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.

Americans look for fantasy over realism in Xmas ads

While major streaming platforms continue to define music discovery for the masses, some libraries across the US and Canada are offering an alternative. Platforms such as Crescent City Sounds are taking a community-led approach to the arts, spotlighting local music talent.

Library-led streaming platforms elevate local musicians

Tesco is looking to quell eco and financial concerns among shoppers through a ‘take stock’ initiative – encouraging people to check what they already have at home before doing a shop. This is in response to a growing demand for brands to demonstrate support during a cost of living crisis.

Tesco starts ‘take stock’ approach to tackle food waste

While many lower-income Americans are seeking bargains ahead of the festive season due to economic concerns, a survey suggests that luxury shoppers remain resilient in their shopping intentions. These findings highlight the financial polarization resulting from the cost of living crisis.

HNWIs intend to spend over Xmas despite economic gloom

As new communities flourish around shared experiences of previous taboo topics, culture is moving fast to destigmatize narratives around menopause. As women look to brands to offer more supportive and playful solutions, what can businesses do to avoid ‘menowashing’ narratives?

What’s behind the shift toward ‘healthy aging?’

Miniature rural homes are blowing up on Chinese social media. As rapid urban development continues to transform the nation’s landscape, Gen Xers are nostalgic for a bygone time. As such, they are turning to creative ways to rekindle familiar feelings and connect with their memories.

Chinese Xers are microdosing nostalgia with mini houses

No7 has collaborated with AllBright to break the stigma of menopause in the workplace. Through expert resources and a video series, the campaign provides advice on navigating menopause and tackling related brain drain – giving people access to a support system for an all-too-often taboo subject. 

No7 tackles workplace brain drain caused by menopause

In Japan, as middle-aged men become more conscious of how they look, they're turning to cosmetics – particularly as the idea of ‘skin health’ for all is normalised. Brands have the opportunity to help men ease ageing-related anxieties and boost self-confidence with targeted products.

Middle-aged men in Japan boost cosmetics sales

More Americans are getting married for the first time in their 40s and 50s, with the rates of first marriage in mid-life increasing for both men and women. As traditional life milestones are delayed, people are looking for brands and products that better speak to those forging their own path.

More Americans are delaying marriage until middle age

Green Friday is an initiative that’s aiming to educate and encourage eco-habits among Aussie shoppers. While more and more people are expressing a desire to live more sustainably, action gaps persist – but brands can play a role in getting people to step in the right direction.

Green Friday nudges Aussies to shop sustainably

Fitness group F3 is growing in popularity thanks to its peculiar blend of free physical fitness classes and spiritually inflected male comradery. Many Americans have become lonelier during the 2020s, leading groups like F3 to create and develop new social ties around shared goals.

F3 builds a community for fitness, fellowship, and faith

The Great Realization campaign from Northwestern Mutual deconstructs work-hard-play-hard attitudes and instead encourages Americans to live their dreams. This ad taps into a desire for unconventional and fulfilling experiences as well as increased focus on working to live instead of living to work.

Northwestern Mutual helps Americans chase their dreams

Primark has released a collection of underwear garments designed for women experiencing menopause. Tackling taboos around a life stage that impacts millions of people around the world, the retailer has responded to an often overlooked generation of women whose needs are evolving.

Primark tackles menopause with affordable fashion range

Dentsu UK and 55/Redefined have partnered to roll out an initiative that seeks to tackle ageism and boost the representation of people over 50 working in advertising. The effort shows the value of recognising workplace inequalities internally, which can then raise employee morale across the board.

Dentsu and 55/Redefined tackle workplace ageism

HBO dramedy “Somebody, Somewhere” centers experiences of LGBTQ+ people living and thriving in small-town America. Brands are increasingly challenging one-sided and reductive representations of life in rural America as more people are finding community and home outside of metropolitan spaces.

