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

Markets

Emerging Youth: Russia

Young consumers in Russia are spending more time with their friends, engaging in political debates and launching their own creative projects.

Fashion : Advertising : Culture

Big Ideas

LeapLearner aims to empower China’s next generation of coders

Shanghai – The platform teaches programming skills beyond basic coding to prepare children for the future.

Digital : Technology : Culture

Big Ideas

Millennials show more staying power in the workplace

Global – New studies reveal that Millennials are increasingly likely to stick with their employers.

Workplace Futures : Millennials : The Dislocated World

Big Ideas

Quick fix

Mumbai, India – Google has launched a food delivery and home services app for Asia.

Google : Sharing Economy : India

Big Ideas

MakeUp in Asia 2017: Review

The fourth edition of MakeUp in Asia revealed in-depth insights into the Asian beauty market and enabled attendees to meet a variety of original de...

Beauty : South Korea : China

Big Ideas

Homing in on home-grown

UK – Consumers are choosing British food produce above foreign alternatives, but only up to a certain price point, according to a new survey.

Brexit : Supermarkets : British

Big Ideas

Resale retail

US – According to a new report from ThredUp, apparel resale is on the rise.

Whole-system Thinking : Recycling : Millennials

Big Ideas

On-screen luxuries

Global – High-end watch brand TAG Heuer has been announced as the official timekeeper for computer game Gran Turismo Sport.

TAG Heuer : Video Games : Luxury

Viewpoints

Could Facebook launch a Line store?

Social media platforms need to become playful and experimental to win over the next generation of users in Asia.

Asia : Social Media : Line

Big Ideas

Future faces

Toronto – ModiFace has launched a new tool that combines live streaming with augmented reality.

ModiFace : AR : Live-streaming

Micro Trends

Brand Parents

Parents are looking for technology to help them achieve a better balance between the stresses of work and family life.

Parenting : Snoo : Future Family

Big Ideas

Just kids

US – One in five parents in the US support gender-neutral clothing for children, according to a recent study by Mintel.

Gap : Children : Neutral Culture

Big Ideas

Youth Marketing Strategy summit 2017

A future dominated by virtual and mixed realities, the digital rhetoric of Generation D and the importance of brands’ civic responsibility we...

Generation Z : Youth Culture : Virtual Reality

Big Ideas

Desktop romance

Global – Dating app Tinder has launched its first desktop application in a bid to streamline the service for users.

Tinder : Dating : Neo-kinship

Big Ideas

Robot retail

UK – A new report suggests that retail is the industry that will lose the most workers to automation.

Automation : Workplace Futures : Retail

Big Ideas

Coming into fashion

US – Amazon is now the preferred online fashion retailer among American Millennials.

Amazon : E-commerce : Millenials

Big Ideas

Organic competition

US – Premium price organic retailers face fresh competition as budget supermarket chains offer the same quality for less.

Organic : Supermarket : Millennials

Big Ideas

Responding to retail

US – Some 64% of American consumers prefer to shop in bricks-and-mortar stores, according to a new report.

Shopping : Generation Z : Brick-and-mortar

Design Directions

The Modist

The Modist is a new online destination for luxury modest wear.

Modest Wear : Luxury : E-Commerce

Macro Trends

Civic Brands

Businesses are increasingly stepping in where governments are failing and acting as forces for good in society. Amid the shift from top-down co...

Brandstanding : Sharing 2.0 : Civic Brands

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