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

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

Milan Design Week 2022: A Resilient Future

At Milan Design Week, designers and brands envisaged a resilient society, built through nature-informed architecture and inter-generational spaces.

Design : Architecture : Media And Entertainment

Big Ideas

Global Fashion Summit: Forming Fashion’s New Alliances

favour of planet-first, radical collaborations.

Fashion : Sustainability : Retail

Big Ideas

Why Brands are Next-Gen Career Advisers

A new wave of workplace advisers are emerging to help Gen Z and Alpha navigate and shape the future of work and yet-to-exist job roles.

Youth : Media & Entertainment : Workplace

Big Ideas

Five Ways Restaurants are Exploring Extremes

From one-ingredient meals to psychedelic soundtracks, dining spaces are giving guests moments to remember through extreme eating experiences.

Food : Drink : Design

Viewpoints

Why Africa is the next hub for youth retail

What does it mean to be young and African today? The co-founder of modern African lifestyle platform Dola, Yannick Do, unpacks the vast opportuniti...

Youth : Media & Entertainment : Lifestyle

Big Ideas

Meet Tomorrow’s Alternative Investors

With traditional systems of monetary value and exchange under threat, four emerging investment communities are ushering in a new dawn for alternati...

Finance : Society : Youth

Micro Trends

Betterverse Bites

Restaurants and chefs are leaning into Betterverse values, using virtual realms as positive places to provide access to and education about food.

Food And Drink : Metaverse : Betterverse

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