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

Micro Trends

Altruvation

Big brands are mixing altruism and innovation by throwing open their doors to enable anyone to become a collaborator.

Big Ideas

Motherhood now

US – Millennial mums are changing the consumer landscape as they begin to dominate the spectrum of first-time mothers.

Goldman Sachs : Jeff Fromm : Millennials

Big Ideas

Generation travel

US – Millennials spend the most on domestic travel, according to a new study by the Shullman Research Center.

Generations : Consumer Behaviour : Travel Spending

Trend Tracker

The Flat Age Society

In 2014, we identified The Flat Age Society, a group of optimistic and entrepreneurial consumers aged 60 and over who are creating a world in which...

The Flat Age Society : Boomers : Aging

Big Ideas

Digital groceries

Global – Digital technology is redefining grocery shopping, according to a new survey by Nielsen.

Nielsen : FMCG : Groceries

Big Ideas

Work-life world

Global – Finding a work-life balance is getting harder, according to an international survey.

Ernst And Young : Generation Go : Employment

Viewpoints

Frédéric Walter : Mirror Strategies

Customers don’t want to shop with big suppliers, says Frédéric Walter, creative marketing director at Givaudan

Givaudan : Fragrance : China

Viewpoints

Louis Desazars: Hyper-bespoke beauty

Consumers want hyper-individualised offers, says Louis Desazars, CEO of NARS Cosmetics.

Louis Desazars : NARS : Customisation

Micro Trends

Growth Products

Designers are developing modular products that can be adjusted to grow along with you.

Lapka : Project Ara : The Shoe That Grows

Design Directions

Breakfast Defectors

Using sameness as a starting point for inspiration, advertising agency Deutsch Los Angeles has imagined a dystopian world in which its client, Taco...

Taco Bell : Chasm Culture : Faction Marketing

Markets

The Future of Books

The physical book is back, and younger readers are keeping it alive.

Books : Penguin : Barnes And Noble

Viewpoints

SXSell: How to make it at South by Southwest

To win at SXSW, brands should follow Delta Air Lines’ example, emphasising authenticity and focusing on influencers.

SXSW : Delta : McDonald's

Big Ideas

SXSW: Fast-casual chef

American chef David Chang announced the opening of a fast-casual restaurant at SXSW 2015.

Fast Casual : SXSW 2015 : Affordable Dining

Viewpoints

Swipe left: Tinder and the death of demographics

By segregating customers by age, Tinder failed to understand the shift away from demographic targeting.

Tinder : Spotify : Soho House Group

Big Ideas

Girls empowered

Nairobi – Spring is a start-up accelerator focusing on businesses that serve the needs of adolescent girls in the developing world.

Spring : Fuseproject : Nike Foundation

Macro Trends

The Optimised Self

Humanity is on a quest. It is not a quest for perfection, but for optimisation – to be the optimal versions of ourselves, the most effective and th...

Optimisation : Health : Wellbeing

Big Ideas

The smart toy that uses IBM Watson to power its thinking

CogniToys is a new brand of internet-connected smart toys that can hold intelligent conversations with a child, and adapt and grow as the child does.

IBM Watson : Toys : Gen I

Big Ideas

Online content is key to brand loyalty for Millennials

NewsCred and MBC Research found that Millennials respond positively to content that is useful, intelligent and relevant.

Millennials : Online Content : Brand Loyalty

Big Ideas

Millennials and Generation D most willing to pay premium for healthy foods

Younger generations are more likely to seek out and pay for healthy foods, according to a Nielsen report.

Millennials : Health Food : Generational Differences

Big Ideas

Mad Men invites fans to recreate pilot episode to promote the last series

To promote the final episodes of the television series Mad Men, AMC Networks is harnessing the energy of fans to recreate the pilot of the series...

Crowdsourcing : AMC Networks : Fan Contribution

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