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

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

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

Big Ideas

Off the Menu

US – A new food app that specialises in secret menu items is taking off in the US, bringing insider information to a mass-market audience.

High Low : High Street Restaurants : Secret Menu

Big Ideas

Get on Line

Global – Messaging app Line is now the fastest-growing global social media network.

Line : New Bricolage Living : Media

Micro Trends

Male Positivity

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

Re-con Man : Masculinity : Mental Health

Big Ideas

Express yourself

London – Digital marketers are beginning to decipher what emojis reveal about consumer sentiment online.

Emojis : Emoji : Swyft

Big Ideas

Look twice

US – MTV is taking on rape culture in a series of online banner ads.

Brandstanding : MTV : Look Different

Big Ideas

Lack of loyalty

Global – Almost half of female Millennials feel overlooked for leadership positions, according to the 2016 Deloitte Millennial Survey.

Workplace Culture : Deloitte : Company Loyalty

Big Ideas

Online viewers

UK – A Childwise 2016 television survey proves that children choose YouTube and Netflix over broadcast programming.

YouTube Generation : Netflix : Gen I

Big Ideas

Peak curtains

Global – Furniture brand Ikea’s chief sustainability officer Steve Howard says the West has reached peak home furnishings.

Ikea : Sustainability : Space 10

Micro Trends

Boutique Boxing

Boxing is typically associated with brutal training regimens and testosterone-fuelled fights, but boutique studios are changing the rules of the ga...

Boutique Boxing : Fight Club : Empowered

Big Ideas

Sober judgement

UK – Brewing company Heineken has published new research showing there is a shift towards moderate drinking among British Millennials.

Heineken : Beer : The Optimised Self

Big Ideas

Iris in distress

New York – Accessories maven Iris Apfel is set to work with luxury wearable technology company WiseWear on a range of stylish jewellery with u...

WiseWear : Iris Apfel : Wearable Technology

Big Ideas

Put to shame

US – One in seven Americans are happy with the way they look, according to a Yahoo Health survey on body positivity.

Yahoo Health : Body Shaming : Generation Z

Big Ideas

Hooking up

Global – Menswear and womenswear designer JW Anderson live streamed his autumn/winter 2016 show on social networking app Grindr.

J.W. Anderson : Grindr : Social Commerce

Big Ideas

Good housekeeping

New York – Some 16 luxury hotels have joined forces in a bid to cut greenhouse gas emissions by 30%.

Hospitality : Whole System Thinking : New York City

Big Ideas

Juicy data

London – Lifestyle and fitness app Lifesum has launched the first health drink developed using big data.

Lifesum : Big Friendly Data : The Optimised Self

Big Ideas

Open sesame

Global – Technology company Google is testing a new password-free login for its accounts.

Sign-In Experiments : Google : Security

Micro Trends

The Art of Sipping

The idea of slowly sipping and savouring straight liquor is making a comeback.

Sipsmith : Bacardi : Alcohol

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