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

Livehoods puts check-in locations on the map

Livehoods : Digital : Map

Micro Trends

Fest-vertorials

Magazines and newspapers are launching festivals in a bid to engage their readers, add depth to their brand and reinforce their credentials as thou...

Festivals : Editorial : Magazines

Micro Trends

Millennial Hotels

Young, affluent Millennials are becoming an increasingly dominant group in the travel market: travel spending by Millennials rose by 20% in 2010, a...

Boutique : Social : Entertainment

Big Ideas

Price becomes the priority for UK Travel & Hospitalitylers

Trip Advisor : SkyScanner : Apps

Design Directions

Umbro and Palace Skateboards

Brand collaborations are 10 a penny these days. Many are generic or ill-conceived, and branded viral videos have become homogenised, often losing r...

Limited Edition : Buzz : Palace Skateboards

Big Ideas

Sephora steps up social commerce involvement

Sephora : LVMH : S-Commerce

Big Ideas

UK retailers tighten their belts as incomes fall

Fast-fashion : Squeezed Middle : Spending

Big Ideas

Hollywood sets sights on China with DMG deal

Designers : London : New York

Big Ideas

Men's beauty sector sees regime change in China

Men’s beauty sector sees regime change in China

China : Men's Beauty : LAB Series

Viewpoints

Eben Upton : Hackable children’s computer

The man: Eben Upton The idea: Words: Calum Ross Visuals: Joanna Tulej

Raspberry Pi : Hackable : Eben Upton

Big Ideas

Hotel chain sees rich pickings in Latin America

Marriott International : Whyndham Hotel Group : Super 8 Hotels

Big Ideas

I Care button breaks the Facebook ‘like’ mould

Facebook : I Care : Search

Micro Trends

New Sublimity Tourism

Since one in three people feel overwhelmed by communications technology, more consumers are looking for ways to disconnect from their digital lives...

Switch Off : Contemplation : Quiet

Micro Trends

App Travel

The way consumers plan and book their holidays has transformed over the past few years. Over half of all travellers now carry a smartphone on their...

Travel Arrangements : Reservations : Flying

Big Ideas

Dollar Shave Club sharpens up razor retailing

Dollar Shave Club : Razor : Value

Big Ideas

Silkworms and the story of the process at eco-luxury conference

1.618 : Osklen : Oskar Metsavaht

Big Ideas

Online retailer launches interactive virtual shopping window

Facebook : Graph : Search

Design Directions

Emotional Functionality

Designers are adding comforting design details to functional, modernist pieces to create Emotional Functionality.

Proportion : Luxury : Modernist

Big Ideas

India luxury market to continue growing despite regulations

India : Manufactruing : Regulations

Big Ideas

Beer company appeals to home-brewed taste in Africa

Chibuku : Homebrew : Beer

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