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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
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
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
Markets
Sustainability Market
Business is adopting a Whole-system Thinking approach that replaces the ruthless pursuit of profit with a tripartite system that gives equal weight...
Whole System Thinking
:
Sustainability Futures
:
The Immortal Brand
Viewpoints
Steven Lammertink: Cirqle
How brands can connect with influencers and extend their reach among a target audience.
Steven Lammertink
:
Influencer Marketing
:
Cirqle
Markets
Festival Market
Traditional music-focused festivals, dominated by Millennials, are now exploring new formats and content to connect more deeply with consumers.
Conviviality Culture
:
Festival
:
Branding
Big Ideas
Run for it
London – Virgin Active is tapping into the popularity of Pokémon Go with a fun run that takes in local Pokéstops and Pokégyms.
Pokémon Go
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Geo Quests
:
Virgin Active
Big Ideas
Cross-border luxury
Global – A new study by Contactlab and Exane BNP Paribas shows that some consumers spend more on luxury goods when they travel than at home.
Luxury
:
Luxury Retail
:
Travel
Big Ideas
The app factor
US – Apple is launching a reality tv show to reveal the world of apps and the people that develop them.
Apple
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Mega-systems
:
Planet Of The Apps
Big Ideas
Apple for the teacher
Naples – Apple is working with the University of Naples Federico II to create the first iOS Developers Academy.
Apple
:
Gen Viz
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Education
Big Ideas
Let’s connect
London – Bumble is launching BumbleBizz, a new feature that enables users to search for business contacts nearby.
BumbleBIZZ
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Revelation Brands
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Bleisure Generation
Big Ideas
An apple a day
Los Angeles – Doctors are giving overweight children who are at risk of developing diabetes prescriptions for free fruit and vegetables.
LA
:
Food And Drink Futures
:
Health & Wellness
Trend Tracker
Gen Viz
In 2016, LS:N Global coined the term Gen Viz to describe Generation D’s insatiable appetite for visual-first content, their hacker tendencies, DIY ...
Gen Viz
:
Teenagers
:
Generation D
Big Ideas
Steal the look
London – Rimmel has launched an augmented reality shopping app that enables users to steal someone else’s look.
Rimmel
:
Social Commerce
:
Augmented Reality
Micro Trends
Generation D Recruitment
Brands are waking up to the fact that graduate fairs and recruitment websites are no longer relevant as platforms for recruiting Generation D talent.
Recruitment
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Gen Viz
:
Workplace Futures
Viewpoints
Amin El-Maghraby: Magrabi
How the business is evolving its retail experience to reposition itself as a lifestyle brand.
Eyewear
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Smart Store
:
Retail Experience
Design Directions
Watermelon Sugar
Designer Pamm Hong has created a speculative platform that visualises a user’s browsing history as an abstract creature.
Online Identity
:
Algorithms
:
The Sharded Self
Big Ideas
Back to school
Seattle – Amazon has built on its presence in education with new resource-sharing platform Inspire.
Amazon
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The Dawn Of The Mega-systems
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Education
Big Ideas
Armchair racing
Global – GT Sport, the latest version of console driving game Gran Turismo, due for release in November, will include two championships recognised ...
Gran Turismo
:
Videogames
:
ESports
Big Ideas
Silent treatment
Global – Ghostbot is a new app designed to gently discourage unwanted contacts.
Ghostbot
:
The Optimised Self
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Chatbots
Big Ideas
Network wealth
Zürich – Credit Suisse is reported to have entered the social network market with a new exclusive offer.
Credit Suisse
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Social Network
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Mobile Money
Viewpoints
Luke Whitehead: UAL
How universities and employers need to restructure to make the most of the Generation D mindset.
Education
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Careers
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UAL
Viewpoints
Ariana Mouyiaris: MAKE
Why beauty brands need to move beyond stereotypes if they are to remain relevant.
MAKE
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Digital Agressors
:
Skincare
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