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

Edu-packaging heralds a new direction for phygital play

From chocolate to home deliveries, packaging is fast becoming a canvas on which brands can deliver new experiences to Generation Alpha.

Retail : Youth : Sustainability

Big Ideas

How beauty is being refined for Generation Z

New brands are targeting teens by re-inventing coming-of-age skincare rituals for a more pragmatic – but still visual-first – generation.

Youth : Beauty : Skincare

Viewpoints

What’s next for Millennial family travel?

Sara Clemence, co-founder of family travel network The Expedition, explains how nomadic lifestyles could shape the future of Generation Alpha’...

Travel : Millennials : Gen Alpha

Viewpoints

Gen Z Perspectives: US

Yale graduate Tarek Ziad unpacks the phenomenon of cottagecore and what’s driving Generation Z’s whimsical fascination with rural living.

Youth : Workplace : Digital

Micro Trends

Alumni Incubators

As Covid-19 risks stunting Generation Z’s career prospects, brands are stepping in to nurture the next generation of talent.

Youth : Workplace : Fashion

Markets

Money Market: Gen Alpha

With Generation Alpha largely viewing money as a digital concept, brands’ financial education is moving into playful, digital and socially consciou...

Youth : Society : FinTech

Viewpoints

It’s time to decolonise education, say Gen Z

Galvanised by the Black Lives Matter movement, Generation Z are using social media to (un)learn behaviours and catalyse decolonised education reform.

Youth : Education : BLM

Micro Trends

Music-powerment

Post-lockdown, Generation Z are seeking more democratised music communities, blurring the worlds of education and creation.

Music : Entertainment : Youth

Viewpoints

Gen Z Perspectives: UK

The latest edition of our Generation Z insight series reveals British teenagers’ pioneering attitudes to the Black Lives Matter movement.

Youth : Society : Dislocated World

Communities

Beauty Cultists

A new generation of hyper-loyal beauty consumers are building localised communities around their favourite brands.

Beauty : Communities : Consumers

Viewpoints

How Gen Z are reshaping the offline world

Young people have fashioned the digital world. Wilson Oryema, co-founder of Regenerative Futures, believes it’s time they revive offline systems too.

Youth : Sustainability : Civic Brands

Viewpoints

Gen Z Perspectives: India

In collaboration with 31st State, our new series unearths global insights on the biggest mindset shifts among Generation Z.

Youth : Mental Health : Health

Markets

Emerging Youth: Australia

Faced with one crisis after another, Australia’s youth are using digital platforms to reflect on their identities, educate their peers and satirise...

Youth : Australia : Covid-19

Viewpoints

Why Generation Z are creating activist-tainment

Tamseel Hussain, founder of Pluc TV, on how a ‘generation of misfits’ is driving more purposeful social media storytelling for India and beyond.

Youth : Media : Entertainment

Markets

Flat Age Beauty Market

The beauty sector is meeting the needs of Flat Age women with products and marketing that support maturing skin and hair – and their inquisitive ou...

Beauty : Advertising : The Flat Age Society

Micro Trends

Edu-play-tion

With parents of Generation Alpha now home educators, brands are elevating playtime with tools that combine digital and analogue learning.

Youth : Technology : Gen Alpha

Big Ideas

Socially distant dating

An increased reliance on virtual connectivity has resulted in innovations that enable daters to match from afar – and mitigate feelings of swipe fa...

Dating : Online Dating : Dating App

Big Ideas

Flat age fitness

Exercise brands are helping senior citizens keep fit and healthy with a new range of innovative tools and accessible digital platforms.

Fitness : Senior : Covid-19

Big Ideas

Rebranding recruitment for Generation Z

Workplaces and education institutions are firing up their recruitment campaigns to focus on empathy, purpose and Gen Viz aesthetics.

Youth : Media : Workplace

Markets

Emerging Youth: Brazil

Disenfranchised by their president, young Brazilians are rejecting aspiration, reshaping religion and championing mindful social media.

Youth : Media : Digital

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