“Somebody Somewhere” queers narratives of rural America

Computer Cowgirls is an NFT fundraiser launched to support reproductive rights among the digital community following the new ruling on Roe v Wade. With interest in DAOs rising, people are channeling newly found digital skills and resources into carrying out on-the-ground philanthropic work.

NFT collection crowdsources for abortion access

Following the US Supreme Court's decision to overturn Roe v. Wade, some start-ups are aiming to increase access to emergency contraception. As anxiety around reproductive rights rises, challenger products and disruptive campaigning have the potential to offer some peace of mind.

Stix broadens access to emergency contraception

Research has found that older Britons are interested in adopting micromobility as a means of reducing their environmental footprint. While Gen Zers are renowned for their eco-mindedness, older people are also keen to live more sustainably and offset the impact of climate change.

Micromobility options appeal to eco-minded older adults

The UK’s Acting Your Age Campaign has penned an open letter demanding better on-screen representation of women over 45 to combat ageist attitudes in the entertainment industry. The initiative arrives as some brands take active steps to ensure they represent all age groups accurately.

AYAC letter highlights lingering ageism in entertainment

A new Tena ad campaign, #LastLonelyMenopause, spotlights the realities of menopause and aims to shift the narrative by reframing the experience as a second coming of age. With little education around menopause stigma, many women are hesitant to seek the support they need.

Menopausal women want more knowledge and support

Under extremely strict lockdowns, residents in Shanghai are turning to collective buying and bartering to procure essentials. It demonstrates how when traditional supply lines fail at times of crisis, people many find a sense of agency in community organising and mutual aid on social platforms.

Collective buying helps Chinese residents in lockdown

What demands are Boomers and Gen Zers making of the beauty industry?

With the unstoppable rise of Trinny London, and over-50s influencers hitting the million-follower mark, Boomers and Gen Xers looking for beauty tips and advice are disrupting the business. Now too hard to ignore, will beauty brands begin to recognise this overlooked audience?

What do Boomers and Gen Xers want from beauty brands?

What long-term impact might ‘zaddies’ have on the fashion industry?

From Milan to London, Paris to New York, older men are seemingly taking over fashion runways as brands such as Prada, Bianca Saunders, and Martine opt to showcase their designs with more mature models. What does the emergence of ‘zaddies’ say about our changing relationship with ageing?

How are ‘zaddies’ changing attitudes to youth culture?

Higher education has long acted as a gatekeeper to professional employment but online coding courses in India are challenging that path and offering another route to work. For students, the low costs, repayment structure, and shorter completion times make them a compelling alternative.

Indian students search for alt education pathways

From live performances by Dr. Dre and Eminem to ads featuring characters from Austin Powers and Scrubs, the 2022 Super Bowl halftime show was full of nods to the 1990s and early 2000s. While the nostalgia appealed to Gen Y audiences, it also touched a nerve about no longer being ‘young people’.

Nostalgic Super Bowl LVI ads make Gen Yers feel old

In-chat stickers aren’t just for self-expression – they've become a chance at wealth for creators. As a lucrative market, it’s pushing artists across Asia to flex their creative muscles. Amid the creator and passion economies, people are gravitating towards well-paying non-traditional careers.

Artists create stickers to up digital self-expression

Mushrooms are being utilized by American employees to support their working lives. Productivity is a cornerstone of US corporate culture, and with burnout growing, more workers are finding ways to self-optimize with psychedelics to manage these pressurized environments.

US execs are microdosing on the job for self-mastery

With a growing number of women wanting to know how to navigate one of the most challenging times of their lives, influential menopause advocates are increasingly vocal and frank. How can organisations help menopausal women optimise their health and get the most out of life?

How ladettes of the ‘90s are taking on the menopause

Retirement has many Americans worried about their savings and the pandemic has exacerbated this. With Gen Xers being most worried and many unsure about their retirement savings status, there are opportunities for brands to provide digitally driven, targeted products to help people save.

