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

Viewpoints

Generation Z are ready to reboot dating

Marc Baghadjian, co-founder of Gen Z dating app Lolly, on how post-pandemic connections will be defined by video crushes and non-committal mindsets.

Youth : Dating : Social Media

Big Ideas

Five design responses to the climate crisis

Brands are using design mechanisms to communicate about environmental issues in a bid to increase awareness and action from consumers.

Design : Eco Design And Sustainability : Sustainability

Viewpoints

Brynn Wallner on future-proofing luxury marketing

The founder of Dimepiece, a platform educating women about luxury watches, says brands are failing to promote luxury as an investment.

Luxury : Youth : Branding

Micro Trends

Teen Ad-tivism

In a grand subversion of marketing, youth collectives and brands are using satire and brandstanding to distance themselves from capitalist hegemonies.

Youth : Marketing : Technology

Big Ideas

Five pioneers promoting cause-driven retail

In 2021, retail is about much more than acquisition and profit – for these five innovators, it’s a chance to make a positive difference for people ...

Retail : Society : Sustainability

Viewpoints

Gen Z audiences are rewriting entertainment

Aron Levitz, head of Wattpad Studios, explains how the storytelling app is creating an entertainment universe powered by data, fandom and teen crea...

Youth : Media : Entertainment

Big Ideas

Five beauty disruptors on the rise

From empowerment glitter to egg-cloned vegan skincare, discover the new innovators driving a revolution in the beauty industry.

Beauty : Health : Wellness

Big Ideas

Four innovators shaping bio-positive fashion

Sustainability demands are pushing forward material innovation in the fashion sector, resulting in a series of smarter processes, from creation to ...

Fashion : Retail : Material

Big Ideas

Webinar: Future Forecast 2021

Watch our 60-minute webinar hosted by co-founder Chris Sanderson, exploring how in 2021 the global pandemic, climate change, politics and social mo...

Future Forecast : Report : Covid-19

Viewpoints

Club Psora’s network is destigmatising skin conditions

Miriam Thom, founder of Club Psora, is building a new community around skin conditions — one that reframes chronic illness and normalises long-term...

Health And Wellness : Beauty : Skincare

Markets

Metaverse Market

Expanding far beyond its gaming roots, the metaverse is becoming a youth hub in which the future of socialising, entertainment and creativity is al...

Entertainment : Gaming : Gen Alpha

Communities

Deprogrammers

Rejecting traditional education, this global youth community are using digital platforms, virtual tools and DIY content to educate, teach and liber...

Youth. : Youth : Media

Macro Trends

Reformation Generation

Marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and decolonise our outda...

Youth : Media : Technology

Markets

Emerging Youth: Canada

With little desire to return to normality, Canadian youth are seizing their own futures through upskilling, community healing and support of indige...

Canada : Youth : Society

Viewpoints

The youth voices of Intersectional Environmentalism

With one-size-fits-all sustainability goals excluding people of colour, Gen Z are combining social justice with environmental activism.

Youth : Sustainability : Intersectionality

Viewpoints

Asian youth’s sonic renaissance

Eastern Margins founder Lumi and creative director Adanko discuss how music can be used as a tool for resistance among the East and Southeast ...

Youth : Music : Nightlife

Communities

Diet Hackers

Consumers entering a post-functional relationship with food and drink are seeking to build resilience and find balance.

Communities : Food And Drink

Micro Trends

Scattered Schools

With remote studying the new norm, school is becoming something that is no longer a physical space but a dispersed learning experience.

Youth : Generation Z : Travel

Markets

Emerging Youth: China

Showing their post-pandemic resilience, young Chinese are fusing highly disparate worlds: cloud raves, pastoral living and nostalgic apparel.

Youth : Generation Z : China

Viewpoints

Menopausal empowerment

Dr Louise Newson, founder of Balance app, uncovers the importance of holistic menopausal wellbeing and educated empowerment for this important life...

Health And Wellness : Health Technology : Menopause