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

Communities

New Indian Tastemakers

As more consumers in India become connected to the internet and plugged into what’s new in fashion, food and lifestyle, a new wave of influencers...

Markets

Global Beauty Market: Part 2

The beauty and personal care industry has expanded to encompass an array of lucrative, previously overlooked opportunities in the male grooming, ...

Wellness : Male Grooming : Inclusive Beauty

Communities

New Beauty Consumers

Beauty, it is often said, is in the eye of the beholder. For five key consumer tribes with very different views about global beauty, this saying ...

Grooming : Consumer Behaviour : Beauty Routines

Viewpoints

Mia Collins: Luxury beauty

Luxury is now as much about the experience as the product, says Mia Collins, general merchandise manager for beauty at Harrods.

Harrods : Salon De Parfums : Ex Nihilo

Micro Trends

Altruvation

Big brands are mixing altruism and innovation by throwing open their doors to enable anyone to become a collaborator.

Whole-system Thinking : Whole Chain Thinking : Kering Group

Big Ideas

Motherhood now

US – Millennial mums are changing the consumer landscape as they begin to dominate the spectrum of first-time mothers.

Goldman Sachs : Jeff Fromm : Millennials

Big Ideas

Generation travel

US – Millennials spend the most on domestic travel, according to a new study by the Shullman Research Center.

Generations : Consumer Behaviour : Travel Spending

Trend Tracker

The Flat Age Society

In 2014, we identified The Flat Age Society, a group of optimistic and entrepreneurial consumers aged 60 and over who are creating a world in which...

The Flat Age Society : Boomers : Aging

Big Ideas

Digital groceries

Global – Digital technology is redefining grocery shopping, according to a new survey by Nielsen.

Nielsen : FMCG : Groceries

Big Ideas

Work-life world

Global – Finding a work-life balance is getting harder, according to an international survey.

Ernst And Young : Generation Go : Employment

Viewpoints

Frédéric Walter : Mirror Strategies

Customers don’t want to shop with big suppliers, says Frédéric Walter, creative marketing director at Givaudan

Givaudan : Fragrance : China

Viewpoints

Louis Desazars: Hyper-bespoke beauty

Consumers want hyper-individualised offers, says Louis Desazars, CEO of NARS Cosmetics.

Louis Desazars : NARS : Customisation

Micro Trends

Growth Products

Designers are developing modular products that can be adjusted to grow along with you.

Lapka : Project Ara : The Shoe That Grows

Design Directions

Breakfast Defectors

Using sameness as a starting point for inspiration, advertising agency Deutsch Los Angeles has imagined a dystopian world in which its client, Taco...

Taco Bell : Chasm Culture : Faction Marketing

Markets

The Future of Books

The physical book is back, and younger readers are keeping it alive.

Books : Penguin : Barnes And Noble

Viewpoints

SXSell: How to make it at South by Southwest

To win at SXSW, brands should follow Delta Air Lines’ example, emphasising authenticity and focusing on influencers.

SXSW : Delta : McDonald's

Big Ideas

SXSW: Fast-casual chef

American chef David Chang announced the opening of a fast-casual restaurant at SXSW 2015.

Fast Casual : SXSW 2015 : Affordable Dining

Viewpoints

Swipe left: Tinder and the death of demographics

By segregating customers by age, Tinder failed to understand the shift away from demographic targeting.

Tinder : Spotify : Soho House Group

Big Ideas

Girls empowered

Nairobi – Spring is a start-up accelerator focusing on businesses that serve the needs of adolescent girls in the developing world.

Spring : Fuseproject : Nike Foundation

Macro Trends

The Optimised Self

Humanity is on a quest. It is not a quest for perfection, but for optimisation – to be the optimal versions of ourselves, the most effective and th...

Optimisation : Health : Wellbeing

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