Americans are anxious about their retirement savings

Australians are continuing to embrace crypto in the everyday as many plan to exchange digital gifts for Christmas 2021. To meet demand, it’s becoming essential for companies to plan their digital futures, either by enabling interoperable payments or establishing cultural relevance through NFTs.

Australians eye up a crypto Christmas for 2021

Across the globe, the maternity apparel market is experiencing a boom – demand has grown significantly from 2016 to 2020. With this interest expected to continue, there’s an opportunity for brands to diversify their portfolios to incorporate a stylish and affordable maternity range.

Maternity market booms amid desire for style variety

How are Gen Xers tackling middle age on their own terms? Why should video game developers pay attention to this tech-savvy cohort? How might shifting perspectives of health and wellness among Gen X impact beauty brands? And why is the sandwich generation hesitating to splash out?

2021 Generational Snapshot of Gen X

The lockdown craze for home and backyard decoration and design hasn't abated and people are rethinking at-home fun, with many turning to swimming pools made from recycled shipping containers. With Americans wary of the pandemic, many are continuing to reimagine and redesign their homes.

US backyards get refreshed as communal leisure spaces

People whose banking is enabled by Mastercard will be able to pay using digital currencies, thanks to a partnership with crypto firm Bakkt. As people feel more comfortable with crypto, financial institutions are offering them choice as well as continuing to deliver on high standards of security.

Mastercard balances user trust with crypto plans

The pandemic’s school closures and working from home guidance altered the when and where of people’s usual eating routines. However, a survey of family eating and mealtime habits looks at their pandemic-era diets and finds an increase in both healthy and unhealthy eating.

Parents are OK with fast food in moderation

For students heading to college, the dorm room is their first home, and US families are investing heavily in temporary decor and furniture. While students look to express their identiy to their peers, parents are softening the emotional burden of big change by splashing out on home comforts.

American families invest in dorm room decor

Australian parents, looking to raise healthy kids, are seeking out healthy snacks for toddlers. But according to a study of packaged toddler foods, they're being tempted by misleading packaging cues such as pictures of fruit and promising statements that disguise high sugar content.

‘Healthy' kids snacks don’t live up to their claims

With traditional ways of exercising being limited as a result of the pandemic, people are looking for new ways to keep fit. VR game Beat Saber offers older people a way to exercise without leaving the house, in an immersive environment that feels more like having fun than forcing exercise.

‘Beat Saber’: VR fitness for older gamers

Despite governmental bans on skin-lightening products, Kenyan women continue to strive for fairer skin. In spite of global pan-African movements, women are melanin-shy, as their Eurocentric beauty standards linger when it comes to beauty aspirations.

Skin lightening becomes currency for Kenyan women

Gen Yers and Zers love playing 'plant parent' – and as they get more serious about their horticultural habits, they're seeking inventive ways to stay on top of plant care. The PlantHero start-up brings telehealth to the plant care world, offering video consultations with plant nursery owners and botanists.

PlantHero brings telehealth to plant care

As travel restrictions persist, holiday-deprived locals are finding mini luxuries in exotic and expensive plants. Lockdowns have sparked a botanic boom, leading people to seek instant gratification as well as comfort from greening their homes.

Restless Singaporeans find release in rare plants

From hot flashes to night sweats and difficulties sleeping, menopause can take its toll on the people who experience it. But the stigma around talking about it is leaving people unprepared and going untreated – creating opportunities to widen the conversation around women's health.

People aren’t treating their menopause symptoms

British parents are looking for ways to safeguard their children's financial futures, with three-quarters reporting they're saving for their children. Yet with many putting aside savings in cash, more financial education is needed to help guide parents in their money decision-making.

UK parents need help with savvier savings for their kids

Boomers and older Americans are gradually beginning to pass on their trillions in accumulated wealth to family members and others, in a move that could trigger a tidal wave of economic activity. The inherited wealth could transform the economic fortunes of many younger Americans.

