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

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

Viewpoints

Radical healing is the future of nightlife

Aisha Mirza, the founder of sober club night Misery, explains why embedding therapy into the night-time economy is empowering marginalised communit...

Youth : LGBT : Nightlife

Markets

Generation Homebody

Staying in is in. From TikTok bedroom dance-offs to CBD-infused bath bombs, the home has become Generation Z’s ultimate hangout.

Youth : Fashion : Wellbeing

Markets

Emerging Youth: Indonesia

Indonesia’s largely rural youth population are using digital channels to learn, cultivate micro-communities and reconnect with Islam.

Youth : Media : Education

Big Ideas

The emerging youth zines causing media anarchy

Zines are becoming the platform of choice for youth in Malaysia, South Africa, China and Brazil to express alternative views away from regulated me...

Youth : Media : Generation Z

Viewpoints

How to engage the Chinese travellers of tomorrow

Will Zhuang, Chinese ambassador for VisitYork and VisitLeeds, on how brands are re-imagining British culture for a new generation of Chinese touris...

Food : Travel : Tourism

Micro Trends

Piercing Pioneers

Brands are modernising the coming-of-age ritual of piercing for a new generation of teenagers who are keen to experiment with their identity.

Retail : Youth : DTC

Micro Trends

At-home Epigenetics

As research into the field of epigenetics advances, new at-home testing kits are emerging that enable consumers to take control of their own health.

Wellness : Epigenetics : Health

Markets

Baby Boomer Travel Market

Highly independent and driven by a hunger for knowledge, the over-55s are becoming a crucial target market for travel brands.

Travel : Baby Boomers : Hospitality

Markets

Generation Z Stores

A youth boom is set to shake up bricks-and-mortar shopping, so retailers must adapt their strategies to meet the unique preferences of Generation Z.

Retail : Generation Z : Shopping

Markets

Middle Man Beauty Market

As the men’s beauty category gains wider acceptance, the category is evolving to target the everyday man who values inclusivity, efficacy and bold...

New Masculinity : Beauty : Skincare

Micro Trends

Young Nativists

Generation Z are reconnecting with their indigenous roots, seeking communities and travel experiences that preserve ancestral knowledge.

Youth : Travel : Hospitality

Micro Trends

Skincare Networks

New online platforms are cutting through hyperbolic content with peer and expert advice designed to improve personal routines and product development.

Beauty : Skincare : Peer To Peer

Micro Trends

Flexitarian Meats

Food products that mix meat with a healthy dose of vegetables are becoming a gateway for consumers curious about flexitarianism and plant-based eat...

Food : Meat : Health

Viewpoints

Inside Generation Z’s identity crisis

UAL students Nicole Angus and Nadine Gan, 21, and graduate Lucas Antunes, 23, discuss why cynicism, truth and self-education define today’s youth.

Youth : Generation Z : Media

Viewpoints

Diving into Lush’s phygital experiments

Charlotte Nisbet talks about the brand’s phygital retail experiments, from packaging-free stores and recyclable shop fit-outs to machine learning r...

Retail : Beauty : Technology

Viewpoints

Forget mental health, let’s discuss emotional fitness

Nick Bennett, CEO and co-founder of Fika, on the student mental health crisis being an issue of education and skills relating to emotional wellbeing.

Youth : Mental Health : Technology

Micro Trends

Grown-up Sodas

Consumers’ increasingly global palates are driving demand for complex flavoured soft drinks that have the double benefit of being alcohol-free.

Drinks : Soft Drinks : Non-alcoholic

Micro Trends

Privacy Hardware

As digital privacy and data breaches become pertinent issues, physical tools and devices are being designed to shield citizens’ identities.

Technology : Advertising : Surveillance

Viewpoints

The human-less future of creative branding

Yali Saar, founder and CEO of Tailor Brands, discusses the positive impact that AI will have on the future of branding, copywriting and social mark...

Branding : Design : Artificial Intelligence

Viewpoints

Why the food revolution is not about progress

S Margot Finn, author of Discriminating Taste: How Class Anxiety Created the American Food Revolution, explains why our modern appetite for organic...

Food : Society : Sustainability

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