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

Markets

Millennial Family Travel Market

As more and more Millennials enter parenthood, they are not giving up on their thirst for travel or their desire for sustainable experiences.

Travel : Hospitality : Family

Viewpoints

Why do Londoners love Nike so much?

The sportswear brand found success this week because it listened to its consumers.

Youth : Fashion : Gen Z

Markets

Childrenswear Market

The childrenswear market is booming, with the rise of Millennial parenting affecting everything from the aesthetic to the acceptance of a more luxu...

Fashion : Youth : Digital

Big Ideas

Brand Innovation Debrief: Sephora

With the opening of its largest flagship store in Manhattan in 2017 and a host of new initiatives, Sephora shows how to get beauty retail right.

Beauty : Retail : Youth

Micro Trends

Avatar Influence

From their role as brand ambassadors to their impact on consumers’ interactions in fashion, digital avatars are opening up new opportunities for ...

Fashion : Digital : Retail

Markets

Young Eaters

The eating habits of younger generations are being shaped by a greater appreciation of food and by parents who are instilling their healthy eating ...

Food : Generation Z : Baby Food

Viewpoints

Is Walmart’s collaboration with Lord & Taylor a mistake?

Given the companies’ differing target audiences, identity and price tag, is their collaboration doomed from the outset?

Retail : Fashion : Luxury

Viewpoints

Will vegans eat in-vitro meat?

Veganism is on the rise, but will the same people who scour restaurant menus for the magic green ‘v’ tick symbol be as likely to bite down on a ble...

Food : Culture : Veganism

Markets

Instagram Beauty Market

By providing a place for consumers to discover new under-the-radar products, Instagram has become a thriving environment for cult beauty brands.

Beauty : Digital : Social Media

Markets

Emerging Youth Travel Market

Emerging economies with youth populations eager to explore new territories will radically transform the travel and hospitality sector.

Travel : Youth : Hospitality

Markets

Conscious Tourism Market

Brands are increasingly using travel to promote inclusivity and sustainability, especially in emerging economies.

Travel : Hospitality : Community

Macro Trends

Consumer 2020

In the next decade, brands need to prepare for consumers who are abandoning traditional institutions, seeking comfort in safe spaces and reassert...

Youth : Purpose : Belonging

Macro Trends

Experience 2020

Customer experiences are becoming meaningless. But as we head towards the next decade, brands must ensure that they only invest in experiences th...

Experience : Experience 2020 : Tech

Big Ideas

How Wonderbly is changing the reading experience for children

The co-founder of Wonderbly on capturing children’s imagination through personalisation and the brand’s evolution from print-only to digital.

Personalisation : Digital : Technology

Micro Trends

Digital Store Fronts

The future of online shopping is being shaped by visual-first digital experiences.

Retail : Youth : Digital

Big Ideas

Next-generation Apps

Tired of narcissistic platforms such as Instagram, young people are moving over to private messaging apps that emphasise community, allow for ephem...

Youth : Digital : Technology

Big Ideas

How magazine Azeema empowers women from North Africa and the Middle East

The founders of Azeema magazine on representing strong-minded women, empowering young girls and championing inclusivity.

Youth Culture : Fashion : Belonging

Micro Trends

Safe Spaces

Generation Z are creating safe spaces out of a frustration at a lack of representation of women, people of colour and LGBTQ+ people.

Youth : Identity : Belonging

Markets

Emerging Youth: Mexico

A new form of counter culture is emerging in Mexico, driven by young consumers who are proud of their cultural heritage and outspoken critics of US...

Youth : Fashion : Digital

Markets

Hype Market

From frenzied crowds outside Supreme stores to Yeezy sneakers reselling for more than 20 times their original retail price, the market for hype is ...

Fashion : Digital : Technology

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