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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
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
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
Markets
New social media landscapes
Social media has reached a tipping point, and is growing up. If social media 2.0 was a rebellious playground complete with consumer cliques and bra...
Social Media
:
JupiterResearch
:
Digital Divide
Micro Trends
Printed Blogs
Printed Blogs
Blogs
:
Magazines
:
Print
Big Ideas
Gold farming goes mainstream
Gold farming goes mainstream
Wow7gold
:
China
:
Gold Farming
Communities
New Male Dandy
The most recognisable of all our male groups, the New Male Dandy embodies a louche, romantic spirit, whether he has fulfilled his dream by fronting...
Cosmetics
:
Jack Daniels
:
Guardian
Big Ideas
Entry into social media channels proves increasingly important for brands
Entry into social media channels proves increasingly important for brands
Lounge Bohemia
:
Shoreditch
:
James Bull
Micro Trends
Rough Luxe Spaces
Rough Luxe Spaces
Rough Luxe Hotel
:
Robin Huge
:
Dover Street Market
Big Ideas
Lower-alcohol drinks prosper in UK downturn
Lower-alcohol drinks prosper in UK downturn
Alcohol
:
Beer
:
UK Recession
Micro Trends
Philanthropic Retail
Philanthropic Retail
Merci
:
Community
:
Philanthropic
Big Ideas
Wealthy consumers don sunglasses, trench coats as luxury goes undercover
Wealthy consumers don sunglasses, trench coats as luxury goes undercover
Shopping
:
Discreet
:
Bashful
Big Ideas
E-commerce pulls ahead in retail race
E-commerce pulls ahead in retail race
Online Retail
:
Forrester Research Analyst Sucharita Mulpuru
:
US E-commerce
Markets
Market report: China
For a decade the world has watched China in awe. Some did so from a distance, others leapt right in. Today, however, involvement with the country n...
China
:
Jigsaw International
:
Hong Kong
Big Ideas
Sport & Leisure becomes the new drive to revive customer interest
Sport & Leisure becomes the new drive to revive customer interest
Paris
:
Docks En Seine Paris
:
La Cité De La Mode Et Du Design
Micro Trends
Desk-bound
Desk-bound
Desk
:
Office
:
Design
Communities
Fratrasexual
Fratrasexuals are enthusiasts and experts. They have a defining interest, and cultivate an in-depth knowledge in their chosen field, whether it is ...
BBC
:
Knowledge
:
Enlightenment
Micro Trends
Escape into horror
Escape into horror
Films
:
Horror
:
Entertainment
Micro Trends
Immersive Finance
words : Alison Bishop
Banking
:
Immersive
:
Money
Micro Trends
Glamavanning
As the recession bites, more and more consumers are turning to dreams of escape and travel. And what better way to do it than in a super modern pod...
Glamping
:
Caravans
:
Festivals
Micro Trends
Mono dining
Choice is off the menu as restaurant chains offer just one dish.
Restaurants
:
Dining
:
McDonalds
Viewpoints
Melkan Gürsel Tabanlioğlu
Melkan Gürsel Tabanlio?lu
Tabanlioğlu
:
The Athena Woman
:
Womenomics
Big Ideas
Back to basics: Frugal shoppers make a comeback
Back to basics: Frugal shoppers make a comeback
Procter & Gamble
:
Kimberly-Clark
:
Colgate-Palmolive
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