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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
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
Zara extends its online and offline presence
Zara extends its online and offline presence
Zara
:
Inditex
:
Austria
Big Ideas
Hong Kong leads Asian rise in millionaire status
Hong Kong leads Asian rise in millionaire status
Finance
:
Luxury Goods
:
HNWI
Macro Trends
Generation D
They can’t imagine a world without computers, mobile phones and the internet. They skitter, haul, mod and hack. Natural born multi-taskers, they pa...
Gen D
:
Teenagers
:
Youth
Viewpoints
Peng Loh : Community hotels
Hotelier Peng Loh talks about community hotels.
Hotels
:
Peng Loh
:
Home From Home Hotels
Micro Trends
Algaeology
Governments are researching which renewable energy to invest in. But the answer could lie somewhere you might not think of: at the bottom of a pond...
Renewable Energy
:
Stanford University
:
Burn
Big Ideas
European beauty market faces a smoother future
European beauty market faces a smoother future
France
:
Italy
:
Germany
Big Ideas
E-books Kindle children’s interest in reading
E-books Kindle children’s interest in reading
E-books
:
Digital Books
:
Scholastic
Big Ideas
Anti-ageing sector reaches maturity in Japan
Anti-ageing sector reaches maturity in Japan
Japan
:
Anti-ageing
:
Mintel
Big Ideas
Making a drama out of the Chinese web scene
Making a drama out of the Chinese web scene
China
:
Shanghai
:
Online Video
Big Ideas
Rolling out the barrel to younger drinkers
Rolling out the barrel to younger drinkers
Beer
:
Real Ale
:
Recession
Big Ideas
Hotel group goes all out on check-in culture
Hotel group goes all out on check-in culture
Four Seasons
:
Gowalla
:
Check In
Micro Trends
Staging the City
As people increasingly look to revitalise their communities and re-engage with their surroundings, city inhabitants are turning the urban space int...
Urban
:
Castricum
:
DUEL
Big Ideas
Texture and culture at play for London menswear
Texture and culture at play for London menswear
London Fashion Week
:
JW Anderson
:
James Long
Big Ideas
Internet population in BRICI countries will double
Internet population in BRICI countries will double
BRICs
:
Boston Consulting Group
:
Online Behaviour
Big Ideas
Indian retailers see the potential of private labels
Indian retailers see the potential of private labels
India
:
New Delhi
:
Shoppers Stop
Big Ideas
Designers cotton on to denim’s versatility
Designers cotton on to denim’s versatility
London Fashion Week
:
Denim
:
Twenty8Twelve
Big Ideas
Over-50s catch the social networking bug
Over-50s catch the social networking bug
Facebook
:
LinkedIn
:
Pew Research Center
Big Ideas
Culture and art thrown into the fashion mix
Culture and art thrown into the fashion mix
London Fashion Week
:
Club Kids
:
Louise Gray
Big Ideas
Toys R Us Express on fast track to Christmas
Toys R Us Express on fast track to Christmas
Toys R Us
:
Pop-up
:
Temporary Retail
Micro Trends
Pop-up Cinemas
Pop-up Cinemas
Pop-up
:
Vintage Mobile Cinema
:
Abandoned Spaces
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