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

Design Directions

Story of Things

Scotch & Soda invites consumers to suspend disbelief and live their lookbook.

Big Ideas

Joined-up clothing

Seattle – Say Kids is a new membership-based clothing label for children that is sold at 0% mark-up.

Say Kids : Childrenswear : Seattle

Big Ideas

Getting real

Global – Weary of having to live up to idealised versions of themselves, Generation D and Millennials are creating private profiles on Instagram.

Instagram : Social Media : Finstagram

Big Ideas

Hangover cure

Global – HangoverApp uses geo-location technology to ensure certain photo and video content can only be viewed by a group of friends in the same lo...

Hangover App : Social Media : Instant Messaging

Viewpoints

Social media v self-validation

In the 21st century teenagers will have to deal with a new kind of growing pain: learning how to be a person online.

Essena O'Neill : Instagram : Insta-real

Big Ideas

Rfrsh yourself

São Paulo – Soft drink brand Sprite and Brazilian ad agency CUBOCC’s RFRSH na Lata Snapchat campaign creates connections between fans of the fizzy ...

Sprite : Snapchat : Generation Z

Big Ideas

Latino boom

US – A Nielsen report reveals the growing influence of Latino Baby Boomers in mainstream culture.

Flat Agers : Hispanic : Baby Boomers

Design Directions

The Incredible Intergalactic Journey Home

Online publisher Lost My Name is back with its most ambitious personalised picture book to date.

Personalisation : Books : Picture Book

Macro Trends

Anti-authenticity Marketing

Tales of authenticity and heritage are leaving a bad taste in consumers’ mouths as brands mercilessly misappropriate these values and divest them...

Beyond Borders : Authenticity : Heritage

Macro Trends

Revelation Brands

The digital revolution promised to save us time, but instead we are busier than ever. It promised to broaden our horizons, but left us trapped in a...

Discovery : Chance : Serendipity

Big Ideas

Data marketing

World Retail Congress 2015 – Consumers are sharing their personal data more willingly than ever, but they expect to receive something in exchange.

Aimia : World Retail Congress 2015 : Data Privacy

Viewpoints

Andrea Weiss: Forget omni-channel

Andrea Weiss, co-founder of retail consultancy The O Alliance, explains why omni-channel retail doesn’t exist in the minds of consumers.

Omnichannel : World Retail Congress : WRC 2015

Design Directions

Soylent 2.0

Soylent is a radical meal replacement in liquid form for time-short Millennials.

Soylent 2.0 : Rob Rhinehart : The Optimised Self

Markets

Cannabusiness

Now legal in select US states and with the attention of several Silicon Valley start-ups, the cannabis market is set to reach new highs over the c...

Cannabis : Rebranding : Silicon Valley

Micro Trends

Boutique Altruism

Philanthropy has quietly been undergoing a makeover. Say goodbye to the tokenistic tropes of charity, a new wave of brands is using altruism as a c...

Philanthropy : Ethical : Transparency

Big Ideas

Stay-at-home Millennials

US – The number of Millennials choosing to live at the family home post-recession is rising, according to a report from the Pew Research Center.

Millennials : Recession : The Flat Age Society

Micro Trends

Alco-health

Healthy hedonism is on the rise as consumers seek new ways to have a good time without avoiding alcohol altogether, and new spaces are opening to...

Neo-Detox : Alcohol : The Springs

Big Ideas

Listen in

UK – Online retailer ASOS has launched a new weekly podcast called My Big Idea, which features a series of inspirational female speakers. The 13-e...

ASOS : Podcast : The Athena Woman

Big Ideas

On an Even keel

US – Even, a new financial start-up, aims to help freelancers regulate their incomes.Offers interest-free loans to freelancers for £1.92 ($3...

Even : The Society Of Grownups : Apps

Micro Trends

Mimicry Marketing

Marketers are mimicking digital behaviour in a bid to capture the attention of those online viewers who see ads as a nuisance to be skipped – or ev...

YouTube : Pre-roll Advertising : D&AD

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