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

Online consumers boost Chinese games market

China : Gaming : Mobile

Big Ideas

Traditional meets technical at Pitti Uomo show

Tweed and traditional were the order of the day for the autumn/winter 2013 menswear collection

Pitti Uomo : Florence : Tweed

Big Ideas

Mr Porter makes a statement at menswear show

Knitwear and statement tailoring are highlights at London Collections: Men for autumn/winter 2013.

Mr Porter : Menswear : London Collections: Men

Big Ideas

Topman streams menswear show live from the catwalk

Topman streams menswear show live from the catwalk.

Topman : Menswear : Livestreaming

Big Ideas

CES: Print digital photos in a flash at Fotobar store

Polaroid will launch a series of digital printing stores.

CES : Polaroid : Analog

Design Directions

No Noise at Selfridges

As we predicted in our New Sublimity macrotrend, getting away from it all is on the rise.Businesses are creating new contemplative spaces...

Branding : Alex Cochrane : Pause

Communities

China’s New Emerging Affluents

Ambitious and hard-working, China’s New Emerging Affluents (NEAs) want lifestyles to match their new, higher salaries. They want the latest technol...

BMW Mercedes : Migration : Microblogging

Big Ideas

CES: Device rewards active kids with digital content

CES : Geopalz : Ibitz

Big Ideas

CES: PaperTab heralds a new age of flexible computing

CES : PaperTab : Flexible Computing

Design Directions

Uni-forms

For millennial men luxury no longer has to mean hand-crafted and rough-hewn. Instead they are seeking the functional and simplified, and rejecting ...

Luxury : Masculinity : Utility

Big Ideas

Funding sought to open London’s first cat café

Cat Café : Indiegogo : Crowdfunding

Big Ideas

CES: INRIX service tackles urban parking congestion

CES : Inrix : Navigation

Markets

India

India, the second most populous country in the world, is a booming trillion-dollar economy. Its secret weapon is its young workforce. The median ag...

India : Euromonitor : Vertebrand

Big Ideas

China reaffirms strong demand for luxury handbags

Chinese demand for luxury handbags remains strong despite a reported slowing in the luxury market.

China : Geneva : Switzerland

Big Ideas

Punchfork takeover gives Pinterest added bite

Punchfork takeover gives Pinterest added bite.

Pinterest : Punchfork : Pinboards

Big Ideas

Digital natives appreciate forgetful messaging apps

Facebook : Poke : SnapChat

Design Directions

Clouds Over Cuba

There are more than two sides to every story. Now with the variety of media platforms to choose from, storytelling can be richer, and break away fr...

Mobile : Smartphone : Transmedia

Big Ideas

Dress Like a Man: wardrobe tips from Pitti Uomo collaborators

Pitti Uomo : The Corner : Luxury

Big Ideas

Arts centre to revive traditional book techniques

Craft Production : Books : London Centre For Book Arts

Design Directions

Sonic Landscapes

Furniture and product designers are using the science of sound to inform a bold new aesthetic.

Sound : Science : Digi-Tactile

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