Gen X may be overlooked by marketers, but they've impacted everything from music to fashion to politics. Now that they’re in their 40s, they’ve replaced drug-fuelled raves with dinner and diapers – but that doesn't mean they're any less cool, as Tiffanie Darke, author of Now We Are 40, tells Canvas8.

‘Til death us do part’ is usually reserved for weddings. But as sustainability becomes a bigger concern, it could be applied to our prized possessions, from cashmere jumpers to iPhones. But how achievable is this in a world where acquiring and upgrading are the status quo?

Gen X women are often ignored by brands, who tend to target Boomers and Gen Yers. But they have a lot of spending power that isn't being tapped into. Enter The Midult, a site dedicated to giving these women a voice and defying stereotypes about what it means to be a Gen Xer today.

Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?