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

Micro Trends

UPDATE: Check-in Culture

First we wrote about Check-In Culture. We noticed that people started checking in at their favourite places on Foursquare and Gowalla. We then noti...

Big Ideas

Young generation keep holidays in the family

Online : Family : Booking

Big Ideas

US consumers warm to own brands, says study

Own Brands : Generic Brands : Consumer Reports

Big Ideas

Hair colour a grey area for over half of men

Grooming : Aging : Hair Dye

Big Ideas

Chinese fashion brands enter the front line

China : Local Brands : Forever

Viewpoints

William Tempest : The new business of fashion

Designer William Tempest talks about the new business of fashion.

William Tempest : Business Of Fashion : Womenswear

Big Ideas

Australia rules for 40% in holiday stakes

Australia : Japan : Nielsen

Big Ideas

Reward scheme can kick-start a shopping trip

Shopkick : LBS : Location

Micro Trends

Russia's Roofers

For a new group of Russian youths, getting high is about altitude rather than drugs. From telephone towers to abandoned Soviet buildings, a new sub...

Urban : Ru_Roofers : Alone

Big Ideas

Zara builds on a fashion for online shopping

Zara : H&M : Inditex

Viewpoints

Vivian Weng and Daniel Gulati : P-commerce

FashionStake co-founders Vivian Weng and Daniel Gulati talks about P-commerce.

Vivian Weng : Daniel Gulati : FashionStake

Big Ideas

Half of London shoppers don’t buy in-store

Marks & Spencer : Debenhams : Primark

Big Ideas

Viewers to switch on to internet tv

Tv : Internet TV : Generator

Micro Trends

Betatecture

A new architectural movement is concerned with placing impermanent (or apparently impermanent) structures in interior spaces, suggesting continual ...

Design : A Cabin In A Loft : Muzeum Lodz

Big Ideas

French winemakers home in on consumer tastes

France : Wine : Delivery

Big Ideas

Baby Boomers make organic the food of choice

Food : Private-label : At The Source

Design Directions

Super Minimal

Driven by the same concern for honesty and sustainability in a world overstuffed with ideas, product offers and choices, consumers are increasingly...

Leanomics : Simplicity : Stuffocation

Big Ideas

Chinese consumers want fashion fit for them

Bespoke : Individualism : Dedicated

Markets

Luxury: Chengdu

Known as the Land of Abundance for its agricultural wealth, Chengdu is also the political and economic centre of western China. The capital of Sich...

Chengdu : China : Sichuan

Big Ideas

Coffee capsule war brews in Europe

Coffee : Coffee Capsules : Nespresso

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