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

Independent worker numbers rise in the US

Freelance : Traditional Workspaces : Gene Zaino

Big Ideas

Gap works with Tumblr on exclusive ad campaign

For advertising campaign Back to Blue, Gap partnered with Tumblr

Advertising : Takeover : Crowdsourced

Markets

Global DINKs Market

Dual Income, No Kids (DINKs) are no longer a segregated part of society, but a growing faction around the world. From Mexico to Australia, more cou...

Luxury : Latin American Retail Connection : Tom Marchant

Markets

Men's media market

In a turbulent time for the men’s magazines sector, a raft of independently published man-zines offers a glimpse of the future.

Publishing : The Green Socer Journal : Hello Mr

Markets

Womenomics retail: how to appeal to the fairer sex

Sensory spaces and experiential shopping zones are increasingly a focus for retail brands and designers looking to appeal to female consumers.

Experiential : Holistic Retail : Sensory Spaces

Big Ideas

US car-buying generation is getting older

Auto : Driving : Older

Micro Trends

Superstar Treks

Interest in fitness and experiential luxury is driving the growth of active deluxe travel experiences.

Sport : Sport Travel : Healthy Holiday

Big Ideas

DIY Camera Teaches Children About Engineering

Engineering : Education : Gen I

Big Ideas

New wireless technology spells the end of recharging

Mobile Phones : Ambient : Wireless Technology

Big Ideas

American Express taps video game to woo Millennials

American Express is offering a League of Legends debit card

Finance : League Of Legends : Luxury Millennials

Big Ideas

Sydney Hotel Geared Towards Instagram Lovers

A new Sydney hotel caters to Instagram users

Instagram : Hotel Lobby : Lobby Design

Micro Trends

Stress is the New Fat

In her 2013 cookbook, It’s All Good, actress and lifestyle guru Gwyneth Paltrow writes of a panic attack she experienced brought on by ‘the plane r...

Genetics : Fatigue : Kiehls

Design Directions

DIY.Org

The merit badges include Forester and Forager, but also Rocketeer, Open Sourcerer and Circuit Bender. The campfire is a website onto which members ...

Open Source : Childing : Silicon Valley

Design Directions

Painterly Primitive

A new wave of designers is experimenting with primitive marking and making methods, influenced by the human touch.

Abstract : Primitive : Human Touch

Viewpoints

Beth Bentley : The plate-spinning man

Wieden + Kennedy director of digital strategy and innovation Beth Bentley talks about the plate-spinning man.

Gender : Beth Bentley : Fathers

Big Ideas

Four Seasons offers travel tips with Pin.Pack.Go

Social Network : Social Media : Pinterest

Design Directions

Dark Alchemy

Beauty brands are adopting the Black Magic aesthetic and embracing a new gothic direction that blends mediaeval alchemy with emblematic spiritualism.

Recession : Madiaeval : Charcoal

Big Ideas

Stanley's Pharmacy

New York – A pharmacy for people, not products.

Medicine : Chemists : Drug Store

Design Directions

Le Creative Sweatshop: Multi-disciplinary Visual Narrators

Abstract : Le Creative Sweatshop : Dali

Micro Trends

Retro-networks

Nearly a decade after its launch, Facebook has become the social network of choice for millions of consumers around the globe. But as it becomes in...

Membership : Bebo : Private Social Network

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