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 : Hotels : 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 : 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 : 2014 World Cup : 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 : Tracy Yaverbaun : 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

Recession : Campaign : Parents

Design Directions

Andrea Crews: Fashion and art direction

Colour : Kitten Hologram : 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 : Deloitte : UHNWIs

Big Ideas

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 : 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 : Luxury Movement : Chanel

Big Ideas

Marriott opens Innovation Lab at headquarters

Marriott : Hotels : Lab

Big Ideas

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 : Middle-class : H&M

Big Ideas

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 : Energy : 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 : Brazil : W Hotels

Viewpoints

Amber Atherton : Tapping luxury Millennial networks

MyFlashTrash founder Amber Atherton talks about tapping luxury millennial networks.

Social Media : MyFlashTrash : Amber Atherton

Big Ideas

Cycling mega-brand targets men in Lycra

Cycling : Middle-age : 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 : Department Store : Stores

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