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

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

Sustainability has become a luxury privilege

Virgil Abloh's reusable water bottle for Evian is indicative of luxury's new mindset – but shouldn't sustainable products be accessible and desirab...

Drinks : Sustainability : Wellness

Micro Trends

New Urban Farms

Agricultural practices are undergoing a seismic shift as farmers and start-ups contend with feeding an ever-growing urban population.

Food : Technology : Sustainability

Markets

Craft Coffee Market

The rise in coffee connoisseurship is creating new opportunities in a competitive market, with brands exploring emerging markets, new product categ...

Food And Drink : Coffee : Hospitality

Micro Trends

Post-category Spirits

A wave of new start-up distilleries are creating category-defying spirits that reject the traditional rules and regulations of liquor-making.

Drinks : Hospitality : Food

Viewpoints

Is smart apparel finally ready to go mainstream?

Aman Advani, CEO and co-founder of Ministry of Supply, explains why smart garments have previously failed, and how his science-backed fashion brand...

Fashion : Retail : AI

Micro Trends

Automated Apparel

The next generation of connected clothing will use artificial intelligence to react and recalibrate, catering for continually changing consumer nee...

Fashion : Wellness : AI

Markets

Sustainable Footwear Market

Following in the footsteps of fashion, the shoe industry is embracing sustainability, not only through materials and assembly, but also through far...

Fashion : Footwear : Sustainability

Viewpoints

Is Spotify’s mute button a sound idea?

Alex Brammer, a UK music lawyer, considers whether hiding content is a reasonable compromise or a risk to musical discovery and serendipity.

Media : Music : Society

Big Ideas

Meet the fashion designers exploring Brave New Worlds

These award-winning international talents aim to change the landscape of fashion through designs that explore politics, sustainability, identity an...

Fashion : Youth : Sustainability

Viewpoints

Meet the Generation Z anti-tourists changing travel

Sam Blenkinsopp, co-founder of youth-driven travel collective Trippin, explains why brands must shape a new narrative around Generation Z tourism.

Youth : Travel : Hospitality

Viewpoints

Mainstream media must be more inclusive of asexual people

At a time of greater inclusivity, asexual people remain invisible in Western culture, argues Michael Paramo. How can media and entertainment brands...

Media : Identity : Entertainment

Micro Trends

Refined Refillables

Beauty and personal care brands are upgrading the eco-friendly element of refillable packaging to be a little more luxurious.

Design : Packaging : Beauty

Viewpoints

Rob Wood on why music is essential to brand experiences

The creative director of Music Concierge explains how, by creating distinct audio identities for brands and retailers, music and soundscapes can in...

Retail : Leisure : Hospitality

Markets

Hair Removal Market

The conversation on hair removal is changing, from the aesthetics of men’s shaving to the way people achieve their hairless look.

Beauty : Wellness : Design

Micro Trends

Skintellectual Haircare

Drawing on ingredients and formulations found in skincare, new products and rituals are emerging that are designed to improve scalp and hair health.

Beauty : Haircare : Technology

Markets

African E-commerce Market

Increased internet access and a booming youth population are driving the continent’s unique and burgeoning online retail market, bolstered by digit...

E-Commerce : Africa : Retail

Micro Trends

Prescription Supermarkets

Grocery retailers are assuming a new role as dietary advisers, educating consumers and providing personalised health and nutrition guidance as an i...

Retail : Healthcare : Nutrition

Viewpoints

Is retailtainment the future of e-commerce?

NTWRK is shaking up retail with its pop culture-powered video commerce app. Its CEO, Aaron Levant, discusses why hyper-urgency is the future of sho...

Retail : E-commerce : Media

Viewpoints

Should coffee chains ask teens for ID?

With a major UK brand refusing to serve coffee to some teens, could the high street welcome a forward-looking café for young people?

Drinks : Youth : Leisure

Markets

The State of Luxury: Russia

Post-recession Russia’s luxury market is showing signs of recovery, bolstered by a boom in East Asian tourists and a growing focus on local craftsm...

Luxury : Fashion : Retail