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

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

Big Ideas

Star Wars takes over Amazon Locker for 4 May

Disney has teamed up with Amazon to celebrate Star Wars day on 4 May.

Amazon : Disney : Symbiotic Branding

Design Directions

Milan 2014: Part 1

Texture and surface design were explored through material manipulation at this year’s Salone Internazionale del Mobile

Milan : Milan Salone : Salone Internazionale Del Mobile

Big Ideas

Bra brand's feminist approach to girls' underwear

Founded by 18-year-old Megan Grassell, Yellowberry seeks to fill a gap in the tween bra market.

Tiny Tot Feminism : Girls : Teenagers

Viewpoints

Liza Kindred: The next wave of wearable technology

Liza Kindred, founder and CEO of Third Wave Fashion, describes the convergence of fashion and technology.

Wearable Technology : Fashion Tech : Third Wave Fashion

Big Ideas

French mall trials body-scanning personal shopper tech

A French mall is experimenting with a personalised, digital shopping experience based on body-scanning technology.

Klepierre : Phygital : Body Scanning

Markets

Endless Aisles

Retailers are introducing virtual shelves and shoppable walls in physical retail spaces.

Sony : Digital Store Front : Kate Spade

Viewpoints

Kiyan Foroughi: One-to-one commerce

Kiyan Foroughi on how Boticca's one-to-one commerce model is cutting out the middle man.

Bottica : Kiyan Foroughi : Personalisation

Big Ideas

Google tries to match online customers to physical footfall

The online search brand is trying to match online ad clicks to purchases in physical stores.

GoogleAd Words : Advertising : Analytics

Big Ideas

Millennials shopping habits dictated by fauxsumerism

Millennials are using all the channels of commerce to browse, rather than to buy.

Consumers : E-commerce : Experience

Micro Trends

Downsizing 2.0

For their later years, Flat Agers are often in search of culturally-rich urban environments. Meanwhile, architects are envisioning innovative alte...

Retirement : The Flat Age Society : Vital Tech

Big Ideas

Retail Analysis: Cult brand lululemon arrives in London

Canadian sportswear brand lululemon has opened it first European ‘community’ store, in Covent Garden.

Lululemon : Yoga : Covent Garden

Big Ideas

Salone Internazionale del Mobile Milan 2014 Part 2: Top 5 products

Another year, another fresh wave of new designs, products and prototypes for the design world to sit up and take notice of.

Surface Design : Geology : Futurist Montage

Big Ideas

Mexican hotel can only be booked through Airbnb

A hotel in Mexico has eschewed the traditional reservation system for Airbnb, in a bid to appeal to Millennial travellers.

Home From Home Hospitality : AirBnB : Mexico

Micro Trends

Miami Safari

A city in transition, Miami has roared back from the recession with a re-energised urban core and a diversified economy

Miami : Safari : Wynwood Walls

Big Ideas

YouTube to raise brand awareness with television advertising

YouTube plans to promote its online celebrities through traditional media advertising.

YouTube : YouTube Generation : Future Media

Markets

Visual-search commerce

Visual-commerce is the new social media market place to watch as fashion is Shazam-ified.

ASAP54 : SnapFashion : Westfield

Big Ideas

DKNY trials tag technology for street-style product searches

A new identification tag system is a novel addition to visual-search commerce.

Awear Solutions : DKNY : Visual-Search

Viewpoints

Lindsey Mosby: Ageing well with the Internet of Things

Lindsey Mosby, executive director at Innovation Strategy Group, on flat age devices.

Internet Of Things : Wearables : Boomers

Big Ideas

Site gives panoramic shoppable view of boutiques

Avenue Imperial offers a virtual panoramic view of European boutiques.

Department Stores : Boutiques : Phy-gital

Big Ideas

Youthful urban neighbourhoods attract Flat-Agers

The population of Baby Boomers is rapidly increasing in youth-orientated neighbourhoods in New York.

Baby Boomers : New York : Hipsters

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