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

Markets

Global DINKs Market

Dual Income, No Kids (DINKs) are no longer a segregated part of society, but a growing faction around the world. From Mexico to Australia, more cou...

Markets

Womenomics retail: how to appeal to the fairer sex

Sensory spaces and experiential shopping zones are increasingly a focus for retail brands and designers looking to appeal to female consumers.

Experiential : Holistic Retail : Sensory Spaces

Big Ideas

US car-buying generation is getting older

Auto : Driving : Older

Micro Trends

Superstar Treks

Interest in fitness and experiential luxury is driving the growth of active deluxe travel experiences.

Sport : Sport Travel : Healthy Holiday

Big Ideas

DIY Camera Teaches Children About Engineering

Engineering : Education : Gen I

Big Ideas

New wireless technology spells the end of recharging

Mobile Phones : Ambient : Wireless Technology

Big Ideas

American Express taps video game to woo Millennials

American Express is offering a League of Legends debit card

Finance : League Of Legends : Luxury Millennials

Big Ideas

Sydney Hotel Geared Towards Instagram Lovers

A new Sydney hotel caters to Instagram users

Instagram : Hotel Lobby : Lobby Design

Micro Trends

Stress is the New Fat

In her 2013 cookbook, It’s All Good, actress and lifestyle guru Gwyneth Paltrow writes of a panic attack she experienced brought on by ‘the plane r...

Genetics : Fatigue : Kiehls

Design Directions

DIY.Org

The merit badges include Forester and Forager, but also Rocketeer, Open Sourcerer and Circuit Bender. The campfire is a website onto which members ...

Open Source : Childing : Silicon Valley

Design Directions

Painterly Primitive

A new wave of designers is experimenting with primitive marking and making methods, influenced by the human touch.

Abstract : Primitive : Human Touch

Viewpoints

Beth Bentley : The plate-spinning man

Wieden + Kennedy director of digital strategy and innovation Beth Bentley talks about the plate-spinning man.

Gender : Beth Bentley : Fathers

Big Ideas

Four Seasons offers travel tips with Pin.Pack.Go

Social Network : Social Media : Pinterest

Design Directions

Dark Alchemy

Beauty brands are adopting the Black Magic aesthetic and embracing a new gothic direction that blends mediaeval alchemy with emblematic spiritualism.

Recession : Madiaeval : Charcoal

Big Ideas

Stanley's Pharmacy

New York – A pharmacy for people, not products.

Medicine : Chemists : Drug Store

Design Directions

Le Creative Sweatshop: Multi-disciplinary Visual Narrators

Abstract : Le Creative Sweatshop : Dali

Micro Trends

Retro-networks

Nearly a decade after its launch, Facebook has become the social network of choice for millions of consumers around the globe. But as it becomes in...

Membership : Bebo : Private Social Network

Big Ideas

Childless women lead the way in Womenomics era

Children : Parenting : ONS

Big Ideas

Secret.li app makes Facebook photos self-destruct

Apps : Messaging Service : Messenger

Big Ideas

Young people say marriage is less important

Children : Gallup : Parenting

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