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

Design Directions

Cartoon Ornamentation

LS:N Global has detailed the rise of Faction Marketing, in which consumers suspend their disbelief and engage with the fantastical, the surreal and...

Cosmetics : Sibling : Comic Strip

Big Ideas

Over-45s take largest share of UK cinema audiences

Film : UK Cinema Statistics : Picturehouse

Big Ideas

Shiseido Ibuki line targets Millennials

Cosmetics : Beauty Campaign : Eye Cream

Big Ideas

Millennial women optimistic on equality with men

Business : Gender Equality : FleishmanHillard

Big Ideas

New haptic interface is just blowing in the wind

Gaming : Game Consoles : Gesture Interface

Big Ideas

New UK hotels emphasise location over luxury

Travel App : Budget Hotel : Connected Hotels

Micro Trends

Man-uals

These are uncertain times. For men, it is difficult to know where to turn to for advice on the little things in life. As a result, a new micro-genr...

Publishing : Fatherhood : Good Men Project

Big Ideas

Graduate prospects improve as UK unemployment falls

Recession : Jobseekers Allowance : Virgin Mobile

Big Ideas

Stayful makes you an offer that you can't refuse

Stayful makes you an offer that you can’t refuse

Boutique Hotels : Stayful : Online Bidding

Big Ideas

Gender-specific ads outdated, say UK consumers

Humour : Chocolate Adverts : Car Commercials

Big Ideas

Single-father households increase ninefold in US

Education : Single Fathers : Single Parents

Big Ideas

New Designers: Ones to Watch

LS:N Global profiles the up and coming designers not to be missed from this year’s New Designers show in London. New talent caught our eye from uni...

Furniture : Disposable Material : EPS

Design Directions

Flexi Simplicity

Milan : EEL Nakameguro : Melinda Gloss

Big Ideas

Almost one-third of Britons would pay to fly child-free

Travel : Cabin Crew : Premium Travel

Big Ideas

DIY scouts for Generation I, Silicon Valley-style

Children : Circuits : Silicon Valley

Micro Trends

Andro-Hip-Hop

As homosexuality continues to gain acceptance in mainstream culture, hip-hop is becoming more open to androgynous influences as both gay and straig...

Music : Hood By Air : Homophobia

Big Ideas

Facebook is losing its appeal among young people

Google : Education Database : Google Plus

Viewpoints

Diana Verde Nieto : Desirable sustainability

Positive Luxury founder Diana Verde Nieto talks about desirable sustainability.

Transparency : Diana Verde Nieto : Ethical Luxury

Big Ideas

Bright outlook for 'losers' as Chinese luxury sales fall

Bright outlook for ‘losers’ as Chinese luxury sales fall

Television : Anti Fashion : Chinese Government

Markets

Swiss luxurians

The demands and desires of Swiss luxurians are hard to pin down because the affluent population is made up of a patchwork of national identities an...

Switzerland : Zurich : Hotel Savoy Baur En Ville

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