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

Micro Trends

The Art of Sipping

The idea of slowly sipping and savouring straight liquor is making a comeback.

Sipsmith : Bacardi : Alcohol

Big Ideas

Circle of trust

Global – Luxury hotel group Shangri-La celebrates the loyalty of its guests and staff.

Shangri-la : Loyalty : Luxury Futures

Big Ideas

Muslim buzz

Global – Media company BuzzFeed dedicated a day to Muslim content on social media platform Snapchat Discover.

BuzzFeed : Snapchat Discover : Islamophobia

Big Ideas

Vehicle for change

Saudi Arabia – Taxi service Uber offered free lifts to female voters to increase participation in the country’s first election open to women.

Uber : The Athena Woman : Saudi Arabia

Big Ideas

Group therapy

Global – Koko is a social media network that crowdsources advice to help users overcome stressful thoughts.

Koko : Peer To Peer : Cognitive Therapy

Big Ideas

Ticking time bomb

Global – Bloomberg Business magazine has launched a real-time Carbon Clock.

Carbon Clock : Bloomberg Business : Big Friendly Data

Design Directions

Ikea: Space 10

Space 10 is a future-living lab designed to engage the public in a debate about innovation.

Ikea : Space 10 : Lab

Big Ideas

Short and Sweet

Global – Hearst Corporation has created a straight-to-Snapchat magazine with brief articles and shoppable style advice for the scrolling gener...

Snapchat : Media Futures : Hearst Publishing

Big Ideas

Transparent luxury

Global – Luxury fashion company Prada Group has bolstered its commitment to corporate social responsibility.

Prada Group : Transparencies

Big Ideas

A light fry

London – A new chicken shop in Tottenham is using fried chicken in a paradoxical twist to persuade the community to eat more healthily.

Fried Chicken : Fast Food : High-low Dining

Big Ideas

Hop on

North America – Transport network Uber has launched a new multiperson, ride-share scheme.

Uber : UberHOP : Seattle

Big Ideas

Open AI

San Francisco – The Open Artificial Intelligence foundation is to open thanks to more than $1bn in donations from leading Silicon Valley pioneers.

OpenAI : Altruvation : Silicon Valley

Big Ideas

Conspicuous press

New York – Luxury womenswear label Proenza Schouler has introduced a press embargo on its latest collection until it hits the stores in April.

Proenza Schouler : Luxury : Womenswear

Micro Trends

The New Commune

Co-living is now seen as an extension of co-working, where community and convenience are on your doorstep.

Co-living : Co-working : WeWork

Design Directions

Cinnamon Projects

Series 01, a new range of oils and incense by branding agency Cinnamon Projects, is a case study in how to create products and services that deligh...

Cinnamon Projects : Incense : Series 01

Big Ideas

Women in luxury

Paris – Luxury group Kering has doubled the number of its female CEOs in the past year.

Kering : The Athena Woman : Women In Motion

Big Ideas

Hungry for change

US – Consumers are increasingly more discerning about what they eat, according to a study by consultancy C Space.

Trust : Branding : Food

Big Ideas

Virtually for everyone

Global – Google has launched Cardboard Camera, a free virtual reality app for Android.

Google : Google Cardboard : Virtual Reality

Big Ideas

Optimum browsing

Global – Samsung Internet for the Gear VR system enables users to easily navigate the web in an immersive browsing experience.

Samsung Internet : Samsung Gear VR : Interface Market

Big Ideas

Personal touch

Global – Swedish technology company BehavioSec is developing new biometric technologies to better secure our online identities.

Interface Market : Behaviosec : Neil Costigan

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