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

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

Markets

The food space revolution

Beyond the downturn, food will continue to viewed as a design-driven cultural experience as much as a nutritionally based culinary one. As our Food...

The Foodists : ABC Cooking Studio : Tokyo Curry Lab

Micro Trends

Utility workwear

Revival : Workwear : Utility

Big Ideas

European Travel & Hospitality Commission: A new Travel & Hospitality landscape emerges

European Travel Commission : Liz Alderman : New York Times

Markets

Downturn Sport & Leisure

This is a time of unprecedented upheaval for the global tourism industry, according to The Future Laboratory’s Leisure and Hospitality Futures Repo...

TripAdvisor : Ecotourism : Design Hotels

Big Ideas

Suits you, sir: Early previews trumpet the return of the suit

Suits : Florence : Pitti Immagine Uomo

Markets

New stages of lux

As Louis Vuitton cancels plans to open yet another department store in Tokyo and other brands follow suit, it is time to access the changing nature...

Louis Vuitton : Bain & Company : Luxury Institute

Communities

Retrosexual

Retrosexuals add a modern edge to traditional masculinity. Less adventurous than our other Menaissance tribes, they follow traditional male pastime...

Food : Drinking : Gym

Markets

Market report: The Middle East

Often overlooked because of its geopolitical instability, the Middle East now represents a consumer market that can no longer be ignored. With an a...

Copenhagen Institute For Futures Studies : UAE : Dubai

Communities

NuRo Male

A gentleman for the 21st century, the New Urban Romantic combines a Bleisure lifestyle with a keen interest in style and culture.

Design : Bars : Masculine

Macro Trends

Bleisure

If you talk about the pressures of work, you are probably a Generation Joneser. And if you still believe in the work/life balance, you are one of o...

Business : Leisure : Work

Macro Trends

Homedulgence

Consumers across the globe are looking at new and innovative ways to maintain the good life they’ve come to treasure, without the expense of going ...

Home : Entertainment : Home Induglence

Markets

The Neo Cocktail Set

Europe – Although sales of beer are falling in countries where it is a traditional drink, including Britain, across Europe beer sales are on the ri...

Wine : Beer : Cocktails

Micro Trends

Adaptability by Design

As consumers become increasingly aware of the social and environmental impact of global sourcing, small-scale manufacturers are developing more per...

Global Sourcing : Small-scale Manufacturers : Design

Micro Trends

New value aesthetic

Value-nomics : Own-brand : Pared-down Aesthetic

Big Ideas

Multimedia digital formats set to drive home rental sales

Multimedia : Digital Formats : Blue-ray

Big Ideas

Micro entertainment set to make mega impact

Informa Telecoms And Media : Apple : Netflix

Viewpoints

Heron Preston : Successful brand collaborations depend on brands taking a back seat

Naked Communications junior strategist Heron Preston talks about successful brand collaborations.

Naked Communication : Youth Culture : Heron Preston

Big Ideas

Men set to revive flatlining retail sales

Spending : Department Stores : Luxury

Big Ideas

New Tyroleans

Consumers : Tyroleanism : Alpine Cooking

Micro Trends

Built by Brands

Made-to-measure : Bespoke : British

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