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

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

Engineering the future

UK – The Dyson Institute of Technology aims to address the skills gap in engineering.

Big Ideas

Snap them all

North America – Snap Inc is dropping a limited supply of its Spectacles product in random locations across the US using automated vending machines.

Snapchat Spectacles : Geo Quests : Anti-choice Architecture

Big Ideas

High performance

Global – The global downturn in sales of fashion goods is not affecting the growth of the athleisure category.

Athleisure : Global Fashion & Style : Womenswear

Design Directions

Lynk & Co

Lynk & Co is a new car brand that puts digital connectivity and sharing at the heart of its design.

Lynk & Co : Volvo : Auto

Big Ideas

Spending soars in China

China – Amid rising house prices and increased costs of living, Chinese Millennials are increasingly choosing to spend their earnings on experienti...

China : Chinese Millennials : Leisure

Micro Trends

Hard Pop

As craft beer flavour profiles veer towards bitter and consumers seek healthier alcohol options, alcoholic soda drinks and fizzy waters are on the ...

Alcohol : Alco-health : Water

Big Ideas

Spin me right round

Global – Boiler Room has teamed up with Inception to create the world’s first virtual reality (VR) music venue.

Boiler Room : Gen Viz : Virtual Reality

Big Ideas

The future of fashion

Beijing – Editorial platform Women’s Wear Daily hosted its Global Fashion Forum earlier this month in partnership with the high-end shopping mall S...

Women's Wear Daily : Asian Market : Buy-It-Now Fashion

Viewpoints

Biohacking with hallucinogens

Will psilocybin mushrooms and LSD be next year’s go-to ingredients for optimisers?

Psychadelics : The Optimised Self : Micro-dosing

Micro Trends

Health-conscious Kids

As society becomes more health-conscious, wellness is trickling down to the youngest generation.

WellJelly : China Drewitt : Fitness Trackers

Markets

Convenience Culture: Part 2

Technology is enabling consumers to access food in more convenient ways.

Convenience Culture : Food & Drink : Fast Food

Big Ideas

Selfie-esteem

US – Instagram has created a feature that encourages users to flag up people who need emotional support.

Instagram : Brandstanding : Mental Health

Big Ideas

One night stand

US – The Standard Hotels group has launched a last-minute booking app that enables customers to book rooms at competitors’ hotels.

The Standard Hotels : Seamless Travel : One Night

Macro Trends

The Dislocated World

In a world dominated by distrust, disconnection and disenfranchisement it is time for brands to take a stand and choose what type of future they wa...

The Dislocated World : Turbulent Teens : Backlash Culture

Big Ideas

Team Tango

Global – Adidas is introducing its own network of dark social influencers, known as Tango Squads.

Anti-authenticity Marketing : Adidas : Dark Social

Big Ideas

Video: Snap to it

Global – MTV is one of the first brands to innovate with video on Snapchat’s Discover publishing platform.

MTV : Snapchat : Gen Viz

Big Ideas

Party live

US – The Houseparty app enables Gen Viz consumers to visually communicate en masse with group video calls.

Houseparty : Gen Viz : Livestreaming

Big Ideas

Hell is other people

Global – An extensive new survey reveals contemporary attitudes to rest.

Rest Test : The Optimised Self : Mindfulness

Big Ideas

Playing to young athletes

Global – Sportswear brand Under Armour has created an interactive Snapchat game to engage with a younger audience.

Under Armour : Gen Viz : Snapchat

Big Ideas

Youth Marketing Strategy NYC 2016: Review

At the latest Youth Marketing Strategy (YMS) NYC show, youth culture experts spoke about the importance of experiences, authenticity and community-...

YMS NYC : Gen Viz : Anti-Authenticity

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