Millennials: Now and Next
2024–2025 Report

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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.

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Gen Z Now and Next: From Vision to Contradiction
Photography by Yan Krukau, Thailand-1
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. Read more.

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Generations: Now and Next 2024-2025
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As generations entwine and age-dominated attitudes collapse and merge, we believe it’s important to step beyond the stereotypes towards a more impactful understanding of consumer behaviour. Read more.

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Gen X Now and Next: From Ambiguity to Advocacy
Centre for Ageing Better, UK
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. Read more.

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