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

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

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

Big Ideas

BoF Voices 2023: The Creative Crossroads

At The Business of Fashion’s Voices 2023 conference, the focus was on creative resilience, ethical and sustainable innovation, and how AI is reshap...

Luxury : Fashion : Beauty

Macro Trends

The Great Wealth Transfer

Wealth ownership, distribution and the politics that influence cross-generational spending are all in flux, according to the latest findings of The...

Luxury : Gen Z : HNWI

Micro Trends

Future Five: Identities

As part of our Future Five 2024 report, we explore the shifts in identity that are all-important in understanding the consumer of tomorrow.

Identities : Future Five : Topics

Micro Trends

Future Five: Home & Family

As part of our Future Five 2024 report, we explore the rising challenges and opportunities in relation to our family and home lives.

Future Five : Home & Family : Topics

Webinars

Future Forecast 2024 On-demand Webinar

This webinar designed to help you jump straight to the key insights, opinions and future opportunities that you need to know about right now.

Webinar : The Future Laboratory : Foresight

Micro Trends

Future Five: Artificial Intelligence

As part of our Future Five 2024 report, we explore the impact of AI on the year ahead.

Technology : AI : Design

Big Ideas

Five Airlines Uplifting In-flight Wellness

Airlines are reviving luxury air travel, transforming the in-flight experience from exhausting to enriching and bringing wellness to 40,000 feet.

Travel : Hospitality : Wellness

Micro Trends

Gen Z Activism

As polarisation deepens in the US, Gen Z are using their voice online, and in office, to create change.

Society : Youth : US

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

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