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

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

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

Communities

Lagonistas

The trendsetters most likely to influence people and brands around the world are the fashionistas in Lagos. Or, as we call them, the Lagonistas.

Louis Vuitton : ARISE : Victoria Island

Big Ideas

Prohibition Culture grips Australian consumers

Brandstanding : We-Commerce : Environment

Design Directions

Royal London Hospital

An odd box of toys and a few wooden blocks are often all that can be found in a hospital play area. But The Royal London Children’s Hospital is an ...

Wiggle : Woodland : Hyper-real

Big Ideas

New service lets graduates crowdfund their careers

Finance : Upstart : Worth

Viewpoints

Jenny Griffiths : A visual search engine for fashion

Snap Fashion founder Jenny Griffiths talks about the visual search engine for fashion.

App : Jenny Griffiths : Snap Fashion

Big Ideas

Mobile World Congress: Nokia appeals to emerging markets with €15 phone

Nokia : Mobile Phones : Cell Phones

Big Ideas

Expedia invites Travel & Hospitalitylers to tell their stories

Expedia : App : Find Your Story

Big Ideas

New app lets you tweet from beyond the grave

App : Twitter : LivesOn

Viewpoints

Thomas Ugo Ermacora : Creating sound through gestures

Clear Village founder Thomas Ugo Ermacora talks about creating sound through gestures.

Wearable Technology : Clear Village : Thomas Ugo Ermacora

Micro Trends

Seoul Safari

Seoul boasts a world-leading tech community while celebrating traditional values and national identity.

Tesco : Shin Yeon : Bean Table

Big Ideas

Topshop and Google stage multi-platform live show

Topshop : Google : London Fashion Week

Design Directions

Stockholm Furniture Fair 2013

The diverse range of products and furniture on show in Stockholm this year was refined and considered. Designers played with form and added hidden ...

Luxury Sobriety : Geo-Luxe : Psychedelia

Big Ideas

Amex service invites customers to pay by tweet

American Express : Twitter : Service

Markets

Generation I Tablets

In the UK, 9.8m consumers used a tablet device to access the internet in 2012, an increase of 140% compared with the previous year, according to re...

EMarketer : Tablets : Vodafone

Micro Trends

Berlin Safari

The German capital is a captivating mix of nostalgia and futuristic innovation.

Berlin : Auguststrasse : Gestalten Space

Big Ideas

Banana Republic plays Cupid with singles nights

Banana Republic : Gap : Match.com

Viewpoints

Camilla Bottke : Hackable robots

Lego Mindstorms senior marketing manager Camilla Bottke talks about hackable robots.

Lego Mindstorms : Hackable : Robot

Design Directions

Lynx Space Academy

Top-selling men’s grooming brand Lynx is known for courting controversy with its adverts and straplines. Now it is making waves around the world ag...

Perfume : Beauty : Scent

Big Ideas

Topshop wishes Chinese a prosperous new year

Chinese New Year : Topshop : Advertising

Communities

Social Singles

Being alone has never felt less lonely. With more ways than ever to connect online, laptops, smartphones and tablets have become the only tools you...

Last-minute : Self-employed : Living

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