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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
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
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
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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
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Fashion
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Retail
Micro Trends
Healthy Baby Bites
The baby food aisle now reflects wider eating shifts towards healthy options.
Food
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Wellness
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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
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E-commerce
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Digital
Viewpoints
What the fuck have M****NNIALS ever done for us?
Why this much-maligned generation deserves our appreciation, not our disdain.
Millenials
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Tech
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Innovation
Markets
Female Futures
How will women thrive in a changing world?
Youth Culture
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Generation Z
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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
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Luxury
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Millennials
Viewpoints
Why is being transgender still an issue?
Misogyny, racism and transphobia all have one root cause.
Gender
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Identity
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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
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Digital
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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
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Culture
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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
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Digital
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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
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Retail
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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
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Fashion
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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
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Advertising
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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
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Luxury
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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
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Digital
Big Ideas
Adidas tv show to teach football skills to Chinese kids
China – The series will be produced in conjunction with the Ministry of Education (MoE) and China Education TV.
Education
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Sport And Leisure
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Fashion
Big Ideas
New Teen Boss magazine aimed at Generation Z entrepreneurs
US – The publication has been launched solely in print, without advertisements or an online website.
Media
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Digital
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Gen Z
Big Ideas
US Millennials save more money than Baby Boomers
US – Contrary to popular belief, Millennials in the US save more money than any other demographic, according to a new report.
Finance
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Retail
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Culture
Big Ideas
Generation Z value trust, security and digital engagement
US – They expect brands to deliver technology-led customer service experiences that are seamless, secure and entertaining.
Digital
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Finance
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Technology
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