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

Sustainability Market

Business is adopting a Whole-system Thinking approach that replaces the ruthless pursuit of profit with a tripartite system that gives equal weight...

Whole System Thinking : Sustainability Futures : The Immortal Brand

Viewpoints

Steven Lammertink: Cirqle

How brands can connect with influencers and extend their reach among a target audience.

Steven Lammertink : Influencer Marketing : Cirqle

Markets

Festival Market

Traditional music-focused festivals, dominated by Millennials, are now exploring new formats and content to connect more deeply with consumers.

Conviviality Culture : Festival : Branding

Big Ideas

Run for it

London – Virgin Active is tapping into the popularity of Pokémon Go with a fun run that takes in local Pokéstops and Pokégyms.

Pokémon Go : Geo Quests : Virgin Active

Big Ideas

Cross-border luxury

Global – A new study by Contactlab and Exane BNP Paribas shows that some consumers spend more on luxury goods when they travel than at home.

Luxury : Luxury Retail : Travel

Big Ideas

The app factor

US – Apple is launching a reality tv show to reveal the world of apps and the people that develop them.

Apple : Mega-systems : Planet Of The Apps

Big Ideas

Apple for the teacher

Naples – Apple is working with the University of Naples Federico II to create the first iOS Developers Academy.

Apple : Gen Viz : Education

Big Ideas

Let’s connect

London – Bumble is launching BumbleBizz, a new feature that enables users to search for business contacts nearby.

BumbleBIZZ : Revelation Brands : Bleisure Generation

Big Ideas

An apple a day

Los Angeles – Doctors are giving overweight children who are at risk of developing diabetes prescriptions for free fruit and vegetables.

LA : Food And Drink Futures : Health & Wellness

Trend Tracker

Gen Viz

In 2016, LS:N Global coined the term Gen Viz to describe Generation D’s insatiable appetite for visual-first content, their hacker tendencies, DIY ...

Gen Viz : Teenagers : Generation D

Big Ideas

Steal the look

London – Rimmel has launched an augmented reality shopping app that enables users to steal someone else’s look.

Rimmel : Social Commerce : Augmented Reality

Micro Trends

Generation D Recruitment

Brands are waking up to the fact that graduate fairs and recruitment websites are no longer relevant as platforms for recruiting Generation D talent.

Recruitment : Gen Viz : Workplace Futures

Viewpoints

Amin El-Maghraby: Magrabi

How the business is evolving its retail experience to reposition itself as a lifestyle brand.

Eyewear : Smart Store : Retail Experience

Design Directions

Watermelon Sugar

Designer Pamm Hong has created a speculative platform that visualises a user’s browsing history as an abstract creature.

Online Identity : Algorithms : The Sharded Self

Big Ideas

Back to school

Seattle – Amazon has built on its presence in education with new resource-sharing platform Inspire.

Amazon : The Dawn Of The Mega-systems : Education

Big Ideas

Armchair racing

Global – GT Sport, the latest version of console driving game Gran Turismo, due for release in November, will include two championships recognised ...

Gran Turismo : Videogames : ESports

Big Ideas

Silent treatment

Global – Ghostbot is a new app designed to gently discourage unwanted contacts.

Ghostbot : The Optimised Self : Chatbots

Big Ideas

Network wealth

Zürich – Credit Suisse is reported to have entered the social network market with a new exclusive offer.

Credit Suisse : Social Network : Mobile Money

Viewpoints

Luke Whitehead: UAL

How universities and employers need to restructure to make the most of the Generation D mindset.

Education : Careers : UAL

Viewpoints

Ariana Mouyiaris: MAKE

Why beauty brands need to move beyond stereotypes if they are to remain relevant.

MAKE : Digital Agressors : Skincare

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