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

Big Ideas

Latest Premium YSL beauty product embraces older skin

Skincare : Amortality : Luxury Beauty

Big Ideas

Consumers fear privacy loss in mega-system age

Consumers are losing some trust in companies such as Google, Facebook and Twitter, according to a survey by marketing agency network McCann.

Privacy : Social Network : Facebook

Big Ideas

H&M to launch recycled-denim collection

Fast-fashion retailer H&M is about to launch its first ever recycled-denim collection.

Eco Design And Sustainability : Fashion : Retail

Viewpoints

Sophia George : Video games as art

Victoria & Albert Museum Designer-in-Residence Sophia George talks about why video games can be considered art.

Games Imitate Art : Video Games As Art : Video Games

Big Ideas

Mobile showrooming makes car buyers flighty

Automotive : Mobile Phones : Showrooming

Micro Trends

Hyper-Provenance

County of origin labels are no longer enough for those who want to get up close and personal with the food that they eat. Members of this new bre...

Marks And Spencers : Meet Your Farms : Sustainable Food

Big Ideas

Young people want privacy and freedom online

Young people are reacting against the share-all culture of the internet by reclaiming pockets of privacy, according to a new report.

Post-privacy : Jamie Gutfreund : The Intelligence Group

Micro Trends

Bio-ID

As new technologies identify people by their physical characteristics, is it time to wave goodbye to passwords, PINs and photographs?

CES : PulseWallet : Aimann Rasheed

Design Directions

Wolvesmouth

Craig Thornton calls himself a chef, but in reality he is a social engineer. For his dining experience, Wolvesmouth, Thornton invites 16 guests i...

The Polarity Paradox : Los Angeles : New Foodscapes

Design Directions

Milan Men's Fashion Week A/W 14

The institutional support system was explored during this year’s Milan Fashion Week, and a new, sombre take on an LS:N Global trend was also on show.

Dsquared2 : Vivienne Westwood : Z Zegna

Design Directions

Andrew Stellitano: Designer and Art Director

Synaesthetic Selling : Convergence Culture : Sensory

Big Ideas

Online game simulating boredom goes viral

Online game simulating boredom goes viral.

Gaming : Rajeev Basu : Online

Micro Trends

Uncorked Wine

For many people, choosing a wine is anything but black and white. A new variety of wine branding is working to change that.

Wine : Labels : Connoisseurs

Micro Trends

Transmedia Music Videos

Here’s some news – MTV is no longer a useful measure of the youth zeitgeist. Musicians now use the internet to connect with fans, using technology ...

Music : Video : Experiential

Big Ideas

Report: Luxury consumer base to expand and fragment

Bain & Co : Luxury : Boomers

Big Ideas

CES: Parrot creates a buzz with new MiniDrone

CES 2014: Parrot creates a buzz with new MiniDrone.

CES : Parrot : MiniDrone

Design Directions

London Collections: Men AW14

Boundaries were pushed this year during London Collections: Men as designers waved goodbye to the dandy and metrosexual. Some collections embraced...

Menswear : Kitsch : Neo Kitsch

Communities

Shanghai Singles

Unmarried women in their late twenties or older are often derogatorily called sheng nu or ‘leftover women’ in Chinese society, implying that they’v...

The Girly Girl : Dafang Chai : The Multi-Tasker

Big Ideas

iPhone-enabled hearing aid for digital boomers

iPhone-enabled hearing aid for digital boomers.

Hearing Aid : Beltone : Hearing

Micro Trends

Beauty Temples

High-end fashion brands are looking to highlight their beauty offer with boutiques devoted solely to make-up and fragrance.

Make-up : Cosmetics : Fragrance

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