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

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

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.

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

Big Ideas

The attitudes of US high-net-worth individuals are changing

US – A new study highlights the differences between generations when it comes to investing, relationships and philanthropy.

Finance : Luxury : Culture

Big Ideas

Gaming is no longer a niche category on YouTube

Global – It is one of the most watched types of content across the platform.

Gaming : Media : Digital

Big Ideas

Adidas tv show to teach football skills to Chinese kids

China – The series will be produced in conjunction with the Ministry of Education (MoE) and China Education TV.

Education : Sport And Leisure : Fashion

Big Ideas

New Teen Boss magazine aimed at Generation Z entrepreneurs

US – The publication has been launched solely in print, without advertisements or an online website.

Media : Digital : Gen Z

Big Ideas

US Millennials save more money than Baby Boomers

US – Contrary to popular belief, Millennials in the US save more money than any other demographic, according to a new report.

Finance : Retail : Culture

Big Ideas

Generation Z value trust, security and digital engagement

US – They expect brands to deliver technology-led customer service experiences that are seamless, secure and entertaining.

Digital : Finance : Technology

Markets

Beauty Futures 2017: Global Market Overview

From the rise of lucrative colour cosmetics to emerging opportunities in developing markets, discover our latest beauty market insights.

Beauty : Branding : Wellness

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