Gen X (born 1967-1981)

Colibri Jimenez is redefining Mexican food by upending stereotypes that Mexican food is always cheap, fast, or just about Tex-Mex tacos. Provenance has become a driving force in shaping how people consume food, underscoring the need to platform the richness and diversity of global cuisines.

Brands are largely ignoring Gen X – to their own detriment – according to data that paints a picture of the overlooked cohort as more loyal than their younger counterparts. Gen Xers are largely ignored in marketing, and brands have an opportunity to engage this underrepresented age group.

Norwich City FC’s latest campaign for World Mental Health Day has gone viral for its poignant take on men’s mental health. The campaign is leveraging the power of fandom to spark much-needed conversations, and it speaks to the shift towards a more socially conscious football culture in the UK.

The yearly event became the catalyst for a conversation around ageing as some celebrities ditched hair dye and make up and chose to define what looks good away from societal expectations. As attitudes towards ageing continues to evolve, women are looking to take a less invasive approach to beauty.

Breast Cancer Now has released a heartbreaking short film, If I Had More Time, depicting the realities of facing secondary breast cancer. Leveraging empathy and emotion through these stories, the charity aims to underscore the need for more research to extend people’s lives.

Menopause retreats are becoming an increasingly common practice as women look for spaces that support them at all their life stages. Their growing popularity could signal a need for employers and brands to provide better support that helps ease symptoms, improve representation, and tackle stigmas.

Parents and students are split when it comes to approaching careers, with parents favouring apprenticeships and students preferring university. More and more, people are rethinking their faith in academia and higher education, although questions remain about the benefits of alternative pathways.

Budweiser Canada has launched a friendship-focused campaign, asking men to consider what life would be like without their friends. Given that many adult men admit they struggle to maintain relationships with their buddies, the campaign aims to remind them of the power of friendship.

MIPO's Hot Resignation campaign aims to end the stigma around menopause in the workplace, highlighting the damage caused to businesses when they ignore women’s health issues. Gen X women are looking for workplace support as they age, putting new pressure on DE&I programs.

A study has revealed that the loneliest demographic in Australia is middle-aged men, who often deprioritise friendships for familial and financial reasons. Understanding of men’s mental health issues is shifting, and people are looking for support for communities whose needs may often be overlooked.

A survey has revealed that American gamers are significantly older than many would expect – an equal amount of people play video games over the age of 45 as those under 18. People are taking their hobbies with them as they age, and brands are adapting strategies to reflect this shift.

Pizza Hut has reignited a collaboration with Teenage Mutant Ninja Turtles – which originated in the '90s – via an underground experience. The activation lasted 24 hours and tapped into the Ninja Turtles fandom to deliver a dose of nostalgia, all while keeping the pizza brand front of mind.

Health and wellness retailer Holland & Barrett has made a significant investment of £2 million as part of an inclusive menopause support campaign. Tagged ‘Every Menopause Matters’, the move emphasises the company's ongoing commitment to addressing the needs of its diverse customer base.

TikTok's addition of a live stream shopping feature has boosted sales in Indonesia, leading the company to announce more upcoming investments. The rapid advancement and mainstream adoption of retail tech in the country is reflected in the success of content creators-turned-entrepreneurs.

Partnering with renowned vintage collector and designer Sean Wotherspoon, Gap has launched a capsule collection of items found primarily in American thrift stores. By utilizing their archives, brands can capitalize on Gen Z's love of vintage and consolidate brand awareness among younger audiences.

As people seek a reprieve from negative experiences on social media platforms, Pinterest is highlighting the importance of safe spaces when marketing online, with research finding that people are more receptive to brand communications when encountering them in uplifting environments.

The cost of living crisis in France is serving as a catalyst for change in entertainment habits as high ticket prices turn trips to the cinema into a rare luxury. The introduction of a price cap is aiming to change this, making cinema affordable for all and contributing to the industry's growth.

SAP and BBDO have launched digital billboards for reactive advertising creations that showcase the opportunities of AI working alongside human creativity. Despite concerns that AI will take away jobs, SAP’s campaign highlights how the tech can improve the efficiency of existing roles.

