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Gen Jones
Born 1955–1965 and known as the ‘lost’ generation, this cohort lack Boomer optimism, shaped instead by the economic and social strife of the 1970s.
Macro Trends
Boomers Now and Next
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
Markets
Perimenopause Care-munities
Shifting attitudes are transforming the perimenopause into a force for collective health, highlighting the life stage as interconnected with, and supported by, the communities around us
Micro Trends
She is Mother
Talented women over 60 are finally getting their flowers and making more money than in their 20s in Hollywood, in modelling and on TikTok
Macro Trends
The Great Wealth Transfer
Wealth ownership, distribution and the politics that influence cross-generational spending are all in flux, according to the latest findings of The Future Laboratory’s report
Markets
Grandpeers Market
In a mindset shift among older consumers, grandparents are becoming grandpeers, sharing platforms with their grandchildren and keen to collaborate
Micro Trends
Smokers’ Paradise
Smokers’ Paradise
Smoking
:
Ban
:
Cigarettes
Big Ideas
Work/life shift creates new product opportunities
Work/life shift creates new product opportunities
Office
:
Job-shring
:
Hours
Big Ideas
The Autonomale: Rewriting the rules for traditional male life stages
The Autonomale: Rewriting the rules for traditional male life stages
Experience
:
Self-sufficient
:
Masculine
Micro Trends
Middle-class Proletariat
Middle-class Proletariat
Society
:
Class
:
Social
Micro Trends
Muffragettes
Muffragettes
Feminism
:
Re-branding
:
Women
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