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

Markets

Interactive Tech Retail

Technology companies are adopting an experiential approach in stores, offering shoppers try-before-you-buy interactive environments.

Verizon : Google : Intel

Viewpoints

Chris Sanderson: The Privacy Bump

The Future Laboratory CEO explains how brands should deal with privacy.

Privacy : Megasystems : Adblocking

Viewpoints

Barbara Coignet: Sustainable Luxury

The founder of sustainable luxury show 1.618 sees consumers forcing luxury brands to redefine transparency.

1.618 : Sustainability : Luxury

Viewpoints

Graham Cove: Personalised in-store wifi

EE's director of wifi talks about how new in-store wifi services can benefit retailers.

EE : Wifi : Shopper Marketing

Viewpoints

Linda Stone: From quantified self to essential self

Technologist and thought-leader Linda Stone discusses the emergence of Essential Self Technologies.

Self Quants : Linda Stone : Apple

Big Ideas

German group fights racism with Like Attack

Berlin – Nothing combats hate like a bit of love, or in the case of anti-racism group Loud Against Nazis, nothing challenges racism like a few th...

Berlin : Nazis : Cities Like Brands

Micro Trends

Frustration Marketing

People are no longer satisfied with being placated. In The Polarity Paradox advertisers need to challenge, question and even annoy consumers.

Grant Leboff : Adam Morgan : Seth Godin

Big Ideas

Taste for sangria grows among younger drinkers in Western Europe

Sangria : Wine : Drink Trends

Big Ideas

Amazon works with Twitter on hashtag campaign

The new #AmazonCart campaign indicates to brands a user’s intention to purchase.

Amazon : Twitter : Social Media

Design Directions

Fauna Fetish

In our increasingly digital landscape there is a recurring preoccupation with the natural world.

Nature : Technology : Polarity

Big Ideas

Retail Analysis: Jigsaw’s Duke Street Emporium champions the analogue store experience

UK fashion retailer Jigsaw has opened a miniature department store, The Duke Street Emporium.

Jigsaw : Emporium : Concept Store

Design Directions

Camille Walala: Graphic artist

Like so many artists, Camille Walala lives her life under a pseudonym.

Neo Kitsch : Netstalgia : Memphis

Viewpoints

Planet of the vapes: Marketing the lesser evil

Vaping’s move into the mainstream raises weighty considerations for marketers.

Vaping : E-cigarette : Tobacco

Big Ideas

Mobile addiction on the rise among women

Mobile addiction is on the rise, and it is growing fastest among middle-aged mothers.

Mobile : Smartphones : Digital Futures

Big Ideas

App aims to help people conquer their arachnophobia

Two psychiatrists have developed an app designed to help people overcome their fear of spiders.

Anxiety : Apps : Smartphone

Big Ideas

Selfridges asks ‘what does beauty mean?’

Selfridges is asking consumers what beauty means with a store-wide campaign.

Selfridges : Department Stores : The Beauty Project

Big Ideas

Star Wars takes over Amazon Locker for 4 May

Disney has teamed up with Amazon to celebrate Star Wars day on 4 May.

Amazon : Disney : Symbiotic Branding

Design Directions

Milan 2014: Part 1

Texture and surface design were explored through material manipulation at this year’s Salone Internazionale del Mobile

Milan : Milan Salone : Salone Internazionale Del Mobile

Big Ideas

Bra brand's feminist approach to girls' underwear

Founded by 18-year-old Megan Grassell, Yellowberry seeks to fill a gap in the tween bra market.

Tiny Tot Feminism : Girls : Teenagers

Viewpoints

Liza Kindred: The next wave of wearable technology

Liza Kindred, founder and CEO of Third Wave Fashion, describes the convergence of fashion and technology.

Wearable Technology : Fashion Tech : Third Wave Fashion

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