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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
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
The growing mobile web
The growing mobile web
Mobile
:
Internet
:
Flexible Working
Big Ideas
Business Travel & Hospitalitylers prefer to stay indoors
Business Travel & Hospitalitylers prefer to stay indoors
Hotels
:
Business
:
Entertainment
Big Ideas
E-vouchers attract growing numbers of on-the-go consumers
E-vouchers attract growing numbers of on-the-go consumers
Mobile Phones
:
Shopping
:
Emails
Big Ideas
Kids’ foods grow up
Kids’ foods grow up
Ready Meals
:
Nutrition
:
Cooking
Design Directions
Mama Shelter
A new hotel in Paris is looking to house the tourists of the 21st century. Mama Shelter – developed by the Trigano family (who created Cl...
Hotel
:
Tourism
:
Bleisure
Viewpoints
Steve Doyle : A men’s lifestyle publication for the Menaissance
Words: Max Reyner
Buck Magazine
:
Steve Doyle
:
Future Media Landscapes
Big Ideas
Silicon solidarity helps female business leaders break the stereotype
Silicon solidarity helps female business leaders break the stereotype
Google
:
Betapreneurs
:
Jobs
Big Ideas
Women dominate online retail sales
Women dominate online retail sales
Shopping
:
Deals
:
Groupon
Viewpoints
Mike Walsh : The future of entertainment and media lies in audience networks
Tech-anthropologist and author Mike Walsh talks about the future of entertainment and media.
New Media Landscapes
:
Mike Walsh
:
The Female Web
Macro Trends
The New Sobriety
Rather than the ‘little and often’ approach to consumption that has dominated in recent years, ‘fewer and better’ is to become the new motto across...
Sober
:
Pared Down
:
Simple
Viewpoints
Don Tapscott : Harness the power of the digital generation
Author Don Tapscott talks about harnessing the power of the digital generation.
Don Tapscott
:
Grown Up Digital
:
Facebook
Micro Trends
Civic Branding
Brands are beginning to shrug off their multinational status and look, instead, at local communities.
Urban
:
Planning
:
Branding
Design Directions
Steelcase re-invents the workplace
Today’s New Millennials and Generation Y are blurring the distinction between business and leisure as they start their working lives. Welcome to th...
Creativity
:
Blurred
:
Steelcase
Big Ideas
China's ultra-wealthy consumers overtake Japan's
China’s ultra-wealthy consumers overtake Japan’s
Cars
:
China
:
Bespoke
Big Ideas
Brain over brawn: The renaissance of the modern male
Brain over brawn: The renaissance of the modern male
Esquire
:
Manopause
:
Male
Big Ideas
Credit crisis ushers in a baby boom
Credit crisis ushers in a baby boom
Birth Rates
:
Sex
:
Baby
Big Ideas
Rediscovering DIY
Rediscovering DIY
DIY
:
Home Improvement
:
Houses
Design Directions
Selling luxury on social networks
A luxury jewellery brand is venturing into online social networks to engage and interact directly with individuals, offering exclusive content to k...
Luxury
:
Love By Cartier
:
Jewelry
Micro Trends
Smokers’ Paradise
Smokers’ Paradise
Smoking
:
Ban
:
Cigarettes
Big Ideas
Reading secrets: Magazines go highbrow
Reading secrets: Magazines go highbrow
Magazines
:
Lads
:
Publishing
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