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

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...

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

Big Ideas

Danish entrepreneurs create co-housing project

Danish entrepreneurs create co-housing project.

Copenhagen : Hus24 : Start Up Culture

Big Ideas

Topshop works with Pinterest on holiday campaign

Shopping : Beyond Retail : Transmedia Futures

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