Generations: Now and Next 2024–2025Dive into what unites and divides consumers across generations

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From Baby Boomers and Gen X to Millennials, Gen Z and Gen Alpha, dive into what unites and divides consumers across generations.

Boomers Generations report cover 2024-2025-1-1-2-1-1 — Celine Van Heel

Our Generations: Now and Next 2024–2025 report takes an in-depth look at key generational demographics and their evolving attitudes to technology, work, finance, education, sustainability, and health and wellness over the next 3–5 years.

Discover insights from experts including Professor Bobby Duffy, author of The Generation Divide, Jean M Twenge, author of Generations, Zing Tsjeng, editor-in-chief of VICE and Annie Auerbach, co-founder of cultural research studio Starling and author of Flex, in addition to speculative future scenarios based on our industry-leading methodology with clear strategic takeaways for your brand.

Purchase the full report below. Members of LS:N Global can access to this report here.

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3 Zalando and Adidas — Zalando and Adidas

What's in the report?

Dive into the topics driving each generation, the key consumer behaviours brands need to know about and speculative future scenarios to 2030.

Baby Boomers
There is an upcoming milestone in the Boomers’ generational journey. 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.

Generation X
Having long lived in the shadow of Baby Boomers and Millennials, Gen X are racing against time to make their influence felt, while juggling their care-giving and financial responsibilities.

Millennials
After a stuttering start to their adult lives, the first generation to use the internet as children are hitting their prime earning years while rebelling against traditional nominated life paths.

Generation Z
Gen Z are stepping into adulthood carrying the weight of the world on their shoulders. Without the tools or role models to help them enact the change they want to see, they find themselves paralysed by paradox.  

Generation Alpha
This is the first generation to be born entirely in the 21st century, and many of the technologies, careers and crises that will define and shape the lives of Gen Alpha are yet to exist.

53162781482_75d38ec18d_k-1 — Remke Reijerman

pexels-cottonbro-studio-10610368-1 — Cottonbro

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Generations: Now and Next 2024–2025

Full collection (£850):

Includes the 5 Generations reports (169 pages)

Sold separately (£250):

‘In many ways, this is a report about ageing, no matter the age group. It is a demand for an imminent re-assessment of what later life is and how it is referred to. This is also powering new perspectives, particularly around the adoption of Flat Age mindsets and a much-needed focus on a new set of life stage markers.’

Fiona Harkin, director of foresight, The Future Laboratory

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This report is based on sector research from The Future Laboratory’s trends intelligence platform, LS:N Global.

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