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

Why age is the new diversity issue

Ageism is the next frontier for diversity, so it’s time for brands to get informed about its nuances, writes Sarah Douglas, director of The Liminal...

Diversity : Ageism : The Flat-Agers

Markets

Gaming Garments Market

Esports and gaming culture are infiltrating the world of fashion, with inspiring brand collaborations and innovation in performance wear.

Fashion : Esports : Leisure

Viewpoints

Will AI take the fun out of fashion?

For an industry that thrives on change, the use of AI might mean homogenisation over innovation, says futures researcher Sabrina Faramarzi

Fashion Futures : Immaterial Fashion : Artificial Intelligence

Viewpoints

Lucy McRae on repairing the bonds between humans

The sci-fi artist questions where the body fits in digital environments, and examines how vulnerable and uncertain places enable legacy-leaving work.

Society : Health And Wellness : Design

Viewpoints

Future-proofing India’s organic cotton farmers

Sustainability adviser Derek Sabori and Volcom chief marketing officer Ryan Immegart on the brand’s traceable organic cotton initiative Farm to Yar...

Fashion : Sports : Sustainability

Micro Trends

Conscious Fur

As the real versus fake fur debate continues, eco-innovators are disrupting fashion production with fur alternatives that are desirable and sustain...

Fashion : Sustainability : Synthetic Leather

Viewpoints

Daniel Freitag on confessing sustainable design sins

The fashion label co-founder talks about how their presentation at Milan Salone was designed to kickstart a debate about the industry's sustainable...

Fashion : Sustainability : Milan Salone

Micro Trends

Co-economy Childcare

With the sharing economy disrupting many of the pillars of adult life, brands are now turning their attention to the ways it can positively affect ...

Youth : Education : Co-working

Markets

Home Cleaning Market

With the rise of glossy domestic influencers and design-led, eco-friendly start-ups, the mindful act of cleaning has never been more relevant.

Cleaning : Health : Wellness

Viewpoints

Science-led surroundings will enhance tomorrow’s productivity

When it comes to the future workplace, architects shouldn’t be thinking about stationary design but dynamic surroundings that drive divergent think...

Workplace : Architecture : Design

Micro Trends

Everyday Cryptocurrencies

As cryptocurrencies gain mainstream traction, finance brands are facilitating their everyday use while educating consumers about how these digital ...

FinTech : Finance : Cryptocurrencies

Viewpoints

Beauty has a responsibility to cater for men of colour

Blake Rascoe and Patrick Boateng, co-founders of skincare brand Ceylon, explain beauty’s representation problem and why brands need to prioritise r...

Beauty : New Masculinity : Skincare

Viewpoints

No more novelties – it’s time for fintech to innovate

If fintech wants to meet consumers’ aspirations it needs to create new products not just novelty apps rooted in traditional banking services.

FinTech : Finance : Banking Apps

Viewpoints

Why retailers need to rewrite data collection

Fresh from Retail Week Live 2019, the title’s executive editor George MacDonald urges retailers to rethink data collection and listen to shoppers’ ...

Retail : Data : Customer Experience

Markets

Retraining Sleep Market

With technology affecting our ability to sleep soundly, consumers are turning to new tools to help them relearn and improve old sleeping patterns.

Health : Beauty : Wellness

Viewpoints

Back to basics: the future of luxury retreats

Dervla Louli Musgrave, founder of luxury booking portal Compare Retreats, on the desire for solo travel, silence and the opportunity for traditiona...

Wellness : Travel : Luxury

Micro Trends

K-beauty Lite

K-beauty retailers are transforming from importers of goods to skincare brands in their own right, with private-label launches inspired by K-beauty...

Beauty : Youth : Retail

Big Ideas

Will DINKs become a priority for truly sustainable brands?

Through the lens of a fictional future scenario, we explore how technology is driving behavioural shifts among brands and consumers. This month, we...

Retail : Society : Branding

Micro Trends

Fitness Auditoria

Amid the rise of collective training, the spatial design of fitness is transforming from boutique sanctuaries to exercise arenas and destination ca...

Health And Wellness : Sport : Wellness Architecture

Micro Trends

Inclusive Nomadism

Remote and co-working is becoming more inclusive, driven by initiatives focused on community, access and career development.

Technology : Workplace : Travel