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

Happiness index

China – Generation D cares less about money, according to a new report by agency OMD China.

Happiness Index : China : Gen Viz

Communities

Beauty Mavericks

The Beauty Mavericks have gone their own way, creating their own products and services to cater for their specific beauty needs.

Inclusive Beauty : Neutral Culture : Curl Power

Big Ideas

Balanced coverage

New York – SupChina is a new online publication that aims to offer a comprehensive picture of contemporary China.

SupChina : News Media : Curated Content

Communities

Holistic Athletes

A desire to balance their minds, meals and bodies as well as their skin keeps Holistic Athletes looking as good as they feel.

The Optimised Self : Fitness : Wellness

Big Ideas

Brand of character

London – Graduate Fashion Week has teamed up with IBM to match students to brands that share similar personality traits.

IBM : Graduate Fashion Week : E-motional Economy

Viewpoints

Mark Palmer: Vegetarian adventurers

Pret A Manger's group marketing director explains why more brands need to take co-creation seriously.

Pret A Manger : Vegetarian : Co-creation

Viewpoints

Stephen Laughlin: IBM

Why retailers need to constantly experiment and embrace failure if they are to keep up with disruptors.

IBM : Revelation Brands : Stephen Laughlin

Big Ideas

Venice Architecture Biennale 2016: Review

The biennale’s theme, Reporting From the Front, focused on the tangible effects that architecture can have on solving current human and ecological ...

Venice Architecture Biennale 2016 : Responsible Luxury : Migrant Crisis

Viewpoints

DVTK: OKgrl

Why in the future you won’t be able to tell the difference between e-commerce sites and fashion editorials.

DVTK : Gen Viz : Visual Interactivity

Big Ideas

Office Slackers

Global – Workplace chat app Slack is developing an artificially intelligent (AI) office assistant.

Slack : Artificial Intelligence : Chat Bots

Markets

Ride-share Market

The success of ride-share operators means everyone is looking for a share of this lucrative market.

Rideshare : Uber : Mobility

Big Ideas

Clothing calamity

US/UK – Women are buying less and less clothing, according to leading retailers.

Fashion : M&S : Clothing

Viewpoints

Emily Forbes: Seenit

How brands can use the power of the crowd to find authentic, front-line content.

Seenit : Emily Forbes : Citizen Journalism

Micro Trends

Fresh-batch Beauty

Beauty brands are embracing the philosophy that fresh, small-batch production methods yield quality products.

Natural Beauty : Organic Beauty : Customisation

Big Ideas

Head start

US – The Eliza app enables users to track their mental state through voice and sentiment analysis.

Eliza : The Optimised Self : Mental Health

Viewpoints

James Paul Gee: Schoolcraft

The Arizona State University professor reflects on the rise of the gaming for education movement.

Minecraft: Education Edition : Microsoft : Video Games

Big Ideas

Photo opportunity

US – New app Pay Your Selfie enables consumers to receive money for taking selfies that feature branded products.

Pay Your Selfie : Influencers : The New Value Economy

Design Directions

The Collective: Old Oak

The largest co-living space in the world has just opened in northwest London, offering 550 residents shared living space.

Co-living : The Sharing Economy : Urban Housing

Big Ideas

Decoded Fashion London 2016: Show Review

The fashion industry is increasingly championing revelation, curation and social retail in order to win long-term customer loyalty.

Decoded Fashion London : Revelation Brands : Gen Viz

Viewpoints

Bad Taste, Merch and Fakes

Why a new tribe of style-forward consumers is seeking out bootleg clothing.

Bad Taste : Anti-materialism : Anti-Authenticity

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