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

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

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

Markets

Gen Z Hangout Market

Young people are breaking free from their lockdown cocoons, countering a year of isolation and under-stimulation with immersive, real-life social e...

Youth : Gen Z : Generation Z

Big Ideas

The brands making the dairy aisle more sustainable

Demand for dairy alternatives is here to stay. As consumers seek balance between sustainability, health and taste, plant-based innovation is booming.

Plant-based : Sustainability : Non-dairy

Micro Trends

Out-of-work Networks

As young people face the brunt of an unemployment epidemic, the solo activity of job-hunting is being transformed into a community-driven pursuit.

Youth : Workplace : Technology

Communities

Regenizens

Meet the community-focused citizens who are reframing their relationship with consumption to be not just more sustainable, but also regenerative an...

Sustainabillity : Beauty : Society

Webinars

Inter-Covid Roadmap Webinar

One year on from the first European lockdowns, this webinar looks at what new opportunities await global brands and businesses in the inter-Covid era.

Covid-19 : Society : Health

Big Ideas

Five influencers driving an everyteen revolution

The Generation Z creators and entrepreneurs who thrived during the pandemic by speaking to, spotlighting and disrupting the realities of ordinary t...

Youth : Media : Social Media

Big Ideas

Five luxury brands exploring longevity marketing

Global luxury brands are exploring slower, lifestyle-led forms of marketing to stand out from the transient and homogenised nature of social media.

Luxury : Media : Marketing