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

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

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

Micro Trends

Millennial Hotels

Young, affluent Millennials are becoming an increasingly dominant group in the travel market: travel spending by Millennials rose by 20% in 2010, a...

Boutique : Social : Entertainment

Big Ideas

Price becomes the priority for UK Travel & Hospitalitylers

Trip Advisor : SkyScanner : Apps

Design Directions

Umbro and Palace Skateboards

Brand collaborations are 10 a penny these days. Many are generic or ill-conceived, and branded viral videos have become homogenised, often losing r...

Limited Edition : Buzz : Palace Skateboards

Big Ideas

Sephora steps up social commerce involvement

Sephora : LVMH : S-Commerce

Big Ideas

UK retailers tighten their belts as incomes fall

Fast-fashion : Squeezed Middle : Spending

Big Ideas

Hollywood sets sights on China with DMG deal

Designers : London : New York

Big Ideas

Men's beauty sector sees regime change in China

Men’s beauty sector sees regime change in China

China : Men's Beauty : LAB Series

Viewpoints

Eben Upton : Hackable children’s computer

The man: Eben Upton The idea: Words: Calum Ross Visuals: Joanna Tulej

Raspberry Pi : Hackable : Eben Upton

Big Ideas

Hotel chain sees rich pickings in Latin America

Marriott International : Whyndham Hotel Group : Super 8 Hotels

Big Ideas

I Care button breaks the Facebook ‘like’ mould

Facebook : I Care : Search

Micro Trends

New Sublimity Tourism

Since one in three people feel overwhelmed by communications technology, more consumers are looking for ways to disconnect from their digital lives...

Switch Off : Contemplation : Quiet

Micro Trends

App Travel

The way consumers plan and book their holidays has transformed over the past few years. Over half of all travellers now carry a smartphone on their...

Travel Arrangements : Reservations : Flying

Big Ideas

Dollar Shave Club sharpens up razor retailing

Dollar Shave Club : Razor : Value

Big Ideas

Silkworms and the story of the process at eco-luxury conference

1.618 : Osklen : Oskar Metsavaht

Big Ideas

Online retailer launches interactive virtual shopping window

Facebook : Graph : Search

Design Directions

Emotional Functionality

Designers are adding comforting design details to functional, modernist pieces to create Emotional Functionality.

Proportion : Luxury : Modernist

Big Ideas

India luxury market to continue growing despite regulations

India : Manufactruing : Regulations

Big Ideas

Beer company appeals to home-brewed taste in Africa

Chibuku : Homebrew : Beer

Big Ideas

Ageing British population racks up large debts

Finance : Boomerang Boomers : Retirement Income

Big Ideas

Brewery heads for young market with frozen beer

Kirin Brewery : Beer : Frozen

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