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

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

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

Six Luxury Brands Building Loyalty with NFTs

Non-fungible tokens (NFTs) are catching their second wind, as fashion and luxury brands start to harness digital tokens as tools to build brand loy...

Luxury : Fashion : NFTs

Big Ideas

BoF Voices 2023: The Creative Crossroads

At The Business of Fashion’s Voices 2023 conference, the focus was on creative resilience, ethical and sustainable innovation, and how AI is reshap...

Luxury : Fashion : Beauty

Macro Trends

The Great Wealth Transfer

Wealth ownership, distribution and the politics that influence cross-generational spending are all in flux, according to the latest findings of The...

Luxury : Gen Z : HNWI

Micro Trends

Future Five: Identities

As part of our Future Five 2024 report, we explore the shifts in identity that are all-important in understanding the consumer of tomorrow.

Identities : Future Five : Topics

Micro Trends

Future Five: Home & Family

As part of our Future Five 2024 report, we explore the rising challenges and opportunities in relation to our family and home lives.

Future Five : Home & Family : Topics

Webinars

Future Forecast 2024 On-demand Webinar

This webinar designed to help you jump straight to the key insights, opinions and future opportunities that you need to know about right now.

Webinar : The Future Laboratory : Foresight

Micro Trends

Future Five: Artificial Intelligence

As part of our Future Five 2024 report, we explore the impact of AI on the year ahead.

Technology : AI : Design

Big Ideas

Five Airlines Uplifting In-flight Wellness

Airlines are reviving luxury air travel, transforming the in-flight experience from exhausting to enriching and bringing wellness to 40,000 feet.

Travel : Hospitality : Wellness

Micro Trends

Gen Z Activism

As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.

Society : Youth : US

Markets

Kids’ Snack Market

Functional ingredients, re-imagined childhood classics and gastro gaming innovations are shaping the future of the kids’ snack aisle.

Youth : Food&Drink : Indulgence

Behaviours

Emerging Youth: UAE

The UAE’s Gen Z are leading the nation’s evolution by redefining tradition to mirror their own values and vision.

Youth : UAE : Gen Z

Markets

Gen Alpha and Alt Foods

As Generation Alpha begin to flex their spending power, the alternative food market must adapt to the next generation of planet- and health-conscio...

Food & Drink : Youth : Health & Wellness

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...

Youth : Health & Wellness : Society

Viewpoints

The Great Concert Comeback

Between silver chrome cowboy hats and a supercharged local economy, foresight analyst Simar Deol unveils how live concerts are serving much more th...

Entertainment : Music : Media

Micro Trends

TikTok Travel Agents

Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.

Travel : Media : Hospitality

Big Ideas

London Design Festival 2023: Designing for Longevity

Three key themes emerged during London Design Festival 2023, each centring around the concept of designing for longevity.

Design : Health & Wellness : Technology

Big Ideas

Five Global Placemaking Projects to Watch

Urban regeneration in city centres is happening around the globe at pace; developers are looking to cultural, community and sustainable touchpoints...

Design : Sustainability : Society

Big Ideas

Six Indian Jewellery Brands Combining Heritage and Innovation

India’s jewellery innovators are redefining tradition with technology and sustainability to shape the future of this timeless market.

Jewellery : India : Biological Jewellery

Futures 100

Futures 100 Innovators: September

In the final longlist of our 2023 Futures 100 Innovators, we reveal The Future Laboratory’s chosen innovators and change-makers who are set to disr...

Futures 100 Innovators

Micro Trends

Accredited Advice

Emerging intelligent analysis and review tools are supporting underserved beauty consumers with more accurate haircare recommendations.

Beauty : Health & Wellness : Technology

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