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

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

Markets

Emerging Youth: Ukraine

Ukraine’s youth are using fashion, music and culture as tools to create a new vision of their national identity that can compete on a global scale.

Youth : Fashion : Ukraine

Viewpoints

Are inner-city air taxis the future of clean mobility?

Remo Gerber, chief commercial officer of Lilium, on democratising air travel and the solutions that flying taxis will offer major metropolises and ...

Mobility : Technology : Far Futures

Big Ideas

Four ways Generation Z are transforming Instagram

From finstas to meme therapy, Generation Z are turning away from selfies and using Instagram to learn, debate, support and forge new friendships.

Youth : Social Media : Instagram

Viewpoints

Is screen-based schooling driving a new class divide?

Psychologist Richard Freed, who studies the effects of technology on children, on what happens when digital learning becomes the preserve of lowe...

Youth : Digital : Education

Markets

Flat Age Women Market

Baby Boomer women are creating a new lexicon around ageing that is focused on positivity and eradicates a universal obsession with the preservation...

Media : Beauty : Baby Boomers

Micro Trends

Tweenage Fitness

Tapping into the family market, boutique fitness studios and clubs are rethinking their services to include classes and facilities for children.

Health : Youth : Wellbeing

Micro Trends

Conscious Play

With people now acutely aware of the impact of their consumption on the planet, toy brands are offering parents support in their quest to become mo...

Youth : Gen I : Sustainability

Macro Trends

Anxiety Rebellion

Instead of numbing their anxiety with substances or indulging in other vices, Generation Z are turning emotions into actions, challenging existing ...

Youth : Health : Culture

Micro Trends

Life-stage Brands

From adolescence to menopause, brands are helping to alleviate the biological inconveniences of being a woman.

Female Futures : Wellness : Marketing

Big Ideas

Suzi Grant on driving a movement for positive ageing

The author, blogger and nutritionist discusses the tribal mentality of the over-50s and why brands should abandon the term ‘anti-ageing’.

Beauty : Fashion : Wellness

Micro Trends

Social Media Music

While streaming services have expanded our musical libraries, a new generation of artists are creating records with our digital habits in mind.

Youth : Entertainment : Digital

Micro Trends

Young Bibliophiles

Despite the time they spend online young people still want traditional book formats. Brands and influencers are therefore using digital channels to...

Youth : Reading : YouTube

Viewpoints

Should future digital design be child-unfriendly?

When it comes to platforms for children, how can digital designers create more meaningful engagement?

Design : Digital : Children

Viewpoints

Is a child-free lifestyle the new vegan?

From environmental to financial impacts, societal concerns to self-doubt, more and more people are asking ‘why have children?’

Parenting : Children : Pregnancy

Markets

Children’s Travel Market

Modern travel brands are going above and beyond to ensure children are entertained on holiday.

Travel : Hospitality : Luxury

Viewpoints

Why brands must demystify children’s meal times

Beth Bentley, global vice-president of strategy at Virtue Worldwide, on why brands play a crucial role in demystifying children’s nutrition.

Food : Parenting : Baby Food

Micro Trends

EQ Toys for Boys

Shifting attitudes among parents are driving a movement for boys’ toys that inspire emotional intelligence above raucous play.

New Masculinity : Youth : Family

Viewpoints

Should we let kids play with Alexa?

Brands need to win the argument for voice-based interaction rather than being reactionary.

Digital : Education : Children

Micro Trends

Girlswear for Boys

The genderless children’s clothing sector has typically featured girls borrowing from the boys. Now, brands and organisations are flipping the narr...

Fashion : Youth : Retail

Markets

Alternative Education Market

As parents and institutions become increasingly frustrated by Silicon Valley’s attempts to disrupt the classroom, new educational models are emergi...

Youth : Wellness : Learning

You have 3 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.

BECOME A MEMBER