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

Markets

Kids’ Snack Market

Functional ingredients, re-imagined childhood classics and gastro gaming innovations are shaping the future of the kids’ snack aisle.

Youth : Food&Drink : Indulgence

Behaviours

Emerging Youth: UAE

The UAE’s Gen Z are leading the nation’s evolution by redefining tradition to mirror their own values and vision.

Youth : UAE : Gen Z

Markets

Gen Alpha and Alt Foods

As Generation Alpha begin to flex their spending power, the alternative food market must adapt to the next generation of planet- and health-conscio...

Food & Drink : Youth : Health & Wellness

Big Ideas

America’s New Age of Parenting

Between tiger moms, helicopter dads, elephant parents, drone guardians and more, the US is experiencing a significant shift in parenting styles – c...

Youth : Health & Wellness : Society

Viewpoints

The Great Concert Comeback

Between silver chrome cowboy hats and a supercharged local economy, foresight analyst Simar Deol unveils how live concerts are serving much more th...

Entertainment : Music : Media

Micro Trends

TikTok Travel Agents

Digital collectives are tapping into algorithms to create a new iteration of hyper-relatable ‘travel agents’ for the influencer era.

Travel : Media : Hospitality

Big Ideas

London Design Festival 2023: Designing for Longevity

Three key themes emerged during London Design Festival 2023, each centring around the concept of designing for longevity.

Design : Health & Wellness : Technology

Big Ideas

Five Global Placemaking Projects to Watch

Urban regeneration in city centres is happening around the globe at pace; developers are looking to cultural, community and sustainable touchpoints...

Design : Sustainability : Society

Big Ideas

Six Indian Jewellery Brands Combining Heritage and Innovation

India’s jewellery innovators are redefining tradition with technology and sustainability to shape the future of this timeless market.

Jewellery : India : Biological Jewellery

Futures 100

Futures 100 Innovators: September

In the final longlist of our 2023 Futures 100 Innovators, we reveal The Future Laboratory’s chosen innovators and change-makers who are set to disr...

Futures 100 Innovators

Micro Trends

Accredited Advice

Emerging intelligent analysis and review tools are supporting underserved beauty consumers with more accurate haircare recommendations.

Beauty : Health & Wellness : Technology

Viewpoints

The New Normal: Gun Violence in America

As gun violence reaches an epic scale, our US foresight analyst Carly Ettinger explores the rise of the gun safety tech market – and what this reve...

Gun Safety : US : Security

Macro Trends

Luxury Recrafted

The consumers – or rather the collectors – of tomorrow will expect luxury to signal status not through excess, but by acting as a guardian of craft...

Luxury : Society : Fashion

Viewpoints

The Future of Ethical Banking

Algbra’s ESG manager Marten Möller discusses the responsibility banks must take on in an equitable and ecologically conscious world.

Technology : Finance : Sustainability

Behaviours

Emerging Youth: China

Gen Z are the first generation in China’s history to demand work-life balance, access to global culture through the internet and patriotic luxury g...

China : Youth : Gen Zalpha

Big Ideas

Modern Marriage

The US wedding industry is aligning with the values of Gen Z and Millennials in relation to key issues of affordability, mental health advocacy, su...

Marriage : Sustainability : Youth

Micro Trends

AI Believers

Navigating the normacrisis era, Gen Z are turning to AI sanctuaries for on-demand, personalised spiritual fulfilment, exploring existential questio...

AI : Spirituality : Technology

Viewpoints

The Future of Responsible AI

The question is not whether AI can replace us but what role we play in ensuring that AI does not irreversibly harm humanity.

AI : Ethics : Artificial Intelligence

Viewpoints

Dining Deluxe

LS:N Global speaks exclusively to creative agency Construct about crafting experience design for a new era of luxury dining.

Luxury : Dining Experience : Hotel Experience

Big Ideas

Decolonising Data Privacy

To earn and retain consumers’ trust via ethical data handling strategies, businesses can learn from Indigenous cultures prioritising data consent, ...

Data Protection : Technology : Decolonisation

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