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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
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
Big Ideas
Online trials boost retailer expansion in China
Online trials boost retailer expansion in China
AT Kearney
:
China
:
E-commerce
Big Ideas
China’s luxury children’s market grows rapidly
China’s luxury children’s market grows rapidly
China
:
Kidswear
:
Children
Big Ideas
10% of UK consumers believe laptop is vital
10% of UK consumers believe laptop is vital
Smartphone
:
Poverty Line
:
Social Class
Micro Trends
Car Homes
As the car industry edges towards engine electrification, forward-thinking manufacturers such as Volvo and Toyota are seeking better integration of...
Symbiotic Branding
:
Symbiotic Architecture
:
Electric Vehicles
Big Ideas
First-time buyers choose to live with friends
First-time buyers choose to live with friends
Community
:
FuturePoll
:
Confused.com
Big Ideas
DIY cosmetics kit lets users become experts
DIY cosmetics kit lets users become experts
Cosmetics
:
Transparency
:
Crowdsourced
Big Ideas
68% of UK consumers trust the internet
68% of UK consumers trust the internet
Google
:
Future Poll
:
PC
Big Ideas
New Google app manages workers on the move
New Google app manages workers on the move
Google
:
Maps
:
Coordinate
Big Ideas
Online retail in China a more appealing option
Online retail in China a more appealing option
Tianmao
:
Taobao
:
Alibaba
Big Ideas
Amazon calls for consumer help on programming
Amazon calls for consumer help on programming
Amazon
:
Tv
:
Instant Video
Big Ideas
Asian millionaires outnumber those in the US
Asian millionaires outnumber those in the US
HNW
:
World Wealth Report
:
Capgemini
Big Ideas
Mix of colour and technical fabrics at Pitti Uomo
Mix of colour and technical fabrics at Pitti Uomo
Pitti Uomo
:
Menswear
:
Colour
Design Directions
Graduate Fashion Week 2012
Graduate fashion week 2012 was filled with exuberant collections, neon colour clashes and synthetic fabrics. Almost all looks on show could be char...
Digital Surrealism
:
Maximalism
:
Flatforms
Markets
South Africa Market
South Africans are young, they’re flocking to the cities and they love designer labels.
South Africa
:
IMF
:
The Economist
Big Ideas
Asian demand for Mulberry creates 300 UK jobs
Asian demand for Mulberry creates 300 UK jobs
Mulberry
:
Somerset
:
Factory
Big Ideas
Accessories brand head over heels with Instagram
Accessories brand head over heels with Instagram
Rebecca Minkoff
:
Instagram
:
New York Fashion Week
Big Ideas
Kurrenci offers new money for the internet
Kurrenci offers new money for the internet
MoneyGram
:
Kurrenci
:
Money
Big Ideas
Chinese flock to Dubai for luxury experience
Chinese flock to Dubai for luxury experience
Chinese
:
Emirates
:
Spending
Big Ideas
Microsoft unveils next step in seamless media
Microsoft unveils next step in seamless media
Microsoft
:
Apps
:
Frictionless
Big Ideas
Savvy Chinese tourists research and book online
Savvy Chinese tourists research and book online
China
:
Affluents
:
Online
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