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

Milan Design Week 2023: A Future for Alternative Energy

At Milan Design Week 2023, brands and creatives tackled the global energy crisis head on, offering tangible solutions through the lenses of urban l...

Design : Architecture : Technology

Micro Trends

Spiritual Cosplay

Gen Z’s appetite for mysticism has infused the fashion world, drawing on pseudo-spirituality and the cohort’s desire for escapism.

Youth : Fashion : Society

Viewpoints

The Case for AI as Augmented Intelligence

Inspired by the excitement seen at SXSW 2023, Brazilian agency Box1824’s CEO Paula Englert and vice-president Laura Kroeff argue that artificial in...

AI : Artificial Intelligence : SXSW

Micro Trends

Video Dating Futures

As users demand more authenticity when seeking romantic connections, dating apps are pivoting towards video-first formats.

Youth : Media & Entertainment : Technology

Markets

Kidswear Market

Following in the global fashion market’s footsteps, the children’s section is becoming more agile and eco-conscious.

Fashion : Youth : Retail

Micro Trends

Elastic Agencies

Responding to the demands of Post-purpose Brands while facing rising inflation, creative agencies must embrace flexibility to keep clients and tale...

Design : Advertising & Branding : Technology

Micro Trends

Latam Afrocentric Itineraries

A new wave of Afro-Latino travel innovators are focusing on Black narratives in the South American tourism market.

Travel : Hospitality : Tourism

Viewpoints

Women Without Kids

Author, feminist and founder of the sober-curious movement Ruby Warrington chats to Martin Raymond about why women without children aren’t represen...

Society : Health & Wellness : Youth

Podcasts

Podcast: Ruby Warrington on Women Without Kids

Author, feminist and founder of the sober-curious movement Ruby Warrington chats to Back to the F**kture’s Martin Raymond about why women without c...

Podcast : Back To The F**kture : Society

Behaviours

Emerging Youth: Japan

Unlike their peers in the US or Europe, Japanese youngsters are quietly rebelling amid political unrest and social fragmentation.

Youth : Fashion : Society

Micro Trends

Danse Macabre

Taking dark humour to the next level, Gen Z are using death as a day-to-day source of cringe comedy – but also relatability.

Youth : Media & Entertainment : Society

Big Ideas

Brand Innovation Debrief: Hæckels

With trailblazing in-house biotech and lab-grown ingredients, Hæckels is evolving into more than just a beauty brand.

Beauty : Sustainability : Technology

Micro Trends

Not Your Parents’ Car

Targeting the so-called car-averse Gen Z, the automotive sector is using innovative design and technology to forge new connections with young people.

Mobility : Youth : Sustainability

Micro Trends

She is Mother

Talented women over 60 are finally getting their flowers and making more money than in their 20s in Hollywood, in modelling and on TikTok.

Society : Media & Entertainment : Youth

Macro Trends

Chinese Beauty Consumer Myths

Our latest research with Hot Pot China hopes to dispel Chinese beauty myths and provide decision-makers with the knowledge and confidence to build ...

Beauty : Wellness : China

Big Ideas

Five Brands Rejuvenating Whisky

Meet the whisky-makers who are challenging the sector’s heritage with unconventional branding and marketing to reach younger drinkers without losin...

Drink : Advertising & Branding : Youth

Viewpoints

Heating up Luxury Fashion for Gen Z

Heat co-founders Mario Maher and Joe Wilkinson explain how their mystery box concept taps into Gen Z mindsets, while offering a new way for brands ...

Luxury : Fashion : Youth

Big Ideas

Four Tween Skincare Brands Prioritising Self-Care

Skincare brands have refocused their attention on Gen Alpha, releasing tween skincare lines that are gentle on skin and educate on building simple ...

Youth : Health & Wellness : Beauty

Micro Trends

Sober Bars

As Gen Z and the impact of the pandemic continue to inspire sober-curiosity, new establishments are emerging that provide a safe space to enjoy dri...

Drink : Entertainment : Society

Micro Trends

Anti-Provocation Platforms

Consumers burnt out on traditional social media spaces are being offered new platforms that build common good values into their functionality.

Technology : Media & Entertainment : Youth

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