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

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

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

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 : Digital : 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 : Fashion : 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 : Identity : 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 : Fashion : Digital

Markets

Hype Market

From frenzied crowds outside Supreme stores to Yeezy sneakers reselling for more than 20 times their original retail price, the market for hype is ...

Fashion : Digital : Technology

Big Ideas

Vector Newman on consumers outsmarting the system

The founder of private social network New Life explains why we need to stop living in a pre-internet world.

Youth Culture : Fashion : Retail

Micro Trends

Healthy Baby Bites

The baby food aisle now reflects wider eating shifts towards healthy options.

Food : Wellness : Baby Food

Viewpoints

What does Walmart’s presence on Google Home mean for household brands?

A new collaboration between Google and Walmart envisages an alternative future for voice-powered retail.

Retail : E-commerce : Digital

Viewpoints

What the fuck have M****NNIALS ever done for us?

Why this much-maligned generation deserves our appreciation, not our disdain.

Millenials : Tech : Innovation

Markets

Female Futures

How will women thrive in a changing world?

Youth Culture : Generation Z : Identity

Micro Trends

Adulting Ads

Notions of luxury have evolved beyond traditional status symbols, with brands creating new narratives that speak frankly to the emotionally driven ...

Advertising : Luxury : Millennials

Viewpoints

Why is being transgender still an issue?

Misogyny, racism and transphobia all have one root cause.

Gender : Identity : Advertising

Big Ideas

Pornhub launches interactive video content category

Global – Users will now be able to synchronise porn with sex toys in order to simulate sex.

Technology : Digital : Media

Big Ideas

Workers are increasingly postponing their retirement

US – According to the US jobs report, almost 19% of people aged 65 or over were working in the second quarter of 2017.

Workplace : Culture : Finance

Viewpoints

What does the rise of injectable cosmetics mean for make-up?

How is the make-up market reacting to consumers approaching injectable cosmetics as an extension of make-up rather than a non-surgical procedure.

Beauty : Digital : Media

Markets

Global Luxury Market 2017: Part 1

The luxury market is in a state of flux. Major players, confronted with the need to remain relevant and desirable, are changing their strategies to...

Luxury : Retail : Technology

Viewpoints

Are luxury brands doing enough to appeal to Generation Z?

With luxury brands rushing to create digital-first campaigns for Millennials, are they also doing enough to prepare themselves for the inevitable r...

Luxury : Fashion : Digital

Big Ideas

Underarm hair increasingly considered less of a stigma by Millennials

Global – Almost one in four young women do not shave their underarms, according to research by Mintel.

Beauty : Advertising : Wellness

Big Ideas

The attitudes of US high-net-worth individuals are changing

US – A new study highlights the differences between generations when it comes to investing, relationships and philanthropy.

Finance : Luxury : Culture

Big Ideas

Gaming is no longer a niche category on YouTube

Global – It is one of the most watched types of content across the platform.

Gaming : Media : Digital

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