Boomers are giving wealth to younger Americans

Klarna’s 'Reopening Insights' report has found that post-pandemic shoppers are 'ready to change their style'. By blending social shopping and online entertainment, live-streaming is one way for brands to guide shoppers seeking to refresh their wardrobes.

Klarna users are ready to change their style

After the stress of the pandemic, people are seeking more play in their lives. Canvas8 spoke to Dr. Miguel Sicart, author of Play Matters about how brands can incorporate playfulness into the way they work.

Dr. Miguel Sicart on the brand value of play

From wrinkle creams to collagen supplements, so much of the anti-aging beauty narrative focuses on skin and body. Supermodel Cindy Crawford is broadening the conversation to an oft-overlooked category: she’s launching a hair care range made for older women and their tresses.

Meaningful Beauty targets older women’s hair needs

People are increasingly aware of the benefits of clean energy, but the incentives attached don’t typically scream ‘fun’. Victoria Bitter is putting the social back into social enterprise: rather than selling excess energy back to the grid, people can exchange it for free beer from the Aussie brewer.

The Solar Exchange rewards clean energy with free beer

Women are shifting the narrative on what getting older means to them, but brands are still catching up to represent these evolving ideas. Hotter Shoes' latest campaign is both a celebratory and realistic reflection of women defining their own version of later life success.

Hotter campaign shakes off older women stereotypes

College education is often seen as a rite of passage for young people looking to ‘make it’ in the working world. But just as teens are increasingly embracing alternative routes to success, their parents are also questioning the value of a degree, signalling a shift away from traditional aspirations.

Anti-college sentiment grows among US parents

While Gen Yers are often portrayed as fitness-focused and wellness-obsessed, a study points to worsening health among the cohort, and among Gen Xers. Both generations are facing health challenges as they age, from declining physical fitness to increased substance abuse and mental illness.

Gen Xers and Yers face health struggles as they age

Perceptions of gaming in India are shifting, with the notion that it’s purely for kids becoming less prevalent as people of all ages increasingly embrace mobile gaming. As attitudes change, the opportunity for brands is to get engaged with gamers in their online habitats.

Mobile gaming is enticing Indians of all age groups

Tommee Tippee has released a campaign that illustrates a raw and realistic portrait of new mums – especially those breastfeeding, or trying to. The ad is offering a welcome and inclusive message to all mothers, no matter what their version of motherhood looks like.

Tommee Tippee’s ad celebrates breastfeeding realism

Small investors, using digital trading apps and the Reddit board r/WallStreetBets, have disrupted the stock market and revealed their potential power to destabilize the financial industry. Meanwhile, public reaction has emphasized ongoing distrust and dislike for the financial elite.

DIY investors are enjoying messing with Wall Street

The entire archive of iconic Japanese magazine TUNE has been made available online. While tapping into Gen Yer and Xer nostalgia, the relaunch is for Gen Zers, too. Though too young to have appreciated it first-hand, Gen Zers' fauxstalgia for the 00s gives TUNE an audience beyond its original reach.

Cult Tokyo street style zine feeds Gen Zer fauxstalgia

Choosing between getting your kid to school or your parent to medical appointments is a regular issue for the Sandwich Generation. Canvas8 spoke to Claire Gillman, author of We Are The Sandwich Generation: Keeping Everyone Happy to understand the unique pressures faced by this group.

Claire Gillman on why Gen X are everyday heroes

Mental health has shed much of its stigma in recent years, but it’s still a touchy topic among certain groups. A social venture made up of Cambridge researchers has highlighted one surprisingly effective way of tackling taboo and encouraging people to seek professional treatment: hip-hop music.

Hip-hop helps hard-to-reach men confront mental health

Due to the new reality of WFH during a pandemic and a growing desire for deeper connections with their kids, Gen Xers are redefining the concept of fatherhood. But while they’re pushing for change, representations remain outdated. So, how do Gen X men relate to traditional family structures?

