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

Mobile : Internet : Flexible Working

Big Ideas

Business Travel & Hospitalitylers prefer to stay indoors

Hotels : Business : Entertainment

Big Ideas

E-vouchers attract growing numbers of on-the-go consumers

Mobile Phones : Shopping : Emails

Big Ideas

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

Google : Betapreneurs : Jobs

Big Ideas

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

Esquire : Manopause : Male

Big Ideas

Credit crisis ushers in a baby boom

Birth Rates : Sex : Baby

Big Ideas

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

Smoking : Ban : Cigarettes

Big Ideas

Reading secrets: Magazines go highbrow

Magazines : Lads : Publishing

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