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

Viewpoints

Asian youth’s sonic renaissance

Eastern Margins founder Lumi and creative director Adanko discuss how music can be used as a tool for resistance among the East and Southeast ...

Youth : Music : Nightlife

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.

Communities : Food And Drink

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

Youth : Generation Z : Travel

Markets

Emerging Youth: China

Showing their post-pandemic resilience, young Chinese are fusing highly disparate worlds: cloud raves, pastoral living and nostalgic apparel.

Youth : Generation Z : China

Viewpoints

Menopausal empowerment

Dr Louise Newson, founder of Balance app, uncovers the importance of holistic menopausal wellbeing and educated empowerment for this important life...

Health And Wellness : Health Technology : Menopause

Viewpoints

Edu-packaging heralds a new direction for phygital play

From chocolate to home deliveries, packaging is fast becoming a canvas on which brands can deliver new experiences to Generation Alpha.

Retail : Youth : Sustainability

Big Ideas

How beauty is being refined for Generation Z

New brands are targeting teens by re-inventing coming-of-age skincare rituals for a more pragmatic – but still visual-first – generation.

Youth : Beauty : Skincare

Viewpoints

What’s next for Millennial family travel?

Sara Clemence, co-founder of family travel network The Expedition, explains how nomadic lifestyles could shape the future of Generation Alpha’...

Travel : Millennials : Gen Alpha

Viewpoints

Gen Z Perspectives: US

Yale graduate Tarek Ziad unpacks the phenomenon of cottagecore and what’s driving Generation Z’s whimsical fascination with rural living.

Youth : Workplace : Digital

Micro Trends

Alumni Incubators

As Covid-19 risks stunting Generation Z’s career prospects, brands are stepping in to nurture the next generation of talent.

Youth : Workplace : Fashion

Markets

Money Market: Gen Alpha

With Generation Alpha largely viewing money as a digital concept, brands’ financial education is moving into playful, digital and socially consciou...

Youth : Society : FinTech

Viewpoints

It’s time to decolonise education, say Gen Z

Galvanised by the Black Lives Matter movement, Generation Z are using social media to (un)learn behaviours and catalyse decolonised education reform.

Youth : Education : BLM

Micro Trends

Music-powerment

Post-lockdown, Generation Z are seeking more democratised music communities, blurring the worlds of education and creation.

Music : Entertainment : Youth

Viewpoints

Gen Z Perspectives: UK

The latest edition of our Generation Z insight series reveals British teenagers’ pioneering attitudes to the Black Lives Matter movement.

Youth : Society : Dislocated World

Communities

Beauty Cultists

A new generation of hyper-loyal beauty consumers are building localised communities around their favourite brands.

Beauty : Communities : Consumers

Viewpoints

How Gen Z are reshaping the offline world

Young people have fashioned the digital world. Wilson Oryema, co-founder of Regenerative Futures, believes it’s time they revive offline systems too.

Youth : Sustainability : Civic Brands

Viewpoints

Gen Z Perspectives: India

In collaboration with 31st State, our new series unearths global insights on the biggest mindset shifts among Generation Z.

Youth : Mental Health : Health

Markets

Emerging Youth: Australia

Faced with one crisis after another, Australia’s youth are using digital platforms to reflect on their identities, educate their peers and satirise...

Youth : Australia : Covid-19

Viewpoints

Why Generation Z are creating activist-tainment

Tamseel Hussain, founder of Pluc TV, on how a ‘generation of misfits’ is driving more purposeful social media storytelling for India and beyond.

Youth : Media : Entertainment

Markets

Flat Age Beauty Market

The beauty sector is meeting the needs of Flat Age women with products and marketing that support maturing skin and hair – and their inquisitive ou...

Beauty : Advertising : The Flat Age Society

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