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

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

Micro Trends

Andro-Hip-Hop

As homosexuality continues to gain acceptance in mainstream culture, hip-hop is becoming more open to androgynous influences as both gay and straig...

Big Ideas

Facebook is losing its appeal among young people

Google : Education Database : Google Plus

Viewpoints

Diana Verde Nieto : Desirable sustainability

Positive Luxury founder Diana Verde Nieto talks about desirable sustainability.

Transparency : Diana Verde Nieto : Ethical Luxury

Big Ideas

Bright outlook for 'losers' as Chinese luxury sales fall

Bright outlook for ‘losers’ as Chinese luxury sales fall

Television : Anti Fashion : Chinese Government

Markets

Swiss luxurians

The demands and desires of Swiss luxurians are hard to pin down because the affluent population is made up of a patchwork of national identities an...

Switzerland : Zurich : Hotel Savoy Baur En Ville

Markets

US luxurians

Consumer confidence is finally on the rise among US luxurians five years after the slump of 2008. Growing optimism about investments in particular ...

New York : Dow Jones : Luxury Institute

Big Ideas

CEA predicts tablet takeover in PC revolution

Tablets : Consumer Electronics Association : Next Generation Technology

Big Ideas

New York cycling gym riding high as sales rise

Cycling : Soulcycle : Fitness

Micro Trends

Man-teriors

A new wave of lifestyle titles and platforms are targeting the savvy, interiors-minded male consumer.

Magazines : Male : Interiors

Big Ideas

App aims to rekindle the wonders of air Travel & Hospitality

App : Air Travel : Flights

Big Ideas

The Day brings the news to a teenage readership

Publishing : Newspaper : The Day

Big Ideas

Co-op pops up with campaign aimed at young market

The Co-operative Group : Twitter : Pop-up

Big Ideas

Crowdstar launches styling app with Rachel Zoe

App : Crowdstar : Covet Fashion

Design Directions

Neo Kitsch

Neon-coloured and neo-modern in its approach, the Memphis Group was a collective of young product and furniture designers working during the 1980s....

Memphis : 1980's : Consumerism

Markets

German Luxurians

A large and affluent domestic market, falling unemployment and exports that are, despite recent stutters, still very healthy have all served to cus...

Germany : Zurich : Hotel Savoy Baur En Ville

Big Ideas

Instagram takes on Vine with new video feature

Instagram : Video : Social Media

Big Ideas

Eyedrop bottle adds sparkle with luxury design

Eyedrops : Anti-ageing : Stress

Markets

French Luxurians

Discretion has become the key to consumption for the French luxurian as the Socialist government takes ideological aim at the rich. ‘Things have ch...

France : Quintessentially : Paris

Design Directions

Sadie and Joe Williams: Animators

This brother and sister duo combine stop-motion, 3D modeling and kitsch sketches to create playful worlds in which brands can tell the story of the...

London : Graphic Design : Topshop

Big Ideas

US mothers turn to 'almost home-made' ready meals

US mothers turn to ‘almost home-made’ ready meals

Convenience : Campbells : Risa Schwartz

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