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

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

Fitbit for all

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

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

Viewpoints

Brexit: 360 Vision

The best response to the EU referendum for UK brands is to be even more internationalist.

Anti-authenticity : Internationalism : Branding

Big Ideas

Recording your Lifestage

Global – Facebook has launched a new network designed exclusively for the under-21s.

Facebook : Gen Viz : Lifestage

Big Ideas

Fast food in one click

Japan – Amazon’s new one-click feature enables viewers to buy selected foods included in videos on their subscription channel.

Amazon : 1-Click : Digital TV

Big Ideas

Style and influence

China – Fashion app Lawo seamlessly brings together influencer marketing and luxury styling.

Lawo : Influencer Marketing : Luxury Futures

Big Ideas

Debt resistance

US – Millennials are refusing to engage with credit card companies to the alarm of financial institutions.

Millennials : The Age Of The Long Near : Credit Cards

Big Ideas

Fatigue fighter

Global – Media entrepreneur Arianna Huffington has stepped down from her role at The Huffington Post to launch a workplace wellness organisation.

Arianna Huffington : Thrive Global : Workplace Futures

Markets

Influencer Market

Influencer marketing enables brands to engage with fiercely loyal communities in an authentic and seamless way.

Influencer Market : Gen Viz : Anti-authenticity Marketing

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