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

How Alcohol Brands Can Look Out for Men’s Wellbeing

As the definition of nutrition broadens to include mental wellbeing, men are seeking more nuanced support and recognition from the brands they purc...

Food : Drink : Health & Wellness

Big Ideas

Exhibition: Objects for a New Kind of Society

At Dutch Design Week 2021, Dutch Invertuals and The Future Laboratory are together examining how design will shape our experience of future cities.

Design : Technology : Place Making

Markets

Emerging Youth: AfroLATAM

Despite historical socio-economic disadvantages, Black Latin Americans are making themselves heard through a unique sense of unity and resilience.

Youth : Media : Workplace

Markets

Next-generation Watch Market

An industry long steeped in traditional values, the luxury watch sector is undergoing a transformation in an attempt to woo a new generation of you...

Luxury : Watches : Retail

Big Ideas

Material Innovation Will Build Resilient Cities

These five projects from London Design Festival 2021 show how designers can use material innovation to build better, more equitable and resilient c...

Design : Sustainability : Architecture

Big Ideas

Travel in 2030: Slow Honeymoons

In this fictional future scenario, we meet Ming and Hui, a Generation Z couple who are struggling to balance their climate commitments with their h...

Travel : Sustainability : Carbon Neutral

Markets

Emerging Youth: Poland

Despite living under an ultra-conservative government, Polish youth are gaining the strength to fight for feminist and LGBTQ+ rights by increasingl...

Youth : Nightlife : Activism

Big Ideas

Key themes from Walpole’s British Luxury Summit 2021

Explore the headlines from the Future of British Luxury Summit, from ‘carpe diem’ mindsets infiltrating luxury to travel and spending forecasts.

Luxury : Retail : Technology

Micro Trends

Eco-motional Fashion

As climate anxieties abound, a new wave of change-makers are paving the way for a more positive, human-centric approach to sustainable and ethical ...

Fashion : Sustainability : Sustainability Futures

Big Ideas

Five brands reframing nootropics for Generation Z

Exploring a breadth of natural brain-boosting ingredients, a raft of new brands are creating products tailored to the needs, concerns and moods of ...

Drinks : Youth : Health And Wellness

Micro Trends

Curator Kids

As young people navigate an age of information overload, they are revolting against the relentless creation of content – and choosing to curate it ...

Youth : Media : Alternet Economies

Big Ideas

Five fintech innovations for young home-buyers

As younger people strive to break away from being Generation Rent, a wave of fintech services are taking them from temporary tenants to first-time ...

FinTech : Mobile Money : Mortgages

Big Ideas

Five ways motorcycles are bridging youth culture

The motorcycle sector is finding new relevance with younger, lifestyle-driven audiences by fostering brand-led connections focused on creativity an...

Mobility : Youth : Fashion

Viewpoints

How to target next-generation leisure-seekers

Jade Akintola, founder of ITA Leisure, is elevating the outdoor goods market with a brand that lies at the intersection of nature, design and inclu...

Travel : Tourism : Leisure

Markets

Emerging Youth: US Hispanic

As one of America’s largest multicultural consumer groups, Hispanic youth are redefining their representation through activism, music and beauty.

Youth : Beauty : Music

Micro Trends

Coterie Consumerism

As e-commerce booms, Generation Z fashion brands are turning our digital habits into physical activations to make the shopping experience social ag...

Fashion : Retail : Youth

Big Ideas

How beverage is borrowing from personal care

Morgan McLachlan, master distiller and co-founder of clean botanics brand Amass, discusses bridging the gap between self-care and social rituals.

Drink : Wellness : Self-care

Big Ideas

The Gen Z messaging apps of tomorrow

Forget Snapchat and WhatsApp. Today’s youth are taking it upon themselves to create fluid social apps that nurture their multimedia friendships.

Youth : Media : Gen Z

Viewpoints

How resell culture will define Gen Z banking

Geri Cupi, CEO and founder of fintech disruptor Twig, discusses how the circular economy will transform young people’s perception of wealth.

Finance : Gen Z : Retail

Webinars

Global Drivers 2020+ Webinar

Discover the six key global drivers that represent the cultural, social, economic, political, technological and environmental eventualities reshapi...

Global Drivers : Methodology : Human Needs