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

Big Ideas

CES: Samsung announces UHD tv content partnerships

CES 2014: Samsung announces UHD tv content partnerships.

CES : Samsung : Amazon

Micro Trends

Los Angeles Safari

Beyond the sun and celebrity, Los Angeles supports a diverse creative economy.

Re-Con Man : Geo Luxe : Convivial

Big Ideas

UK over-50s embrace their olderpreneurial spirit

Amortals : Boomers : Older People

Micro Trends

Luxe Locale

Earlier this year, LS:N Global tracked how retail design was drawing on local nuances and materials in our Crafted Locale design direction. In the ...

Crafted Locale : Architecture : Luxury

Big Ideas

UK adults drink less as young heed health message

Britain : Adults : Youth

Big Ideas

Divorce rises among over-60s in England and Wales

England : Wales : Divorce

Big Ideas

Over half of US Millennials prefer unisex stores

Gender Neutral : Millennials : Gender

Big Ideas

Club teaches senior citizens about technology

Older Adults : Website : Survey

Big Ideas

ASOS pulls All Nighter with global online party

Interactive : Rooms : Jessie Ware

Big Ideas

H&M introduces sportswear line fit for Olympians

H&M introduces sportswear line fit for Olympians.

Lululemon : Tennis : Function

Design Directions

Afro-pastiche

Creatives across a range of disciplines are discovering the richness and potential of the continent’s visual culture.

Luxury : Architecture : Digital

Big Ideas

Tokyo Motor Show 2013 Review

Electric unicycles, steerable wheel-less pods controlled by driver body movement and interiors upholstered in Japanese selvedge denim were just som...

Cars : Gordon Murray Design : Daihatsu

Viewpoints

Ryan Chetiyawardana : Cocktail bar for non-connoisseurs

White Lyan owner Ryan Chetiyawardana talks about re-writing the cocktail bar rule book.

London : The White Lyan : Ryan Chetiyawardana

Big Ideas

WhatsApp is world's most popular mobile messenger

WhatsApp is world’s most popular mobile messenger

China : Chat Services : Whatsapp

Viewpoints

Athena Woman vs Re-con Man

Netherlands : Sexuality : Battle Of The Sexes

Micro Trends

Game Imitates Art

When video games first emerged as a medium in their own right they were spurned by parents, the media and the establishment for ruining the minds o...

Gaming : Ceri : Jenova

Design Directions

GoldieBlox

An advertisement reaches across the great toy gender divide, lighting up discussion around how we shape the interests of society’s youngest membe...

GoldieBlox : Tiny Tot Feminism : Feminism

Big Ideas

BitTorrent file-sharing in decline in the US

BitTorrent file-sharing is in decline in the US.

BBC : Copyright : TorrentFreak

Design Directions

Sports Illustrated

The language of fitness and health is changing, and LS:N Global reported on these changing consumer shifts in its Body Temples macrotrend.

Health : Sports : Surfing

Design Directions

Cheeky

Secret entrances, keys exchanged in a discreet handshake, exorbitant fees – private members’ clubs are a different world. Everyone knows about them...

Social Media : On/Off Retail : Cowshed

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