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

Seek No Further

The 1990s are cool again. Everyone from ASOS to Iggy Azalea is referencing 90s culture for Millennials who are still pining for the era of MySpac...

Store Design : Clothing : Visual Merchandising

Markets

Shock of the New Chic: Dealing with New Complexity in the Business of Luxury

The world’s consumers are in love with luxury, spending $1.8 trillion (€1.3 trillion, £1.1 trillion) in 2013 on luxury goods and services. Yet th...

Boston Consulting Group : Ipsos : China

Big Ideas

NASA invites the public to vote on new space suit design

NASA is developing a new space suit prototype and has asked the public to vote on the external design.

NASA : Science : Space

Big Ideas

Travel website arranges meetings with the locals

My Plus One brings together travellers and locals for a small fee.

Plus One Berlin : Clare Freeman : Home From Home Hospitality

Design Directions

Paris Fashion Week A/W 14

Two broad looks emerged from Paris Fashion Week this season. On one side designers maxed out, using tribal references and embellished finishes, whi...

Ann Demeulemeester : Chloé : Christian Dior

Big Ideas

Retail Week Live 2014: Part 2

Multi-channel is dead. Omni-channel is done. Welcome to the new fusion of physical and digital retail: phy-gital. We have been using this portmante...

Omni-channel : Multi-channel : Phy-gital

Micro Trends

Shanghai Safari

As one of China’s Tier 1 cities, Shanghai holds a special place in the story of the country’s extraordinary rise.

Lujiazui : Huangpu River : The Bund

Big Ideas

Almost half of young European adults live with their parents

An EU study shows the scale of the phenomenon in Europe.

Millennials : UK : Recession

Markets

Polarity Paradox Retail

From 5:2 diets and splurging and saving to bingeing on box sets before embarking on a digital detox, consumers are making sense of their lives by...

Binge Culture : Diets : Dystopia

Big Ideas

Young men and women see technology in different ways

Young men prioritise quality whereas young women prioritise price, according to new research.

Millennials : Gender

Big Ideas

Delta brings together entrepreneurs and mentors

US – Delta Air Lines has picked up on the craze for thought leadership with its Delta Innovation Class. The programme offers young hopefuls the ...

Delta Airlines : LinkedIn : TED2014

Viewpoints

Piotr Orlov: Ageless athleticism

Piotr Orlov, co-editor of sports journal Victory, on why passion not age is the focus of his publication.

Men's Media : Re-Con Man : Sport

Big Ideas

Birchbox embraces Total Retail with New York store

US – Birchbox, the online beauty box subscription service, will open its first store in New York this spring.

Birchbox : Total Retail : Small Box Retail

Big Ideas

Starbucks to serve alcohol in selected branches

US – Starbucks has announced plans to serve beer and wine in thousands of its cafés across the US.

Starbucks : Convergence Retail : Starbucks Evenings

Micro Trends

Scare Marketing

Brands are turning to fearful themes in advertising and marketing campaigns,showing that they can lead people safely through the Polarity Paradox.

Sonja Lyubomirsky : FMCG : Unilever

Micro Trends

Flat Age Design

Limitations on strength, sight and agility don’t need to take the beauty out of life.

OXO : Sam Farber : Our Roots

Big Ideas

Google’s new platform is ‘Android for wearables’

US – Google has created an operating system for smartwatches.

Google : Android : Wearable Technology

Big Ideas

Demand for suites at record high in luxury hotels

Luxury hotel guests increasingly require suites, and hospitality brands are rushing to provide them.

Home From Home Hospitality : Travel & Hospitality Futures : Hotels

Big Ideas

Cable television show becomes shoppable video

US – The most recent episode of US sitcom Cougar Town turned into 30 minutes of product placement, when the series collaborated with Target to cr...

Shoppable Videos : WireWAX : Convergence Retail

Big Ideas

Retail Week Live 2014: Part 1

The dominant theme at the 2014 Retail Week Live (RWL) conference was personalisation. Personalised data will facilitate a more efficient, targeted ...

Personalisation : Shopping : Tesco

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