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

Ladder of success

Manchester – The Lad Bible has launched a new scheme to hire 16-year-old apprentices.

The Lad Bible : Gen Viz : Cheif Influence Officers

Big Ideas

Youth in crisis

UK – A new study suggests that young British adults are suffering a crisis of confidence.

Housing Crisis : Work-life Balance : Adultlescents

Big Ideas

Yeay for video

Germany – Yeay is a new video-only shopping app that combines retail and social media.

YEAY : Gen Viz : Video Shopping App

Big Ideas

Toy boy

US – Boy Story is a range of male dolls for boys that is designed to promote gender equality.

Boy Story : Neutral Culture : Action Dolls

Big Ideas

A sound course

Global – Levi’s has worked with best-selling artists to promote its new music courses for young people.

Levi's Music Project : The Learning Economy : Alicia Keys

Design Directions

#TOMMYNOW

Tommy Hilfiger's latest fashion event ditched runway convention to create a carnival of couture.

Destination Retail : New York Fashion Week : Tommy Hilfiger

Markets

Food and Drink Market 2016: Part 1

In 2016, innovative producers and increasingly vocal consumers empowered by social media are leading a revolution to reset the global dining agenda.

Social Media : Food & Drink : Global Market Overview

Viewpoints

An unshared future

Fears are growing that the sharing economy model is not as benign as it first appeared.

The Sharing Economy : Airbnb : Uber

Big Ideas

Stock take

Global – Adobe has launched its Creative Summer School content platform.

Adobe : The Learning Economy : Creative Summer School

Big Ideas

Prête for business

US – A new members-only service brings beauty styling to the sharing economy.

Prête : Beauty Futures : Concierge Service

Big Ideas

Indie Beauty Expo: New York

From caffeinated cosmetics to atmospheric aggressor skincare, we look at the top beauty trends from this year’s event.

Indie Beauty Expo : Beauty Futures : Niche Beauty

Design Directions

Oddsson

Oddsson is a new hospitality proposal in Reykjavik that takes the best of hotel service and combines it with the convivial atmosphere of a hostel.

Hostel : Hotel : Reykjavik

Big Ideas

Life lessons in data skills

Global – European business leaders are prioritising data and analytics skills in the recruitment process, according to new research.

Alteryx : Workplace Futures : Data Analysis

Big Ideas

Info-encers

US – Condé Nast is using IBM’s super-computer to assist brands with their campaign-building.

Condé Nast : Influencer Marketing : IBM Watson

Big Ideas

Super-sweet 18

Italy – Teenagers are set to receive a €500 culture bonus from the government.

18app : The Learning Economy : Youth

Big Ideas

E-motion Tracker

London – Blissify is a new Google extension that tracks facial movements to determine the negative emotions elicited by websites.

Blissify : Google Chrome Extension : Alexander Taylor

Big Ideas

Female finances

US – Ellevest is a new digital assets platform tailored specifically for female investors.

Ellevest : The Athena Woman : Sallie Krawcheck

Viewpoints

Robert Newry: Arctic Shores

Why traditional psychometric tests are no longer fit for purpose.

Recruitment : The Learning Economy : Gen Viz

Big Ideas

Public-private partnerships

US – Uber is pitching itself as a cost-effective alternative to public transport.

Uber : Public-private : Altamonte-Florida

Big Ideas

Frugal fashion

Global – New research shows that luxury discount purchases are on the rise as consumers seek to spend less to stay fashionable.

Outlet Stores : NPD Group : Discount Fashion

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