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

The Reputation Economy is central to new cryptocurrency project

Document Coin is a new project that imagines a cryptocurrency as a means of exchange guaranteed by personal reputation rather than code.

Micro Trends

Tech Luxe

The luxury market has traditionally been slow to embrace new technology. Yet as consumers’ lives become more digital, things are changing. Increasi...

Tech Luxe : Jonathan Siboni : Activie

Big Ideas

Target recruits creator generation in Best Year Ever campaign

Target’s new Best Year Ever YouTube campaign, aimed at young people going to college, boisterously entertains and engages on a social, two-way leve...

YouTube : Target : Best Year Ever

Design Directions

Meaningless Marks

As our world becomes increasingly sophisticated and digitally connected, designers aim to remind us of life’s simple pleasures, by paring back to...

American Apparel : Nathalie Du Pasquier : Memphis Group

Big Ideas

New beauty website targets Flat Agers

The Beauty + is a new website for women who 'love their age'.

Jane Cunningham : Flat Age Beauty : Flat Agers

Big Ideas

Americans prefer snacking to full meals

Americans are disrupting the food industry by snacking rather than sitting down to a full meal.

Snacking : Americans : Eating Habits

Micro Trends

Warsaw Safari

Twenty-five years after the fall of communism, Warsaw is bubbling with entrepreneurial ambition, demonstrated by Google’s decision to open its th...

Heavy Industry : Fort Sokolnickiego : Koneser Warsaw Vodka Distillery

Big Ideas

Rent the Runway moves towards everyday wear

Rent the Runway has announced a new Unlimited subscription service that enables women to lease a rotating selection of items by post for as long ...

Rent The Runway : Jennifer Hyman : Fortune

Viewpoints

Viv Craske: Rating Regent Street’s beacon experiment

Should retailers use beacon or wi-fi to improve their footfall tracking?

Beacon Retail : Regent Street : Wi-fi

Viewpoints

Paul Gulati: Merging retail, hospitality and leisure

Universal Design Studio’s senior associate talks about design in The Convergence Economy.

Ace Hotel : Seek No Further : Universal Design Studio

Big Ideas

New app offers Instagram-like experience for children

Mobile app PopJam by British developer Mind Candy is being pitched as a safe creative community for kids.

Mind Candy : PopJam : Mobile Apps

Big Ideas

Selfridges launches men's personal shopping service

The London department store is revamping its menswear offer, including the introduction of a personal shopping service for men.

Menswear : Selfridges : Personal Shopper

Big Ideas

Millennials the more confident generation when it comes to wine

Millennials are more confident than older generations about their knowledge of wine, according to a new report.

Wine : Sparkling Wine : Uncorked Wine

Viewpoints

LeBron lesson: Should we go back to move forward?

We are continually urged to innovate and move forward, but can going back be a more productive strategy?

LeBron James : Swiss Watches : Waste Redux

Design Directions

Paris Collections: Men

Creativity was key this season during Paris Men’s Fashion Week, as menswear designers drew inspiration from famous works of art, found sketches and...

Andrea Crews : Issey Miyake : Raf Simons

Big Ideas

Citizenme app helps consumers to take control of personal data

New start-up Citizenme aims to put consumers in charge of their online personal data.

Citizenme : Marketing : Personal Data

Big Ideas

Bread & Butter and Seek Berlin spring/summer 2015 review

The Berlin streetwear shows were notable for the presence of heritage brands keen to elevate themselves into the premium category.

Bread & Butter : Seek : Berlin

Big Ideas

Walmart gives female entrepreneurs the stamp of approval

The US retailer will stamp products made by female entrepreneurs with a Women-owned logo.

Empowering Women Together : Walmart : Fempreneurs

Micro Trends

Life-saving Campaigns

Who says advertising can't save the world?

DDB North America : Leo Burnett : WATERisLife

Viewpoints

Cindy Joseph: How to be pro-age not anti-age

The 60something stylist and model describes the thinking behind her pro-age skincare line.

Cosmetics : BOOM! : Baby Boomer Beauty

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