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

Walmart gives female entrepreneurs the stamp of approval

The US retailer will stamp products made by female entrepreneurs with a Women-owned logo.

Micro Trends

Life-saving Campaigns

Who says advertising can't save the world?

DDB North America : Leo Burnett : WATERisLife

Viewpoints

Cindy Joseph: How to be pro-age not anti-age

The 60something stylist and model describes the thinking behind her pro-age skincare line.

Cosmetics : BOOM! : Baby Boomer Beauty

Big Ideas

Film short for Centrum shows how Flat Agers are on the ball

Advertising agency Leo Burnett has tested just how ageless The Flat Age Society is in a film short in which a team of basketball players aged 46 ...

Boomers : Basketball : Campaign

Big Ideas

Ikea Russia innovates with gaming and Instagram campaigns

Moscow agency Instinct has produced two innovative digital campaigns for the Russia division of Swedish homewares retailer Ikea.

Ikea : Russia : Transmedia Futures

Big Ideas

Made in the USA movement gathers strength

US – Production of clothing and textiles in the US continues to gather pace in the second half of 2014, as costs rise in Asia and consumers ...

Walmart : USA : Initiative

Viewpoints

Muriel Zingraff-Shariff: Luxury airport retail

The luxury consultant, formerly retail director of Heathrow, on the new wave of airport retail.

Heathrow Airport : Terminal 2 : Hermès

Big Ideas

Young children expected to be key to Netflix growth

Netflix’s stock is on the rise, and with it predictions that children will be its next target demographic for growth.

Generation I : Gen I : Netflix

Markets

The Future of Travel

Over the next 10 years new technologies will revolutionise the way we travel.

SkyScanner : Daniel Burrus : Big Data

Micro Trends

Wowtels

As we seemingly grow tired of what is on the Earth, will we look inside it?

Groundscrapers : Undersea Hotels : Dubai

Big Ideas

H&M launches mobile music app for Asia

In its latest initiative emphasising the connection between music and fashion, H&M has released a mobile app specifically for the Asian market.

H&M : China : Mobile App

Design Directions

Vessyl

The ubiquitous, everyday cup has been turned into an ingenious smart device.

The Flat Age Society : Self-Quants : Internet Of Things

Big Ideas

US start-up hopes to facilitate Chinese purchase of Western goods

Payment service Stripe has joined forces with China’s Alipay to make it easier for Chinese consumers to buy from Western brands.

Alipay : Stripe : Payments

Design Directions

Men's Fashion Week: Milan spring/summer 2015

Milan is famous for its sense of style, not for rocking the fashion boat. Looks this season came from different camps, but managed to meet comfor...

Andrea Pompilio : Calvin Klein Collection : Daks

Viewpoints

Dave Coplin: The Amazing Big Data Revolution

Microsoft UK's chief envisioning officer on the brave new world of big data.

Big Data : Machine Learning : Healthcare

Viewpoints

David Walker-Smith: Selling to fifty-plus women

Fenwick's managing director on a luxury retail strategy for selling to FABs.

Fenwick Of Bond Street : FABs : David Walker-Smith

Big Ideas

P&G ad campaign explores phrase ‘like a girl’

The campaign for female hygiene brand Always films people describing what the phrase 'like a girl' means to them.

Tiny Tot Feminism : Proctor & Gamble : Always

Big Ideas

Facebook links social contagion to social media interactions

Social network site Facebook has published findings in an academic journal that show that emotions are contagious on social media.

Facebook : Me-conomy : Personal Information Economy

Micro Trends

Print Me

New platforms are reducing the time between online inspiration and physical production, empowering digital natives to become product designers.

Curation : To.Be : Print All Over Me

Big Ideas

Urban Outfitters thinks big with new Herald Square store

Fresh after the opening of Brooklyn concept store Space Ninety 8, Urban Outfitters has opened an even larger store in Herald Square in Manhat...

Urban Outfitters : New York : Millennials

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