideas

Russia and China offer a wealth of opportunity

Cars : Jets : Assets

Big Ideas

Reppler safeguards pillars of the community

Adult Content : Content Block : Online Filter

Design Directions

What Happens When

Most people know what to expect from their favourite restaurant. The food, waiting staff and interior are more-or-less the same each time. New York...

Big Ideas

New generation ushers in a storm in a teacup

Tradition : Early Grey : English Breakfast

Micro Trends

3DIY Culture

With free access to information, and a new norm of open-sourcing, a new type of DIY culture is on the rise. This is 3DIY – Design/Download/Do-It-Yo...

Design : Puma Creative Factory : Thing-O-Matic

Viewpoints

Aitor Throup : Hyperseasonal fashion

Menswear designer Aitor Throup talks hyperseasonal fashion.

Hyperseasonal Selling : Aitor Throup : Men's Fashion

Design Directions

Aitor Throup: Menswear design

Aitor Throup was born in Argentina, although it was his upbringing in Burnley, Lancashire, during the 1990s that fuelled his passion for British fa...

London : Menswear : Clothing

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