Makua Adimora is a behavioural analyst at Canvas8. After completing a bachelor's degree in chemical engineering, she shifted her focus to culture journalism. With a keen interest in music and culture, she has written for the likes of 

, and Al Jazeera, among others. In her spare time, she can be found overspending at Superdrug or writing about the new-school hip hop scene in Nigeria.

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Gen Y (born 1982-1996)

Gen Z (born 1997-2010)

United States

Supermarkets and food

Younger generations are now splurging on groceries, a shift from previous spending trends on luxury items like designer clothing and expensive vacations. People are looking for more everyday experiences of luxury, and flashy food and beverages are becoming a popular indulgence.