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

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.

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

Micro Trends

Collegiate Nostalgia

Collegiate-inspired fashion and entertainment is soothing Gen Zers who feel their youth was stolen by the pandemic.

Youth : Media & Entertainment : Fashion

Micro Trends

Next-Gen R&D Labs

A new generation of R&D labs are emerging to meet consumers’ expectations on product quality and efficacy, while supporting underserved communities.

Beauty : Manufacturing : Science

Micro Trends

Solar Sustenance

The sun is rising once again as a source of inspiration for food and drink brands, which are exploring solar sustenance as a long-term solution to ...

Food : Drink : Sustainability

Micro Trends

Indigenous Influencers

Digital inclusion must mean embracing Indigenous culture. There are lessons in this for all businesses striving to embrace inclusivity.

Technology : Media & Entertainment : Society

Webinars

Future Forecast 2023 On-demand Webinar

Following a tumultuous year, our Future Forecast 2023 looks to a celebration of the innovation that has continued to prevail.

Webinar

Markets

Grandpeers Market

In a mindset shift among older consumers, grandparents are becoming grandpeers, sharing platforms with their grandchildren and keen to collaborate.

Society : Technology : Health

Big Ideas

Retail’s New UX Sustainability Hubs

As consumer demand for value-driven retail increases, a new wave of Hyperphysical Stores offering sustainability-focused customer experiences are c...

Retail : Sustainability : Fashion

Markets

Gen Z Digital Wellness Market

Digitally native Generation Z go online to learn, play, socialise, but also to heal and open up, and this is giving rise to platforms supporting we...

Youth : Wellness : Mental Health

Micro Trends

Airborne Stays

A new category of travel experiences is taking off and catering for a growing appetite for air-scapism – airborne cruises where the flight and dest...

Luxury : Travel & Hospitality : Technology

Markets

Perimenopause Care-munities Market

Shifting attitudes are transforming the perimenopause into a force for collective health, highlighting the life stage as interconnected with, and s...

Women's Health : Health And Wellness : Society

Big Ideas

Dutch Design Week 2022: Designing a Better Future

Creatives at Dutch Design Week 2022 confronted the critical topics of today to envisage a better tomorrow.

Dutch Design Week 2022 : Society : Technology

Big Ideas

Dutch Design Week 2022: Expedition Æqualis by Dutch Invertuals

We round up the five best research projects exhibited at design collective Dutch Invertuals’ Expedition Æqualis, which aims to rebalance society’s ...

Dutch Design Week 2022 : Society : Sustainability

Micro Trends

Tinned Tipples

Climate change, resource scarcity and the cost of living crisis are driving the fine wine industry to accelerate its transition to tins.

Drink : Society : Packaging