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

Macro Trends

Netstalgia

A new generation of creatives is rejecting today’s polished, corporate internet and remaking it with a 90s twist.

Nostalgia : Internet : Netstalgic

Big Ideas

Website rewards people for green activities

Rick Owens : Paris Fashion Week : Dark Shrouds

Big Ideas

Omni-channel and agility top retail strategies

InterBrand : Best Retail Brands : Omnichannel

Micro Trends

Second Internet

People are shunning the corporate predictability and open-to-everyone nature of sites such as Facebook, and curating their own spaces online, embra...

Internet : Social Networks : Ephemeral

Micro Trends

Coolectives

Entrepreneurs : Business : Innovation

Big Ideas

A little of what you Fancy makes you money

Fancy : Pinterest : Social Networks

Big Ideas

Luxury consumers will buy online in a flash

E-commerce : Flash Sales : Luxury Spending

Big Ideas

Nestlé to cut out all artificial ingredients

Nestle : Confectionary : Chocolate

Design Directions

Sublime Materiality

As we enter a period which LS:N Global has described as The New Sublimity consumers are questioning what they must do in order to feel fulfilled in...

Stuffocation : Minimal : Luxury

Design Directions

Milan Womenswear A/W 12

Designers in Milan celebrated femininity, offering a sense of fantasy and escapism. Varying from futuristic to baroque concepts, Italian fabrics an...

Baroque : Futuristic : Hyper-real

Big Ideas

Gucci turns its Hand to Japanese craftsmanship

Japan : Gucci : Craftsmanship

Big Ideas

Fashion label pins hopes on a new live event

Caslypso : St Barts : Pinterest

Big Ideas

IHG adopts an Even approach to staying healthy

Intercontinental Hotels Group : Spa : Wellness

Big Ideas

Healthy choice is the order of the day at McDonald’s

Build Your Meal : McDonalds : Healthy

Big Ideas

Budweiser campaign shows brand is on track

Budweiser : Beer : Advertising

Big Ideas

Raspberry Pi opens up computing to children

Raspberry Pi : Coding : Computing

Micro Trends

Pedal Power

Australians bought more than 11m bicycles between 2000 and 2010, according to the Australian Bureau of Statistics. That is a lot of bikes: more tha...

Cycling : Bikes : Perks And Mini

Big Ideas

Charging bag plugs into Sport & Leisure generation

Vodaphone : Richard Nicoll : Smart Phone

Big Ideas

Asia-Pacific leads the way in mobile app use

Asia Pacific : Mobiles : App

Design Directions

Stockholm Furniture Fair 2012

Stockholm Furniture and Light Fair hosted a diversity of new design this year, with prevalent themes being functionality and notions of nostalgia.

Hauntology : Folk : Gotland University

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