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

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

Behaviours

Emerging Youth: China

Gen Z are the first generation in China’s history to demand work-life balance, access to global culture through the internet and patriotic luxury g...

China : Youth : Gen Zalpha

Big Ideas

Modern Marriage

The US wedding industry is aligning with the values of Gen Z and Millennials in relation to key issues of affordability, mental health advocacy, su...

Marriage : Sustainability : Youth

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...

AI : Spirituality : Technology

Viewpoints

The Future of Responsible AI

The question is not whether AI can replace us but what role we play in ensuring that AI does not irreversibly harm humanity.

AI : Ethics : Artificial Intelligence

Viewpoints

Dining Deluxe

LS:N Global speaks exclusively to creative agency Construct about crafting experience design for a new era of luxury dining.

Luxury : Dining Experience : Hotel Experience

Big Ideas

Decolonising Data Privacy

To earn and retain consumers’ trust via ethical data handling strategies, businesses can learn from Indigenous cultures prioritising data consent, ...

Data Protection : Technology : Decolonisation

Micro Trends

Audio to Watch

Moving music to new frontiers, platforms including Spotify, TikTok, Twitch and YouTube have educated consumers into developing a unique sensitivity...

Music : TikTok : Social Media Platform

Viewpoints

Weaving Omani Heritage into Haute Parfumerie

Amouage's chief creative officer Renaud Salmon talks to LS:N Global about embarking on a global retail expansion that creates a multisensory and a...

Luxury : Perfume : Middle East

Design Directions

Synth-aesthetic Evolution

From dystopia to delight, an AI-aesthetic Revolution is transforming how we perceive and embrace artificial intelligence.

Design : AI : Artificial Intelligence

Viewpoints

Can AI Generate Emotionally Driven Brands?

Artificial intelligence is learning to read and copy human emotions, but while AI can mimic, it can't experience emotions firsthand.

AI : Advertising : Society

Futures 100

Futures 100 Innovators: July

This month, we uncover the next 10 names to watch as part of our Futures 100 Innovators Awards, highlighting the brands, businesses and people inno...

Design : Retail : Food And Drink

Big Ideas

The Future of Drinks: Imbibe Live 2023

Sustainability, health and the quest for a perfect summer spritz were the defining themes at 2023’s Imbibe Live, the UK’s leading drinks trade show.

Drink : Hospitality : Alcoholic Beverages

Viewpoints

Augmenting Beauty with Generation Z

Alternating between unapologetic body acceptance and inherited oppressive ideals, Gen Z consumers have grown desensitised to surgical alterations w...

Beauty : Ageing : Generation Z

Viewpoints

IBM’s Quantum Computing Nirvana

Could quantum computers build a utopian future in which the technology will be a force for good, supercharging healthcare and data protection? LS:N...

Technology : Quantum Computing : Quantum

Big Ideas

Three Takeaways from VivaTech 2023

At Europe’s biggest start-up and tech event, VivaTech (14–17 June, Paris), AI was unsurprisingly the dominating topic, but also notable were new au...

Technology : Design : Retail

Viewpoints

Longevity Lifestyles: Future Views

The potential impact that longevity will have on the way we work, organise, connect and find meaning in life could be profound. Here we explore the...

Health : Wellness : Society

Big Ideas

Gen Z and Luxury’s Future: FT Business of Luxury 2023

The 2023 FT Business of Luxury summit held in Monaco (21–23 May) offered a deep dive into decoding Gen Z consumers and the ensuing implications for...

Luxury : Gen Z : Youth

Micro Trends

Subversive Sustainability Ads

Consumers are inundated with misleading sustainability claims. Opting out of binary messages of climate doom and hope, brands are using rebellious ...

Sustainability : Advertising : Design

Viewpoints

Elevating Travel Narratives

AboundStudio’s founder James Huntly discusses design’s role in creating meaningful brand narratives that reflect travellers’ changing values and de...

Travel : Design : Hospitality

Viewpoints

Longevity Comes of Age

Longevity has entered its accredited era and its pioneer Aubrey de Grey envisions a future where the survival of ageing populations will depend on ...

Longevity : Health : Wellness