Theme of the Month: Marketing Generations

Brands and the media spend a lot of time focusing on Gen Z and younger, largely ignoring boomers and Gen X — and their untapped spending power. How are we marketed to as we move through life? What can we learn from the differences between age groups?

Thanks to Eaon Pritchard for this month's playlist

Spotify List

Featured

Cameo: nostalgia, TikTok, and the new age of celebrity access

What do generational labels really tell us?

Aspiring to age

The end of the Gen Z sex recession is here

Wondering about my generation?

The new generation: a golden age of vitality

Generational bracketing risks blinding us to nuances of audiences

Talkin’ ‘bout my generation(s)

Contributors

‘Silver surfers’: rethinking marketing for over-50s

Are algorithms ageing us?

Demogs are dead, mindsets are massive

How social media created beauty’s new dialect

Ignoring baby boomers and Gen X is costing brands big

Why brands can’t afford to overlook Gen X anymore

50 and thriving: time for brands to wake up

How brands can tap into the cultural power of midlife women

Comments and Interviews

Low stakes and new intimacies: social media in 2025

Is Australia’s social media teen ban justified?

Article archive

What does Gen Z want? These brands have figured it out

How postpartum brands are working to better support new parents

Older women reclaim power through social media

What makes a brand Gen Alpha approved?

How Alpha-Gen Z interplay is shaping culture

How brands can lure Gen Z: balance exclusive against available

Interview archive

What excites you about the Gen X creator economy?

Fortnite: Momentum and Alzheimer’s awareness

Gen Z culture predictions for 2024

Breaking taboo: normalising menopause

What over 50 looks like: Q&A with MullenLowe’s Ayesha Walawalkar

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