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

Big Ideas

Resounding remedy

UK – Healthcare start-up Echo has built an app designed to help people manage their long-term prescriptions.

NHS : Healthcare : Personal Appsistants

Big Ideas

We are live

Global – Instagram has launched Instagram Live, a live streaming service that enables users to share ephemeral content in real time.

Instagram : Gen Viz : Live Streaming

Micro Trends

Post-pharmacy brands

New supplement brands are reconsidering everything from branding to transparency, and whether being stocked in pharmacies is necessary.

Vitamins : Soft Aid : Wellness

Big Ideas

Learning to adult

US – The Adulting School helps Millennials to learn the skills needed for adult life.

The Learning Economy : The Adulting School : Millennials

Big Ideas

Decoded Beauty New York 2016: Review

Hyper-personalisation of beauty products and the importance of customised omni-channel content experiences were key talking points

Decoded Beauty : Gen Viz : Hyper-personalisation

Big Ideas

Engineering the future

UK – The Dyson Institute of Technology aims to address the skills gap in engineering.

Dyson : The Learning Economy : Dyson Institute Of Technology

Big Ideas

Snap them all

North America – Snap Inc is dropping a limited supply of its Spectacles product in random locations across the US using automated vending machines.

Snapchat Spectacles : Geo Quests : Anti-choice Architecture

Big Ideas

High performance

Global – The global downturn in sales of fashion goods is not affecting the growth of the athleisure category.

Athleisure : Global Fashion & Style : Womenswear

Design Directions

Lynk & Co

Lynk & Co is a new car brand that puts digital connectivity and sharing at the heart of its design.

Lynk & Co : Volvo : Auto

Big Ideas

Spending soars in China

China – Amid rising house prices and increased costs of living, Chinese Millennials are increasingly choosing to spend their earnings on experienti...

China : Chinese Millennials : Leisure

Micro Trends

Hard Pop

As craft beer flavour profiles veer towards bitter and consumers seek healthier alcohol options, alcoholic soda drinks and fizzy waters are on the ...

Alcohol : Alco-health : Water

Big Ideas

Spin me right round

Global – Boiler Room has teamed up with Inception to create the world’s first virtual reality (VR) music venue.

Boiler Room : Gen Viz : Virtual Reality

Big Ideas

The future of fashion

Beijing – Editorial platform Women’s Wear Daily hosted its Global Fashion Forum earlier this month in partnership with the high-end shopping mall S...

Women's Wear Daily : Asian Market : Buy-It-Now Fashion

Viewpoints

Biohacking with hallucinogens

Will psilocybin mushrooms and LSD be next year’s go-to ingredients for optimisers?

Psychadelics : The Optimised Self : Micro-dosing

Micro Trends

Health-conscious Kids

As society becomes more health-conscious, wellness is trickling down to the youngest generation.

WellJelly : China Drewitt : Fitness Trackers

Markets

Convenience Culture: Part 2

Technology is enabling consumers to access food in more convenient ways.

Convenience Culture : Food & Drink : Fast Food

Big Ideas

Selfie-esteem

US – Instagram has created a feature that encourages users to flag up people who need emotional support.

Instagram : Brandstanding : Mental Health

Big Ideas

One night stand

US – The Standard Hotels group has launched a last-minute booking app that enables customers to book rooms at competitors’ hotels.

The Standard Hotels : Seamless Travel : One Night

Macro Trends

The Dislocated World

In a world dominated by distrust, disconnection and disenfranchisement it is time for brands to take a stand and choose what type of future they wa...

The Dislocated World : Turbulent Teens : Backlash Culture

Big Ideas

Team Tango

Global – Adidas is introducing its own network of dark social influencers, known as Tango Squads.

Anti-authenticity Marketing : Adidas : Dark Social

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