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

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

Breathless in Beijing

China – The health risks of airborne pollution are driving increased sales of air purifiers among Chinese consumers.

Big Ideas

Neighbourhood match

Global – Airbnb’s new booking app is designed to inspire people to connect more deeply with their holiday destination.

Airbnb : Brian Chesky : Glocalisation

Viewpoints

Julia Cordray: Online Identity

The Peeple co-founder on the need for cast-iron digital identities.

Peeple : Julia Cordray : Online Identity

Big Ideas

Worth a thousand words

US – Microsoft has developed a visual storytelling system that uses artificial intelligence to describe the content of images.

Microsoft : Margaret Mitchell : Artificial Intelligence

Big Ideas

Unglue yourself

UK – Glued is an app that gamifies digital downtime for the family.

Device Addiction : Digital Detox : New Sublimity

Micro Trends

Snapshot News

Global – As their audiences move to mobile, news outlets are streamlining their content to fit smaller contexts and shorter attention spans.

Mobile News : Quartz : Refinery29

Big Ideas

Watch and learn

UK – The BBC has launched iPlayer Kids, a new app available to download on tablets and smartphones.

BBC : Gen Viz : iPlayer Kids

Big Ideas

Dressed by data

Stockholm – New fashion brand Ivyrevel uses algorithms and data analysis to create designs that are tailored to its customers.

Ivyrevel : Stockholm : Artificial Intelligence

Big Ideas

Workplace staples

Boston – In Workbar’s collaboration with office suppliers Staples co-working enters the big-box retail environment.

Staples : US : Workplace Futures

Big Ideas

Hail BMW

Seattle – BMW is set to be the first motor manufacturer to offer a car-booking service to rival Uber.

BMW : ReachNow : Seattle

Communities

Waste Warriors

Motivated, disciplined and inventive, Waste Warriors around the world are doing everything they can to clear clutter from their lives and reduce ...

Waste Warriors : Claire Sancelot : Erin Rhoades

Big Ideas

Specialist takeover

Stamford, US – A new report by Consumer Edge Research shows that traditional beauty retailers are losing market share to specialist chains and e-co...

Speciality Retail : Sephora : Ulta

Viewpoints

Elise By Olsen: Recens Paper

The 16-year-old youth culture magazine editor explains why it is time to rethink teen stereotypes.

Elise By Olsen : Gen Viz : Recens Paper

Big Ideas

Style stream

Global – Amazon has launched a free-to-view daily live show covering fashion and beauty.

Amazon : Style Code Live : Fashion Retail

Big Ideas

In the Zone

North America – Zone by adidas is a heart rate monitor that uses the Cloud to share a student’s personal fitness data with teachers.

Adidas : The Optimised Self : ZONE

Big Ideas

Sugar crash

Europe – Reducing sugar intake is a key concern among Europeans, according to a new survey by inulin producer Sensus.

Sensus : Sugar : Artificial Sweetener

Big Ideas

Drawing the Ligne

New York – Two former American Vogue editors aim to provide an alternative direct-to-consumer model with their new launch.

Seasonless Style : La Ligne : Vogue

Big Ideas

Smooth operator

North America – Women’s lifestyle brand PopSugar wants to be the iTunes of fashion and accessories.

POPSUGAR : Seamless Transactions : ShopStyle Checkout

Viewpoints

Nic Yeeles: YouTube endorsements

The CEO and founder of Peg on the opportunities and pitfalls of YouTube star brand endorsements.

Nic Yeeles : Peg : Youtube

Big Ideas

Senior service

US – Flat Agers are the fastest growing age group of Airbnb hosts in the US, and use the platform as a second income stream.

Airbnb : The Flat Age Society : Sharing Economy

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