Older people in Australia are being kept out of the workforce due to ageism in the hiring process. As more brands roll out age-inclusive campaigns, the survey results show how there is more to be done to drive tangible action around meaningful inclusion for older people.

EGO Power Plus confirmed its long-term environmental commitment with a campaign protesting petrol use in outdoor equipment. While many people are questioning weak brand sustainability pledges, EGO Power Plus used Earth Day to cement its place as a leader in its sector.

Several well-established, high-end hospitality brands are offering treatments expressly aimed at executives suffering from burnout in the US. With physical and mental exhaustion affecting work culture at large, there's room for brands to help people achieve a better work-life balance.

As purchase decisions are increasingly driven by sustainability concerns, many brands are taking steps to develop eco-friendly solutions and empower customers. Sephora is strengthening a 15-year sustainability commitment by launching a take-back program, helping people recycle beauty products.

A survey from the American Pet Products Association has found that Gen Zers and Yers make up half of the pet-owning population. These findings reflect the changing profile of pet owners, with animals taking a central role in Gen Z's lives, often before they start families or find partners.

A scheme has been launched in England to cut menopause prescription costs, making it cheaper to access treatment. With cost being one of the main barriers that women face in effectively managing their menopause symptoms, the initiative is a positive step in addressing health inequity.

Japanese people in their 40s and 50s are increasingly jumping between jobs and redefining traditional career paths. As people continue to alter working life conventions, the shift demonstrates how the evolving notion of what a career should be is showing no signs of stopping.

Saga Holiday's campaign challenges misconceptions about travellers over 50 by subverting tropes and showing their adventurous side. The campaign is indicative of this audience's appetite for travel post-pandemic as they seek new experiences and overthrow archaic attitudes about later life.

Chapter Two offers an empathetic return to the dating scene for widows who are ready to love again. Unlike the fast-paced swipe culture of most dating apps, the platform prioritises a sense of community healing, the openness of which is representative of changing attitudes towards death.

A survey has found that an increasing number of Canadian employers are expected to retire in the coming year. In addition to more workers retiring early, many are also looking for flexible options, like semi-retirement, that allow them to transition between major life stages.

Morrisons has seemingly lost favour among UK shoppers, with price increases causing people to flock to more affordable competitors. As brand expectations rise amid the cost of living crisis, a failure to provide financial support during hard times may lead brands to lose loyal customers.

Older Americans are navigating the obstacles of modern dating in an effort to find authentic connections, but many are struggling to find significant others. This presents an opportunity for brands to step up as match-makers to help create spaces where older people can find each other more easily.

A survey has found that as Americans get older they feel less prepared for retirement, regretting having not saved enough money. Gen Zers and Yers are also feeling unprepared, signaling opportunities to better educate people on how they can take stock for their retirement years.

As the cost of living crisis raises the threat of homelessness for many households, Crisis is seeking to draw attention to the issue with a hyper-realistic sculpture. It's forcing people to face an uncomfortable reality through a radical campaign that puts personal stories at the forefront.

Burger King celebrated the Whopper's birthday with a large-scale activation in Times Square. Customers registered with the chain's loyalty scheme were rewarded with free burgers, creating a real-world experience that helped to strengthen brand-customer bonds at a time of economic uncertainty.

Black Friday deals among major retailers in the UK are, by and large, deceiving as many fail to offer the cheapest discount compared to prices before the sales event. This finding may prompt further distrust of brands, especially as price sensitivity grows due to the cost of living crisis.

At the 2022 World Cup, Japanese fans made headlines due to their off-pitch tradition of cleaning up after matches, providing a moment of unity amid a controversial event. With other gestures aimed at promoting allyship in Qatar having been dismantled, global divisions are in the spotlight.

Research has found that a focus on low prices and promotion is not welcome over Christmas 2022 as Americans look to escape reminders of the cost of living crisis. Instead, people are interested in seasonally appropriate ads that reflect the warmth, stability, and fantasy of the festive period.