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

Macro Trends

Re-con Man

New shifts are placing men in uncharted territory. Rather than wallowing in the professed crisis of masculinity or the end of men, the Re-con Man i...

Collaboration : Crisis : Man-uals

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

Big Ideas

Morgans website offers guests virtual inspiration

Hotel group offers virtual concierge before stepping in the door.

Interactive : Immersive : Website

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

Communities

Dads 2.0

Until now, the stereotypical modern dad had been defined as someone who helps out at bedtime, changes the occasional nappy and even does the school...

Fatherhood : Joel Higgs : Oskar Skatt

Big Ideas

Digital natives less prevalent, says report

Connected : LSE : Dr Ellen Helsper

Big Ideas

New York campaign aims to boost girls' self-esteem

New York campaign hopes to boost girls’ self-esteem.

New York : I'm A Girl : Self-esteem

Micro Trends

Scholarly scents

The fragrance industry may be well-versed in celebrity endorsements, designer collaborations and romanticised visions of femininity, but intellectu...

Perfume : Perfumery : Palette

Big Ideas

World Retail Congress: Kate Moss may front Topshop's launch in China

Topshop is considering using supermodel Kate Moss as a springboard for the launch of the brand in mainland China.

China : Collaboration : World Retail Congress

Viewpoints

Yesim Kunter : Play to connect

Futurologist and play expert Yesim Kunter talks about using play to inform business.

Yesim Kunter : Play : Business

Big Ideas

Luxury sneaker temple blends online and offline retail

Melbourne shop Sneakerboy offers innovative luxury

Trainers : Phy-gital : V-Wallet

Micro Trends

Rail is the New Road

As Americans’ interest in rail travel grows, brands are harnessing the romance of cross-country trains to foster innovation and tell new stories.

Transport : Perfromance : Station To Station

Micro Trends

Hybrid Snacks

A wave of no-boundaries fusion foods has hit the market as producers blend unlikely combinations and consumers want more fun with their food.

Kyoto : Foodpairing : La Pâtisserie Des Rèves

Big Ideas

Dockers shakes up image with pop-up

New York : Dockers : SoHo

Communities

Generation I: Tribe

Born after 2002, the successors to Generation D expect all experiences to be interactive, immersive, and above all, intuitive. The fluency of the...

Markets

Digital parents

From quantified infants to pregnancy apps, a new wave of devices and services is making it easier to be a parent of Generation I children.

Gaming : Future Family : Wearable Tech

Design Directions

Eruptia

Designers are relinquishing control over the final look of their work by adopting experimental production processes that result in a broken, cracke...

Cracked : James Shaw : Still Life

Big Ideas

Independent worker numbers rise in the US

Freelance : Traditional Workspaces : Gene Zaino

Big Ideas

Gap works with Tumblr on exclusive ad campaign

For advertising campaign Back to Blue, Gap partnered with Tumblr

Advertising : Takeover : Crowdsourced

Markets

Men's media market

In a turbulent time for the men’s magazines sector, a raft of independently published man-zines offers a glimpse of the future.

Publishing : The Green Socer Journal : Hello Mr

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