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

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

Viewpoints

How choreography could shape the future of coding

Alvin Arthur, creator of Body.processing, explains how movement is creating a new, more inclusive language for coding.

Technology : Branding : Programmable Realities

Viewpoints

Will biochips revolutionise finance and data-sharing?

Skin-embedded microchips will transform how we share data, gain access to spaces, travel and even protect our finances. Jowan Österlund, founder an...

Finance : Technology : Workplace

Viewpoints

It’s time for tech to bridge families’ digital divisions

Technology designers must create experiences that encourage future families to re-engage, converse and bond with each other.

Technology : Youth : Future Family

Micro Trends

Accessible Gaming

While the mainstream gaming industry has long ignored disabled people, a host of new technologies are enabling brands to adapt to their every need.

Gaming : Entertainment : Accessibility

Markets

Luxury CBD Market

CBD is being elevated from an eccentric supplement to a covetable, high-end product through gourmet dining, sophisticated branding and luxury retai...

Luxury : Retail : Wellness

Micro Trends

Relaxed Jewellery Retail

The days of austere and exclusive jewellery showrooms are over. In a climate in which Millennials are ready to spend, jewellery brands are discover...

Luxury : Retail : Jewellery

Micro Trends

The Elevated Outdoors

Affluent consumers are swapping safaris and skiing for extreme outdoor experiences, turning to luxury brands to help boost their resilience.

Luxury : Fashion : Travel