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

Markets

Neo-education Market

With Gen Alpha at prime schooling age, we are witnessing rapid change in education systems, from AI-powered learning to culturally nuanced curricul...

Education : Youth : Technology

Behaviours

Women Futures: Saudi Arabia

Delve into the dynamic world of luxury in Saudi Arabia, where empowered women are redefining consumption patterns, driving entrepreneurship and inf...

Saudi Arabia : Luxury : Vision 2030

Markets

Indian Nuptials Re-imagined

From the rise of wed-tech to eco-conscious ceremonies and higher levels of customisation, consumers are saying ‘I do’ to a new kind of Indian wedding.

India : Indian Wedding : Wedding Ceremony

Behaviours

Emerging Youth: Saudi Arabia

In Saudi Arabia, digitally savvy Gen Z, fuelled by a profound cultural pride and a thirst for global experiences, are redefining retail, luxury, ho...

Saudi Arabia : Gen Z : Middle East

Macro Trends

Alphas Now and Next: From the Sandbox to Roblox

This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape t...

Generations : Gen Alpha : Demographics

Macro Trends

Gen Z Now and Next: From Vision to Contradiction

Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the chan...

Generations : Gen Z : Demographics

Macro Trends

Millennials Now and Next: From 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 while reb...

Generations : Millennials : Demographics

Macro Trends

Gen X Now and Next: From 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, while juggling their c...

Generations : Gen X : Demographics

Macro Trends

Boomers Now and Next: From Ageing to Becoming

There is an upcoming milestone in the Boomers’ generational journey. By 2030 they will all have reached the average Western retirement age of 65, s...

Generations : Boomers : Demographics

Micro Trends

Reading Raves

Communal reading events are attracting young consumers for their unique blend of socialising and serenity.

Reading : Books : Gen Z Loneliness

Micro Trends

AI Edu-play-tion

Meet the innovators using generative artificial intelligence to re-imagine screen-free educational play time for children.

AI : Gen Alpha : Education

Markets

Authentic Avatars

Meet the innovators adopting an intersectional approach to make digital avatars more authentic.

Gaming : Pop-culture & Media : Technology

Macro Trends

Luxury States: New Codes of Luxury 2024–2025

An essential tool, the Five Luxury States define people’s emotional and psychological journeys through the luxury sector, giving rise to a new set ...

Luxury : Travel & Hospitality : Fashion

Behaviours

Emerging Youth: Nigeria

Scarred by years of social unrest and a cost of living crisis, Nigerian Gen Z are split between hopes of creativity in local music and film and a g...

Youth : Nigeria : Nigeria

Big Ideas

Brand Innovation Debrief: Elf Beauty

In 2023, Elf Beauty secured its position as Gen Z’s cosmetics brand of choice. From duping Dior to capitalising on Jennifer Coolidge’s rebounded ce...

Beauty : Gen Z : E.l.f Beauty

Markets

Redesigning Higher Education Spaces

From fostering wellbeing to embracing climate consciousness and immersive tech, we explore how higher education spaces are evolving to meet the div...

Higher Education : Future Of Education : Remote Learning

Big Ideas

Brand Innovation Debrief: Loewe

Spearheaded by fashion mastermind Jonathan Anderson, the Spanish luxury house is reaching new heights and mainstream appeal, without compromising o...

Fashion : Luxury : Pop Culture & Media

Micro Trends

Future Forecast 2024: Retail

Retail is settling into a post-Covid landscape in which consumers frequently welcome brands into their homes, exploring products, consuming content...

Retail : Luxury : Fashion

Micro Trends

Future Forecast 2024: Technology

Rapid advances in technology are creating a new pool of consumers who are happy to leave the social, economic and political crises of the real worl...

Technology : Health & Wellness : Society

Big Ideas

Six Luxury Brands Building Loyalty with NFTs

Non-fungible tokens (NFTs) are catching their second wind, as fashion and luxury brands start to harness digital tokens as tools to build brand loy...

Luxury : Fashion : NFTs