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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
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
Web reviews add transparency to Four Seasons
Web reviews add transparency to Four Seasons
Four Seasons
:
Trip Advisor
:
Curated Content
Micro Trends
Last Chance Travel & Hospitality
In a world in which wild places and wild things are threatened by climate change and the resource and food demands of 7bn humans, a new travel move...
Tourism
:
Destinations
:
Trekking
Big Ideas
Men spend more on luxury than women in China
Men spend more on luxury than women in China
China
:
Male Shoppers
:
Landmark Men
Big Ideas
Aesop’s twin retail concept is born in Sydney
Aesop’s twin retail concept is born in Sydney
Aesop
:
Cosmetics
:
Technology
Design Directions
Charred and Stained
Charred and Stained
Distress
:
Cracking
:
Staining
Big Ideas
Men must earn the right to date Chinese women
Men must earn the right to date Chinese women
China
:
Homeownership
:
Home Ownership
Big Ideas
China offers incentives to boost consumption
China offers incentives to boost consumption
China
:
Economy
:
Consumption
Big Ideas
Record year for Rolls-Royce amid bespoke demand
Record year for Rolls-Royce amid bespoke demand
Rolls-Royce
:
Bespoke
:
Cars
Big Ideas
New flavours add spice to US whiskey market
New flavours add spice to US whiskey market
Whiskey
:
Jim Beam
:
Jack Daniels
Big Ideas
M-commerce gives US consumers the upper hand
M-commerce gives US consumers the upper hand
M-commerce
:
Shopping
:
Digital
Big Ideas
Public project shows life is tweet in Sweden
Public project shows life is tweet in Sweden
Sweden
:
Tourist Board
:
Curators Of Sweden
Big Ideas
US health programme keeps Boomers fit for work
US health programme keeps Boomers fit for work
Boomers
:
Retiremant
:
Craftsmanship
Big Ideas
Brazilian e-commerce is in a different class
Brazilian e-commerce is in a different class
Latin American
:
Brazi
:
E-commerce
Big Ideas
App makes booking flights a social experience
App makes booking flights a social experience
Malaysian Airlines
:
Facebook
:
MH Buddy
Big Ideas
Online shoppers have four-minute tipping point
Online shoppers have four-minute tipping point
E-commerce
:
Security
:
Shopping
Big Ideas
E-commerce a force for change in Indian retail
E-commerce a force for change in Indian retail
E-commerce
:
Digital
:
Online
Big Ideas
H&M eyes small cities amid growing China focus
H&M eyes small cities amid growing China focus
China
:
Expansion
:
Low-teir Cities
Communities
The Turtleneck Club
There was a time when turtleneck jumpers meant 1970s kitsch and Roger Moore as James Bond. Not any more. As more men embrace a classic sense of sty...
The Turtleneck Club
:
Ron Zacapa 23 Rum
:
Herradura
Big Ideas
UK income Just Not keeping up with living costs
UK income Just Not keeping up with living costs
Shopping
:
Income
:
Wages
Big Ideas
Retail Analysis: Hotel meets boutique in luxury collaboration
Hotel meets boutique in luxury collaboration between Le Royal Monceau and Paris boutique chain L’Éclaireur.
Hotel
:
Paris
:
Art
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