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

Blogs : Magazines : Print

Big Ideas

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

Lounge Bohemia : Shoreditch : James Bull

Micro Trends

Rough Luxe Spaces

Rough Luxe Hotel : Robin Huge : Dover Street Market

Big Ideas

Lower-alcohol drinks prosper in UK downturn

Alcohol : Beer : UK Recession

Micro Trends

Philanthropic Retail

Merci : Community : Philanthropic

Big Ideas

Wealthy consumers don sunglasses, trench coats as luxury goes undercover

Shopping : Discreet : Bashful

Big Ideas

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

Paris : Docks En Seine Paris : La Cité De La Mode Et Du Design

Micro Trends

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

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

Procter & Gamble : Kimberly-Clark : Colgate-Palmolive

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