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

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

Big Ideas

Fitbit for all

US – Chicago is being fitted with a network of sensors designed to monitor the health of the city.

Array Of Things : Chicago : Pollution

Big Ideas

Uber loyalty

US – Uber is riding out the sharing economy backlash with a new loyalty system that gives back to the community.

Uber : Local Offers : The Sharing Economy

Big Ideas

Facebook solution

Global – Facebook is launching a new version of Facebook Offers designed to prevent users from leaving the app as they navigate.

Facebook : Discounts : Facebook Offers

Big Ideas

Professional freelancers

US – Business networking platform LinkedIn has launched a new service that enables users access to the gig economy.

LinkedIn : Freelance Economy : Professional Network

Big Ideas

Spornosexual selfies

UK – Research by the University of East Anglia has found that austerity is encouraging young men to use their bodies as brands.

University Of East Anglia : Spornosexual : Instagram

Big Ideas

Fitness formula

US – STYR Labs is pioneering tailored nutrition with its new personalised multivitamin and protein packs.

STYR Labs : Supplements : Activity Tracker

Big Ideas

Light liquor

New York – Japanese whisky brand Suntory has launched a new pale, delicately flavoured malt targeted at a younger market.

Toki : Suntory : Scottish Bourbon

Big Ideas

Mr Robot returns

US – Mr Robot is a new mobile game that borrows its narrative from the eponymous show.

Mr. Robot : Night School Studio : Mobile Game

Big Ideas

Health-tracker

North America – Apple has acquired healthcare start-up Gliimpse.

Apple : Big Friendly Data : Gliimpse

Big Ideas

Back to school

US – The end-of-summer sales boost that comes with back-to-school purchases is already under way, so what can we expect from this season?

Generation D : Athleisure : Back-to-School

Big Ideas

Vote of confidence

San Francisco – The Democracy Earth Foundation has created a platform for decentralised governance powered by the blockchain.

Blockchain : Digital Democracy : Referendum

Markets

Placemaking Market

Waves of migration, economic boom and bust, and technological disruption continue to transform the physical, emotional and cultural landscapes of c...

Placemaking : Revelation Brands : Change Catalysts

Big Ideas

Coding made cool

North America – Start-up company Vidcode is promoting coding among young people with the launch of its Snapchat filter competition.

Vidcode : The Learning Economy : Snapchat

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