[Webinar] KEYS - Talking about our generations

Today’s marketing and research reports are full of references to different generations and how they may (or may not) be changing the consumer and societal landscape. As Millennials have started to age, recent years have seen attention turn to the younger and apparently more exciting cohort that is Generation Z.

In this episode we think about how we can put generational and demographic analysis to good use. We explore some foundational (and not-always-easy-to-answer) questions about how best to approach these subjects. When should we use the various terms and what do we mean when we do so?

On the agenda:

How to Think about Generations
We need to be careful about the hot-takes and easy sound-bites, but also appreciative of how a nuanced approach, exploring the lived experiences of different cohorts, can help us better understand how change happens.

Adapting to Change
India is set to overtake China as the world’s most populous country over the coming year. We reflect on how the dynamics of economic and demographic change mean for men and women, and for those living across urban and rural areas.

Demographic Slowdown
Italy has one of the lowest fertility rates in the world, and its population is now starting to decline. What are the implications, both for today and tomorrow? We use the country’s recent experiences as the lens to explore how different generations think about politics and society.

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