Why Gen X dads are moving past the ‘provider’ narrative

A Moschino bag designed to look like a croissant on a chain has gone viral online. In a year when people have been stuck inside, stressed and increasingly bored, many people have looked to experimental and whimsical style as a much-needed source of novelty and fun.

Moschino croissant bag feeds hunger for the absurd

The menopause will be a reality for half of the world, yet it continues to be shrouded in a lack of research and awareness without empowering, useful solutions. MPowder’s range of supplements seeks to address that, targeting biochemical needs throughout the three stages of the menopause.

MPowder answers call for better menopause support

Menopause has long been shrouded in stigma and a lack of understanding. But as the beauty industry moves away from a one-size-fits-all approach, Avon is launching adapt Sync, a line of three skincare products designed to address the hormonal changes experienced by perimenopausal women.

Adapt Sync: tailored skincare for perimenopause

As people continue to push the conversation on women's sexual well-being, there’s room to discuss how it evolves later in life. A study has dispelled the myth that women lose interest in sex as they age, creating space for brands to meaningfully engage with older women on the topic.

Later life doesn’t spell the end for female sexuality

How are Gen Xers bringing up their Gen Z kids? What steps are they taking to financially prepare for the future amid the uncertainty of the pandemic? How are they adapting to middle age and the associated health concerns? And what does it mean to be culturally relevant with this cohort?

2020 Generational Snapshot of Gen X

For many hard workers, retirement is the light at the end of the tunnel. But financial upheaval caused by the pandemic means that people may have to continue working into their golden years. This could lead to a widespread workplace re-think as businesses look to stay relevant.

Over-50s shift retirement plans due to COVID-19

In the UK, local radio stations are in flux, with dozens having been rebranded as Greatest Hits stations. But local hosts and listeners are setting up and financing replacements online to cater to the nearly two-fifths of Britons who prefer the community of local stations to national ones.

Britons are fighting for beloved local radio stations

Keeping fit during quarantine is difficult at the best of times, but for older gym-goers, e-workouts aimed at fit and young participants are exclusionary. Mighty Health is a fitness and wellness app aimed at over-50s, with classes, nutrition advice, and coaching tailored to their needs.

Mighty Health: helping over-50s get fit

The menopause has long been shrouded in stigma and misunderstanding. But with the beauty industry moving away from a one-size-fits-all approach, Avon is launching adapt Sync, a line of three products designed to address the hormonal changes experienced by perimenopausal women.

adapt Sync skincare addresses hormone changes

Pepsi Max has partnered with Houseparty with a video chat-based trivia game designed to get fans excited for the restart of the Champions League. As people use e-video channels to keep in touch during the pandemic, digital closeness and fandom are emerging as the new normal.

Pepsi Max x Houseparty: gamified soccer fandom

The parenting industry is a lucrative market but tends to be dominated by White voices while women of color are left out of the conversation. Sugaberry is changing the narrative with a media platform dedicated to celebrating the ups and downs of motherhood for Black and Brown women.

Sugaberry: celebrating Black and Brown moms

A wave of influencers over the age of 50 is seeing success on YouTube. As audiences of all ages seek fresh content, particularly during the monotony of lockdown life, brands have the opportunity to entertain with material that speaks to the interests of a range of generations.

YouTube’s 50+ influencers break age stereotypes

Telemedicine service The Cusp is helping American women test their hormones to predict if they are in perimenopause or menopause. Healthcare is limited for many women in the US so telemedicine alternatives are bridging access and affordability gaps for greater health equality.

The Cusp’s telemedicine helps women manage menopause

With people spending considerably more time at home, inequalities in the amount of unpaid labor done by men and women are becoming increasingly apparent. Research has illustrated this discrepancy, noting that working mothers do more housework and childcare than working fathers.

