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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
Alternative Education Market
As parents and institutions become increasingly frustrated by Silicon Valley’s attempts to disrupt the classroom, new educational models are emergi...
Youth
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Wellness
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Learning
Markets
Millennial Family Travel Market
As more and more Millennials enter parenthood, they are not giving up on their thirst for travel or their desire for sustainable experiences.
Travel
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Hospitality
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Family
Viewpoints
Why do Londoners love Nike so much?
The sportswear brand found success this week because it listened to its consumers.
Youth
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Fashion
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Gen Z
Markets
Childrenswear Market
The childrenswear market is booming, with the rise of Millennial parenting affecting everything from the aesthetic to the acceptance of a more luxu...
Fashion
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Youth
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Digital
Big Ideas
Brand Innovation Debrief: Sephora
With the opening of its largest flagship store in Manhattan in 2017 and a host of new initiatives, Sephora shows how to get beauty retail right.
Beauty
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Retail
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Youth
Micro Trends
Avatar Influence
From their role as brand ambassadors to their impact on consumers’ interactions in fashion, digital avatars are opening up new opportunities for ...
Fashion
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Digital
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Retail
Markets
Young Eaters
The eating habits of younger generations are being shaped by a greater appreciation of food and by parents who are instilling their healthy eating ...
Food
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Generation Z
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Baby Food
Viewpoints
Is Walmart’s collaboration with Lord & Taylor a mistake?
Given the companies’ differing target audiences, identity and price tag, is their collaboration doomed from the outset?
Retail
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Fashion
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Luxury
Viewpoints
Will vegans eat in-vitro meat?
Veganism is on the rise, but will the same people who scour restaurant menus for the magic green ‘v’ tick symbol be as likely to bite down on a ble...
Food
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Culture
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Veganism
Markets
Instagram Beauty Market
By providing a place for consumers to discover new under-the-radar products, Instagram has become a thriving environment for cult beauty brands.
Beauty
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Digital
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Social Media
Markets
Emerging Youth Travel Market
Emerging economies with youth populations eager to explore new territories will radically transform the travel and hospitality sector.
Travel
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Youth
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Hospitality
Markets
Conscious Tourism Market
Brands are increasingly using travel to promote inclusivity and sustainability, especially in emerging economies.
Travel
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Hospitality
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Community
Macro Trends
Consumer 2020
In the next decade, brands need to prepare for consumers who are abandoning traditional institutions, seeking comfort in safe spaces and reassert...
Youth
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Purpose
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Belonging
Macro Trends
Experience 2020
Customer experiences are becoming meaningless. But as we head towards the next decade, brands must ensure that they only invest in experiences th...
Experience
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Experience 2020
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Tech
Big Ideas
How Wonderbly is changing the reading experience for children
The co-founder of Wonderbly on capturing children’s imagination through personalisation and the brand’s evolution from print-only to digital.
Personalisation
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Digital
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Technology
Micro Trends
Digital Store Fronts
The future of online shopping is being shaped by visual-first digital experiences.
Retail
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Youth
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Digital
Big Ideas
Next-generation Apps
Tired of narcissistic platforms such as Instagram, young people are moving over to private messaging apps that emphasise community, allow for ephem...
Youth
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Digital
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Technology
Big Ideas
How magazine Azeema empowers women from North Africa and the Middle East
The founders of Azeema magazine on representing strong-minded women, empowering young girls and championing inclusivity.
Youth Culture
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Fashion
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Belonging
Micro Trends
Safe Spaces
Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.
Youth
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Identity
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Belonging
Markets
Emerging Youth: Mexico
A new form of counter culture is emerging in Mexico, driven by young consumers who are proud of their cultural heritage and outspoken critics of US...
Youth
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Fashion
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Digital
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