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

Viewpoints

How to remix the wellness model for Gen Z

Stephen Mai, the founder of Woo, a next-gen media brand merging content and retail, on how wellness can be reframed as feel-good culture.

Health : Wellness : Media

Markets

Gen Z Parenting Market

No longer the epitome of youth culture, members of Generation Z are having kids of their own, driving the parenting sector in unexpected new direct...

Gen Z : Fashion : Youth

Big Ideas

Why Hotels are the Next Frontier for Brands

From streetwear hotels to decadent souvenirs, brands across sectors are embedding themselves in hospitality’s long-awaited comeback.

Hotels : Travel : Tourism

Viewpoints

Selfridges’ Andrew Keith on retail’s hyperphysical future

The managing director of Selfridges examines the ways that retailers can create immersive, engaging and Hyperphysical Store experiences.

Retail : Stores : Department Stores

Big Ideas

Five Generation Z-Founded Brands to Watch

Optimistic, ambitious and socially switched on, the first wave of Generation Z-founded brands are hitting the market. These are the disruptors to w...

Youth : Retail : Beauty

Viewpoints

How Alinea is powering an investment youthquake

The Generation Z CEOs of investment app Alinea explain how they are making finance accessible and responsible for young women, from traditional sto...

Finance : Media & Entertainment : Youth

Markets

Generation Z Luxury Market

Rigorous and savvy in their selection of brands, Generation Z’s research-led approach to luxury is set to redefine value and aspiration for the sec...

Luxury : Youth : Fashion

Viewpoints

Are we heading for a post-demographic future?

Generational terms such as Baby Boomer and Millennial have shaped the way we conduct research. But are they helping to predict the future – or hold...

Youth : Marketing : Generation Z

Markets

Gen Zalpha India Market

Amid India’s pandemic recovery, Gen Zalpha are navigating their journey to adolescence by building their own models of progress.

Youth : Education : Sustainability

Viewpoints

Wild Awake signals a future of Earth-centric learning

Offering immersive outdoor education for young people, Wild Awake wants to nurture a generation of learning focused on humans’ interdependency with...

Youth : Education : Sustainability

Design Directions

Pliable Playscapes

Inspired by Generation Zalpha’s productivity, an energetic and assertive visual language is emerging that reflects their can-do attitude and capaci...

Youth : Branding : Media

Micro Trends

Crypto-and-Mortar

With more consumers investing in virtual assets, bricks-and-mortar retailers are exploring ways to market and sell NFTs in physical shopping spaces.

Retail : Media : NFTs

Behaviours

Emerging Youth: Vietnam

With more young people living in Vietnam than ever before, this generation are using the country as a canvas on which to project creativity and sel...

Vietnam : Youth : Emerging Youth

Viewpoints

The future is impossible to predict in China – here’s why

She may not know what the future holds for China, but venture capitalist Edith Yeung explains what the government crackdowns mean for a country in ...

Media : Technology : China

Micro Trends

Confessional Clubs

Generation Z are turning from identity-driven social media platforms to safe, anonymous and judgement-free spaces that are rooted in emotional hone...

Youth : Social Media : Society

Big Ideas

The Airports Bringing Humanity Back into Travel

As the travel sector re-invents itself, airports are doing the same. From Kansas to Mexico, these are the aviation hubs elevating pre-departure wel...

Travel : Retail : Airports

Big Ideas

How New-Generation Indigenous Restaurants are Decolonising Cuisine

Restaurants are blending ancestry with innovation, re-asserting cultural heritage and place of indigeneity as a driving force in the food sector’s ...

Food : Travel & Hospitality : Drink

Micro Trends

Crowdsourced Companions

Digital apps are reviving physical meetings, helping despondent members of Generation Z to expand their social groups in safe and meaningful ways.

Youth : Media : Digital

Webinars

Future Forecast 2022 Webinar

After 18 months of acceleration, the Future Forecast 2022 helps you to understand and maximise on the sector opportunities that lie ahead.

Webinar

Big Ideas

Five Ways Retail can Maximise the Metaverse

The buzz around virtual worlds isn’t waning. For retailers, it’s providing space for novel marketing, brand education and alternative investments.

Retail : Media And Entertainment : Technology