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

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

Big Ideas

Vector Newman on consumers outsmarting the system

The founder of private social network New Life explains why we need to stop living in a pre-internet world.

Youth Culture : Fashion : Retail

Micro Trends

Healthy Baby Bites

The baby food aisle now reflects wider eating shifts towards healthy options.

Food : Wellness : Baby Food

Viewpoints

What does Walmart’s presence on Google Home mean for household brands?

A new collaboration between Google and Walmart envisages an alternative future for voice-powered retail.

Retail : E-commerce : Digital

Viewpoints

What the fuck have M****NNIALS ever done for us?

Why this much-maligned generation deserves our appreciation, not our disdain.

Millenials : Tech : Innovation

Markets

Female Futures

How will women thrive in a changing world?

Youth Culture : Generation Z : Identity

Micro Trends

Adulting Ads

Notions of luxury have evolved beyond traditional status symbols, with brands creating new narratives that speak frankly to the emotionally driven ...

Advertising : Luxury : Millennials

Viewpoints

Why is being transgender still an issue?

Misogyny, racism and transphobia all have one root cause.

Gender : Identity : Advertising

Big Ideas

Pornhub launches interactive video content category

Global – Users will now be able to synchronise porn with sex toys in order to simulate sex.

Technology : Digital : Media

Big Ideas

Workers are increasingly postponing their retirement

US – According to the US jobs report, almost 19% of people aged 65 or over were working in the second quarter of 2017.

Workplace : Culture : Finance

Viewpoints

What does the rise of injectable cosmetics mean for make-up?

How is the make-up market reacting to consumers approaching injectable cosmetics as an extension of make-up rather than a non-surgical procedure.

Beauty : Digital : Media

Markets

Global Luxury Market 2017: Part 1

The luxury market is in a state of flux. Major players, confronted with the need to remain relevant and desirable, are changing their strategies to...

Luxury : Retail : Technology

Viewpoints

Are luxury brands doing enough to appeal to Generation Z?

With luxury brands rushing to create digital-first campaigns for Millennials, are they also doing enough to prepare themselves for the inevitable r...

Luxury : Fashion : Digital

Big Ideas

Underarm hair increasingly considered less of a stigma by Millennials

Global – Almost one in four young women do not shave their underarms, according to research by Mintel.

Beauty : Advertising : Wellness

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