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

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

Big Ideas

Virtual etiquette

US – A series of experiments by Daydream Labs examine how to mitigate the potential for rude or abusive behaviour in virtual reality.

Virtual Reality : Online Gaming : Google

Big Ideas

Beauty data trail

Seoul – South Korean beauty start-up Memebox is using data analytics to become the world’s fastest growing beauty brand.

Memebox : South Korean Beauty : Data Analytics

Big Ideas

Bad education

UK – A new study questions the net costs and benefits of a UK university education.

Education : The Learning Economy : Generation D

Big Ideas

House Vision 2016

A series of cross-industry collaborations and talks at Tokyo’s second House Vision exhibition examined the future of the home and the nature of the...

House Vision : Tokyo : Urbanism

Big Ideas

Senior service

US – GoGoGrandparent enables older adults to use ride-hailing services such as Uber without the need for a smartphone.

GoGoGrandparent : The Flat Age Society : Ride-share Market

Viewpoints

Brexit: Partisan Brands

While it's unavoidable for modern brands to take a political position, best leave the placards at home.

Brexit : Brandstanding : New Bricolage Living

Big Ideas

Social emotions

Global – E-commerce website The Outnet has analysed the content of social media posts that relate to ‘thrill’ and ‘joy’ to examine what these emoti...

The Outnet : The Emotional Economy : Pulsar

Viewpoints

Brexit: Bricolage versus Backlash

The decision to leave the EU was partly the result of friction between two opposed consumer mindsets.

Brexit : Consumer Mindset : Globalisation

Big Ideas

Dirty dishes

Global – About 50% of consumers believe that eating can be as pleasurable as sex, according to a report by Havas Worldwide.

Foodporn : Havas Worldwide : Instagram

Big Ideas

Angel investors

Europe – Taxi app Hailo has sold 60% of its company to German car maker Daimler.

Ride-share : Hailo : Daimler

Big Ideas

Sing along

US – Apple has purchased the Car Pool Karaoke segment of CBS’ The Late Late Show to drive audience engagement on Apple Music.

Apple : Gen Viz : Internet TV

Big Ideas

Beauty hotline

Global – Beauty brand Birchbox has introduced a Snapchat customer service offer that emphasises human connection.

Birchbox : Revelation Brands : Personal Appsistants

Viewpoints

Urban Outfitters: Rework

How inverting the design process can revolutionise high street fashion.

Urban Outfitters : Fast Fashion : Upcycled Clothes

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