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

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

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

Generation Alpha are the new Old Fashioneds

Helenor Gilmour, director of insight at Beano Studios, on how Millennial parents are raising a generation of gender-blind entrepreneurial activists.

Markets

Money Market: Baby Boomers

Turning their backs on the term ‘elderly’, Baby Boomers are working until later in life than previous generations and re-inventing retirement on th...

FinTech : Global : Baby Boomers

Micro Trends

Bold Baby Food

To foster a new generation of adventurous eaters, brands are offering flavourful new baby foods with herbs, roots and spices from the global pantry.

Food : Youth : Health

Viewpoints

Malleable living

A flexible mindset isn’t just for work – it’s also for the home, family and everything in between, according to Annie Auerbach, author of new book ...

Health And Wellness : Society : Workplace

Micro Trends

Civic Ads

As society struggles with climate change, rising homelessness and unsafe infrastructure, brands are turning to advertising as a force for good.

Media : Advertising : Global

Macro Trends

Liberation Luxury

As global wealth fluctuates, a new mindset is emerging centred on curiosity, flexibility and footloose living. In order to meet these shifting prio...

Luxury : Travel : Hospitality

Viewpoints

Phoneless focus

Maths Mathisen, co-founder of productivity app Hold, explains how gamifying smartphone screentime can build positive brand relationships.

Workplace : Apps : Technology

Viewpoints

Peer-to-peer networks are crucial to women’s wealth

WealthiHer Network’s Tamara Gillan and Close Brothers Asset Management’s Jeanette Makings explain the findings from the inaugural WealthiHer re...

FinTech : Female Futures : Money

Viewpoints

Families have evolved. Why haven’t brands caught up?

Brands and advertisers are ignoring modern families. Could one solution lie in switching around the creatives and therefore cultural nous at compan...

Advertising : Future Family : Identity

Big Ideas

The post-influencers redefining social media

A growing number of public figures are shying away from perfectly polished Instagram posts in favour of a more realistic online aesthetic.

Youth : Social Media : Female Futures

Big Ideas

The anti-choice homeware movement

Overwhelmed by choice, Millennials are turning to brands that offer a streamlined, limited approach to homeware shopping.

Retail : Sustainability : Homeware

Viewpoints

The new influences shaping colour forecasting

Catwalks have historically set colour trends, says James Cropper’s Mark Starrs, but in today’s digital-first world a new order of inspiration is co...

Packaging : Colour Trends : Design

Viewpoints

How fintech can speak to Generation X and beyond

Clare Gambardella, chief customer officer at Zopa, on using design to ensure longevity in a fast-paced sector and improve financial wellness for all.

Finance : Banking : Transparency

Micro Trends

Eco-tel Evolution

Government policies are driving a new wave of environmental initiatives at high-end hotels, working to offset their impact while educating and insp...

Hotels : Travel : Sustainability

Viewpoints

Behavioural science will boost your business

Rupinder Mann, founder of UnNamed Ventures, on the role of neuroscience, psychology, behavioural economics and creativity on the future of work.

Workplace : Technology : Behavioural Science

Viewpoints

Does Escapex herald the future of social media?

Shamik Talukder, chief business officer at Escapex, on the need to create a platform that puts engagement back at the heart of social interaction.

Technology : Social Media : Entertainment

Viewpoints

Instagram isn’t the space for sustainable fashion

As more brands strive to be sustainable, it’s time to re-think social platforms that promote incessant newness and instant in-app purchasing.

Sustainability : Fashion : Instagram

Micro Trends

Adaptive Beauty

Innovative technology and packaging solutions are ushering in a new era of inclusivity for consumers with visual impairments and conditions like mu...

Beauty : Inclusivity : Japan

Markets

Suncare Market

Growing interest in skincare and skin health is driving innovation in the suncare market, as consumers begin to look for holistically protective so...

Health : Wellness : Beauty

Viewpoints

Are deep fakes the future of personalised advertising?

AI is enabling a new form of hyper-personal influencer marketing. MSc Strategic Fashion Management graduates Helen Wang and Joanna Lanceley explain...

Advertising : Retail : AI