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.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Boomers (born 1947-1966)

Gen Y (born 1982-1996)

Gen Alpha (born 2011-present)

Gen Z (born 1997-2010)

Gen X (born 1967-1981)

Australia

New Zealand

Music, radio, and podcasts

Citizenship

Spotify has launched a new campaign showcasing the universal appeal of music across age groups. The campaign challenges generational divides and highlights how musical tastes transcend age, promoting understanding and connection between generations when they're otherwise increasingly divided.
