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

Micro-amusement parks

Brent Bushnell, CEO of Two Bit Circus, on how immersive gaming, edutainment and theatrical dining can attract a diverse leisure audience.

Entertainment : Leisure : Food

Micro Trends

Discreet Tech

As consumers seek a more balanced relationship with devices and technology, brands are creating home electronics that blend seamlessly into the bac...

Technology : Design : Future Home

Viewpoints

Patti Wong on Sotheby’s diversifying into diamond retail

The senior director and chairman of Sotheby’s Asia and Sotheby’s Diamonds on transforming the auction house into a year-round luxury destination.

Luxury : Jewellery : Diamonds

Big Ideas

Pre-loved premium

Luxury brands and retailers are introducing buy-back and resale schemes to increase customer retention, boost market sentiment and inspire circular...

Luxury : Retail : Recommerce

Viewpoints

A fear of risk is homogenising design

Pace of change and pressure from technology are causing designers to retreat in fear. Let’s take a leap, says Matthew Jones, creative director at A...

Design : Technology : Advertising

Micro Trends

Auralux Experiences

Luxury brands and retailers are turning to audio formats as a new touchpoint for discovery, education and brand-led experiences.

Luxury : Media : Advertising

Micro Trends

Financial Wellness

Mental and physical health are being improved through money advice and services focused on wellbeing, marking a new direction for the wellness sector.

Finance : Wellness : Financial Wellness

Big Ideas

Fortitude in failure

Brands are entering a new era of transparency in which they own up to mishaps and failures, and take the opportunity to flourish in new ways.

Retail : Branding : Advertising

Viewpoints

Sensory sex toys

Wan Tseng, founder of sex tech start-up Wisp, on sexual pleasure that focuses on the senses, and why the world of phallic sex toys is ripe for disr...

Health : Sex : Tehnology

Micro Trends

Everyteen TV

Led by an increasingly social mindset, young people are creating hyper-real forms of entertainment in a fight back against highly curated media.

Youth : Entertainment : Media

Micro Trends

Sex Re-education

Generation Z are taking control of their sexual education, turning to social media, YouTube and Insta-influencers for realistic, inclusive perspect...

Youth : Digital : Sex

Micro Trends

Gourmet Getaways

Chefs are venturing into high-end hospitality, opening B&Bs that promise not only Michelin star-worthy food but immersion into their foodie worlds.

Food : Hospitality : Outdoors

Markets

Emerging Youth: United Arab Emirates

Amid rapid economic growth and cultural development, young people in the UAE are kick-starting much-needed conservations around gender and me...

Youth : Health : Culture

Viewpoints

Smartphone storytelling

Youth film-making collective Pickpocket examines why film and tv are stuck in a pre-internet world and how smartphones can create suspense to...

Youth : Media : Entertainment

Micro Trends

Young Believers

The aesthetic, rituals and values of Christianity are being re-assessed and redefined by a younger, more socially conscious generation.

Youth : Generation Z : Branding

Viewpoints

Thermal wellness is a burgeoning sector

Sam Shames, co-founder of Embr Wave, explores the growth of wellbeing based on temperature and how technology can create personalised microcli...

Wellness : Health : Technology

Micro Trends

Next-generation Protein

Food tech companies are pioneering new plant proteins, which better mimic animal products in taste, texture and nutritional profile.

Food : Technology : Sustainability

Viewpoints

Virtual cleansing

Mike Meiré, creative director of Dornbracht, discusses how VR can be used as a tool for meditative and sustainable living.

Design : VR : Health & Wellness

Viewpoints

Stimulating our senses could reduce food waste

In an age of flat screens and mass-produced foods, can heightened sensory experiences fix the disconnection between what we eat and how we eat it?

Food : Design : Uprooted Diets

Markets

China Dairy Market

Fuelled by the belief that dairy products are a vital component of any healthy diet, Chinese consumers are adding an increasing selection of milk, ...

Food : Drink : Health

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