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

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

Communities

Hijabistas

A new breed of fashion innovators is blazing a trail for modesty, creative flair and business sense. Dubbed ‘hijabistas’, these women are homing in...

Chanel : Muslim : Feminism

Big Ideas

US cable channel targets Millennial Latinos

Television : Univision Communications : Viewing Habits

Micro Trends

Clean Energy

Energy drinks are being reinvented for Millennials, who are demanding functionality and health benefits with their buzz.

Energy Drinks : V8 : Guru

Big Ideas

War zones the new frontier in adventure travel

War zones the new frontier in adventure travel.

Tourism : Jonny Bealby : Thrill Seeking

Big Ideas

Scott Belair funds a new kind of college campus

Urban Outfitters : Education : University

Communities

Amortals

As they approach, or even sail past the traditional age for retirement, some Boomer and Generation Jones men are refusing to slow down. I...

Bleisure : Catherine Mayer : Anti-Aging

Micro Trends

Snapchat Marketing

Most brands aim to create marketing campaigns that leave a lasting impression. But now some brands are turning to the blink-and-you’ll-miss-it medi...

Twitter : Acura : MTV UK

Big Ideas

eBay caters for the curator generation

New York – With everyone curating these days, eBay is tapping 200 prominent tastemakers to create a new look and social shopping experience f...

Social Shopping : Chris Benz : Pharrell Williams

Big Ideas

Children's television show debuts on tablets

Children’s television show debuts on tablets

Television : Broadcast : Tv

Macro Trends

Futuretainment

As audiences flock to immersive, convivial experiences, entertainers are blurring the distinctions between spectator and performer, digital and phy...

Gaming : Third Rail Projects : Immersive Theatre

Markets

Ageless Tech

As Baby Boomers reach retirement, the technology industry is racing to accommodate their needs. From medication sensors to brain training apps, new...

Apps : Audicus : AARP

Big Ideas

Documentary addresses children's nature deficit

Documentary addresses children’s nature deficit

Children : David Bond : Outdoors

Big Ideas

Menswear brands open shops with stories to tell

A retail analysis of the latest menswear stores opening that appeal to the Re-Con Man.

J Crew : Lamb's Conduit Street : Aether

Micro Trends

Microsites+

Brands are increasingly using the pop-up approach in the digital sphere, with microsites that publicise events or fulfill a temporary purpose. Now ...

Interactive : Personlised : Minivegas

Micro Trends

Neo-Detox

Tired of social schedules that revolve around drinking, consumers are seeking a chance to detox, if only for a day, without facing the threat of so...

Berlin : Tom Silverman : Laura O'Neill

Markets

Female whisky drinkers

Once the older gent’s status symbol, whisky is now attracting women in their droves. Blogs and tasting clubs are introducing females to the drink’s...

Johnnie Walker : Christina Hendricks : Alwynne Gwilt

Micro Trends

Techanistas

Technology companies are targeting fashionistas and collaborating with designers to give their latest devices added gloss on and off the runway.

Apple : Techanistas : Nina Garcia

Design Directions

Milan Fashion Week S/S 14

Printed textiles continue to dominate, as Milan showed playful and kitsch prints with comic book references, while Sexy Sweat met high-end luxury.

Denim : Smudged : Ink Blots

Macro Trends

The Athena Woman

Meet the modern woman. Educated. Affluent. Confident. Optimistic. She will rise to the top of her company, or start her own. She embraces community...

The Athena Women : New Adventure Seekers : Reality Check Branding

Communities

Athena Woman

Career success and increased spending power are giving rise to a new breed of highly educated, affluent and entrepreneurial woman. These women exud...

Community : Fang Yuan : Courtney Sklar

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