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

Luxury Index 2015

LS:N Global plots the shifts in luxury in 2015 and identifies a market that is abandoning traditional signifiers such as wealth, permanence and sta...

Big Ideas

Mii too

Global – Nintendo is launching mobile gaming with Miitomo, a social messaging app letting people to interact using digital avatars.

Miitomo : Nintendo : Avatars

Big Ideas

SXSW Interactive 2016 Review: Part 2

Part two of our show review looks at the key take-outs from SXSW Interactive that will continue to resonate in 2016 and beyond.

Gen Z : SXSW : SXSW Interactive

Communities

Gen Viz

Gen Viz is a global, liberal and visual-first tribe at the forefront of key emerging trends among Generation Z.

Gen Z : Teenagers : Teen

Macro Trends

Gen Viz

Teenagers are no longer self-absorbed souls struggling through puberty. Abstinence and realness are the order of the day for these new social activ...

Gen Viz : Generation Z : Visual First

Big Ideas

Nomadic editorial

North America – Obsessee is a new magazine that will exist solely on social media platforms.

Obsessee : Gen Viz : Media

Big Ideas

Seeking diversity

US – Parents spend more on brands that feature realistic families in their ad campaigns, according to BabyCenter.

BabyCenter : Johnson & Johnson : All In Advertising

Big Ideas

Sleepover credit

France – Travel platform NightSwapping is bringing exchange value to the travel industry.

NightSwapping : Tinder : Travel App

Big Ideas

Fit to date

US – A new dating app promises to connect users that share similar exercise habits.

Sweatt : Dating : Exercise

Big Ideas

Know by heart

California – Schools are introducing social-emotional learning initiatives to assess the role of emotional intelligence in education.

The E-motional Economy : Education : San Francisco

Viewpoints

Mark Rowe: easyJet

Mark Rowe, business marketing manager at easyJet, on using seamless technology to meet Millennial demands.

Easyjet : New Bricolage Living : New Millennials

Big Ideas

Battle the bot

US – Code Fights is gamifying the job-hunting process, disrupting traditional HR channels that can miss out on digital talent.

Big Ideas

Travel Technology Europe and Business Travel Show 2016: Review

The travel industry is beginning to harness big data and social media in order to create seamless connectivity.

Travel Technology Europe : Business Travel Show : The Hatch

Big Ideas

TV saviour

New York – Vice Media Group’s new channel Viceland is attracting big-name investors eager to access its young audience.

Television : Vice Media Group : Media Futures

Micro Trends

Drop-in Mindfulness

New studios are forgoing languid spiritual retreats in favour of affordable, drop-in classes that offer a way for busy urbanites to unplug and unwind.

Mindfulness : Meditation : Spirtuality

Big Ideas

World cinema club

Global – Netflix is changing its algorithms so it can offer viewers more personal recommendations, rather than focusing on regional tastes.

Netflix : Personalisation : Algorithms

Communities

Kidpreneurs

Ambitious and fearless, this subset of Generation Z knows exactly what they want in life and are willing to work in order to get it.

Kidpreneurs : The Junior Atelier : The Chief Lemonade Officer

Big Ideas

Morning news

Global – Keen to mimic the mobile behaviour of their readers, media outlets Vogue and Quartz are changing the way they deliver the news.

WhatsApp : Vogue : Text Commerce

Viewpoints

Steve McCallion: Future health

The creative director and CMO of ZOOM+ on how a retail-style approach would change healthcare.

Healthcare : The Optimised Self : Wellbeing Tech

Micro Trends

The XXX Factor

Sex is back in fashion, but this time it’s about getting the metrics, irony and humour bang on.

Diesel : Vivienne Westwood : JW Anderson

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