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

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

Big Ideas

Boomers and seniors feel overlooked by technology brands

Baby Boomers have revealed that they feel patronised by technology companies, according to a recent study

Baby Boomers : AVG Technologies : Digital

Micro Trends

Real Talk

A beauty movement is under way, one that celebrates beauty in its natural form but equally embraces that wearing make-up isn’t a frivolous or silly...

Glossier : Sali Hughes : Pretty Honest

Design Directions

The Society of Grownups

Society of Grownups is a social club that teaches financial autonomy to Millennials, and offers people of all ages advice and events on planning ...

Millenials : Finance : The Society Of Grownups

Design Directions

Make That Studio: Art Direction

Dea Sgarbossa and Nicola Russo are the design duo that formed Make That Studio, an Italian multidisciplinary design studio known for its architectu...

Make That Studio : Multidisciplinary : Visual Identity

Big Ideas

Home appliances brand Electrolux aims to clean up our digital dust

Household appliances manufacturer Electrolux is urging people to take one of its vacuum cleaners to their email accounts as it offers to help clear...

Vacuum Cleaner : Digital Dust : Digital Hoarding

Big Ideas

Millennials take a different approach in their pursuit of happiness

A study by marketing insights agency ZenithOptimedia has revealed that Millennials look for happiness in different places from Baby Boomers and G...

Millennials : Happiness : The Sharded Self

Big Ideas

Retail Analysis: Polo flagship store, New York

New York – Opened in September 2014, Ralph Lauren’s 38,000-square-feet store in Midtown Manhattan is the first flagship store for the iconic Polo ...

Ralph Lauren : The Athena Woman : Polo

Big Ideas

Almost all UK Millennials ready to switch banks

Some 99% of UK Millennials are ready to switch banks, indicating that traditional financial institutions are failing to resonate with the Millennia...

Banking : Millennials : The New Value Economy

Big Ideas

How technology is changing the dynamics in the family home

The Future of Families study explores how technology is affecting the modern British family.

Television : Emerging Families : Traditional Families

Big Ideas

Smart suitcase designed to make travelling less stressful

A smart suitcase, which travellers will be able to control via an app, promises to make travelling less stressful and more efficient.

Bluesmart : Smart Suitcase : Awakening Tech

Big Ideas

Masters in food design grows out of contemporary converging food practices

A Masters degree course in food design, to be introduced in Milan in 2015, will educate aspiring food designers in creative approaches to food pr...

Milan : Food Design : New Foodscapes

Big Ideas

Google to create child-friendly versions of leading services

Video platform YouTube and browser Chrome are among products to be given the child-friendly treatment in 2015.

Google : Generation I : Coder Kids

Viewpoints

Speech recognition: Welcome to the future

Speech recognition is here, we just don’t know it yet.

Speech Recognition : Google : Megasystems

Big Ideas

Decoded Fashion: New York Summit 2014

The worlds of fashion and technology are overlapping like never before, but the details of the merger are not yet clear. The Decoded Fashion: New...

Wearable Technology : Retail Futures : Decoded Fashion

Big Ideas

Wearable technology must answer human needs and emotions

Consumer perceptions of wearable technology’s potential in retail and the workplace show that people expect meaningful value from devices, reports ...

Wearable Tech : Wearable Tech Retail : Workplace

Big Ideas

Thomson redesigns plane seating to make flights part of the holiday experience

West Sussex, UK – Thomson Airways, Britain’s largest charter airline, aims to redefine the travel experience for passengers with new seating arrang...

Thomson Airways : Package Holidays : Travel Futures

Big Ideas

Selfridges to unveil project celebrating born-again creatives

Selfridges is launching the Bright Old Things initiative, celebrating 40–80-year-old creative thinkers and showing that it’s never too late to try ...

Selfridges : Bright Old Things : The Flat Age Society

Big Ideas

Thync, the app that uses neurosignalling to control mood

Thync is a new wearable device that enables users to change their mood and optimise their state of mind.

Thync : Mood Altering Technology : Awakening Tech

Big Ideas

Start-up helps emerging brands move at fast fashion speed

Fashion e-commerce start-up Nineteenth Amendment is enabling consumers to shop for emerging brands on a timeline that mimics the fast fashion model.

Nineteenth Amendment : Emerging Designers : Retail Futures