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

Micro Trends

Decadence Hotels

Hedonism is creeping into the hospitality space, as hotels expose the sense of debauchery and self-indulgence that their private hideaways can offer.

Travel : Hospitality : Wellness

Macro Trends

The Zalpha Reckoning

A hybrid generation of Zalphas are entering brands’ consciousness. Wise beyond their years, these products of climate change are using their childh...

Youth : Media : Technology

Markets

Convertible Clothing Market

As the sustainable fashion landscape evolves, brands are experimenting with long-lasting garments that adapt, change or grow with wearers.

Fashion : Design : Sustainability

Viewpoints

Gen Z are shaking up the elitist art world

The art world is on the cusp of major change. Here’s how Paul Hill, the 22-year-old founder of Strada, is empowering the next generation of artists...

Youth : Luxury : Art

Big Ideas

IAM 2021: The Future of Community is Inter-Citizenship

Solutions were not enough at this year’s IAM Weekend, as thinkers gathered to imagine better internet(s), care systems and inter-species perspectives.

Digital : Technology : Media

Big Ideas

Web Summit 2021: The Future of Tech is Post-Purpose

We’ve just lived through our most online period in history. Here’s what Web Summit predicts will come next, from brand obsession to metaverse scept...

Technology : Media : Digital

Big Ideas

Purpose in 2030: Generation Betterment

In this future scenario, brands are frantically trying to reframe their purpose, turning to climate-literate Generation Alpha – tomorrow’s valuable...

Scenario : Branding : Purpose

Big Ideas

What Will 2022 Hold for Travel?

From the return of China’s tourism economy to decarbonising the industry, experts made key predictions for 2022 at this year’s World Travel Market ...

Travel : Hospitality : Sustainability

Big Ideas

Why Desert Skincare is the Next Beauty Frontier

As shifting climatic conditions transform our skin, brands are developing products that utilise desert plants and their ability to thrive in harsh ...

Beauty : Wellness : Ingredients

Big Ideas

Education in 2030: Neo-Knowledge Exchanges

With hyper-connected living and longer lifespans questioning the relevance of traditional schooling, we look forward to 2030 when education exists ...

Youth : Education : Scenario

Big Ideas

Dutch Design Week 2021: Envisaging a Better World

This year’s Dutch Design Week reveals components to construct a better society, from preventative care techniques to nature-inclusive solutions.

Design : Sustainability : Society

Markets

Emerging Youth: Saudi Arabia

Driving a shift from collectivism to individuality, young Saudis are at the forefront of their country’s major sociocultural, economic and progress...

Youth : Society : Fashion

Big Ideas

The Destinations Living our Slow Tourism Future

Decelerated tourism is rapidly becoming a reality, as destinations adjust their travel marketing and take tactical approaches to protecting their l...

Travel : Hospitality : Sustainability

Big Ideas

How Alcohol Brands Can Look Out for Men’s Wellbeing

As the definition of nutrition broadens to include mental wellbeing, men are seeking more nuanced support and recognition from the brands they purc...

Food : Drink : Health & Wellness

Big Ideas

Exhibition: Objects for a New Kind of Society

At Dutch Design Week 2021, Dutch Invertuals and The Future Laboratory are together examining how design will shape our experience of future cities.

Design : Technology : Place Making

Markets

Emerging Youth: AfroLATAM

Despite historical socio-economic disadvantages, Black Latin Americans are making themselves heard through a unique sense of unity and resilience.

Youth : Media : Workplace

Markets

Next-generation Watch Market

An industry long steeped in traditional values, the luxury watch sector is undergoing a transformation in an attempt to woo a new generation of you...

Luxury : Watches : Retail

Big Ideas

Material Innovation Will Build Resilient Cities

These five projects from London Design Festival 2021 show how designers can use material innovation to build better, more equitable and resilient c...

Design : Sustainability : Architecture

Big Ideas

Travel in 2030: Slow Honeymoons

In this fictional future scenario, we meet Ming and Hui, a Generation Z couple who are struggling to balance their climate commitments with their h...

Travel : Sustainability : Carbon Neutral

Markets

Emerging Youth: Poland

Despite living under an ultra-conservative government, Polish youth are gaining the strength to fight for feminist and LGBTQ+ rights by increasingl...

Youth : Nightlife : Activism