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

Design Directions

Snapbac

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

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

Big Ideas

Engineering the future

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

Dyson : The Learning Economy : Dyson Institute Of Technology

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

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