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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
Big Ideas
With personal sommeliers, select few find life is wine and dandy
With personal sommeliers, select few find life is wine and dandy
Sarment
:
Hong Kong
:
London
Design Directions
Playscapes
The blur between fantasy, reality, adulthood and childhood is inspiring brand communications that truly enchant, surprise and engage. Designers are...
Fantatsy
:
Faction Marketing
:
Cartoon
Big Ideas
Online store sells essentials, conveniently
Online store sells essentials, conveniently
Madison
:
Wisconsin
:
Essentials
Big Ideas
Holiday bookers want more user-generated content online
Holiday bookers want more user-generated content online
Yahoo
:
Travel
:
Thomas Cook
Big Ideas
Consumers prefer a nostalgic dinner
Consumers prefer a nostalgic dinner
Comfort Food
:
Sainsbury's
:
Asda
Big Ideas
UK consumers to explore Doorstop Destinations as summer scorcher hits
UK consumers to explore Doorstop Destinations as summer scorcher hits
Travelodge
:
Glamping
:
Glamvanning
Micro Trends
Dining 2.0
A new breed of high-tech, high-gloss immersive dining spaces is appearing on the scene. Dining 2.0 describes this new generation of bars, clubs and...
Restaurant
:
Technology
:
Web 2.0
Big Ideas
Consumers splashing out on top spirits at home
Consumers splashing out on top spirits at home
Spirits
:
Vodka
:
Wine
Big Ideas
Concierge services turn high-tech, mobile
Concierge services turn high-tech, mobile
Concierge
:
Malibu Beach Inn
:
Apps
Big Ideas
Motion-control and connective devices rule at E3 conference
Motion-control and connective devices rule at E3 conference
E3
:
Project Natal
:
Nintendo
Markets
Sport & Leisure and hospitality landscapes
Climate change, recession, fragmenting markets, and an increasingly critical, challenging and internet-savvy consumer are turning traditional notio...
Leisure
:
Hospitality
:
World Travel & Tourism Council
Big Ideas
Chinese car manufacturers attempt to drive luxury sales
Chinese car manufacturers attempt to drive luxury sales
China
:
Shanghai
:
Geely
Big Ideas
Wine drinkers take to the can-can
Wine drinkers take to the can-can
Wine
:
Can
:
Barokes
Big Ideas
Travel & Hospitality tweets
Travel & Hospitality tweets
Twitter
:
Travel
:
JetBlue
Big Ideas
End of free: The reinvention of newspapers
End of free: The reinvention of newspapers
Newspapers
:
Time Inc
:
Wall Street Journal
Big Ideas
Consumers won’t budge on free-range
Consumers won’t budge on free-range
TNS
:
Organic
:
Free-range
Big Ideas
Green Depot brings greener living to US consumers
Green Depot brings greener living to US consumers
New York
:
Lower East Side
:
Green Depot
Big Ideas
Tesco tries department store retailing in central Europe
Tesco tries department store retailing in central Europe
Tesco
:
Fitch
:
My Liberec
Big Ideas
Cinema beats the credit crunch: silver-screen success in the slump
Cinema beats the credit crunch: silver-screen success in the slump
Cinema
:
Film Distributors' Association
:
3D Cinema
Big Ideas
Travel & Hospitalitylers put hotel tech first
Travel & Hospitalitylers put hotel tech first
Travel
:
Technology
:
Reuters
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