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

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

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

Markets

Georgia Travel Market

Award-winning hotels, a liberal youth population and sommelier-approved wine tourism are luring culturally curious travellers to the former Soviet ...

Travel : Tourism : Hospitality

Viewpoints

Obsess is upending the e-commerce interface

Neha Singh, founder and CEO of experiential e-commerce platform Obsess, on the power of discovery to shape the future of retail.

Retail : Youth : Technology

Micro Trends

Tourism Decelerated

With travellers exhausted by overcrowding, homogenised sights and a sea of smartphones, a counter-movement of slow tourism is gathering pace.

Travel : Tourism : Hospitality

Markets

Teen Tech Welfare

Brands are playing an increasingly supportive role to parents and children to help them approach their digital lives more mindfully.

Media : Technology : Kids

Markets

British Spirits Market

In a gin-saturated market, British spirits brands are innovating with displaced tipples, bold branding and more sustainable production practices.

Alcohol : Spirits : Drinks

Viewpoints

The future of hospitality is contemplative spaces

Design Hotels founder Claus Sendlinger on how physical spaces can alter urban consumers’ sense of being in times of haste and acceleration.

Hospitality : Hotels : Travel

Micro Trends

Discovery Dining

Restaurateurs are raising the bar with slowed-down, elevated experiences that combine global flavours, mood-led interiors and entertainment.

Food : Leisure : Restaurants

Viewpoints

Psychotherapy is shaping the future of skincare

Charlotte Ferguson, founder of wellness brand Disciple, explains why psychodermatology is a growing field in treating stress-related skin issues.

Beauty : Skincare : Therapy

Big Ideas

Generation Z are driving an arts revolution

Jaded by the vapid qualities of social media, young people are finding solace in traditional arts and culture – and brands are responding.

Media : Youth : Entertainment

Markets

Accessible Retail Market

Retailers are investing in the accessibility of their physical and digital channels to support the needs of disabled and neurodiverse shoppers.

Retail : Inclusivity : Implicit Inclusivity

Macro Trends

Paradox Personas

Unlike Millennials, Generation Z are swapping self-promotion for self-awareness, using the digital world to enrich but not define their offline sel...

Youth : Digital : Identity

Micro Trends

Anti-aspiration Advertising

Luxury brands are using prosaic moments and everyday people in their communications to appeal to a new generation of unostentatious consumers.

Luxury : Advertising : Campaign

Big Ideas

By-product beauty

Skincare brands are turning waste ingredients into desirable beauty products that cater for the growing number of environmentally conscious consumers.

Beauty : Ingredient : Circular Economy