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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
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
Educational Gaming
:
Fanta
:
Online App
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
Xbox Experience update will command interest
Voice Control
:
Voice Activation
:
Online Movies
Big Ideas
Luxury Travel & Hospitality paves the way for hotel growth
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
Devilish bourbon has customers over a barrel
Bourbon
:
Devils Cut
:
Premium Whiskey
Big Ideas
Adults get the message as Twitter use soars
Adults get the message as Twitter use soars
Frost And Sulliva
:
Online Consumers
:
Online Adults
Big Ideas
Snooth wine lovers rack up a tasty challenge
Snooth wine lovers rack up a tasty challenge
Educational Gaming
:
Drinks Game
:
Wine Tasting
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
Rich consumers use the internet differently
Digital
:
Check-in Culture
:
Amortal
Micro Trends
Simpler Experiences
As well as seeking simpler products, consumers, overwhelmed by information and choices, want simpler experiences.
Tesco
:
Click N Collect
:
Boarding Pass
Design Directions
Type Modern
As reported in our Anarconomy Decade macro trend, an increasingly rebellious spirit is creating a society ripe for transformation. At its core is a...
Typography
:
Nostalgic
:
Authentic
Big Ideas
QR code use soars, but teens slow to respond
QR code use soars, but teens slow to respond
Teenagers
:
Digital Marketing
:
QR Code Campaigns
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