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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
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
Mobile services are just the ticket for events
M-commerce
:
Juniper Research
:
Twicketer
Big Ideas
Luxury brands show fashion is child’s play
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
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
Chinese consumers: Wealthier, younger and larger
China
:
Wealth
:
Euromonitor
Big Ideas
Diageo offers one-to-one tastings
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
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’
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
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
Luxury equals lifestyle for a quarter of UAE consumers
Shopping
:
Arab
:
Hotspot
Big Ideas
Special brew: coffee soap and shampoo
Special brew: coffee soap and shampoo
Coffee
:
Haircare
:
Bodycare
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