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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
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
Coffee Unplugged
Never mind the espresso. Brewed coffee is making a comeback. A group of new coffee shops is rediscovering different brewed varieties.
Revivalist
:
Clever Coffee Dripper
:
AeroPress
Design Directions
Full of Grace
Satisfying the desire for pure, clean and simple design, Full of Grace offers an elegant and timeless aesthetic. In tune with consumers’ preference...
Luxury
:
Sublimity
:
Craft
Big Ideas
Chinese view the web as tv medium of choice
Chinese view the web as tv medium of choice
China
:
Shanghai
:
Web Video
Big Ideas
Social networking enhances the tv experience
Social networking enhances the tv experience
London
:
YouGov
:
Social Networking
Markets
Luxury: Mumbai
Journalist and author Suketu Mehta called Mumbai ‘Maximum City’ for several reasons. With a population density of one million people per square mil...
Mumbai
:
India
:
Genesis Luxury
Big Ideas
Overseas visitors buy in to UK luxury sector
Overseas visitors buy in to UK luxury sector
Luxury Tourism
:
Global Blue
:
BRICs
Big Ideas
Asians have an eye for brand communication
Asians have an eye for brand communication
Singapore
:
Brand Communication
:
Browsing
Big Ideas
ThirtyfiveUps steer new cycle of bike sales
ThirtyfiveUps steer new cycle of bike sales
Bicycles
:
Bicycling
:
Cycling
Micro Trends
V-commerce
Move over stock images. Fashion websites now enable people to watch and interact with video catalogues.
Interactive
:
Tv
:
Burberry
Big Ideas
Blogs prove to be all the fashion in China
Blogs prove to be all the fashion in China
China
:
Beijing
:
Fashion Blogging
Big Ideas
Flattr could signal new tipping point online
Flattr could signal new tipping point online
Online Tipping
:
Tipping
:
Flattr
Design Directions
Minimal Luxury
As noted in our macro trend Leanomics, against a backdrop of ‘stuffocation’, reduced leisure time and information overload, we are witnessing a glo...
Lean
:
Cognitive Fluency
:
Simplicity
Big Ideas
Teen ’tox injects fresh cosmetic perspective
Teen ’tox injects fresh cosmetic perspective
Cosmetic Surgery
:
Teenagers
:
Botox
Markets
Luxury: São Paulo
Home to 147,000 high-net-worth individuals (HNWIs), Brazil is the largest luxury market in South America, according to the 2010 World Wealth Report...
São Paulo
:
HNWIs
:
World Wealth Report
Big Ideas
Social networking reveals its female side
Social networking reveals its female side
Social Networking
:
Facebook
:
Twitter
Big Ideas
Kids show a taste for cooking at summer camp
Kids show a taste for cooking at summer camp
Cooking
:
Education
:
Vermont
Big Ideas
Life's luxuries are basic needs for Boomers
Life’s luxuries are basic needs for Boomers
Internet
:
Luxuries
:
Retirement
Micro Trends
Check-in Culture
First, people started checking in at their favourite places on Foursquare and Gowalla. Now they are letting others know when they watch tv on Philo...
Twitter
:
Bars
:
Philo
Design Directions
Lux Modern
Driven by a continuing desire to redefine rarity and value, Lux Modern unpacks an understated, minimalist design direction, capturing the essence o...
Craft
:
Heritage
:
Modernist
Big Ideas
Fashion fit for the Chinese consumer
Fashion fit for the Chinese consumer
China
:
Jeans
:
Levi's
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