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

Big Ideas

Cycling mega-brand targets men in Lycra

Cycling : Middle-age : Halfords

Micro Trends

Big Bold Luxe

Big is the new black in luxury circles as brands open ever bigger and bolder high-concept stores and employ epic marketing strategies to woo luxuri...

Flagship : Department Store : Stores

Big Ideas

Pew study reveals shifts in teen social media use

Internet : Behaviour : Teenagers

Design Directions

Lunar Grace

A rich convergence of the worlds of art and science is fuelling a fascination with celestial activity, dark matter and alchemy. As a result, design...

Science : Space : Astrology

Design Directions

Alexander & James

Blurring editorial content with online sales is not purely the preserve of luxury fashion e-tailers. It is also a strategy being adopted by alcohol...

Luxury : Female Whisky Drinkers : Mixology

Big Ideas

Lego rental service helps parents save

Lego : Rental : Toys

Viewpoints

Debbi Evans : Media for interested women

Libertine founder Debbi Evans talks about creating media for interested women.

Libertine : Women's Magazines : Transmedia

Big Ideas

Visitors flock to UK’s anti-ageing beauty fair

The font of eternal youth sprung up in London for two days in May with the Anti-Ageing Health and Beauty Show, the UK’s first.

Anti-ageing : Skincare : Youth

Big Ideas

Yahoo! acquires Tumblr in $1.1bn deal

Yahoo : Tumblr : Facebook

Design Directions

Concoction

When you think of the word ‘bespoke’, it is perhaps the luxurious world of Savile Row tailoring that springs to mind, but increasingly beauty brand...

Fragrance : Haircare : Shampoo

Design Directions

Crafted Locale

A chameleonic approach to materials and design details is being taken in retail design. Providing a considered alternative to hyper-real mall space...

Chameleon Brands : Symbiotic : Local

Markets

Turkey Market Report

Turkey’s East-meets-West appeal is making headlines as rapid economic growth injects new life into Istanbul and the country’s other historic cities.

Turkey : Istanbul : Turkish Statistical Institute

Big Ideas

Gap Kids DvF line comes with photo-sharing app

New York– For its latest Gap Kids designer collaboration with Diane von Furstenberg, Gap has teamed up with photo-editing platform Aviary to let co...

Gap : Diane Von Furstenburg : App

Design Directions

Glitch

Designers are taking inspiration from digital glitches and re-interpreting mistakes and malfunctions on-screen into details in textiles, graphics a...

Digital Surrealism : Mega-Systems : Data

Big Ideas

Target’s Cartwheel service woos Facebook users

Minneapolis – Target’s latest push to drive sales through social media is not your typical e-commerce platform.

Target : Cartwheel : E-commerce

Markets

New Luxury Millennials: Update

New Luxury Millennials (NLMs), the well-heeled, high-spending branch of the collaborative, creative, entrepreneurial Millennials, are rapidly becom...

Millennials : Ipsos Mendelsohn Affluent Survey : India

Big Ideas

Virgin Mobile calls on Millennials to cut the cord

Finance : Curb Your Enthusiasm : Leaving

Design Directions

We See Beauty

For many beauty brands, social responsibility is a way of doing business. For We See Beauty, it is its business.The project, encompassing a charita...

New York : Brooklyn : Brandstanding

Design Directions

Geo Luxe

An artful high-low use of materials is influencing luxury product and interior design.

Interiors : High Low : Culture

Big Ideas

Boomers lose confidence in retirement plans

Children : Stephanie Coontz : Retirement Institute

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