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

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

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

A friendly AI adviser

Switzerland – In a world in which children are increasingly developing their own online presence, Oyoty helps to keep them safe as they navigate ...

Big Ideas

Home smart home

US – A new report by McKinsey examines the proliferation of connected devices and the state of the connected home market.

McKinsey : Internet Of Things : Smart Homes

Big Ideas

Connecting consumers

Los Angeles – Livby has launched the first live streaming shopping app.

Livby : Live Streaming : E-commerce

Big Ideas

Documenting revolution

US – Vice has announced the making of The Third Industrial Revolution, a new documentary designed to help change America’s future infrastructure.

Vice : The Dislocated World : The Third Industrial Revolution

Big Ideas

CES 2017: AI nanny

Las Vegas – Mattel has entered the voice assistant market with Aristotle, its first smart speaker aimed at children.

CES 2017 : Mattel : Growth Products

Micro Trends

Uptown Downtown

Department store retailers are looking to attract younger audiences by moving location and collaborating with unexpected partners.

Department Stores : Physical Retail : Anti-luxurians

Design Directions

Tinybop: Interactive Design

Combining a visual language that pays homage to the tradition of illustrated children’s literature with the limitless play and learning possibiliti...

Tinybop : Gen I : Gaming

Big Ideas

Deciding factor

US – A new study aims to highlight new behaviour in travel and hospitality.

Travel : The Sharing Economy : Sullivan

Markets

Parenting Market

Changing family structures and gender roles, coupled with an increasingly digitally dominant world, are disrupting traditional notions of chi...

Motherhood : Parenting : Family

Markets

Luxury Futures 2016: Part 2

In part 2 of our Luxury Futures Market, we examine why brands need to respond quickly to invest in the best creative talent in digital technolo...

Luxury Futures 2016 : Luxury On Demand : Anti-authenticity Luxury

Micro Trends

Made in China

In the era of third-stage globalisation, the children of Chinese migrants across the world are beginning to re-assess their transnational identity.

Third Culture Kids : Made In China : Mindset

Big Ideas

Forest focus

Taiwan – Forest is an app that lets users plant virtual and real trees in an effort to help people beat their smartphone addiction.

Forest : Productivity : Smartphone Addiction

Markets

Luxury Futures 2016: Part 1

The very concept of luxury is under attack as consumers grow tired of brands talking about heritage and demand a more inspiring vision.

New Luxury Millennials : Emerging Luxury Millennials : Generation Z

Design Directions

Snapbac

Sports brand Snapbac has created a Precovery clothing category designed for those who wish to pursue professional levels of fitness.

Snapbac : The Optimised Self : Precovery

Viewpoints

Mounia Inoughi: Wired Beauty

How to combine beauty and technology into one seamless service.

Web Summit 2016 : Bespoke Beauty : Wearable Tech

Big Ideas

Resounding remedy

UK – Healthcare start-up Echo has built an app designed to help people manage their long-term prescriptions.

NHS : Healthcare : Personal Appsistants

Big Ideas

We are live

Global – Instagram has launched Instagram Live, a live streaming service that enables users to share ephemeral content in real time.

Instagram : Gen Viz : Live Streaming

Micro Trends

Post-pharmacy brands

New supplement brands are reconsidering everything from branding to transparency, and whether being stocked in pharmacies is necessary.

Vitamins : Soft Aid : Wellness

Big Ideas

Learning to adult

US – The Adulting School helps Millennials to learn the skills needed for adult life.

The Learning Economy : The Adulting School : Millennials

Big Ideas

Decoded Beauty New York 2016: Review

Hyper-personalisation of beauty products and the importance of customised omni-channel content experiences were key talking points

Decoded Beauty : Gen Viz : Hyper-personalisation

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