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

Micro Trends

Matrescence

The concept of matrescence highlights the profound physical, emotional and neurological shifts experienced by new mothers, presenting brands with a...

Health : Wellness : Parenting

Behaviours

Back-to-School Alphas

Gen Alpha are earning ‘aura points’ at the start of the school season thanks to skincare smoothies, smellmaxxing, hiring glam squads and sanitising...

Youth : Culture : Gen Alpha

Big Ideas

Rebranding Resale

The fashion resale market has had a rebranding. Upscaled marketing initiatives, luxury partnerships and circularity-led retail concepts are redefin...

Retail : Sustainability : Fashion

Markets

Teen Menstrual Health

The conversation around teen menstrual health is changing. Gen Alpha are coming of age in an environment where cultural stigmas and traditional vie...

Health : Wellness : Youth

Behaviours

Gen Z in India

India’s Gen Z are redefining tradition. Blending cultural heritage with global influences, their evolving values of sustainability, inclusivity and...

India : Gen Z : Identity

Macro Trends

Game-Changers: The Future of Sports Fandom

By embracing new technologies, geographies and audiences, sport is becoming bigger than ever and offering valuable lessons on nurturing a new era o...

Sports & Leisure : Fashion : Pop-culture & Media

Behaviours

Women Futures: Australia

What is changing – and not changing – for women and girls in Australia? While younger generations are looking to new role models, others are still ...

Finance : Health & Wellness : Society

Markets

Gen Z Dating Futures

As consumers experience dating app fatigue, in-person social spaces, sports, and college communities are emerging as popular alternatives, making w...

Youth : Dating : Identity

Micro Trends

Erotic-tainment

A backdrop of sex-averse culture is only making audiences thirstier, leading to an explosion of entertainment that brings smut to the masses.

Sex : Entertainment : Erotica

Behaviours

Gen Z in Singapore

Singaporean Gen Z are facing burnout, driven by economic pressures and climate change anxiety, but beware of their national pride and willingness t...

Singapore : Emerging Youth : Gen Z

Micro Trends

Safe Hate Spaces

Showing off their most embarrassing petty grievances, a new wave of content creators are building safe havens to normalise and connect over the act...

Content Creator : Youth Culture : Dark Humour

Behaviours

Gen Z in Australia

Amid fractious global politics, national housing shortages and looming recession, Australia’s youth are connecting via grassroots activism and new ...

Australia : Gen Z : Loneliness

Viewpoints

Cracking the Algorithm Code

As the seemingly omnipresent power of global tech giants reaches new levels, a revaluation of individual liberty and agency is under way.  

Algorithms : Big Data : Technology

Viewpoints

The Future of Work is Inter-Generational

Commercial director of 55/Redefined, Andy Simpson, explains why companies that radically change the way they employ over-50s and embrace an inter-g...

Workplace : Generations : Accesibility

Markets

Teens, Tech and Tapping Out

The unprecedented teen mental health crisis, coupled with the toxic and addictive nature of social media, may be inspiring a grassroots movement of...

Technology : Identities : Youth

Macro Trends

Functional Feasting

As we move past the ‘free from’ era, consumers are increasingly favouring products that do more with less, bringing flavour and fun back into funct...

Food & Drink : Indulgence : Health & Wellness

Behaviours

Emerging Youth: The Maghreb

After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...

Youth : Society : Culture

Design Directions

Rebranding Nature

To lure Gen Z outdoors and engage them in conservation and climate activism, nature itself is getting a rebranding.

Design : Sports & Leisure : Sustainability

Markets

Neo-education Market

With Gen Alpha at prime schooling age, we are witnessing rapid change in education systems, from AI-powered learning to culturally nuanced curricul...

Education : Youth : Technology

Behaviours

Women Futures: Saudi Arabia

Delve into the dynamic world of luxury in Saudi Arabia, where empowered women are redefining consumption patterns, driving entrepreneurship and inf...

Saudi Arabia : Luxury : Vision 2030