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

Meet Your Maker

In the luxury world, technology should resolutely not be a replacement for service. Instead, it should enhance it. Now luxury brands are developing...

Heritage : Modern : IPad

Markets

Teens: South Africa

South African teens are exploring their roots, and mashing together influences to create a new identity. Taken from our forthcoming Teen Futures re...

South Africa : Johannesburg : Cape Town

Communities

Generation D

The successors to the New Millennials, Generation Ds are the first true ‘digital natives’. Born between 1994 and 2002, Generation Ds cannot remembe...

Content : Spotify : Social Networks

Micro Trends

Localised Luxury

The sharp rise in spending power of the BRIC nations of Brazil, Russia, India and China, especially the latter, is creating new opportunities and e...

Heritage : Stores : Glocal

Design Directions

Hoxton Street Monster Supplies

At first glance, Hoxton Street Monster Supplies in London looks like a trendy farm shop. Dark wooden shelves are filled with what appear to be jars...

Big Ideas

Foursquare the place to be for young and rich

Digital : Check-in Culture : Badge

Micro Trends

Brand friends

Retail and hospitality brands are no longer promoting their own products exclusively. They are also playing curator, and connecting customers with ...

J Crew : Fernando Br’zio : Shona Heath

Big Ideas

New teen platform spreads the literary word

Teenagers : Figment : Fiction

Design Directions

Dutch Design Week

Now in its ninth year, Dutch Design Week has firmly cemented the itself as a must-see on the global design circuit. The epicenter of conceptual and...

Haptic : Conviviality Culture : Eindhoven

Big Ideas

Chinese luxury shoppers branch out worldwide

New York : Christian Dior : Holidays

Micro Trends

Customisation Culture

Luxury brands are launching bespoke products, and using technology to communicate their production processes in a bid to meet the growing need amon...

Heritage : Engraving : Initials

Viewpoints

Bob Soderstrom : Immersive storytelling

Screenwriter and executive producer Bob Soderstrom talks about immersive storytelling.

Storytelling : Bob Soderstrom : Immersive Storytelling

Micro Trends

Nostalgic Drinks

In times of economic uncertainty, consumers seek value and quality. In the fields of packaging and design we have already seen how consumers are re...

Bar : KŒken : Alcholo

Communities

New Gents

In the 90s was the lad. In the 00s was the metrosexual. But now, in the Turbulent Teens, men are returning to a traditional type of masculinity. Ch...

Smart : Suit : Masculine

Design Directions

Now Wave

People today are putting technology back in its place. Instead of connecting online, they are seeking convivial, authentic, and intimate experience...

Authentic : Aztec : Surf Culture

Big Ideas

Web video bookmarking app takes a fresh view

Radbox : Bookmarking : App

Big Ideas

Call for mobiles widespread among US consumers

Mobile Phone : Cell Phone : Pew Research Center

Micro Trends

Lean Luxury Tech

The luxury technology market is toning down its ostentation. Today’s high-end gadgets are lean, smart and simple.

NTT Docomo : LaCie : Luxe

Big Ideas

Luxury consumers look to blogs for information

Content : Comment : Forums

Design Directions

Digital Couture

A generation of designers and artists brought up in the digital age are embracing and employing machines and technological innovations. Their work ...

Machine Craft : Holon : Israel

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