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
: 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
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.
With access to LS:N Global you can better understand consumer evolution with continual access to our Generations resource, updated regularly.
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
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
Born 1981–1996, Millennials are a cohort that is both civic-minded and dedicated to self-improvement.
Selfridges, UK
Born 1997–2012, Gen Z are digital natives, socially minded and a rebellious force to be reckoned with.
Lapse, UK
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
Prepare for an ever-changing future by understanding consumers and knowing exactly how to use global trends, foresight and market innovations to your advantage.