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

Markets

Influencer Market

Influencer marketing enables brands to engage with fiercely loyal communities in an authentic and seamless way.

Influencer Market : Gen Viz : Anti-authenticity Marketing

Big Ideas

Virtual etiquette

US – A series of experiments by Daydream Labs examine how to mitigate the potential for rude or abusive behaviour in virtual reality.

Virtual Reality : Online Gaming : Google

Big Ideas

Beauty data trail

Seoul – South Korean beauty start-up Memebox is using data analytics to become the world’s fastest growing beauty brand.

Memebox : South Korean Beauty : Data Analytics

Big Ideas

Bad education

UK – A new study questions the net costs and benefits of a UK university education.

Education : The Learning Economy : Generation D

Big Ideas

House Vision 2016

A series of cross-industry collaborations and talks at Tokyo’s second House Vision exhibition examined the future of the home and the nature of the...

House Vision : Tokyo : Urbanism

Big Ideas

Senior service

US – GoGoGrandparent enables older adults to use ride-hailing services such as Uber without the need for a smartphone.

GoGoGrandparent : The Flat Age Society : Ride-share Market

Viewpoints

Brexit: Partisan Brands

While it's unavoidable for modern brands to take a political position, best leave the placards at home.

Brexit : Brandstanding : New Bricolage Living

Big Ideas

Social emotions

Global – E-commerce website The Outnet has analysed the content of social media posts that relate to ‘thrill’ and ‘joy’ to examine what these emoti...

The Outnet : The Emotional Economy : Pulsar

Viewpoints

Brexit: Bricolage versus Backlash

The decision to leave the EU was partly the result of friction between two opposed consumer mindsets.

Brexit : Consumer Mindset : Globalisation

Big Ideas

Dirty dishes

Global – About 50% of consumers believe that eating can be as pleasurable as sex, according to a report by Havas Worldwide.

Foodporn : Havas Worldwide : Instagram

Big Ideas

Angel investors

Europe – Taxi app Hailo has sold 60% of its company to German car maker Daimler.

Ride-share : Hailo : Daimler

Big Ideas

Sing along

US – Apple has purchased the Car Pool Karaoke segment of CBS’ The Late Late Show to drive audience engagement on Apple Music.

Apple : Gen Viz : Internet TV

Big Ideas

Beauty hotline

Global – Beauty brand Birchbox has introduced a Snapchat customer service offer that emphasises human connection.

Birchbox : Revelation Brands : Personal Appsistants

Viewpoints

Urban Outfitters: Rework

How inverting the design process can revolutionise high street fashion.

Urban Outfitters : Fast Fashion : Upcycled Clothes

Markets

Sustainability Market

Business is adopting a Whole-system Thinking approach that replaces the ruthless pursuit of profit with a tripartite system that gives equal weight...

Whole System Thinking : Sustainability Futures : The Immortal Brand

Viewpoints

Steven Lammertink: Cirqle

How brands can connect with influencers and extend their reach among a target audience.

Steven Lammertink : Influencer Marketing : Cirqle

Markets

Festival Market

Traditional music-focused festivals, dominated by Millennials, are now exploring new formats and content to connect more deeply with consumers.

Conviviality Culture : Festival : Branding

Big Ideas

Run for it

London – Virgin Active is tapping into the popularity of Pokémon Go with a fun run that takes in local Pokéstops and Pokégyms.

Pokémon Go : Geo Quests : Virgin Active

Big Ideas

Cross-border luxury

Global – A new study by Contactlab and Exane BNP Paribas shows that some consumers spend more on luxury goods when they travel than at home.

Luxury : Luxury Retail : Travel

Big Ideas

The app factor

US – Apple is launching a reality tv show to reveal the world of apps and the people that develop them.

Apple : Mega-systems : Planet Of The Apps

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