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

Sam Bompas : Experiential food

Bompas & Parr co-founder Sam Bompas talks about experiential food.

Bompas & Parr : Sam Bompas : Experiential Food

Big Ideas

Retailers play ball as prom wear sales soar

Graduation : Prom Dress : Glee

Micro Trends

Mexican Micro-Breweries

A craft beer breakthrough is bubbling in Mexico as social media-savvy consumers and rebel brewers challenge the old guard.

Craft : El Deposito : Dos Equis

Design Directions

Soft Reduction

LS:N Global has previously reported on the rise of simplicity in The New Sobriety and Super Minimalism, a response to consumers cutting back and re...

Craft : Wood : Minimal

Markets

Craft Beer Market: US

A controversial shift from bottles to cans is part of a strategy to further fuel increases in sales of craft beers in a falling market.

Microbrews : Craft Beer : Cans

Viewpoints

Gabriella Gomez-Mont : Flexible homelessness

The woman: Gabriella Gomez-Mont The idea: Flexible homelessness Words: Stephen Graves Visuals: Joanna Tulej

Gabriella Gomez-Mont : Tóxico Cultura : Flexible Homelessness

Markets

Teens: Nigeria and West Africa

Teens make up a significant proportion of West Africans. Forty per cent of residents are under 15, according to the United Nations’ Population Divi...

Nigeria : World Bank : Blackberry

Big Ideas

Fanta's new app adds zest for Chinese teens

Fanta’s new app adds zest for Chinese teens

Emerging Markets : Educational Gaming : Fanta

Micro Trends

Open Brands

In an open-source world, brands are now creating platforms for consumers to behave as producers. With these new platforms, people can invent their ...

Open-source : PŒl Rodenius : Quirky.com

Big Ideas

Xbox Experience update will command interest

Kinect : Voice Control : Voice Activation

Big Ideas

Luxury Travel & Hospitality paves the way for hotel growth

BRICs : Four Star Hotels : Three Star Hotel

Design Directions

Tactile Purity

Following the excesses of the luxury market and the subsequent recession, the luxury aesthetic has become increasingly pared-down and minimal, ofte...

Minimal Luxe : Wood : Packaging

Markets

Teens: India

Of India’s 1.2bn people, half are under the age of 20, and 163m are teens, according to online newspaper Business Today. By 2015, the proportion of...

India : Business Today : Puma

Markets

Teens: China

There are about 200m teenage Chinese, according to the most recent Chinese national census – although that number is set to fall. The number of Chi...

China : Deloitte : H&M

Big Ideas

Devilish bourbon has customers over a barrel

Jim Beam : Bourbon : Devils Cut

Big Ideas

Adults get the message as Twitter use soars

Pew : Frost And Sulliva : Online Consumers

Big Ideas

Snooth wine lovers rack up a tasty challenge

Educational App : Educational Gaming : Drinks Game

Design Directions

Solicitous Solutions

As reported in our Anarconomy Decade macro trend, an increasingly rebellious spirit is creating a society ripe for transformation. At its core is a...

Social Deisgn : DIY : Salvage

Viewpoints

Simon Thompson : Five-star hotel retail

Raddleman CEO Simon Thompson talks about five-star hotel retail.

Simon Thompson : Hotel Retail : Luxury

Big Ideas

Rich consumers use the internet differently

Digital : Check-in Culture : Amortal

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