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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
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
Communities
Rest of World NEA
From the slums of Mumbai to the affluent Mexican city of San Luis Potosí, the New Emerging Affluents (NEAs) are aspiring consumers eager ...
China
:
Unilver
:
Billion
Markets
French Luxurians
France also boasts a healthy population of dollar millionaires, with 400,000 French citizens becoming dollar millionaires in 2011. This brings the ...
France
:
Paris
:
Bain & Co
Big Ideas
Tablet users are more engaged than PC users
Tablet users are more engaged than PC users
Tablets
:
Engaged
:
Couch-Commerce
Communities
Brazil’s New Emerging Affluents
Hard-working, fun-loving, mall-shopping and quality-conscious, Brazil’s New Emerging Affluents are getting the most out of their economy’...
Brazil
:
São Paulo
:
Facebook
Big Ideas
Johnnie Walker campaign targets Hispanic men
Johnnie Walker campaign targets Hispanic men
Jonnie Walker
:
Whisky
:
Bourban
Big Ideas
Goodyear tests self-inflating tyre technology
Goodyear tests self-inflating tyre technology
Goodyear
:
Self-Inflating
:
Tyre
Big Ideas
People power: O2 consumers are fully charged
People power: O2 consumers are fully charged
O2
:
Mobile
:
Chargers
Big Ideas
Mobile growth fuels e-commerce expansion in India
Mobile growth fuels e-commerce expansion in India
Mobiles
:
M-commerce
:
India
Big Ideas
Nissan takes Datsun brand into emerging markets
Nissan takes Datsun brand into emerging markets
Nissan
:
Volkswagen
:
Datsun
Big Ideas
All Saints’ new minimalism hits the high street
All Saints’ new minimalism hits the high street
Al Saints
:
High Street
:
Minimalism
Communities
InPatients
Looking after your health used to mean sporadic trips to the doctor, then taking medicine if you became ill. Now a more sophisticated approach to w...
Tracking
:
MedMinder
:
Outpatient
Big Ideas
Aldi benefits as UK shoppers tighten their belts
Aldi benefits as UK shoppers tighten their belts
Aldi
:
Asda
:
Morrisons
Big Ideas
Bikes outsell cars in Italy in post-war first
Bikes outsell cars in Italy in post-war first
Bicycles
:
Trasnsport
:
Cars
Markets
Africa’s mobile banking revolution
In developing countries, more than one billion people who own a mobile phone lack a bank account, according to Groupe Spéciale Mobile Association (...
Groupe Spéciale Mobile Association
:
Africa
:
Burrus Research Associates
Big Ideas
Target releases shoppable online rom-com films
Target releases shoppable online rom-com films
Target
:
Tv
:
Video
Big Ideas
Crowdfunding model to build Colombian skyscraper
Crowdfunding model to build Colombian skyscraper
BD Bacatá
:
Colombia
:
Skyscraper
Big Ideas
Nike highlights decline in children's exercise
Nike highlights decline in children’s exercise
Nike
:
Clinton Global Initiative
:
Designed To Move
Big Ideas
Smart mirror reflections are not just skin deep
Smart mirror reflections are not just skin deep
Hôtel Droog
:
Kabinet
:
Cosmania
Big Ideas
Indian brands engage more with Facebook fans
Indian brands engage more with Facebook fans
India
:
Facebook
:
Local
Big Ideas
Stage is set for investment in Indian retail
Stage is set for investment in Indian retail
India
:
Supermarkets
:
Groceries
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