Millennials: Now and Next 2024–2025

From Pink to Prime

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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.

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

Purchase the Millennials: Now and Next report below, or opt for all five Generations: Now and Next reports. Members of LS:N Global get free access to the reports here.

: Hero Image : Mr Porter and Arket, Europe

Millennials Report Spreads 600x400

What's inside the report

Dive into the topics driving Millennials (born between 1981 and 1996), the key consumer behaviours brands need to know about and speculative future scenarios to 2030. 

: Drivers

What influences are shaping the future for Millennials? We explore their characterisation as Optimistic Improvisers; how they are Late Achievers when it comes to traditional life stages; and their ongoing Wellbeing Crisis.

: Insight

Here we explore the challenges and aspirations defining Millennials.

Success & Achievement: Positive Financial Movers and Work-Flexers

Technology: Tech-Optimists

Health & Wellness: Wellness Boosters and Positive Escapologists

Community & Identity: Upskilled Parenting and Eco-Nesters

Sustainability: Eco-Collectivists

: Foresight

Here, we expand on speculative future scenarios to 2030. For Millennials, we explore: the future Restructured Family; the rise of the Neo-Hedonist Spenders; and how Millennial women are becoming the Equity Agitators.

: Strategic Implications and Thought-starters

Actions and future considerations for brands and businesses. 

Image: Alex Green

Get the report

‘Power is going to go, not from Boomers to Gen X, but from Boomers directly to Millennials’

Source: Dr Jean Twenge, professor of psychology at San Diego State University and author of Generations

If you are an LS:N Global member you can access the reports here

Full collection (£850):  

Includes the 5 Generations reports (169 pages)

Individual reports (£250):




All reports and the on-demand online events are available with a subscription to our trends intelligence and consumer foresight platform, LS:N Global. Explore packages and book a demo here.


Explore Generations

With access to LS:N Global you can better understand consumer evolution with continual access to our Generations resource, updated regularly.


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Born 1946–1964, Boomers are generally goal-orientated, self-assured and resourceful, having thrived off post-war prosperity and still intent on shaping the world their way.

Photography by Anna Shvets

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Gen X

Born 1965–1980, Gen X-ers are the smallest cohort yet inherently adaptable, the ‘bridgers’ realising their digital dreams out of an analogue upbringing.

Photography by RF Studio

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Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.

Selfridges, UK

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Gen Z

Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.

Lapse, UK

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Gen Alpha

Born 2013–2025 and wise beyond their years, this generation will be defined by their productivity and dedication to change.

Kidfluencer Starterkit by Doortje Smithuijsen and Joep van Osch

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