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

Big Ideas

Check out the hotel that wants to make friends

Bespoke : Boutiques : Customer Survey

Micro Trends

Positive Patriotism

The positive emotion of patriotism and pro-local can turn into the negative anger of protectionism, anti-globalism and nationalism. Brands who walk...

Patriotic : Turbulent Teens : Stone Island

Micro Trends

UPDATE: Infosthetics

We first reported on the Infosthetics trend when we noticed that designers, scientists and artists were creating visually innovative ways of presen...

Digital : Culturomics : Google Labs

Viewpoints

Matt Watkins : Gamifying public transport

Mudlark creative and technical director Matt Watkins talks about gamifying public transport.

Chromaroma : Matt Wakins : Games

Design Directions

Paris Menswear S/S 12

Softness and elegance were evident at many of the shows at Paris Menswear for spring/summer 2012. Graceful drapery, layering and fluid lengths were...

Drapery : Layering : Fluid

Big Ideas

Facebook page adds new voice in Middle East

Democracy : Facebook : Social Media

Micro Trends

Game Systems

Recognising the coming era of Ubiquitous Gaming Culture, a few pioneers are not only adding a gaming layer to the everyday, they are completely re-...

School : Hyperglance : Software

Design Directions

Milan Menswear S/S 12

Milan fashion week seemed to suggest that spring/summer 2012 will be a lively season for colour and print. This season, many designers took vintage...

Vintage : Print : Imperfect

Big Ideas

UK in new baby boom as population reaches 62m

Growth : Birth Control : ONS

Big Ideas

Marriott offers a glimpse of the hotel game

Gaming : Facebook Games : Points

Big Ideas

Anime singer makes an impression on US stage

Augmented Reality : Music : Live Music

Micro Trends

Sustainable Sushi

Sushi, the artful Japanese dish, is edging higher up the critical list every day. In response to the alarming consequences on the marine environmen...

Organic : Fishing : Eco-conscious

Big Ideas

Xbox interface can bring Media to life

Gaming : Twitter : Microsoft

Design Directions

GFW 2011

Graduate Fashion Week was full of highly creative and wearable collections this year. Impressive prints and long, minimalist silhouettes prevailed,...

Oversized : Minimal : Statement

Micro Trends

F-Commerce

Online retailers are opening store fronts on Facebook, enabling visitors to buy, like and share items with friends. Brands are using the social fea...

Gaming : Exchange : Store Credits

Design Directions

Off the Grid

The Anarconomy Decade offers a new way of thinking, while an unpredictable attitude retains the possibility of risk and unrest. Some designers are ...

Art Deco : Pattern : Colour

Big Ideas

Think Blue campaign sets players on eco trip

Sustainability : Conservation : Environment

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

Asos : Teenagers : Teen Fashion

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

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