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

Micro Trends

Health Goth

A new style tribe is taking fashion’s obsession with haute activewear to macabre extremes.

Subculture : Activewear : Goth

Design Directions

Paris Fashion Week spring/summer 2015

A heady and moody mix of alchemy and magic were on show this season during Paris Fashion Week as designers played with fiction to create escap...

Viewpoints

Toms’ triumph: How £25 shoes explain the luxury market

Toms is one of the highest-ranked brands on LS:N Global’s Luxury Matrix. But can a pair of £25 shoes really be considered luxury?

Luxury Matrix : TOMS : SXSW

Markets

Luxury Matrix 2014

LS:N Global plots the shifts in luxury in 2014 and identifies where key luxury brands sit in the five stages that define the luxury market.

The Luxury Matrix : DKNY : Moschino

Micro Trends

Whole-chain Thinking

Innovative start-ups are embracing vertical integration as a way of appealing to authenticity-hungry Millennials.

Vertical Integration : Shoes Of Prey : Zady

Big Ideas

Consumers willing to trade data using social logins if they are compensated

Data consulting firm Gigya has released a report showing that social logins are becoming more popular among consumers.

Gigya : Data Privacy : Social Media

Big Ideas

World Retail Congress 2014: Overview Part 2

The theme may have been retail in an era of disruption, but old-fashioned values dominated the discussions at World Retail Congress 2014.

Phygital : Omnichannel : Ecommerce

Viewpoints

Isabella Macpherson: Why brands need immersive theatre

Luxury brands can use immersive theatre to win over their customers, says the founder and CEO of production company Arts Co.

Corinthia Hotel : Hoxton Hotel : Content Creation

Macro Trends

Awakening Tech

Our digital and offline worlds are converging. We have become bedfellows with robots, we take advice from gadgets, we ask mega-systems ...

Sensor Technology : Data Surge : Internet Of Things

Macro Trends

The New Value Economy

Ownership is receding as an ideal and a way to mark value. We share, rent and borrow products now, creating new systems of value and worth in the...

Collaborative Economy : Conspicuous Access : Reputation

Communities

The New Value-seekers

As traditional career paths fracture and disintegrate, young people are increasingly turning to other means of making a living. Harnessing the pow...

Collaborative Economy : EatWith : Smartphones

Communities

The Identity Sharders

In the age of social media, the injunction to just be yourself has taken on a new meaning. People are adopting multiple identities and reaching ne...

Social Media : Facebook : Instagram

Big Ideas

Brands work on new sustainable platform for Millennials

Collectively.org is a new platform on sustainability geared towards motivating Millennials to action.

The Anarconomy Decade : Unilever : Brandstanding

Micro Trends

Chivsters

In the UK, both ‘chav’ and ‘hipster’ are pejorative terms. Now a new hybrid youth aesthetic and lifestyle are emerging from the tail end of these m...

UK : Hipster : Just Nots

Design Directions

Paintbox

The New York nail salon Paintbox takes its lead from the fashion world by offering seasonal manicures inspired by runway trends.

Paintbox : New York : Nail Bar

Big Ideas

World Retail Congress 2014: Overview Part 1

The eighth annual World Retail Congress in Paris focused on the technological disruption in the sector and the challenges presented by a changing c...

World Retail Congress 2014 : Millennials : Mobile Payments

Big Ideas

One-quarter of UK Millennials willing to exchange social media endorsement for brand perks

London – A new study by The Future Laboratory has revealed that Millennials are the generation most willing to endorse products via their personal ...

The Future Laboratory : Millennials : Digital

Design Directions

Milan Fashion Week spring/summer 2015

Organic forms and textile experimentation were on show during Milan Fashion Week, while a familiar friend was repackaged, but managed to maintain i...

Fay : Fendi : Iceberg

Big Ideas

New digital science game emphasises deep learning and sophisticated game play

California start-up Galxyz is rethinking the online science learning game for Generation I.

Galxyz : Education : Gaming

Design Directions

London Fashion Week spring/summer 2015

Art and artists were a recurring theme for UK designers at London Fashion Week this season, providing a springboard and a creative catalyst for som...

Fauna Fetish : Vectorism : Bora Aksu