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

Big Ideas

Young people say marriage is less important

Children : Gallup : Parenting

Micro Trends

No-bollocks Boutique

Today, brands often use words such as ‘artisanal’ and ‘authentic’ in an attempt to attract consumers. But this over-laboured language often detract...

Skincare : Online Membership : Think Positive

Big Ideas

Americans drink less beer, but more wine and liquor

Wine : Beer : Alcohol

Design Directions

Cartoon Ornamentation

LS:N Global has detailed the rise of Faction Marketing, in which consumers suspend their disbelief and engage with the fantastical, the surreal and...

Cosmetics : Sibling : Comic Strip

Big Ideas

Over-45s take largest share of UK cinema audiences

Film : UK Cinema Statistics : Picturehouse

Big Ideas

Shiseido Ibuki line targets Millennials

Cosmetics : Beauty Campaign : Eye Cream

Big Ideas

Millennial women optimistic on equality with men

Business : Gender Equality : FleishmanHillard

Big Ideas

New haptic interface is just blowing in the wind

Gaming : Game Consoles : Gesture Interface

Big Ideas

New UK hotels emphasise location over luxury

Travel App : Budget Hotel : Connected Hotels

Micro Trends

Man-uals

These are uncertain times. For men, it is difficult to know where to turn to for advice on the little things in life. As a result, a new micro-genr...

Publishing : Fatherhood : Good Men Project

Big Ideas

Graduate prospects improve as UK unemployment falls

Recession : Jobseekers Allowance : Virgin Mobile

Big Ideas

Stayful makes you an offer that you can't refuse

Stayful makes you an offer that you can’t refuse

Boutique Hotels : Stayful : Online Bidding

Big Ideas

Gender-specific ads outdated, say UK consumers

Humour : Chocolate Adverts : Car Commercials

Big Ideas

Single-father households increase ninefold in US

Education : Single Fathers : Single Parents

Big Ideas

New Designers: Ones to Watch

LS:N Global profiles the up and coming designers not to be missed from this year’s New Designers show in London. New talent caught our eye from uni...

Furniture : Disposable Material : EPS

Design Directions

Flexi Simplicity

Milan : EEL Nakameguro : Melinda Gloss

Big Ideas

Almost one-third of Britons would pay to fly child-free

Travel : Cabin Crew : Premium Travel

Big Ideas

DIY scouts for Generation I, Silicon Valley-style

Children : Circuits : Silicon Valley

Micro Trends

Andro-Hip-Hop

As homosexuality continues to gain acceptance in mainstream culture, hip-hop is becoming more open to androgynous influences as both gay and straig...

Music : Hood By Air : Homophobia

Big Ideas

Facebook is losing its appeal among young people

Google : Education Database : Google Plus

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