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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
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
China overtakes US in demand for luxury watches
China overtakes US in demand for luxury watches
Japan
:
Watches
:
Rolex
Big Ideas
Moshi Monsters sing to Generation D's tune
Moshi Monsters sing to Generation D’s tune
Moshi Monsters
:
Mind Candy
:
Music Rox!
Big Ideas
Zynga plays away from Facebook with new site
Zynga plays away from Facebook with new site
Zynga
:
Facebook
:
Gaming
Markets
India Travel & Hospitality Market
Rising affluence is sending millions of Indian travellers overseas, challenging social norms and building a new market in luxury pilgrimages.
McKinsey Global Institute
:
Pacific Asia Travel Association
:
IPK International
Big Ideas
18 -34 age group in US is well connected online
18 -34 age group in US is well connected online
Media
:
Online Video
:
Social Networks
Big Ideas
Court case leaves Chivas Regal in low spirits
Court case leaves Chivas Regal in low spirits
Chivas Regal
:
Whisky
:
Branding
Micro Trends
The Curator Generation
The Curator Generation
Tumblr
:
Pinterest
:
Curation
Big Ideas
New York taxis offer customers a Square deal
New York taxis offer customers a Square deal
Square
:
Taxi
:
Payment
Big Ideas
Selfridges combines high-tech with high-fashion
Selfridges combines high-tech with high-fashion
Selfridges
:
Phy-gital
:
Bespoke
Big Ideas
Voice-enabled searches will drive m-commerce
Voice-enabled searches will drive m-commerce
Google
:
Search
:
Voice
Big Ideas
Channel 4 launches new social media channel
Channel 4 launches new social media channel
Channel 4
:
Tv
:
Social Media
Big Ideas
French wineries turn to Chinese social media
French wineries turn to Chinese social media
Wine
:
China
:
Social Media
Big Ideas
Fairtrade sales grow in tough retail climate
Fairtrade sales grow in tough retail climate
Fairtrade
:
Conscious Commerce
:
Organic
Big Ideas
Multi-channel retailers must be the real deal
Multi-channel retailers must be the real deal
John Lewis
:
Charlie Mayfield
:
Retail Week Conference
Big Ideas
World of Wanders as site changes its offer
World of Wanders as site changes its offer
Wanderfly
:
Nectar & Pulse
:
Tourism
Micro Trends
Return of the GIF
Return of the GIF
GIF
:
Video Sharing
:
Marketing
Macro Trends
Netstalgia
A new generation of creatives is rejecting today’s polished, corporate internet and remaking it with a 90s twist.
Nostalgia
:
Internet
:
Netstalgic
Big Ideas
Bus stop charity ad campaign is gender-specific
Outdoor advertising agency Clear Channel and Curb Media have created a bus stop advertisement for charity Plan UK that shows different content to m...
Facial Recognition
:
Gender
:
Outdoor
Markets
Brazil Travel & Hospitality Market
Educated and affluent Brazilian entrepreneurs are hurrying home from across the globe to share in the riches of their booming country. For the firs...
Brazil
:
Brazilian Justice Ministry
:
Zarpo
Big Ideas
Website rewards people for green activities
Website rewards people for green activities
Rick Owens
:
Paris Fashion Week
:
Dark Shrouds
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