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

Big Ideas

Retail Analysis: Boxpark pop-up mall takes a social approach

Boxpark pop-up mall takes a social approach

Boxpark : Temporary : Shoreditch

Big Ideas

Millennials pay the price for luxury online

Luxury : Full Price : Generation X

Markets

Single Saris

Just five years ago, an Indian woman travelling sans husband or family would have attracted frowns of disapproval from a traditionally patriarchal ...

India : Women : Boston Consulting Group

Big Ideas

Tool predicts behaviour by studying media usage

MIT Media Lab : Human Dynamics Laboratory : Logic

Big Ideas

Cereal Branding & Packaging is on Target for 80's revival

Cereal Branding & Packaging is on Target for 80’s revival

General Mills : Cereal : Atari

Big Ideas

Quiet Mark heralds a silent transformation

Quiet Mark : The Noise Abatement Society : Noise

Big Ideas

LG's Magic remote control is a good listener

LG’s Magic remote control is a good listener

LG Electronics : Magic Remote : Remote Control

Big Ideas

Discount outlets attract emerging market tourists

Oxfordshire, UK – Tourists from emerging markets such as China and Brazil are credited with driving sales at Value Retail, the UK-based chain...

Value Retail : Bicester Village : Discount Shopping

Macro Trends

Future Family

In these turbulent times, the idea of family is becoming more important, as the nuclear family unit gives way to multi-generational clans and singl...

Family : Households : William Higham

Big Ideas

Words take on a new meaning at London store

Selfridges : Stewdio : Words

Big Ideas

KLM flies in with new Meet & Seat service

KLM : Airline : Social

Big Ideas

Pinterest climbs the social network ladder

Pinterest : Shareaholic : YouTube

Big Ideas

Yale activates key change in lock technology

Yale Lock : Near Field Communication : Android

Communities

Emerging Luxury Millennials

Well-travelled, online and obsessed with good service, the New Luxury Millennials (NLMs) from China, India and Brazil are the next big spenders. Wi...

Heritage : Home : Social Networks

Big Ideas

Downturn forces US Boomers to work for longer

Finance : Bureau Of Labor Statistics : Savings

Micro Trends

The Hacked Home

In future, families will modify, hack and download to create customised interiors to suit the changing needs of their multi-generational households.

Hacking : Homedulgence : Interiors

Micro Trends

The Irony of Fashion

The days of lofty art collaborations have gone. The latest branded fashion films have a much more humorous, playful and self-aware tone.

Fashion Film : Humour : Spoof

Big Ideas

Starbucks expansion plans are brewing in India

Starbucks : India : JV

Big Ideas

Open house at The Guardian for a weekend

Newspapers : Journalism : Guardian

Markets

Mexico Market

International influence and local traditions combine in North America’s fastest growing market.

Mexico : Market Research : Urbanism

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