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

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

Big Ideas

New app enables users to avoid their friends

Cloak is a new iOS app that helps users avoid their friends

Big Ideas

Geneva Motor show 2014 Review

The formal preview of Apple’s CarPlay software at the 2014 Geneva motor show was arguably the biggest news at the event. CarPlay is due to appear...

Cars : Apple : Carplay

Viewpoints

Emoji: The new visual communication tool

How Emojis are emerging as the new visual communication tool.

Emojis : Emoji : Emoticons

Markets

Convergence Retail

As consumers dictate new rules of retail engagement, the lines are blurring between the retail, hospitality, entertainment and lifestyle sectors.

Beth Bentley : Wieden + Kennedy : Virgin Group

Macro Trends

The Flat Age Society

Something exciting is in the air. Forget everything you thought about being old, or age, even. In the society of the future, age isn’t just a num...

Baby Boomers : Age : Agelessness

Macro Trends

The Polarity Paradox

Moderation is no longer the modus operandi. In our busy, networked and choice-rich lives, people are finding a new model for self-restraint by fl...

Extreme Lifestyles : 5:2 Living : Pop Culture

Macro Trends

The Convergence Economy

Look to retail spaces, products, hospitality and entertainment these days and, increasingly, there’s one distinctive theme: it’s difficult to tel...

The Convergence Economy : Beth Bentley : ShopperTrak

Big Ideas

Report finds brands miss opportunities with older consumers

Brands are largely failing to cater to consumers aged over 60

Vital Tech : Nielsen : The Age Gap

Micro Trends

Chasm Culture

As the shackles of austerity loosen and people begin to readjust their eyes to a post-recessionary world, artists, designers and writers are trying...

The Hunger Games : Divergent : Beth Bentley

Design Directions

Milan Fashion Week A/W 14

Travel and texture were key themes during this season’s Milan Fashion Week, with some designers collecting tropical artefacts while others opted ...

Fendi : Marni : No.21

Design Directions

Sinistry

Designers are drawing inspiration from myths, theatre motifs and fables to explore the juxtaposition of darkness and light across a variety of di...

Dystopia : Theatre : Experience Deisgn

Big Ideas

Luxury Technology Show New York

At the inaugural Luxury Technology Show at the Metropolitan Pavilion in Manhattan earlier this month the luxury category was broadened out to inc...

New York : Cycling : Cycle

Big Ideas

Millennials see banks as antiquated

The banking industry is not serving the needs of Millennials, according to a new survey

Viacom : Banking : E-banking

Markets

Chinese tourism market explores new frontiers

A new study from leading investment group CLSA shows that when it comes to the importance and influence of Chinese tourists, what we have seen so...

CLSA : China : Chinese

Viewpoints

How to be hip: Illusive cool at SXSW Interactive 2014

Yahoo! and Samsung both made an expensive splash at SXSW Interactive 2014 with the aim of positioning themselves as groovy Millennial- and creati...

SXSW : South By South West : Software

Viewpoints

Why brands need purpose

For the first time in decades, we are challenging the mindless cycle of production and consumption.

Happiness : Meaningful Brands : Service

Viewpoints

In the Tomorrow Store, less is increasingly more

With the lure of the virtual wallet keeping consumers glued to their phones, the menacing power of the mega-systems and drone deliveries soon to ...

Stores : Shops : Visual Merchandising

Viewpoints

The stores have eyes

Retailers are able to track consumers' shopping preferences and even predict what they might buy.

Geo-location : Personalisation : Shopping

Viewpoints

The ageing consumer

Claire Nuttall, Founding Partner of Thrive Unlimited, on the opportunities ageing consumers present for food and drink brands.

Ageing : Old : Nutrition

Viewpoints

Sarah Harper: The Amortals century

Oxford University professor of gerontology Sarah Harper discusses the age of Amortals.

Ageing : Amortals : Demographics

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