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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
Retail Analysis: Reebok’s Fit Hub, a CrossFit gym and store hybrid
Retail Analysis: Reebok’s Fit Hub, a CrossFit gym and store hybrid
Reebok Fit Hub
:
New York
:
Store
Big Ideas
US winemakers reach out to young mothers
US winemakers reach out to young mothers
Wine
:
US
:
Mothers
Big Ideas
Starbucks brand-jacks rivals with cups ambush
Starbucks brand-jacks rivals with cups ambush
Starbucks
:
Moscow
:
Coffee
Big Ideas
Philippines set to become economic power in the region
Philippines set to become economic power in the region
Philippines
:
C-class
:
Emerging Markets
Big Ideas
Cheap Monday launches Sneak Peek online store
Cheap Monday launches Sneak Peek online store
Cheap Monday
:
Swedish Fashion Week
:
Sneak Peak
Big Ideas
British Gas expands crowdsourcing initiative
British Gas expands crowdsourcing initiative
British Gas
:
Crowdsourced
:
Open Everything
Big Ideas
New handset is lo-fi alternative to smartphone
New handset is lo-fi alternative to smartphone
OwnFone
:
Smart Phone
:
Devices
Big Ideas
Square Enix puts game catalogue online for free
Square Enix puts game catalogue online for free
Square Enix
:
Gaming
:
Video
Big Ideas
Google Street View extends to northernmost Canada
Google Street View extends to northernmost Canada
Google
:
Streetview
:
Maps
Big Ideas
YouTube up-ends traditional hit-making machine
YouTube up-ends traditional hit-making machine
Tv
:
MTV
:
YouTube
Big Ideas
Car manufacturer aims at bulletproof vehicles
Car manufacturer aims at bulletproof vehicles
Bentley
:
Security
:
Bulletproof
Markets
The Luxury Matrix Stage Five: Intellectual and Poetic
What we said: ‘This is a stage of passions, journeys, adventures and deep-rooted and meaningful experiences. It is not about brands, seldom about p...
New Sublimity
:
Stage Five
:
Introverts
Big Ideas
Australia considers further cigarette restrictions
Australia considers further cigarette restrictions
Cigarettes
:
Banned
:
Australia
Big Ideas
Retail Analysis: High service for high-spending C-class at JK Iguatemi
Retail Analysis: High service for high-spending C-class at JK Iguatemi
JK Iguatemi
:
São Paulo
:
Mall
Viewpoints
Studio XO : Techno-fashion
Studio XO founders Nancy Tilbury and Benjamin Males talk techno-fashion.
Nancy Tilbury
:
Benjamin Males
:
Studio XO
Big Ideas
Movenbank launches social credit rating scheme
Movenbank launches social credit rating scheme
Movenbank
:
Bank
:
Online
Micro Trends
Shoppable Videos
International – Fashion brands and retailers are buying into the shoppable video format as v-commerce becomes more popular, and looks set to become...
V-Commerce
:
Video Sharing
:
Future Media
Big Ideas
Lucky unveils user-curated blog-tail community
Lucky unveils user-curated blog-tail community
Lucky Magazine
:
Community
:
S-Commerce
Big Ideas
Android increases its lead over Apple’s iOS
Android increases its lead over Apple’s iOS
Android
:
Apple
:
Google
Big Ideas
New course to train future Dutch denim masters
New course to train future Dutch denim masters
Denim
:
College
:
Students
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