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

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?

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

Viewpoints

Alf Nucifora: How the new technology millionaires spend their money

Alf Nucifora, chairman of The Luxury Marketing Council of San Francisco, explains how to understand luxury spending in the San Francisco Bay Area.

Silicon Valley : San Francisco : Bay Area