Generations

Tracking the key characteristics and values of generational demographics as each cohort evolves.

Download: Generations Now and Next

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

Boomers: Ageing to Becoming

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

Gen X: Ambiguity to Advocacy

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

Millennials: Pink to Prime

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

Gen Z: Vision to Contradiction

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

Childless women lead the way in Womenomics era

Big Ideas

Childless women lead the way in Womenomics era

Childless women lead the way in Womenomics era

Children : Parenting : ONS

Secret.li app makes Facebook photos self-destruct

Big Ideas

Secret.li app makes Facebook photos self-destruct

Secret.li app makes Facebook photos self-destruct

Apps : Messaging Service : Messenger

Young people say marriage is less important

Big Ideas

Young people say marriage is less important

Young people say marriage is less important

Children : Gallup : Parenting

No-bollocks Boutique

Micro Trends

No-bollocks Boutique

Today, brands often use words such as ‘artisanal’ and ‘authentic’ in an attempt to attract consumers. But this over-laboured language often detract...

Skincare : Online Membership : Think Positive

Americans drink less beer, but more wine and liquor

Big Ideas

Americans drink less beer, but more wine and liquor

Americans drink less beer, but more wine and liquor

Wine : Beer : Alcohol

Cartoon Ornamentation

Design Directions

Cartoon Ornamentation

LS:N Global has detailed the rise of Faction Marketing, in which consumers suspend their disbelief and engage with the fantastical, the surreal and...

Cosmetics : Sibling : Comic Strip

Over-45s take largest share of UK cinema audiences

Big Ideas

Over-45s take largest share of UK cinema audiences

Over-45s take largest share of UK cinema audiences

Film : UK Cinema Statistics : Picturehouse

Shiseido Ibuki line targets Millennials

Big Ideas

Shiseido Ibuki line targets Millennials

Shiseido Ibuki line targets Millennials

Cosmetics : Beauty Campaign : Eye Cream

Millennial women optimistic on equality with men

Big Ideas

Millennial women optimistic on equality with men

Millennial women optimistic on equality with men

Business : Gender Equality : FleishmanHillard

New haptic interface is just blowing in the wind

Big Ideas

New haptic interface is just blowing in the wind

New haptic interface is just blowing in the wind

Gaming : Game Consoles : Gesture Interface

New UK hotels emphasise location over luxury

Big Ideas

New UK hotels emphasise location over luxury

New UK hotels emphasise location over luxury

Travel App : Budget Hotel : Connected Hotels

Micro Trends

Man-uals

These are uncertain times. For men, it is difficult to know where to turn to for advice on the little things in life. As a result, a new micro-genr...

Publishing : Fatherhood : Good Men Project

Graduate prospects improve as UK unemployment falls

Big Ideas

Graduate prospects improve as UK unemployment falls

Graduate prospects improve as UK unemployment falls

Recession : Jobseekers Allowance : Virgin Mobile

Stayful makes you an offer that you can't refuse

Big Ideas

Stayful makes you an offer that you can't refuse

Stayful makes you an offer that you can’t refuse

Boutique Hotels : Stayful : Online Bidding

Gender-specific ads outdated, say UK consumers

Big Ideas

Gender-specific ads outdated, say UK consumers

Gender-specific ads outdated, say UK consumers

Humour : Chocolate Adverts : Car Commercials

Single-father households increase ninefold in US

Big Ideas

Single-father households increase ninefold in US

Single-father households increase ninefold in US

Education : Single Fathers : Single Parents

New Designers: Ones to Watch

Big Ideas

New Designers: Ones to Watch

LS:N Global profiles the up and coming designers not to be missed from this year’s New Designers show in London. New talent caught our eye from uni...

Furniture : Disposable Material : EPS

Flexi Simplicity

Design Directions

Flexi Simplicity

Flexi Simplicity

Milan : EEL Nakameguro : Melinda Gloss

Almost one-third of Britons would pay to fly child-free

Big Ideas

Almost one-third of Britons would pay to fly child-free

Almost one-third of Britons would pay to fly child-free

Travel : Cabin Crew : Premium Travel

DIY scouts for Generation I, Silicon Valley-style

Big Ideas

DIY scouts for Generation I, Silicon Valley-style

DIY scouts for Generation I, Silicon Valley-style

Children : Circuits : Silicon Valley

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