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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
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
Micro Trends
Reading Raves
Communal reading events are attracting young consumers for their unique blend of socialising and serenity.
Reading
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Books
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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
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Gen Alpha
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Education
Markets
Authentic Avatars
Meet the innovators adopting an intersectional approach to make digital avatars more authentic.
Gaming
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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
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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
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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
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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
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Fashion
:
NFTs
Big Ideas
BoF Voices 2023: The Creative Crossroads
At The Business of Fashion’s Voices 2023 conference, the focus was on creative resilience, ethical and sustainable innovation, and how AI is reshap...
Luxury
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Fashion
:
Beauty
Macro Trends
The Great Wealth Transfer
Wealth ownership, distribution and the politics that influence cross-generational spending are all in flux, according to the latest findings of The...
Luxury
:
Gen Z
:
HNWI
Micro Trends
Future Five: Identities
As part of our Future Five 2024 report, we explore the shifts in identity that are all-important in understanding the consumer of tomorrow.
Identities
:
Future Five
:
Topics
Micro Trends
Future Five: Home & Family
As part of our Future Five 2024 report, we explore the rising challenges and opportunities in relation to our family and home lives.
Future Five
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Home & Family
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Topics
Webinars
Future Forecast 2024 On-demand Webinar
This webinar designed to help you jump straight to the key insights, opinions and future opportunities that you need to know about right now.
Webinar
:
The Future Laboratory
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Foresight
Micro Trends
Future Five: Artificial Intelligence
As part of our Future Five 2024 report, we explore the impact of AI on the year ahead.
Technology
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AI
:
Design
Big Ideas
Five Airlines Uplifting In-flight Wellness
Airlines are reviving luxury air travel, transforming the in-flight experience from exhausting to enriching and bringing wellness to 40,000 feet.
Travel
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Hospitality
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Wellness
Micro Trends
Gen Z Activism
As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.
Society
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Youth
:
US
Markets
Kids’ Snack Market
Functional ingredients, re-imagined childhood classics and gastro gaming innovations are shaping the future of the kids’ snack aisle.
Youth
:
Food&Drink
:
Indulgence
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