Working mums shoulder unpaid labor in lockdown

Often pushed into retirement or redundancy by ageist attitudes and business practices, older workers want to stay in the workforce but may struggle to. Career service Rest Less hopes to make a difference by connecting companies with the over-50s workforce, who bring experience and expertise.

Rest Less: promoting age diversity at work

Offering activations that focus on fun, safety, and engagement, beer brand Heineken has been working to boost its profile and engagement in Brazil. Amid changing drinking habits and a growing taste for premium and craft beer, the company is growing in popularity among Brazilians.

Heineken: socially-minded beer marketing

Berlin-based digital bank N26 may not have any branches, but it’s still connecting with consumers across the world. It has attracted tech-savvy Gen Zers and Yers – along with other neobanks – with one-touch money management using smartphone-friendly features and economical borderless banking.

N26: a transparent, convenient answer to digital banking

According to research from LinkedIn, age is the number-one barrier that Britons feel is preventing their careers from progressing. With more people working into later life, there’s room for brands and businesses to provide age-inclusive upskilling initiatives and learning opportunities at work.

Britons facing ageism seek inclusive upskilling at work

They may be in their prime earning years, but Gen Xers are feeling financial pressure as they juggle the costs of caring for older and younger family members with an urgent need to save for retirement. So, what’s the best way to help them navigate their complex budgets and future monetary needs?

What do Gen Xers want from financial services?

Brand messaging around vegetarian and vegan products tends to focus on a certain type of person, namely young and white. But with figures showing that the demographic that’s pioneering meat-free lifestyles is African Americans, brands looking to stay relevant will need to rethink their approach.

African Americans and over-65s lead meat reduction push

When they were younger, they were known for just being a bunch of slackers. But things have changed: in 2020, Gen Xers are the ones with the money and the power – so why are brands ignoring them? And what can they do to connect with and cater to this small but financially mighty generation?

How can brands connect with Gen Xers?

Globally, older demographics are making up a bigger proportion of the population – and they’re wielding increased spending power. As over-50 shoppers come to make up the lion’s share of fashion spending, the youth bias presented by brands is undermining their cultural relevance.

Fashion’s youth focus turns off older big spenders

In 2019, Aussies lost more than AUD $60 million to scammers, highlighting the need for better education around fraud schemes. Although elderly people are often thought to be most vulnerable to fraud, investment scams drew more money from 35- to 44-year-olds than any other age group.

Aussies struggle to see through investment scams

Hair loss, scars, and a newly-flat chest can all be very real parts of the breast cancer experience. But as women embark on a journey of physical and emotional recovery after surgery, how do they want to be spoken to? And how can brands empower them to feel confident in their changing bodies?

How do women want to be spoken to post-surgery?

Turkey may be a traditional part of Thanksgiving, but nearly a third of Americans are considering giving it up. As health and environmental concerns increasingly influence eating habits, particularly among young people, plant-based alternatives could replace meat as the festive centerpiece.

‘Mindful’ Americans consider meat-free Thanksgiving

With consumer trust in banks on the wane, fintech companies are reaping the rewards. Apple Card is Apple’s steel physical credit card, aimed at iPhone and Apple Pay users who want a good user experience, a brand they can trust, and guaranteed privacy measures that can stand up in 2019.

Apple Card: banking on security and privacy

Research from Zoopla has found that people in the UK are waiting to buy homes until they can afford three bedrooms. As Britons spend longer saving up for a deposit, there’s a demand for companies that help them manage their money to reach their life goals.

First-time buyers set their sights on three-bed homes

Beauty guru Julie Schott’s Starface pimple patches are leading the charge in the skin acceptance movement. Designed to cover up and heal spots, yet remain visible, these cute yellow stars are lighting up social media and tapping Gen Z’s desire to resist ‘perfect’ skin ideals.

