Flavia Russo is a behavioural analyst at Canvas8. After gaining her MSc in international development from KCL, she worked as a translator and researcher in the non-profit and political risk sectors. There, she gained experience conducting qualitative and ethnographic research, from which her passion for analysing cultural and behavioural trends develops. When not working, Flavia loves spending time with her many cats and dogs, travelling to exotic locations, or playing tennis.


People are operating with a heightened perception of value

Critical Spenders

The need-it-now mentality has become the norm

Compulsive Convenience

Gen X (born 1967-1981)

Fashion and Style

Visual Capitalist

The Wall Street Journal

Stevens & Tate

Little Black Book

Despite their high spending power, Gen X is often neglected by fashion labels in favor of younger cohorts. Yet, with self-expression and conscious shopping top priorities, they’re setting the benchmark for lasting styles. We asked eight Gen Xers from across the US what guides their fashion choices.