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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
Big Ideas
Urban agriculture takes root with Agri-Cube
Urban agriculture takes root with Agri-Cube
Japan
:
Agri-cube
:
Daiwa House
Big Ideas
Retail Analysis: Louis Vuitton opens exclusive Shanghai Maison for Chinese super-rich
Retail Analysis: Louis Vuitton opens exclusive Shanghai Maison for Chinese super-rich
Louis Vuitton
:
Shanghai
:
Maison
Design Directions
Emblematic
As consumers seek design that cuts through the stuffocation of everyday life, so designers are playing on the idea of instant recognition by incorp...
Symbolism
:
Logo
:
Graphic Identities
Markets
The luxury matrix stage four : Responsible and Aware
What we said: ‘At this stage, customers are concerned with a brand’s values, as well as its financial or experiential value. Sustainability is a co...
Responsible
:
Aware
:
Fendi
Big Ideas
Asian consumers invest heavily in private tuition
Asian consumers invest heavily in private tuition
China
:
Tutoring
:
Shadow
Big Ideas
Facebook app blurs images for improved privacy
Facebook app blurs images for improved privacy
Social
:
Protection
:
App
Big Ideas
Gamers hold sway on new social selling site
Gamers hold sway on new social selling site
Tip Or Skip
:
Showrooming
:
Gaming
Big Ideas
CitizenM invites guests to become journalists
CitizenM invites guests to become journalists
Citizen M
:
Journalist
:
Hotels
Micro Trends
Yard Shares
A small but growing number of US families are sharing larger back yards, gardens and gardening responsibilities with neighbouring families, and enj...
Gardening
:
Sharing
:
Community
Big Ideas
Lost Photos app digs out a picture of the past
Lost Photos app digs out a picture of the past
Lost Photos
:
App
:
Software
Design Directions
Vooza
Technology start-ups in California’s Silicon Valley are 10 a penny, so much so that US creative Matt Stillman and his contemporaries were inspired ...
Fake
:
Vooza
:
Fiction
Big Ideas
Consumers get hot and bothered over erotic novel
Consumers get hot and bothered over erotic novel
Storytelling
:
Erotism
:
Kinky
Big Ideas
Audi races forward into the future of retail
Audi races forward into the future of retail
Audi
:
Showroom
:
Digital
Big Ideas
Louis Vuitton in collaborative pop-up experiment
Louis Vuitton in collaborative pop-up experiment
Louis Vuitton
:
Yayoi Kusama
:
LVMH
Big Ideas
Low-income Brazilians boost online retail sales
Low-income Brazilians boost online retail sales
Brazil
:
Argentina
:
Mexico
Big Ideas
McCartney takes Little Miss Stella to the shops
McCartney takes Little Miss Stella to the shops
Kidswear
:
Stella McCartney
:
Clothing
Markets
Vietnam’s Luxury Market
The din of construction is common in Vietnam’s big cities and coastal locations. Foreign hotel chains are snapping up prime property for resorts, w...
Vietnam
:
Luxury
:
Starwood
Big Ideas
Head start for Ikea in own-brand lager market
Head start for Ikea in own-brand lager market
Ikea
:
Beer
:
Own-brand
Big Ideas
Fanado gives music fans quality time with idols
Fanado gives music fans quality time with idols
Fanago
:
Music
:
Fans
Big Ideas
Free People turns consumers into models
Free People turns consumers into models
Free People
:
User Curated Retail
:
Video
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