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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
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
Hollywood sets sights on China with DMG deal
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
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
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 sharpens up razor retailing
Dollar Shave Club
:
Razor
:
Value
Big Ideas
Silkworms and the story of the process at eco-luxury conference
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
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 luxury market to continue growing despite regulations
India
:
Manufactruing
:
Regulations
Big Ideas
Beer company appeals to home-brewed taste in Africa
Beer company appeals to home-brewed taste in Africa
Chibuku
:
Homebrew
:
Beer
Big Ideas
Ageing British population racks up large debts
Ageing British population racks up large debts
Finance
:
Boomerang Boomers
:
Retirement Income
Big Ideas
Brewery heads for young market with frozen beer
Brewery heads for young market with frozen beer
Kirin Brewery
:
Beer
:
Frozen
Big Ideas
Chinese government champions home-grown brands
Chinese government champions home-grown brands
China
:
TCL
:
3D TV
Big Ideas
Dunkin’ Donuts leads South Koreans by the nose
Dunkin’ Donuts leads South Koreans by the nose
Dunkin' Donuts
:
Cheil Worldwide
:
4D Advertising
Big Ideas
Chinese companies find firm foothold in Africa
Chinese companies find firm foothold in Africa
Emerging Markets
:
Expansionist Brands
:
China
Big Ideas
China’s social media users face crackdown
China’s social media users face crackdown
China
:
Sina Weibo
:
Tencent
Big Ideas
China to become world leader in e-commerce
China to become world leader in e-commerce
China
:
E-commerce
:
Online
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