Generations

Tracking the key characteristics and values of generational demographics as each cohort evolves.

Game-Changers: The Future of Sports Fandom

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
Women Futures: Australia

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
Gen Z Dating Futures

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
Erotic-tainment

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
Gen Z in Singapore

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
Safe Hate Spaces

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
Gen Z in Australia

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
Cracking the Algorithm Code

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
The Future of Work is Inter-Generational

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
Teens, Tech and Tapping Out

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
Functional Feasting

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
Emerging Youth: The Maghreb

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
Rebranding Nature

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
Neo-education Market

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
Indian Nuptials Re-imagined

Markets

Indian Nuptials Re-imagined

From the rise of wed-tech to eco-conscious ceremonies and higher levels of customisation, consumers are saying ‘I do’ to a new kind of Indian weddi...
India : Indian Wedding : Wedding Ceremony
Emerging Youth: Saudi Arabia

Behaviours

Emerging Youth: Saudi Arabia

In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...
Saudi Arabia : Gen Z : Middle East
Alphas Now and Next: From the Sandbox to Roblox

Macro Trends

Alphas Now and Next: From the Sandbox to Roblox

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...
Generations : Gen Alpha : Demographics
Millennials Now and Next: From Pink to Prime

Macro Trends

Millennials Now and Next: From 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 while reb...
Generations : Millennials : Demographics
 Gen X Now and Next: From Ambiguity to Advocacy

Macro Trends

Gen X Now and Next: From 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, while juggling their c...
Generations : Gen X : Demographics
Boomers Now and Next: From Ageing to Becoming

Macro Trends

Boomers Now and Next: From Ageing to Becoming

There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, s...
Generations : Boomers : Demographics
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