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

Markets

Emerging Youth: France

Amid rising levels of national anxiety and pessimism, French youth are rejecting the old France mindset in favour of new, regional role models and ...

Youth : Digital : Technology

Viewpoints

Prom night must become a beacon of inclusivity

It’s time to put outdated traditions to rest. Schools across the globe have a responsibility to provide inclusive events that are open to all.

Youth : Fashion : Education

Markets

Chocolate Market

Despite climate change threatening supply chains, the chocolate sector is thriving, with product innovation fuelling regional flavours and free-fro...

Food : Sustainability : Supply Chains

Big Ideas

Meal kits can be a green alternative to groceries

From slashing waste to sourcing ingredients sustainably, these meal kit companies are repositioning themselves as a solution for eco-conscious shop...

Food : Drink : Meal Kits

Micro Trends

New Wave Aperitifs

The traditional aperitif is being re-invented, tapping into moderation mindsets and a slower style of drinking infiltrating cocktail culture.

Drinks : Aperitifs : Alcohol

Viewpoints

Space10 on creating a cookbook with a mission

Polina Bachlakova, editor of Future Food Today, the first cookbook from Ikea’s research and design lab, envisages a playful and sustainable future ...

Food : Drinks : Sustainability

Viewpoints

It’s time to reboot the start-up mentality

Fundamental change is needed at the heart of any business to truly live and breathe start-up thinking, making and doing.

Design : Branding : R&D

Macro Trends

Conscious Deceleration

Struggling to keep up with fast-paced and demanding approaches to fitness, health-conscious consumers are looking for a more measured, long-term ap...

Wellness : Health : Technology

Viewpoints

Rural China is living in the future

Xiaowei Wang, creative director of Logic magazine, examines how the future of work is already alive and kicking in rural China.

Workplace : Retail : China

Communities

The Conscious Decelerators

This community of wellness pioneers are looking to slow down and return to more holistic forms of wellbeing that will help them to carve out a new ...

Health : Wellness : Conscious Deceleration

Micro Trends

Fast Fashion Rental

Clothing rental is moving from high-end fashion to the high street, creating new paths to discovery and access for trend-conscious consumers.

Retail : Fashion : Retail Technology

Viewpoints

Pioneering the future of luxury sourcing

Caroline Scheufele, artistic director and co-president luxury jeweller Chopard, on the positive impact of ethical sourcing for consumers and employ...

Luxury : Sustainability : Supply Chains

Viewpoints

Biodegradable data is starting to grow up

Monika Seyfried and Cyrus Clarke discuss their project Grow Your Own Cloud, a speculative service that helps consumers store their data – in the DN...

Technology : Health : Wellness

Markets

LGBT+ Parenting Market

LGBT+ Parenting is on the rise, which means brands need a fresh approach to marketing to this unapologetic, influential consumer group.

Society : Parenting : LGBT

Viewpoints

The unexpected UX potential of folding smartphones

Why flat interfaces will fall out of favour as designers tap into the compelling benefits and experiences that foldable screens can offer.

Design : Technology : Smartphones

Viewpoints

Women’s football revolution

Nicolas Bastide, from the FIFA Women’s World Cup France 2019 Local Organising Committee, on brand and audience opportunities in women’s football.

Sport : Female Futures : Media

Markets

China Beauty Market

In order to access Chinese beauty consumers, brands must embrace bricks-and-mortar stores, niche brands and make-up for men.

Beauty : China : Luxury

Markets

Rebranding the menopause

Attitudes to the menopause are being transformed, and wellness companies, fem-tech and beauty brands are stepping up to champion this fundame...

Beauty : Wellness : Technology

Viewpoints

eSports players need better health protection

While the negative stigma around gaming is gradually fading, eSports is still some way from becoming a recognised competitive activity.

ESports : Gaming : Health

Micro Trends

Cloud Gaming

A new era of gaming is on the horizon, fuelled by big brand data centres, digital communities and on-demand services.

Media : Gaming : Leisure

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