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

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

Micro Trends

Coffee Shop Raves

Boosted by a new generation of sober-conscious consumers seeking real-life connection and fun, coffee shops are taking over the party scene as the ...

Hospitality : Food : Drink

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

Big Ideas

Rebranding Resale

The fashion resale market has had a rebranding. Upscaled marketing initiatives, luxury partnerships and circularity-led retail concepts are redefin...

Retail : Sustainability : Fashion

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