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

Group therapy

Global – Koko is a social media network that crowdsources advice to help users overcome stressful thoughts.

Koko : Peer To Peer : Cognitive Therapy

Big Ideas

Ticking time bomb

Global – Bloomberg Business magazine has launched a real-time Carbon Clock.

Carbon Clock : Bloomberg Business : Big Friendly Data

Design Directions

Ikea: Space 10

Space 10 is a future-living lab designed to engage the public in a debate about innovation.

Ikea : Space 10 : Lab

Big Ideas

Short and Sweet

Global – Hearst Corporation has created a straight-to-Snapchat magazine with brief articles and shoppable style advice for the scrolling gener...

Snapchat : Media Futures : Hearst Publishing

Big Ideas

Transparent luxury

Global – Luxury fashion company Prada Group has bolstered its commitment to corporate social responsibility.

Prada Group : Transparencies

Big Ideas

A light fry

London – A new chicken shop in Tottenham is using fried chicken in a paradoxical twist to persuade the community to eat more healthily.

Fried Chicken : Fast Food : High-low Dining

Big Ideas

Hop on

North America – Transport network Uber has launched a new multiperson, ride-share scheme.

Uber : UberHOP : Seattle

Big Ideas

Open AI

San Francisco – The Open Artificial Intelligence foundation is to open thanks to more than $1bn in donations from leading Silicon Valley pioneers.

OpenAI : Altruvation : Silicon Valley

Big Ideas

Conspicuous press

New York – Luxury womenswear label Proenza Schouler has introduced a press embargo on its latest collection until it hits the stores in April.

Proenza Schouler : Luxury : Womenswear

Micro Trends

The New Commune

Co-living is now seen as an extension of co-working, where community and convenience are on your doorstep.

Co-living : Co-working : WeWork

Design Directions

Cinnamon Projects

Series 01, a new range of oils and incense by branding agency Cinnamon Projects, is a case study in how to create products and services that deligh...

Cinnamon Projects : Incense : Series 01

Big Ideas

Women in luxury

Paris – Luxury group Kering has doubled the number of its female CEOs in the past year.

Kering : The Athena Woman : Women In Motion

Big Ideas

Hungry for change

US – Consumers are increasingly more discerning about what they eat, according to a study by consultancy C Space.

Trust : Branding : Food

Big Ideas

Virtually for everyone

Global – Google has launched Cardboard Camera, a free virtual reality app for Android.

Google : Google Cardboard : Virtual Reality

Big Ideas

Optimum browsing

Global – Samsung Internet for the Gear VR system enables users to easily navigate the web in an immersive browsing experience.

Samsung Internet : Samsung Gear VR : Interface Market

Big Ideas

Personal touch

Global – Swedish technology company BehavioSec is developing new biometric technologies to better secure our online identities.

Interface Market : Behaviosec : Neil Costigan

Design Directions

Story of Things

Scotch & Soda invites consumers to suspend disbelief and live their lookbook.

Airbnb : Scotch & Soda : Amsterdam

Big Ideas

Joined-up clothing

Seattle – Say Kids is a new membership-based clothing label for children that is sold at 0% mark-up.

Say Kids : Childrenswear : Seattle

Big Ideas

Getting real

Global – Weary of having to live up to idealised versions of themselves, Generation D and Millennials are creating private profiles on Instagram.

Instagram : Social Media : Finstagram

Big Ideas

Hangover cure

Global – HangoverApp uses geo-location technology to ensure certain photo and video content can only be viewed by a group of friends in the same lo...

Hangover App : Social Media : Instant Messaging

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