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

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

Micro Trends

Feminist luxury

Luxury brands are tailoring their products and services, not only to meet the needs of today’s affluent female consumers, but also to promote femal...

Female : Women : Empowerment

Design Directions

Galactica

The resurgence of curiosity about the substance of space and the solar system, as explored in our Re-enlightenment Rising macrotrend, is crossing i...

Gastronomy : Food Deisgn : Space

Markets

Multi-faceted networks

Social networking has become increasingly central to how consumers interact, function and shop. Sina Weibo and Twitter already have 500m users each...

Social Media : Social Networks : Instagram

Markets

How to: Showroom

UK, US – Retailers are realising that showrooming is not the enemy. Bargain-driven consumers are increasingly researching purchases in-store before...

Showrooming : Bricks-and-mortar : MasterCard

Big Ideas

Ecommerce site sets new manhood agenda

Sussex, UK – Fatherhood blog Not a Bad Dad, the self-styled ‘antidote to the multitude of saccharine parent-focused sites around the world’, has la...

Not A Bad Dad : Blog : Father

Markets

Macau Luxury

Less than 10 years after the first foreign casino opened its doors in Macau, the sleepy former Portuguese colony has transformed itself into the wo...

HSBC : Macau : China

Design Directions

Kaleido-metric

A sugary pastel psychedelia is being explored in retail design, with furniture and visual merchandising inspired by 1980s colour palettes, sunlit c...

Memphis : 1980's : Flatforms

Markets

Fashion Week Autumn/Winter 2013/2014: Beauty Trends Overview

Punk, gothic, ghostly and feral references led backstage experts at the autumn/winter 2013/2014 shows to create visions of anarchic romance and poe...

Anarchy : Beauty : Punk

Big Ideas

Kate Spade launches lower-priced Saturday brand

Tokyo – Kate Spade has launched Saturday, a new brand offering more casual, affordable fashion items and accessories aimed at Millennials.

Kate Spade Saturday : E-commerce : Tokyo

Micro Trends

Screen-agers

Screens used to be things we watched. Then they became the interface between man and machine. Now, screen interfaces are going beyond pictures unde...

Screens : Swipe : Touchscreen

Big Ideas

South by Southwest Interactive 2013 – Part 3: Gamified self and public sector technology

Austin, Texas – Trends and announcements at South by Southwest Interactive 2013 suggested that the concept of gamification may be growing...

Nate Silver : South By Southwest Interactive 2013 : Gamification

Markets

Nordic Market report

The Nordic region’s prosperous countries are often held up as role models for the rest of the world. Their taxes may be high, but they are also cha...

Scandinavia : Norway : Sweden

Big Ideas

Retail analysis: H&M’s teen mecca

London – Swedish retail brand H&M has refurbished its Oxford Circus flagship store in London as a teenage hub that has a buzzy, festival feel.

H&M : Oxford Circus : Social

Big Ideas

US Generation I kids influence what parents buy

Television : Tv : Advice

Micro Trends

I-tail

For Generation I kids, who were born after 2002, retail – if not in their hands or their pockets at all times – will be experiential, immersive and...

Tomorrow Store : Immersive : Experiential

Micro Trends

Coder Culture

A global movement is giving Generation I kids the knowledge they need to refashion the digital world as they want it.

Coding : IT : Digital Natives

Macro Trends

Generation I

You type, they swipe. You click, they tap. You customise the template, they code their own. Born after 2002, today’s digital natives are demanding ...

Gen I : Kids : Digital Natives

Big Ideas

Marriott plans European hotels for Millennials

Berlin – Hotel chain Marriott and Inter Hospitality, a subsidiary of Inter Ikea Group, have announced plans to open a chain of budget hotels throug...

Hotel : Marriott : Moxy

Big Ideas

Australians willing to share data, at a price

Information : FuturePoll : Finances

Big Ideas

Brands drinkify breakfast for busy Millennials

Breakfast : Kellogg's : Cereal

You have 3 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.

BECOME A MEMBER