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

Big Ideas

Consumers gain taste for frozen food

Markets

Pharmafoods

On both sides of the Atlantic, health and wellbeing have become a major media focus. Consumers are being bombarded with conflicting messages, from ...

Pharmafoods : Superfoods : Nanofoods

Big Ideas

Mascara replaces lipstick as must-have beauty buy for recession-struck women

Mascara : Lipstick : Cosmetics

Big Ideas

Speciality tea on the rise as consumers become cuppa connoisseurs

Tea : Tetley : United Kingdom Tea Council

Big Ideas

Ready-to-drink cocktails continue to quench thirst of Homedulgent consumers

Diageo : Cocktails : Ready-to-drink

Big Ideas

For teenagers, streaming music rules over ownership

Leading Question : Spotify : Imeem

Communities

New Millennials

Riotous youth who have grown up into righteous adults, the New Millennials are rewriting the rules about how they expect people, institutions and b...

Freelance : Recruitment : Neighborhood

Markets

The future of gardens

A mirror of our home life, the garden is a space that reflects and exaggerates what we want from our homes. It is also the space where people’s beh...

Garden : Gardens : Husqvarna

Big Ideas

Direct selling on the up in the downturn

Direct Selling : Avon : Vie At Home

Big Ideas

More than half of Bleisurite Britons work while on holiday

Office : Always-on : Life

Micro Trends

New FemTech

Womenomics : Feminism : Intuition

Big Ideas

Retailers trim down as consumers simplify shopping

Food Marketing Institute : Wall Street Journal : Walmart

Big Ideas

Green cars buck trend as auto industry suffers

Hybrids : Cars : Auto

Big Ideas

Consumers outside Europe dine out in the downturn

Restaurant : Social : Home

Big Ideas

Aston Martin teams up with Toyota to make luxury mini

Toyota : Aston Martin : Mini Cars

Markets

Mobile apps and future profits

Addressing the Institute of Practitioners in Advertising’s (IPA) 44 Club, IPA president Rory Sutherland made the point that mobile applications are...

Smartphones : Apps : Iphone

Markets

Music 3.0

The music industry is changing at an unprecedented rate. Artists are changing the way they produce music; fans are inventing new ways to discover, ...

Music : Napster : Nielsen

Markets

Online luxury

Global online sales of luxury goods increased by 65% in 2007 to reach €1.5bn (£1.28bn), according to consultants Bain & Company. Yet, despite the m...

Online Luxury : Ledbury Research : Google

Big Ideas

Younger drinkers could help revive flagging wine industry

Wine : Mintel : Drinks Well

Big Ideas

Chinese jobseekers search for careers, Western faces

China : Careers : Faces

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