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

Decolonising Data Privacy

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

Micro Trends

Audio to Watch

Moving music to new frontiers, platforms including Spotify, TikTok, Twitch and YouTube have educated consumers into developing a unique sensitivity...

Music : TikTok : Social Media Platform

Viewpoints

Weaving Omani Heritage into Haute Parfumerie

Amouage's chief creative officer Renaud Salmon talks to LS:N Global about embarking on a global retail expansion that creates a multisensory and a...

Luxury : Perfume : Middle East

Design Directions

Synth-aesthetic Evolution

From dystopia to delight, an AI-aesthetic Revolution is transforming how we perceive and embrace artificial intelligence.

Design : AI : Artificial Intelligence

Viewpoints

Can AI Generate Emotionally Driven Brands?

Artificial intelligence is learning to read and copy human emotions, but while AI can mimic, it can't experience emotions firsthand.

AI : Advertising : Society

Futures 100

Futures 100 Innovators: July

This month, we uncover the next 10 names to watch as part of our Futures 100 Innovators Awards, highlighting the brands, businesses and people inno...

Design : Retail : Food And Drink

Big Ideas

The Future of Drinks: Imbibe Live 2023

Sustainability, health and the quest for a perfect summer spritz were the defining themes at 2023’s Imbibe Live, the UK’s leading drinks trade show.

Drink : Hospitality : Alcoholic Beverages

Viewpoints

Augmenting Beauty with Generation Z

Alternating between unapologetic body acceptance and inherited oppressive ideals, Gen Z consumers have grown desensitised to surgical alterations w...

Beauty : Ageing : Generation Z

Viewpoints

IBM’s Quantum Computing Nirvana

Could quantum computers build a utopian future in which the technology will be a force for good, supercharging healthcare and data protection? LS:N...

Technology : Quantum Computing : Quantum

Big Ideas

Three Takeaways from VivaTech 2023

At Europe’s biggest start-up and tech event, VivaTech (14–17 June, Paris), AI was unsurprisingly the dominating topic, but also notable were new au...

Technology : Design : Retail

Viewpoints

Longevity Lifestyles: Future Views

The potential impact that longevity will have on the way we work, organise, connect and find meaning in life could be profound. Here we explore the...

Health : Wellness : Society

Big Ideas

Gen Z and Luxury’s Future: FT Business of Luxury 2023

The 2023 FT Business of Luxury summit held in Monaco (21–23 May) offered a deep dive into decoding Gen Z consumers and the ensuing implications for...

Luxury : Gen Z : Youth

Micro Trends

Subversive Sustainability Ads

Consumers are inundated with misleading sustainability claims. Opting out of binary messages of climate doom and hope, brands are using rebellious ...

Sustainability : Advertising : Design

Viewpoints

Elevating Travel Narratives

AboundStudio’s founder James Huntly discusses design’s role in creating meaningful brand narratives that reflect travellers’ changing values and de...

Travel : Design : Hospitality

Viewpoints

Longevity Comes of Age

Longevity has entered its accredited era and its pioneer Aubrey de Grey envisions a future where the survival of ageing populations will depend on ...

Longevity : Health : Wellness

Micro Trends

AI-powered Groceries

From cost savings and circular economies to consumer behaviour forecasting, food innovators are turning to artificial intelligence to level up groc...

Retail : Food & Drink : Technology

Viewpoints

Third-space Culture

As founder of Thiiird magazine, Rhona Ezuma is redefining our collective tomorrows by championing next-gen creatives from Black, people of colour, ...

Style Magazine : Magazine : Magazines

Big Ideas

Three Takeaways from the Walpole British Luxury Summit 2023

The new luxury world order, tomorrow’s consumers and good luxury were hot topics at the Walpole British Luxury Summit 2023 in London.

Luxury : Sustainability : Technology

Big Ideas

World Retail Congress 2023: Resilient Retail Futures

World Retail Congress 2023 in Barcelona explored how innovators are embracing purpose, transformation and resilience in the aftershock of global cr...

Technology : Retail : Sustainability

Viewpoints

Gender Euphoria in VR

Award-winning director and self-taught game developer Cameron Kostopoulos believes virtual reality can and will be a place for empathy and safety, ...

Health & Wellness : Society : Media & Entertainment