Generations: Now and Next 2024–2025

Dive 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.

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 get free access to this report here.

: Hero Image: H2 debut collection by H&M and Heron Preston, New York

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What's inside 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. 

Image: Het Scoot mobiel Dans Collectief by Femke Hoppenbrouwers, photography by Femke Reijerman

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‘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 

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

Full collection (£850):  

Includes the 5 Generations reports (169 pages)

Sold separately (£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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