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

Viewpoints

Athena Woman vs Re-con Man

Netherlands : Sexuality : Battle Of The Sexes

Micro Trends

Game Imitates Art

When video games first emerged as a medium in their own right they were spurned by parents, the media and the establishment for ruining the minds o...

Gaming : Ceri : Jenova

Design Directions

GoldieBlox

An advertisement reaches across the great toy gender divide, lighting up discussion around how we shape the interests of society’s youngest membe...

GoldieBlox : Tiny Tot Feminism : Feminism

Big Ideas

BitTorrent file-sharing in decline in the US

BitTorrent file-sharing is in decline in the US.

BBC : Copyright : TorrentFreak

Design Directions

Sports Illustrated

The language of fitness and health is changing, and LS:N Global reported on these changing consumer shifts in its Body Temples macrotrend.

Health : Sports : Surfing

Design Directions

Cheeky

Secret entrances, keys exchanged in a discreet handshake, exorbitant fees – private members’ clubs are a different world. Everyone knows about them...

Social Media : On/Off Retail : Cowshed

Design Directions

Charlotte Audrey: Designer and Art Director

MTV : Tumblr Art : Inforgraphics

Big Ideas

Research dispels myths about Millennial behaviour

Gaming : Tabels : Millenial

Big Ideas

Commuter commerce can help brands forge ahead

Commuter commerce can help brands forge ahead.

Music : Click And Collect : Lockers

Micro Trends

Access For All

Designers are embracing the design challenge of physical difficulty to create products that turn medical necessities into stylish accessories

Furniture : Deaf : The Bradley

Micro Trends

Luxe Laundry

Laundry brands are taking cues from the beauty world, with stripped-back packaging and eco-credentials that emphasise quality and naturalness.

Natural : Tangent GC : Laundry Detergent Project

Big Ideas

Best Buy commercial targets aunts

Best Buy commercial targets aunts.

Blog : Savvy Auntie : No Kids

Big Ideas

Move over luxurians, meet the mass-affluent HENRYs

Affordable Luxury : Not Rich Yet : High Earners

Big Ideas

Young people prefer printed books to digital

Kindle : E-readers : Nook

Big Ideas

Usage-based car insurance model picks up speed

Usage-based car insurance model picks up speed.

Cars : Millennials : Insurance

Big Ideas

Forest kindergartens take off around the world

Forest kindergartens take off around the world.

School : Waldkindergärtens : Project Wild Thing

Micro Trends

Disruptive Packaging

Packaging is suddenly sexy. It’s no longer there simply to deliver the age-old three Ps of protection, preservation and presentation. Increasingly,...

Food : MonoSol : Gautam Goel

Big Ideas

Magazines bring editorial to life with video

Magazines bring editorial to life with video.

Media : I-D : Dazed Digital

Big Ideas

iPad makes debut on kids' festive wish lists

iPad makes debut on kids’ festive wish lists

Interactive : National Retail Federation : Xbox

Micro Trends

Waste Redux

Food waste is one of the curses of 21st century consumer culture. Between 30% and 50% of food produced globally – between 1.2bn and 2bn tonnes – is...

Food Waste : Handyfaace : Urban Food Initiative

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