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

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

Opinion

Introducing Gen Beta

2025 marks the start of Generation Beta – but it’s the parenting styles, values and cultural outlooks of Millennials and Gen Z that will define thi...

Viewpoints

The New Youth Club

Moot is a membership-based third space redefining UK youth clubs for a generation craving real-world connection, culture and community. LS:N Global...

Youth : Future Spaces : Gen Z

Markets

Gen Z in Kenya

From Silicon Savannah to the streets of Nairobi, Kenya’s Gen Z are rewriting the rules of power, protest and purpose for governments and brands.

Youth : Technology : Gen Z

Viewpoints

Augmented Futures for Next-Gen Teens

Biomedical scientist and former White House senior policy advisor Dr Knatokie Ford sits down with The Future Laboratory's co-founder Martin Raymond...

Youth : Gen Alpha : Education

Podcasts

Podcast: Dr Knatokie Ford on Augmented Futures

In the latest episode of Back to the F**kture!, Dr Knatokie Ford explores how Augmented Futures – a fusion of science, storytelling and futurism – ...

Podcast : Back To The F**kture : Education

Markets

Gen Z’s Mall Revival

For Gen Z, malls are more than places to shop – they have become social playgrounds where retail, food and entertainment collide to create energy, ...

Retail : Youth : Gen Z

Markets

Gen Z in Indonesia

With millions of young, tech-savvy and entrepreneurial Indonesians reshaping culture, business and faith, Gen Z is a force no brand can afford to i...

Youth : Generation Z : Indonesia

Viewpoints

Reframing Ageing

Jacynth Bassett, founder and CEO of global consultancy, community and campaign Ageism Is Never In Style, sits down with The Future Laboratory co-fo...

Ageing : Marketing : Branding

Podcasts

Podcast: Jacynth Bassett on Reframing Ageing

In the latest episode of Back to the F**kture! Jacynth Bassett, founder and CEO of global consultancy, community and campaign Ageism Is Never In St...

Podcast : Back To The F**kture : Ageing

Micro Trends

Decoding Masculinity

In response to an ever-creeping ‘manosphere’, future-facing brands are seeking to decode modern masculinity and bro-ism, providing new routes forwa...

Health & Wellness : Youth : Pop-culture & Media

Viewpoints

Gen Z’s New Value System

Between self-optimisation, mischief and activism, Gen Z are rewriting the rules of value. Bulletproof’s chief growth officer Andi Davids tells LS:N...

Gen Z : Finance : Value

Markets

Mature Romance

From Hollywood to publishing, older women are reclaiming desire, starring in box-office hits and driving a new wave of storytelling that challenges...

Romance : Hollywood : Relationships

Markets

Homely Hospitality

Gen Z are increasingly embracing homely soirées and intimate events that prioritise connection over consumption – creating a movement to combat urb...

Hospitality : Gen Z : Supper Club

Behaviours

Gen Z in Canada

Amid financial struggles and climate anxiety, Canadian Gen Z are turning to activism to amplify their multicultural identity and are showing a stro...

Youth : Gen Z Canada : Gen Z

Micro Trends

Sober Social Fix

As the sober-curious movement strengthens in the US, younger generations are redefining how to enjoy going out with friends, opening up opportuniti...

US : Gen Z : Sober Nightlife

Markets

Cultural Capital

As Gen Z reshape the financial world with irreverence and creativity, fintech is transforming into a playground of memes, gamified investments and ...

FinTech : Gen Z : Fintok

Micro Trends

Menopause Travel

A wave of luxurious, expert-led travel businesses is shattering taboos and redefining menopause with a focus on education, empowerment and enjoyment.

Menopause : Women's Health : Identities

Big Ideas

Kidult Craze

Driven by nostalgia and a desire for stress relief, adults are gravitating towards playful, non-digital items such as plush toys, collectables and ...

Pop Culture : Nostalgia : Hello Kitty

Micro Trends

Matrescence

The concept of matrescence highlights the profound physical, emotional and neurological shifts experienced by new mothers, presenting brands with a...

Health : Wellness : Parenting

Behaviours

Back-to-School Alphas

Gen Alpha are earning ‘aura points’ at the start of the school season thanks to skincare smoothies, smellmaxxing, hiring glam squads and sanitising...

Youth : Culture : Gen Alpha

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