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

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

Luxury Travel Futures Market – New definitions

Luxury is at a stage where the emphasis is very much on how an experience makes you feel rather than on extravagant hardware.

Experiential : Adventurism : Tom Marchant

Big Ideas

DigiFest NYC brings social stars to the live stage

Social media stars are leaving their bedrooms and going out into the world.

YouTube : Social Stars : DigiFest

Big Ideas

Ikea profiles morning habits of global consumers

Ikea delves into the homes of global consumers to uncover polarised morning habits.

Ikea : London : New York

Markets

Luxury Travel Futures Market – Trends

For experience-hungry luxury travellers, one-of-a-kind adventures are more important than prestigious products.

Luxury Travel : The Polarity Paradox : The Convergence Economy

Markets

Flat Age Men's skincare

The men’s prestige skincare market is being boosted by Flat-Agers spending on targeted anti-ageing products.

Skincare : Baby Boomer Beauty : Anti-ageing

Big Ideas

Graduate Fashion Week 2014

London's Graduate Fashion Week relocated this year to vibrant East End venue, The Old Truman Brewery, adding a cutting-edge vibe to the c...

Graduate Fashion Week : George At Asda : Students

Big Ideas

Big data start-up takes on public transport

Bridj, a start-up that promises to use big data to revolutionise urban transport, has launched its beta service on selected routes in Boston.

Bridj : Boston : Sharing Economy

Viewpoints

Kate Unsworth: Wearable wearables

The founder and CEO of Kovert Designs, on the obstacles facing wearable technology.

Kovert Designs : Wearables : Kate Unsworth

Big Ideas

Generation X suffers from a weak identity

Generation X is the neglected middle child, stuck between the Millennials and Baby Boomers, according to a report by Pew Research Center.

Generation X : Pew Research Center : Millennials

Viewpoints

Yelena Baturina: Preserving crafts

The founder of global think tank BE OPEN on preserving crafts in a globalised world.

Craft : Glocal : Glocalisation

Micro Trends

Creative Phygital

In-store digital technology is no longer simply a clever tool for seamlessly managing sales and stock control. Imaginative retailers and designer...

Phy-gital : Technology : Ars Electronica Solutions

Big Ideas

Regent Street pioneers beacon technology in London

One of London’s most popular shopping destinations has embraced beacon retail.

Beacon Retail : IBeacon : Regent Street

Big Ideas

British consumers spending on small indulgences

British consumers are feeling better about their economic prospects and starting to spend again.

Body Temples : Austerity : Recession

Big Ideas

UK consumers are more value-conscious than ever

Bargain-hunting is driving the shopping behaviour of UK consumers.

Datamonitor : Bargains : Value

Big Ideas

Sri Lankan newspaper launches mosquito-repellent edition

Sri Lankan newspaper Mawbima has created the world’s first mosquito-repellent newspaper.

Brandstanding : Print Media : Vernacular Vibe

Viewpoints

The Polarity Paradox Webinar

The Polarity Paradox webinar explored LS:N Global’s latest macrotrends.

The Polarity Paradox : The Convergence Economy : The Flat Age Society

Big Ideas

ASOS launches social shopping micro-site

ASOS unveils As Seen on Me, a micro-site dedicated to social commerce.

Asos : As Seen On Me : Instagram

Viewpoints

Blake Mycoskie: One for One retail

The founder and chief shoe giver of Toms on selling with soul.

One-For-One Commerce : TOMS : SXSW

Viewpoints

Linda Rodin: Ageless authenticity

The 65-year-old model and skincare entrepreneur on the secret of Flat Age beauty.

Flat Agers : Boomer Beauty : The Athena Woman

Big Ideas

Beauty brand draws on search data to create targeted haircare ads

GumGum and L’Oréal know what colour your hair is from your digital history.

GumGum : L'Oréal : Ombre Hair Dye

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