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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
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
Big Ideas
Rich Chinese buy luxury yachts as status symbol
Rich Chinese buy luxury yachts as status symbol
Travel
:
Super-Rich
:
Yachts
Big Ideas
Billionaire count up as Chinese fortunes grow
Billionaire count up as Chinese fortunes grow
China
:
Hurun
:
Exports
Big Ideas
McCartney makes a play for children’s fashion
McCartney makes a play for children’s fashion
Stella McCartney
:
Kids
:
Website
Micro Trends
Local hotels
Local hotels
Louis Vuitton
:
Tourism
:
Service
Big Ideas
High-tech model brings H&M fashion to life
High-tech model brings H&M fashion to life
H&M
:
Champs Elysées
:
Jean Nouvel
Viewpoints
Roo Rogers : Barter, sell, trade
Consultant Roo Rogers talks about how to barter, sell, trade.
Hyperconsumption
:
Collaborative Consumption
:
Roo Rogers
Micro Trends
Live Gaming
Against a virtual backdrop of football fields, war scenes and fantasy worlds, millions of video game enthusiasts enter battle and play each other o...
Interactive
:
Living It Loving It
:
Call Of Duty
Big Ideas
H&M uses AR to capture a new virtual reality
H&M uses AR to capture a new virtual reality
H&M
:
Augmented Reality
:
GoldRun
Big Ideas
Debenhams launches channel shopping in style
Debenhams launches channel shopping in style
Debenhams
:
Online Video
:
Online Tv
Big Ideas
Smartphones become mobiles of choice in US
Smartphones become mobiles of choice in US
Smartphones
:
Nielsen
:
Global Smartphone Report
Communities
Rurbanites
Urban 20- and 30somethings who grew up in a globalised world, the New Rurbanites are embracing localism, not as a rejection of the world, but as a ...
Vegetables
:
Albion
:
Aubin & Wills
Big Ideas
Winery presses on with make-your-own process
Winery presses on with make-your-own process
Brooklyn
:
Wine
:
Winemaking
Big Ideas
Millennials paint a brighter picture in US
Millennials paint a brighter picture in US
Mobile Phones
:
Earnings
:
Income
Big Ideas
Tommy Hilfiger shouts Loud on the airwaves
Tommy Hilfiger shouts Loud on the airwaves
LVMH
:
Nowness
:
Branded Content
Micro Trends
Real virtual music
With the advent of music downloads and streaming services, buying a cd in a record store could become a thing of the past. But musical artists are ...
Digital
:
Jed Davis
:
CD
Big Ideas
Men set to splash out on luxuries in 2010
Men set to splash out on luxuries in 2010
Louis Vuitton
:
Affluent
:
Wealthy
Big Ideas
Starbucks serves local highlights
Starbucks serves local highlights
Starbucks
:
Media
:
Yahoo
Big Ideas
Britons set to spend more online at Christmas
Britons set to spend more online at Christmas
Christmas
:
Online Retail
:
E-commerce
Big Ideas
Sears shapes up for Gen Y
Sears shapes up for Gen Y
Sears
:
Berlin
:
Forever 21
Big Ideas
Levi’s connect with consumer through new mentorship
Levi’s connect with consumer through new mentorship
Levi's
:
Online Community
:
Discussion
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