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

Communities

New Male Dandy

The most recognisable of all our male groups, the New Male Dandy embodies a louche, romantic spirit, whether he has fulfilled his dream by fronting...

Big Ideas

Entry into social media channels proves increasingly important for brands

Lounge Bohemia : Shoreditch : James Bull

Micro Trends

Rough Luxe Spaces

Rough Luxe Hotel : Robin Huge : Dover Street Market

Big Ideas

Lower-alcohol drinks prosper in UK downturn

Alcohol : Beer : UK Recession

Micro Trends

Philanthropic Retail

Merci : Community : Philanthropic

Big Ideas

Wealthy consumers don sunglasses, trench coats as luxury goes undercover

Shopping : Discreet : Bashful

Big Ideas

E-commerce pulls ahead in retail race

Online Retail : Forrester Research Analyst Sucharita Mulpuru : US E-commerce

Markets

Market report: China

For a decade the world has watched China in awe. Some did so from a distance, others leapt right in. Today, however, involvement with the country n...

China : Jigsaw International : Hong Kong

Big Ideas

Sport & Leisure becomes the new drive to revive customer interest

Paris : Docks En Seine Paris : La Cité De La Mode Et Du Design

Micro Trends

Desk-bound

Desk : Office : Design

Communities

Fratrasexual

Fratrasexuals are enthusiasts and experts. They have a defining interest, and cultivate an in-depth knowledge in their chosen field, whether it is ...

BBC : Knowledge : Enlightenment

Micro Trends

Escape into horror

Films : Horror : Entertainment

Micro Trends

Immersive Finance

words : Alison Bishop

Banking : Immersive : Money

Micro Trends

Glamavanning

As the recession bites, more and more consumers are turning to dreams of escape and travel. And what better way to do it than in a super modern pod...

Glamping : Caravans : Festivals

Micro Trends

Mono dining

Choice is off the menu as restaurant chains offer just one dish.

Restaurants : Dining : McDonalds

Viewpoints

Melkan Gürsel Tabanlioğlu

Melkan Gürsel Tabanlio?lu

Tabanlioğlu : The Athena Woman : Womenomics

Big Ideas

Back to basics: Frugal shoppers make a comeback

Procter & Gamble : Kimberly-Clark : Colgate-Palmolive

Markets

The food space revolution

Beyond the downturn, food will continue to viewed as a design-driven cultural experience as much as a nutritionally based culinary one. As our Food...

The Foodists : ABC Cooking Studio : Tokyo Curry Lab

Micro Trends

Utility workwear

Revival : Workwear : Utility

Big Ideas

European Travel & Hospitality Commission: A new Travel & Hospitality landscape emerges

European Travel Commission : Liz Alderman : New York Times

You have 3 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.

BECOME A MEMBER