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

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

Big Ideas

The unmissable products from Cosmoprof 2019

From cosmetic contact lenses that encourage self-expression to sustainable sun cream that delivers on protection, discover the most forward-thinkin...

Beauty : Health : Wellness

Viewpoints

Lyne Zein on luxury for the gender-fluid consumer

The founder and creative director of Paris-based, non-binary store L’Insane on the future luxury consumer, new communities and why the physical sto...

Luxury : Youth : Retail

Viewpoints

Mixed reality will reinforce retail’s human touch

UNIT9’s Maciej Zasada on why shoppers’ physical connection to real products, combined with an augmented environment, equals the perfect blend of co...

Retail : Technology : Customer Experience

Viewpoints

How PY1 heralds the future of mixed reality leisure

Jean Guibert, director of creation at Lune Rouge Entertainment, on the multifunctional, immersive leisure facilities emerging as key transformation...

Leisure : Entertainment : Culture

Markets

Banking the Unbanked

With about 2bn unbanked people worldwide, there is an opportunity and a need for brands to use advances in technology to create more inclusive fina...

FinTech : Digital : Banking

Viewpoints

Financial branding doesn’t need to be boring

Mervyn ten Dam, founder of Dutch creative agency Achtung! discusses B2B brand identities and why it’s vital to appeal to the mindsets of tomorrow’s...

FinTech : Advertising : Branding

Viewpoints

The subcultures redefining Arab youth

Samira Larouci, editor of Arab art and culture magazine Mille World, examines emerging Middle East and North Africa (MENA) subcultures and how the ...

Youth : Fashion : Sports

Macro Trends

Resilience Culture

We have been living in an age of self-censorship, hyper-safe spaces and social comfort zones. But as global anxieties abound, a countermovement of ...

Wellness : Health : Travel

Communities

The Uncoupled

Meet the new community of citizens who are choosing to embrace singledom, polyamory and platonic love over traditional romantic relationships.

Tribe : Travel : Leisure

Viewpoints

Dear brands: please stop selling us your activism

Generation Z are being targeted with empty promises of peace, love and change. Tori West explains why it’s time for brands to put their words ...

Youth : Fashion : Advertising

Viewpoints

Where mindful influencers are going wrong

They tell followers to reduce their use of social media but don’t appear to practice what they preach.

Youth : Social Media : Technology

Micro Trends

Kid Architects

As urban planners and architects deliberate on the future of our cities, children are reclaiming the streets and redesigning public spaces and...

Youth : Architecture : Design

Viewpoints

How skincare can learn from the auto industry

Valentin Langen, founder of IONIQ, discusses why beauty brands should focus on cross-sector collaborations to help diversify the skin tech category.

Beauty : Health : Wellness