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

Viewpoints

The future is impossible to predict in China – here’s why

She may not know what the future holds for China, but venture capitalist Edith Yeung explains what the government crackdowns mean for a country in ...

Media : Technology : China

Micro Trends

Confessional Clubs

Generation Z are turning from identity-driven social media platforms to safe, anonymous and judgement-free spaces that are rooted in emotional hone...

Youth : Social Media : Society

Big Ideas

The Airports Bringing Humanity Back into Travel

As the travel sector re-invents itself, airports are doing the same. From Kansas to Mexico, these are the aviation hubs elevating pre-departure wel...

Travel : Retail : Airports

Big Ideas

How New-Generation Indigenous Restaurants are Decolonising Cuisine

Restaurants are blending ancestry with innovation, re-asserting cultural heritage and place of indigeneity as a driving force in the food sector’s ...

Food : Travel & Hospitality : Drink

Micro Trends

Crowdsourced Companions

Digital apps are reviving physical meetings, helping despondent members of Generation Z to expand their social groups in safe and meaningful ways.

Youth : Media : Digital

Webinars

Future Forecast 2022 Webinar

After 18 months of acceleration, the Future Forecast 2022 helps you to understand and maximise on the sector opportunities that lie ahead.

Webinar

Big Ideas

Five Ways Retail can Maximise the Metaverse

The buzz around virtual worlds isn’t waning. For retailers, it’s providing space for novel marketing, brand education and alternative investments.

Retail : Media And Entertainment : Technology

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