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

Big Ideas

Five luxury brands exploring longevity marketing

Global luxury brands are exploring slower, lifestyle-led forms of marketing to stand out from the transient and homogenised nature of social media.

Luxury : Media : Marketing

Viewpoints

Generation Z are ready to reboot dating

Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic connections will be defined by video crushes and non-committal mindsets.

Youth : Dating : Social Media

Big Ideas

Five design responses to the climate crisis

Brands are using design mechanisms to communicate about environmental issues in a bid to increase awareness and action from consumers.

Design : Eco Design And Sustainability : Sustainability

Viewpoints

Brynn Wallner on future-proofing luxury marketing

The founder of Dimepiece, a platform educating women about luxury watches, says brands are failing to promote luxury as an investment.

Luxury : Youth : Branding

Micro Trends

Teen Ad-tivism

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from capitalist hegemonies.

Youth : Marketing : Technology

Big Ideas

Five pioneers promoting cause-driven retail

In 2021, retail is about much more than acquisition and profit – for these five innovators, it’s a chance to make a positive difference for people ...

Retail : Society : Sustainability

Viewpoints

Gen Z audiences are rewriting entertainment

Aron Levitz, head of Wattpad Studios, explains how the storytelling app is creating an entertainment universe powered by data, fandom and teen crea...

Youth : Media : Entertainment

Big Ideas

Five beauty disruptors on the rise

From empowerment glitter to egg-cloned vegan skincare, discover the new innovators driving a revolution in the beauty industry.

Beauty : Health : Wellness

Big Ideas

Four innovators shaping bio-positive fashion

Sustainability demands are pushing forward material innovation in the fashion sector, resulting in a series of smarter processes, from creation to ...

Fashion : Retail : Material

Big Ideas

Webinar: Future Forecast 2021

Watch our 60-minute webinar hosted by co-founder Chris Sanderson, exploring how in 2021 the global pandemic, climate change, politics and social mo...

Future Forecast : Report : Covid-19

Viewpoints

Club Psora’s network is destigmatising skin conditions

Miriam Thom, founder of Club Psora, is building a new community around skin conditions — one that reframes chronic illness and normalises long-term...

Health And Wellness : Beauty : Skincare

Markets

Metaverse Market

Expanding far beyond its gaming roots, the metaverse is becoming a youth hub in which the future of socialising, entertainment and creativity is al...

Entertainment : Gaming : Gen Alpha

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liber...

Youth. : Youth : Media

Macro Trends

Reformation Generation

Marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and decolonise our outda...

Youth : Media : Technology

Markets

Emerging Youth: Canada

With little desire to return to normality, Canadian youth are seizing their own futures through upskilling, community healing and support of indige...

Canada : Youth : Society

Viewpoints

The youth voices of Intersectional Environmentalism

With one-size-fits-all sustainability goals excluding people of colour, Gen Z are combining social justice with environmental activism.

Youth : Sustainability : Intersectionality

Viewpoints

Asian youth’s sonic renaissance

Eastern Margins founder Lumi and creative director Adanko discuss how music can be used as a tool for resistance among the East and Southeast ...

Youth : Music : Nightlife

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.

Communities : Food And Drink

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

Youth : Generation Z : Travel

Markets

Emerging Youth: China

Showing their post-pandemic resilience, young Chinese are fusing highly disparate worlds: cloud raves, pastoral living and nostalgic apparel.

Youth : Generation Z : China