Starface: acne stickers for the social media savvy

Taboos around female health may be breaking down, but the majority of menopausal women in the UK are still dissatisfied with their medical support and treatment. As women tire of a one-size-fits-all approach to healthcare, there’s an opportunity for brands that better address their specific needs.

Menopausal women want better healthcare options

Ex-US veterans are being recommended gaming as a therapeutic tool to help improve their physical and mental wellbeing. As society’s growing interest in wellbeing continues to provide greater openness to alternative therapy treatments, gaming’s social and physical benefits are being explored.

US veterans prescribed gaming as a form of therapy

Catering to middle-aged and older women, Better Not Younger’s approach to haircare has cemented them as the leaders in “gray” beauty. Historically overlooked, brands are stepping up to offer female Gen Xers, Boomers, and Seniors what they want: representation and products that work.

Better Not Younger: haircare for over-45 women

Spotify is getting users humming along to tracks from the '80s and '90s in its 'Listen Like You Used To' campaign. By evoking memories of well-loved tunes from the past, the streaming company is using the powerful force of nostalgia to create emotional connections with people and build brand loyalty.

Spotify ad fuels nostalgia for Gen X and Y music fans

A lawmaker has asked the FDA to act against e-cigarette maker Juul, requesting a crackdown on the use of unapproved medical claims. As people look for healthier alternatives to smoking, they are making the leap to e-cigarettes, in spite of a lack of clarity around the long-term impacts.

Demands for transparency spark e-cigarette laws

Shoe brand Reebok teamed up with Amazon and Google Home to launch its limited edition Swarovski sneakers via a contest over voice assistant. By turning to tech and tapping into ‘drop’ culture, the brand is looking to win over young audiences who are tired of traditional marketing techniques.

Reebok voice-tech sneaker drop harnesses hype culture

While it’s no secret that Chinese men are generally more open to beauty than those in the West, perfume is one category that has been relatively ignored. But research shows that male beauty aficionados are increasingly interested in scents, giving brands room to offer products that hit the right note.

Desire for men's perfume in China shows shifting norms

Life after 50 may seem daunting due to financial and health concerns, but Boomers and Gen Xers in the US have myriad ways of cutting loose. With ample free time and a good level of tech-savviness, they’re getting their kicks by exploring new passions and traversing the physical and digital world.

How the ‘original rebels’ are staying entertained past 50

Called the unsung and forgotten generation, Gen Xers may be squeezed by dominant Boomers and attention-seeking Gen Yers, but their vacationing habits are demanding attention. With plenty of spending power and an urge for adventure, how are brands catering to this holiday-hungry generation?

How are Gen Xers going on holiday?

Despite positive steps towads gender equality, the vast majority of men in Japan still expect women to cook for them in the home. With entrenched gender roles still prevalent, brands have an opportunity to innovate with products and services that help to change this dynamic.

Domestic inequality persists as few Japanese men cook

Pantene has launched a campaign that subverts traditional beauty norms by focusing on the charm of grey hair. In the face of an aging global population, brands have a chance to not only accept signs of aging that have traditionally been considered undesirable, but to embrace and celebrate them.

Pantene campaign celebrates the beauty of grey hair

All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

What do menopausal women want from beauty brands?

For a third of Brazilian women, facial care amounts to just soap and water – and many find it difficult to establish a daily skincare routine. As people increasingly see beauty and wellness as interchangeable, brands can reach those who are looking for products that combine skincare and self-care.

Skincare for third of Brazilians is soap and water

German motorists have taken to decorating their cars with stickers with the slogan ‘F*ck You, Greta', in reference to the Swedish climate change activist Greta Thunberg. As eco social pressure mounts, people are feeling fatigued by the obligation to consume consciously.

German drivers defame Greta Thunberg with car stickers

https://cdn.sanity.io/files/1mk9ifx4/production/d6370c00dfe01a21dfbc185ec5d6cbfed4c571bc.pdf

Gen X (born 1967-1981)