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

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

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

Markets

Luxury: Shanghai

More than a century after Shanghai’s rise to prominence, the city where the Yangtze River meets the ocean is becoming home to a new wave of interna...

Shanghai : Hurun Report : Grand Hyatt

Big Ideas

Mobile services are just the ticket for events

M-commerce : Juniper Research : Twicketer

Big Ideas

Luxury brands show fashion is child’s play

Children's Collections : Gucci : Fendi

Viewpoints

Alex Okosi : The importance of Africa’s youth market

Words: Sarah Bentley Visuals: Joanna Tulej

Alex Okosi : MTV : Geo-marketing

Big Ideas

China's new consumers- younger and richer

China’s new consumers- younger and richer

Finance : HNWI : Affluent

Big Ideas

Fashion brands set green pace with Eco Index

Nike : Adidas : Outdoor Retailer Expo

Micro Trends

Aged Cocktails

When today’s sophisticated drinkers buy a drink, they no longer simply want to drink the drink. They want an experience, to know their drink’s stor...

Manhattan : Sardine : Dram

Design Directions

Essential Authentic

Consumers’ desire to return to a simple life and to reconnect with rural living drives a renewed longing for authentic, vintage and timeless packag...

Vintage : Rural : Graphics

Big Ideas

Chinese consumers: Wealthier, younger and larger

China : Wealth : Euromonitor

Big Ideas

Diageo offers one-to-one tastings

Diageo : Dubai : Airport

Big Ideas

Youth driving India's economy

Youth driving India’s economy

India : Digital : Millennials

Big Ideas

Consumers prefer a drink made locally

Alcohol : Local Beverages : Euromonitor

Design Directions

Cultural Remix

A vibrant, youth-focused aesthetic direction drawn from Macro Inspire Mix Mash, Cultural Remix maps the evolving celebratory clash of patterns, pri...

Tribal : Indigenous : Nostalgic

Big Ideas

Kiss and make up: Brands continue to benefit from ‘lipstick effect’

Affordable Luxury : Lipstick Effect : Lipstick

Big Ideas

Fast fashion in China on rapid expansion

China : Fast Fashion : H&M

Markets

Luxury: Ulan Bator

A small but deep pocket of mining wealth is attracting a host of the world’s luxury brands to the capital of Mongolia. And as a result, Ulan Bator ...

Ulan Bator : Mining : Zegna

Viewpoints

Sissel Tolaas : Who nose?

Smell collector Sissel Tolaas talks about multi-sensory branding.

Sissel Tolaas : Multi-sensory Branding : Sensory

Micro Trends

The new dinner theatre

Dinner theatre used to mean theatregoers tucking into roast chicken as they watched a whodunit. Now, however, as good food becomes the norm and sop...

Marije Vogelzang : Bistroteque : Mart’ Guixé

Big Ideas

Luxury equals lifestyle for a quarter of UAE consumers

Shopping : Arab : Hotspot

Big Ideas

Special brew: coffee soap and shampoo

Coffee : Haircare : Bodycare

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