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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
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
Big Ideas
Young tablet readers offer brands rich pickings
Young tablet readers offer brands rich pickings
Advertising
:
Print Media
:
Lucky
Big Ideas
Avon lady returns with a theatrical house call
Avon lady returns with a theatrical house call
Avon
:
Home
:
Cosmetics
Big Ideas
Samsung targets African smartphone market
Samsung targets African smartphone market
Samsung
:
Mobiles
:
Sub-Saharan
Communities
Netstalgics
We’ve been immersed in the internet for so long that we have developed a sense of nostalgia for how it used to look. Early visions of the world wid...
Internet
:
90s
:
Social Networks
Big Ideas
Westfield’s digital approach to fashion retail
Westfield’s digital approach to fashion retail
Westfield
:
Shopping Centre
:
Exhibition
Big Ideas
Starbucks branch banks on testing local ideas
Starbucks branch banks on testing local ideas
Starbucks
:
Café
:
Laboratory
Design Directions
Digital Surrealism
A new style of design is emerging that takes its inspiration from the early days of the internet, as first explored in LS:N Global’s macrotrend, Ne...
Internet Art
:
Netstalgic
:
Web Art
Big Ideas
Sephora enters healthy Indian beauty market
Sephora enters healthy Indian beauty market
Sephora
:
India
:
Growth
Big Ideas
CityMaps plugs into social media landscape
CityMaps plugs into social media landscape
City Maps
:
Groupon
:
Living Social
Big Ideas
Food is free but time is money at Russian café
Food is free but time is money at Russian café
Internet
:
Convenience
:
Café
Big Ideas
Coca-Cola’s cup runneth over with happiness
Coca-Cola’s cup runneth over with happiness
Coca-Cola
:
Happiness Refill
:
Brazil
Big Ideas
The Hunger Games’ Second Life style builds buzz
The Hunger Games’ Second Life style builds buzz
The Hunger Games
:
Capitol Couture
:
Storytelling
Big Ideas
App gives women a chance to let their hair down
App gives women a chance to let their hair down
The House Of Mikko
:
Beauty
:
Personalisation
Big Ideas
Department store trials customer service app
Department store trials customer service app
Neiman Marcus
:
App
:
Customer Service
Big Ideas
Netstalgic second wave brings gamers together
Netstalgic second wave brings gamers together
Video Games
:
Second Wave
:
Arcade
Big Ideas
China overtakes US in demand for luxury watches
China overtakes US in demand for luxury watches
Japan
:
Watches
:
Rolex
Big Ideas
Moshi Monsters sing to Generation D's tune
Moshi Monsters sing to Generation D’s tune
Moshi Monsters
:
Mind Candy
:
Music Rox!
Big Ideas
Zynga plays away from Facebook with new site
Zynga plays away from Facebook with new site
Zynga
:
Facebook
:
Gaming
Markets
India Travel & Hospitality Market
Rising affluence is sending millions of Indian travellers overseas, challenging social norms and building a new market in luxury pilgrimages.
McKinsey Global Institute
:
Pacific Asia Travel Association
:
IPK International
Big Ideas
18 -34 age group in US is well connected online
18 -34 age group in US is well connected online
Media
:
Online Video
:
Social Networks
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