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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
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
Mobile becoming first choice for online access
Mobile becoming first choice for online access
Mobile
:
Devices
:
M-commerce
Big Ideas
Free apps boost consumer spending on video games
Free apps boost consumer spending on video games
Gaming
:
Fan Studio
:
App
Design Directions
Haut Sustainable
As luxury consumers demand sustainability, they are being used in luxury design too. We call new eco-minded, innovative and design-led solutions t...
Eco
:
Sustainability
:
Cosmetics
Big Ideas
Twitter takes a leap forward with hashtag pages
Twitter takes a leap forward with hashtag pages
Twitter
:
Hashtag
:
Advertising
Big Ideas
Young consumers continually switch digital media
Young consumers continually switch digital media
Mobile
:
Digital Immigrants
:
Innerscope Research
Big Ideas
Italian companies to bring more women on board
Italian companies to bring more women on board
Women
:
CEOs
:
Fortune 100
Big Ideas
Video chat given fresh Airtime on Facebook
Video chat given fresh Airtime on Facebook
Facebook
:
Airtime
:
Social Network
Big Ideas
S-commerce set to be a retail force by 2021
S-commerce set to be a retail force by 2021
Barclays
:
S-Commerce
:
Social Networks
Big Ideas
Home Depot introduces checkout innovations
Home Depot introduces checkout innovations
Home Depot
:
Payments
:
Tills
Big Ideas
Pebble dashes forward to Internet of Things
Pebble dashes forward to Internet of Things
Supermechanical
:
Pebble
:
Watch
Micro Trends
Digi-tactile
As music becomes increasingly digitised, consumers are beginning to miss the tactile experiences associated with buying it in its physical form.
Music
:
Experience
:
Albums
Micro Trends
Fan Power
More bands and musicians are partially handing over creative control to fans, giving them a greater sense of ownership over the material, and makin...
Music
:
Ambassador
:
Sound
Big Ideas
Diageo gets into the Brazilian spirit
Diageo gets into the Brazilian spirit
Diageo
:
Ypióca
:
Cachaça
Big Ideas
Anti-spoiler software lets consumers enjoy sport in peace
Anti-spoiler software lets consumers enjoy sport in peace
Football
:
Internet
:
Sport
Big Ideas
Fashion brand turns fans into investors
Fashion brand turns fans into investors
Fifth & Pacific
:
Shares
:
Juicy Couture
Design Directions
Flatforms
A new style of product styling is emerging. Luxury brands are taking inspiration from the Digital Surrealist movement and showcasing their pro...
Styling
:
Set Design
:
Surrealism
Big Ideas
EBay’s new m-commerce fashion app
EBay’s new m-commerce fashion app
EBay
:
App
:
Swatch
Big Ideas
Marks & Spencer introduces budget food range
Marks & Spencer introduces budget food range
M&S
:
Tesco
:
Sainsburys
Big Ideas
Global demand for diamonds set to soar
Global demand for diamonds set to soar
Diamonds
:
Gold
:
Curreny
Micro Trends
Video-sharing
A growing number of digital start-ups are creating new apps that provide consumers with easy ways to film, edit and share videos using their smartp...
Apps
:
Video Content
:
Smartphones
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