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

Circle of trust

US – Social media users are almost as likely to trust influencers as they are their friends, according to a new study.

Twitter : Influencer Marketing : Gen Viz

Design Directions

The Estée Edit

Estée Lauder aims to attract a younger market with its new social media-inspired beauty range.

Estée Lauder : Sephora : Skincare

Big Ideas

Sextual health

Global – Durex is petitioning the Unicode Consortium to create a condom emoji to raise awareness about safe sex.

Durex : Volker Sydow : Unicode

Viewpoints

Kramer and Denfeld: Data Diners

The founders of the Center for Genomic Gastronomy on making our food system more resilient.

Center For Genomic Gastronomy : Recombinatorial Cuisine : Cathrine Kramer

Big Ideas

Unwise investments

Global – PayPal’s latest user agreement no longer protects consumers who buy products through crowdfunding websites.

PayPal : Crowdfunding : Kickstarter

Markets

Retail Market 2016: Part 1

In 2016, global retail will continue to defy contrasting economic headwinds to post startlingly healthy levels of growth.

Retail Market : Generation Z : Mobile Payments

Big Ideas

A working reality

UK – Barclays has launched a work experience programme that uses virtual reality to teach transferable skills to young people.

Barclays : Recruitment : Virtual Reality

Viewpoints

Leyla Tahir: Tate Collective London

How to collaborate with young adults to build a fun, sustainable audience strategy.

Tate Collective : Gen Viz : Museum 2.0

Markets

Branded Content Market: Part 2

For branded content to move forward, brands must embrace experimentation and an Anti-authentic attitude.

Branded Content : Virtual Reality : Anti-authentic

Big Ideas

Plain english

Global – Mars Foods is to add recommendations to its packaging suggesting how frequently products should be consumed.

Mars Foods : Dolmio : Product Labelling

Markets

Branded Content Market: Part 1

Brands are trusting in the creative intuition of specialist teams to create groundbreaking digital projects.

Branded Content : Revelation Brands : Anti-authenticity Marketing

Big Ideas

Power to the people

Global – Playmoss is a new music service that places fans at the heart of the user experience.

Playmoss : Megasystem Curation : New Media Landscape

Big Ideas

Milan Salone 2016: Top Five Concepts

The focus of the Salone Internazionale del Mobile continues to shift away from traditional furniture design towards future scenarios and systems.

Milan Salone 2016 : Concept Design : Explorium Retail

Viewpoints

Suzie Wokabi: SuzieBeauty

How to appeal to Africa’s burgeoning beauty consumers.

Suzie Wokabi : Suzie Beauty : Kenya

Big Ideas

Fast and curious

Global – Rightspeed is a new app that enables users to process audio at a faster rate.

Rightspeed : Radio Renaissance : Podcasts

Big Ideas

FashTech London Summit 2016: Review

The biggest names in fashion and technology came together earlier this month to discuss how to drive sustainability and create a seamless customer...

FashTech London Summit : Seamless Technology : Whole-system Thinking

Viewpoints

Paulo Barcelos: Kids Hack Day

Why adults need to embrace the idea of play in their work and daily lives.

Kids Hack Day : Gen Viz : Internet Age Media

Big Ideas

Top of the pods

Global – MTV News has launched a series of podcasts aimed at young audiences.

MTV News : Gen Viz : Podcasts

Big Ideas

Internet Age Media 2016 Review

Institutions, from universities to design studios, are re-inventing their futures strategy in order to reconnect with key audiences.

Internet Age Media : Media Futures : Barcelona

Viewpoints

Arthur Martinez: Abercrombie & Fitch

The executive chairman of Abercrombie & Fitch explains how to revitalise a brand that has lost its way.

Abercrombie & Fitch : World Retail Congress : Ground Zero Branding

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