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

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

Is a child-free lifestyle the new vegan?

From environmental to financial impacts, societal concerns to self-doubt, more and more people are asking ‘why have children?’

Parenting : Children : Pregnancy

Markets

Children’s Travel Market

Modern travel brands are going above and beyond to ensure children are entertained on holiday.

Travel : Hospitality : Luxury

Viewpoints

Why brands must demystify children’s meal times

Beth Bentley, global vice-president of strategy at Virtue Worldwide, on why brands play a crucial role in demystifying children’s nutrition.

Food : Parenting : Baby Food

Micro Trends

EQ Toys for Boys

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.

New Masculinity : Youth : Family

Viewpoints

Should we let kids play with Alexa?

Brands need to win the argument for voice-based interaction rather than being reactionary.

Digital : Education : Children

Micro Trends

Girlswear for Boys

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are flipping the narr...

Fashion : Youth : Retail

Markets

Alternative Education Market

As parents and institutions become increasingly frustrated by Silicon Valley’s attempts to disrupt the classroom, new educational models are emergi...

Youth : Wellness : Learning

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

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