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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
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
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
Big Ideas
Marriott campaign appeals to Millennial mindsets
Marriott campaign appeals to Millennial mindsets
Marriott
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Hotels
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Entertainment
Markets
Chinese luxurians
Amid rumours of a slowdown in the national economy, the luxury market in China is in rude good health. By 2015, China’s consumers will account for ...
China
:
McKinsey
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HNWIs
Markets
Brazilian luxurians
Promotion to the Premier League of luxury beckons for Brazil as it prepares to host the 2014 World Cup and the 2016 Olympic Games.
Brazil
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2014 World Cup
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2016 Olympics
Viewpoints
Tracy Yaverbaun : F-commerce 2.0
Facebook’s group director of retail, fashion and luxury partnerships talks F-commerce 2.0.
Facebook
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Tracy Yaverbaun
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Social Media
Micro Trends
Home-grown Luxury
A new breed of luxury brands is emerging from developing economies, starting a shift in the industry away from the traditional domination of Paris,...
Domestic
:
Local Brands
:
Distribution
Big Ideas
Playful promotions aimed at US Millennials
Playful promotions aimed at US Millennials
Recession
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Campaign
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Parents
Design Directions
Andrea Crews: Fashion and art direction
Andrea Crews: Fashion and art direction
Colour
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Kitten Hologram
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Art Direction
Markets
Russian Luxurians
Russia luxurians have rebounded and prospered in the wake of the 2008 global crash. The number of ultra-high-net-worth households in Russia grew fr...
Russia
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Deloitte
:
UHNWIs
Big Ideas
Millennial Trains Project re-invents the road trip
Millennial Trains Project re-invents the road trip
Trains
:
Journey
:
Crowdfunding
Markets
Sub-Saharan Africa
Sub-Saharan Africa (SSA) is open for business as analysts hail a new era of prosperity for the world’s least developed region. The IMF predicts tha...
IMF
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World Bank
:
Accenture
Markets
Middle Eastern Luxurians
The Arab Spring may have been the high-water mark for conspicuous consumption by Middle Eastern luxurians. The region’s luxury consumers have long ...
Middle East
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Luxury Movement
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Chanel
Big Ideas
Marriott opens Innovation Lab at headquarters
Marriott opens Innovation Lab at headquarters
Marriott
:
Hotels
:
Lab
Big Ideas
Queen of Punk calls on young poets for eco-support
Queen of Punk calls on young poets for eco-support
Vivienne Westwood
:
Poetry
:
Competition
Big Ideas
Mexico is a bright spot for youth-focused retail
Mexico is a bright spot for youth-focused retail
Mexico
:
Middle-class
:
H&M
Big Ideas
Topshop shares a festival of fashion in new film
Topshop shares a festival of fashion in new film
Topshop
:
Film
:
Kate Bosworth
Design Directions
Energy Scavenging
Designers are crafting simple wooden structures, designed to scavenge energy from surrounding natural resources as well as creating convivial meeti...
Green
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Energy
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Survivability
Markets
The Future of Luxury Service
Luxury brands have always sought to differentiate themselves through service and, as the global luxury market starts to cool, understanding the kin...
China
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Brazil
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W Hotels
Viewpoints
Amber Atherton : Tapping luxury Millennial networks
MyFlashTrash founder Amber Atherton talks about tapping luxury millennial networks.
Social Media
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MyFlashTrash
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Amber Atherton
Big Ideas
Cycling mega-brand targets men in Lycra
Cycling mega-brand targets men in Lycra
Cycling
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Middle-age
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Halfords
Micro Trends
Big Bold Luxe
Big is the new black in luxury circles as brands open ever bigger and bolder high-concept stores and employ epic marketing strategies to woo luxuri...
Flagship
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Department Store
:
Stores
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