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

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

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

Viewpoints

Why flop accounts aren’t the future of news

They might be labelled the most woke generation yet, but the Instagram accounts of today’s teenagers tell a different story.

Youth : Generation Z : Media

Viewpoints

Dove is rewriting the rules of female beauty

Sophie Galvani, global vice-president of Dove, on smashing stereotypes and celebrating beauty idiosyncrasies in the age of Algorithmic Beauty.

Beauty : Female Futures : Media

Markets

The State of Luxury: Denmark

With a confident, affluent domestic market and a sharp rise in tourism, Denmark’s luxury sector is burgeoning, led by fledgling fashion labels and ...

Luxury : Fashion : Hospitality

Micro Trends

Peer Platforms

A trust deficit between shoppers and brands is driving the rise of community-led platforms where purchasing tips and style advice are openly shared.

Retail : E-commerce : Peer To Peer

Big Ideas

Premium play spaces

Created with the offspring of wealthy Millennials in mind, these luxury leisure spaces bring parents and children together for elevated bonding exp...

Youth : Luxury : Leisure

Big Ideas

What will wellness look like in 2030?

Through the lens of a fictional future scenario, we ask how brands in 2030 will redefine wellness, negate collective burnout and help us embrace ou...

Far Futures : Health : Wellness

Viewpoints

The rise of eco-conscious luxury hotels

Inge van Weert, general manager at QO Amsterdam, explores how sustainable stays are fast becoming a luxury status symbol.

Hospitality : Travel : Tourism

Micro Trends

e-tourism

Travel and hospitality brands are levelling up their services to embrace the thrills, sights and sounds of competitive gaming.

Travel : Hospitality : Tourism

Viewpoints

Will single-person households create a health crisis?

As the number of people living alone increases in South Korea, mental and physical health issues are becoming a major societal concern.

Uncoupled Living : Health : Wellness

Micro Trends

Post-digital Communication

Designers are swapping fiddly haptic interfaces for basic material props in order to enhance the poetry and meaning of virtual experiences.

Virtual Reality : Communication : Technology

Big Ideas

Four key take-outs from Money 20/20

This year’s financial conference examined opportunities in banking beyond the Western world and how brand purpose is taking precedence over innovat...

FinTech : Open Banking : Payments

Viewpoints

The future of urban mobility lies in sustainability

Forget the behavioural whims of generation X, Y or Z – travel in tomorrow’s cities will be grounded in environmental necessity.

Future City : Future Cities : Society

Viewpoints

Generation Z are deconstructing Asian femininity

Social media has empowered Indian women to take control of their identity, says Atika Malik, chief operating officer at Cheil India. Now brands mus...

Youth : Female Futures : Advertising