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

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

Big Ideas

French mall trials body-scanning personal shopper tech

A French mall is experimenting with a personalised, digital shopping experience based on body-scanning technology.

Klepierre : Phygital : Body Scanning

Markets

Endless Aisles

Retailers are introducing virtual shelves and shoppable walls in physical retail spaces.

Sony : Digital Store Front : Kate Spade

Viewpoints

Kiyan Foroughi: One-to-one commerce

Kiyan Foroughi on how Boticca's one-to-one commerce model is cutting out the middle man.

Bottica : Kiyan Foroughi : Personalisation

Big Ideas

Google tries to match online customers to physical footfall

The online search brand is trying to match online ad clicks to purchases in physical stores.

GoogleAd Words : Advertising : Analytics

Big Ideas

Millennials shopping habits dictated by fauxsumerism

Millennials are using all the channels of commerce to browse, rather than to buy.

Consumers : E-commerce : Experience

Micro Trends

Downsizing 2.0

For their later years, Flat Agers are often in search of culturally-rich urban environments. Meanwhile, architects are envisioning innovative alte...

Retirement : The Flat Age Society : Vital Tech

Big Ideas

Retail Analysis: Cult brand lululemon arrives in London

Canadian sportswear brand lululemon has opened it first European ‘community’ store, in Covent Garden.

Lululemon : Yoga : Covent Garden

Big Ideas

Salone Internazionale del Mobile Milan 2014 Part 2: Top 5 products

Another year, another fresh wave of new designs, products and prototypes for the design world to sit up and take notice of.

Surface Design : Geology : Futurist Montage

Big Ideas

Mexican hotel can only be booked through Airbnb

A hotel in Mexico has eschewed the traditional reservation system for Airbnb, in a bid to appeal to Millennial travellers.

Home From Home Hospitality : AirBnB : Mexico

Micro Trends

Miami Safari

A city in transition, Miami has roared back from the recession with a re-energised urban core and a diversified economy

Miami : Safari : Wynwood Walls

Big Ideas

YouTube to raise brand awareness with television advertising

YouTube plans to promote its online celebrities through traditional media advertising.

YouTube : YouTube Generation : Future Media

Markets

Visual-search commerce

Visual-commerce is the new social media market place to watch as fashion is Shazam-ified.

ASAP54 : SnapFashion : Westfield

Big Ideas

DKNY trials tag technology for street-style product searches

A new identification tag system is a novel addition to visual-search commerce.

Awear Solutions : DKNY : Visual-Search

Viewpoints

Lindsey Mosby: Ageing well with the Internet of Things

Lindsey Mosby, executive director at Innovation Strategy Group, on flat age devices.

Internet Of Things : Wearables : Boomers

Big Ideas

Site gives panoramic shoppable view of boutiques

Avenue Imperial offers a virtual panoramic view of European boutiques.

Department Stores : Boutiques : Phy-gital

Big Ideas

Youthful urban neighbourhoods attract Flat-Agers

The population of Baby Boomers is rapidly increasing in youth-orientated neighbourhoods in New York.

Baby Boomers : New York : Hipsters

Design Directions

The Sound of Taste

Let’s think about the category of spice marketing for a second. It is either Marco Pierre White, or a mum in a kitchen, contentedly stirring a pot....

Synaesthesia : Multisensory : Grey London

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