LSN : News : LS:N Global’s new Generations: Now and Next 2024

LS:N Global’s new Generations: Now and Next 2024–2025 report launched

Global – How can you capture the real differences defining and driving each generation? Why is it important now, more than ever, to step beyond the stereotypes towards a more impactful understanding of consumer behaviour?

These are the questions our clients and members ask us, especially when faced with a growing debate about the ongoing validity of using generational demographics at a time of seemingly increased polarisation and a raging culture war. Identity boundaries are blurring, yet there seems to be more that divides us than unites us.

From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, our Generations: Now and Next 2024–2025 report dives into what unites and divides consumers across generations, and takes a fresh look at key generational demographics and their evolving attitudes to technology, work, finance, education, sustainability, and health and wellness over the next 3–5 years.

‘In many ways, this is a report about ageing, no matter the age group. It is a demand for an imminent re-assessment of what later life is and how it is referred to. This is also powering new perspectives, particularly around the adoption of Flat Age mindsets and a much-needed focus on a new set of life stage markers,’ says Fiona Harkin, director of foresight at The Future Laboratory.

Discover insights from experts including Professor Bobby Duffy, author of The Generation Divide, Jean M Twenge, author of Generations, and Zing Tsjeng, editor-in-chief of Vice, in addition to foresight scenarios based on our industry-leading methodology with clear strategic takeaways for your brand.

Strategic opportunity

Members of LS:N Global get free access to this report here. Non-members can purchase the report via our shop

Ikea revolutionises ceramics recycling with Silversida series

Ikea Silversida, UK

Global – Ikea has pioneered a breakthrough in ceramics recycling with its Silversida series, turning internal factory waste into new tableware. With a goal to use only renewable or recycled materials by 2030, Ikea is tackling the challenge of recycling ceramics, which are notoriously difficult to break down.

The series, made up of 65–70% internal factory waste, represents a significant step towards reducing waste in ceramics production. Led by a commitment to sustainability, Ikea aims to inspire innovation in handling long-lasting materials like ceramics, highlighting the potential for large-scale recycling initiatives in the future. The Silversida series not only promotes sustainability but also adds a playful and contemporary touch to tableware design with expressive blue splashes.

Karin Engquist, a product design developer who helped create this line, underlines the series’ significance as just the beginning of Ikea’s journey in ceramic waste recycling. By repurposing defective ceramics after the second firing, Ikea demonstrates a novel approach to waste diversion from landfill. The Silversida series is a great example of how waste can be re-invented, a topic we explored further in our Innovation Debrief 2023–2024 report.

Strategic opportunity

By blending technology and innovation, waste re-invention becomes achievable. What does your product’s lifecycle entail? And how can different waste components be dismantled to uncover fresh value?

Mandarin Oriental Hotel Group introduces in-house sleep concierge

UK – Mandarin Oriental Hotel Group has hired its first in-house sleep concierge, Harley Street integrative hypnotherapist and sleep expert, Malminder Gill.

Launched in celebration of World Sleep Day on 15 March 2024, the in-house sleep concierge will provide personalised one-to-one sessions for guests at Mandarin Oriental Hotels in London and selected European locations.

Guests can book a private session in the spa or their suites, receiving tailored hypnosis treatments aimed at enhancing sleep quality in the prestigious settings of the Mandarin Oriental properties. Priced at £550 ($699, €645) for 60 minutes, the sessions offer a luxury solution for guests struggling with sleep disturbances during travel.

As we strive for Longevity Lifestyles, the importance and impact of slumber will only be emphasised. A good night’s sleep is becoming the ultimate symbol of luxury for consumers. In our Sleep Enhancement Market report, we explored the latest innovations in soporific technology, sound and space for hospitality providers to tap into.

Paseo. Photography by Charlie McKay, US

Strategic opportunity

Hospitality providers should take inspiration from the Mandarin Oriental Hotel Group and market themselves towards being the optimum sleep space, using soundscapes and sleep assistance services to be positioned as leaders in sleep tourism

Stat: Gen Z want employers to help them build personal brands

Photography by Mikhail Nilov, US

US – Growing up consuming a steady stream of influencer content, Gen Z feel compelled to develop personal brands and want their employers to help facilitate this.

New research from Morning Consult suggests the majority of Gen Z (61%) expect employers to offer tools and training focused on personal branding. The survey of 2,202 US adults also found that Gen Z showed the strongest interest of all generations in tested personal brand perks, including dedicated content creation time during the working day and in-office production studios.

As this generation enter the workforce en masse, Gen Z’s focus on personal branding is reshaping workplace dynamics. Employers will have to rethink information-sharing policies and benefits to align with Gen Z’s self-promotion ethos, crucial for attracting and retaining young talent.

In our Generation Z: From Vision to Contradiction report, we unpack the myriad ways Gen Z are set to shake up workplace culture with the introduction of the Z-suite in the coming years.

Strategic opportunity

Companies should review and potentially revise their information-sharing policies to accommodate Gen Z’s preference for self-promotion. This may involve loosening restrictions on sharing work-related content on personal channels or implementing guidelines for maintaining professionalism while promoting personal brands