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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
Department store trials customer service app
Department store trials customer service app
Neiman Marcus
:
App
:
Customer Service
Big Ideas
Netstalgic second wave brings gamers together
Netstalgic second wave brings gamers together
Video Games
:
Second Wave
:
Arcade
Big Ideas
China overtakes US in demand for luxury watches
China overtakes US in demand for luxury watches
Japan
:
Watches
:
Rolex
Big Ideas
Moshi Monsters sing to Generation D's tune
Moshi Monsters sing to Generation D’s tune
Moshi Monsters
:
Mind Candy
:
Music Rox!
Big Ideas
Zynga plays away from Facebook with new site
Zynga plays away from Facebook with new site
Zynga
:
Facebook
:
Gaming
Markets
India Travel & Hospitality Market
Rising affluence is sending millions of Indian travellers overseas, challenging social norms and building a new market in luxury pilgrimages.
McKinsey Global Institute
:
Pacific Asia Travel Association
:
IPK International
Big Ideas
18 -34 age group in US is well connected online
18 -34 age group in US is well connected online
Media
:
Online Video
:
Social Networks
Big Ideas
Court case leaves Chivas Regal in low spirits
Court case leaves Chivas Regal in low spirits
Chivas Regal
:
Whisky
:
Branding
Micro Trends
The Curator Generation
The Curator Generation
Tumblr
:
Pinterest
:
Curation
Big Ideas
New York taxis offer customers a Square deal
New York taxis offer customers a Square deal
Square
:
Taxi
:
Payment
Big Ideas
Selfridges combines high-tech with high-fashion
Selfridges combines high-tech with high-fashion
Selfridges
:
Phy-gital
:
Bespoke
Big Ideas
Voice-enabled searches will drive m-commerce
Voice-enabled searches will drive m-commerce
Google
:
Search
:
Voice
Big Ideas
Channel 4 launches new social media channel
Channel 4 launches new social media channel
Channel 4
:
Tv
:
Social Media
Big Ideas
French wineries turn to Chinese social media
French wineries turn to Chinese social media
Wine
:
China
:
Social Media
Big Ideas
Fairtrade sales grow in tough retail climate
Fairtrade sales grow in tough retail climate
Fairtrade
:
Conscious Commerce
:
Organic
Big Ideas
Multi-channel retailers must be the real deal
Multi-channel retailers must be the real deal
John Lewis
:
Charlie Mayfield
:
Retail Week Conference
Big Ideas
World of Wanders as site changes its offer
World of Wanders as site changes its offer
Wanderfly
:
Nectar & Pulse
:
Tourism
Micro Trends
Return of the GIF
Return of the GIF
GIF
:
Video Sharing
:
Marketing
Macro Trends
Netstalgia
A new generation of creatives is rejecting today’s polished, corporate internet and remaking it with a 90s twist.
Nostalgia
:
Internet
:
Netstalgic
Big Ideas
Bus stop charity ad campaign is gender-specific
Outdoor advertising agency Clear Channel and Curb Media have created a bus stop advertisement for charity Plan UK that shows different content to m...
Facial Recognition
:
Gender
:
Outdoor
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