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

Communities

Kidpreneurs

Ambitious and fearless, this subset of Generation Z knows exactly what they want in life and are willing to work in order to get it.

Kidpreneurs : The Junior Atelier : The Chief Lemonade Officer

Big Ideas

Morning news

Global – Keen to mimic the mobile behaviour of their readers, media outlets Vogue and Quartz are changing the way they deliver the news.

WhatsApp : Vogue : Text Commerce

Viewpoints

Steve McCallion: Future health

The creative director and CMO of ZOOM+ on how a retail-style approach would change healthcare.

Healthcare : The Optimised Self : Wellbeing Tech

Micro Trends

The XXX Factor

Sex is back in fashion, but this time it’s about getting the metrics, irony and humour bang on.

Diesel : Vivienne Westwood : JW Anderson

Big Ideas

Off the Menu

US – A new food app that specialises in secret menu items is taking off in the US, bringing insider information to a mass-market audience.

High Low : High Street Restaurants : Secret Menu

Big Ideas

Get on Line

Global – Messaging app Line is now the fastest-growing global social media network.

Line : New Bricolage Living : Media

Micro Trends

Male Positivity

New cultural initiatives are re-examining masculinity by focusing on mental health, body image and depression.

Re-con Man : Masculinity : Mental Health

Big Ideas

Express yourself

London – Digital marketers are beginning to decipher what emojis reveal about consumer sentiment online.

Emojis : Emoji : Swyft

Big Ideas

Look twice

US – MTV is taking on rape culture in a series of online banner ads.

Brandstanding : MTV : Look Different

Big Ideas

Lack of loyalty

Global – Almost half of female Millennials feel overlooked for leadership positions, according to the 2016 Deloitte Millennial Survey.

Workplace Culture : Deloitte : Company Loyalty

Big Ideas

Online viewers

UK – A Childwise 2016 television survey proves that children choose YouTube and Netflix over broadcast programming.

YouTube Generation : Netflix : Gen I

Big Ideas

Peak curtains

Global – Furniture brand Ikea’s chief sustainability officer Steve Howard says the West has reached peak home furnishings.

Ikea : Sustainability : Space 10

Micro Trends

Boutique Boxing

Boxing is typically associated with brutal training regimens and testosterone-fuelled fights, but boutique studios are changing the rules of the ga...

Boutique Boxing : Fight Club : Empowered

Big Ideas

Sober judgement

UK – Brewing company Heineken has published new research showing there is a shift towards moderate drinking among British Millennials.

Heineken : Beer : The Optimised Self

Big Ideas

Iris in distress

New York – Accessories maven Iris Apfel is set to work with luxury wearable technology company WiseWear on a range of stylish jewellery with u...

WiseWear : Iris Apfel : Wearable Technology

Big Ideas

Put to shame

US – One in seven Americans are happy with the way they look, according to a Yahoo Health survey on body positivity.

Yahoo Health : Body Shaming : Generation Z

Big Ideas

Hooking up

Global – Menswear and womenswear designer JW Anderson live streamed his autumn/winter 2016 show on social networking app Grindr.

J.W. Anderson : Grindr : Social Commerce

Big Ideas

Good housekeeping

New York – Some 16 luxury hotels have joined forces in a bid to cut greenhouse gas emissions by 30%.

Hospitality : Whole System Thinking : New York City

Big Ideas

Juicy data

London – Lifestyle and fitness app Lifesum has launched the first health drink developed using big data.

Lifesum : Big Friendly Data : The Optimised Self

Big Ideas

Open sesame

Global – Technology company Google is testing a new password-free login for its accounts.

Sign-In Experiments : Google : Security

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