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

Big Ideas

Indian e-commerce showcases local designers

India : E-commerce : Clothes

Big Ideas

Retail Analysis: Uniqlo and Dover Street Market collaborate for Ginza flagships

Uniqlo and Dover Street Market collaborate for Ginza flagships

Tokyo : Dover Street Market : Uniqlo

Design Directions

Black Magic

A new gothic aesthetic is emerging, that combines Revivalist thinking with the spiritualism of the New Sublimity.

Gothic : New Sublimity : Religion

Big Ideas

Marriott makes Chinese tourists feel at home

Marriott Internatinal : Li Yu : Chinese

Markets

The Luxury Matrix Stage One : Acquisition and Value

The Future Laboratory uses The Five Stages of Luxury to differentiate and determine the qualities of the luxury industry, and they remain constant....

Acquisition : Value : Tom Ford

Big Ideas

Mobile boom sees rise of m-commerce in Africa

M-commerce : Mobile : Mimiboard

Big Ideas

First Harrods hotel to open in Kuala Lumpur

Harrods : Middle East : Qatar Holding

Viewpoints

James Roper : The Green Soccer Journal

The Green Soccer Journal co-founder James Roper talks about the publication.

Football : The Green Soccer Journal : James Roper

Big Ideas

Geo-fencing leads retail initiatives at Walmart

Walmart : Supermarket : Just Nots

Big Ideas

Tween make-up brand harnesses social selling

Eyedoll Chatter : App : Personalised

Big Ideas

Saatchi & Saatchi plays the recruitment game

Israel : Gaming : Saatchi & Saatchi

Big Ideas

Indonesia’s luxury car market accelerates

Indonesia : Audi : Mercedez Benz

Markets

Vietnam Market

As Southeast Asia increases in affluence, Vietnam is becoming a focal area for luxury brands to establish themselves in the region. In a country th...

Vietnam : Ho Chi Minh City : Hanoi

Big Ideas

Online trials boost retailer expansion in China

AT Kearney : China : E-commerce

Big Ideas

China’s luxury children’s market grows rapidly

China : Kidswear : Children

Big Ideas

10% of UK consumers believe laptop is vital

Smartphone : Poverty Line : Social Class

Micro Trends

Car Homes

As the car industry edges towards engine electrification, forward-thinking manufacturers such as Volvo and Toyota are seeking better integration of...

Symbiotic Branding : Symbiotic Architecture : Electric Vehicles

Big Ideas

First-time buyers choose to live with friends

Community : FuturePoll : Confused.com

Big Ideas

DIY cosmetics kit lets users become experts

Cosmetics : Transparency : Crowdsourced

Big Ideas

68% of UK consumers trust the internet

Google : Future Poll : PC

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