A 77-year-old YouTuber @koreagrandma is launching a skincare brand in collaboration with global cosmetics giant Cosmax. While anti-ageing concerns still dominate beauty trends, older adult influencers who promote self-care are paving the way for pro-ageing rituals instead.

Viral South Korean influencer challenges ageing attitudes

2024 was the year of bag charms and collectible toys. Bring those two together and you get Labubu, a cute little monster adults are now obsessively collecting. APAC lead editor Therese Reyes looks into the latest viral craze and what it tells us about affordable luxury in the region.

Editor's Briefing: What the Labubu craze tells us about affordable luxury

Jaguar’s rebrand, entitled 'Copy Nothing', has ignited controversy for featuring no cars, straying from its luxury heritage, and appearing 'too woke'. Inadvertently, the brand is now at the centre of debates around diversity and climate change, clashing with audience expectations.

Jaguar’s rebrand sparks brand identity cultural debate

More people over 50 are starting second careers in new fields, challenging traditional life paths and defying ageist stereotypes. Gen Xers and Boomers are evolving their lifestyles, yet many brands have yet to fully recognise this shift, leaving these generations underrepresented in the media.

Second careers reflect shifting notions of ageing

Hollywood films like Babygirl, A Family Affair, and The Idea of You center on intergenerational relationships between middle-aged women and younger men. They show the potential for original, raw, and nuanced media narratives that challenge traditional norms and examine female sexual agency.

Glossy age-gap romances spotlight female midlife desire 

As people in Britain usher in Remembrance Day on November 11th, the gesture of wearing poppies in memory of soldiers fallen during past wars – once simply regarded as a patriotic act – is now viewed by some as an unwelcome endorsement of ‘Britishness’ amid declining national pride.

Remembrance poppies spark polarising nationalism debate 

Incidents of road rage are surging across the US, opening up discussions about what sparks anger while driving. Amid the permacrisis, some people are rationalizing anger as a secondary emotion to fear, sadness, and emptiness, promoting more honest discussions and dialog.

Road rage incidents shine light on US anger epidemic

Car buyers in Germany are showing muted demand for electric cars as the cost and quality of EVs fail to meet their needs. Countries recognise the need for an urgent transition towards a greener future, but balancing the competing needs of people and brands is an uphill battle.

Fewer German car buyers are opting for electric vehicles

Donald Trump has put in a shift at a McDonald's in Pennsylvania as part of his campaign trail. With people's personal finances a key influencer in deciding who they'll vote for in the US election, both nominees are trying to appeal to working class voters and show they understand their experiences. 

Trump's McDonald's shift targets working class voters

Americans are deeply aware of AI's impact on the job market, and many are keen to upskill so they don't fall behind. But soft skills also remain in focus across generations. Canvas8 spoke to Gen Zers and Xers from across the US to understand their outlooks on the shifting careers landscape.

How are Americans staying ahead of the job market?

As technology transforms the job market, people are striving to future-proof their skill sets. Canvas8 spoke to nine Britons from Gens Z and X to find out what they want to learn and which qualities they prioritise as they navigate drastically different stages of their careers.

How are Britons staying ahead of the job market?

Olly has launched Mellow Menopause, a supplement designed to address multiple menopause symptoms in as little as 24 hours. Meeting demands for more effective and comprehensive health solutions, the move acknowledges menopause as a significant life stage that deserves attention and care.

Olly taps desires for holistic menopause solutions

A study has revealed that Gen Xers are likely to be hit the hardest by the retirement crisis brewing in the UK. While reforms promise to deliver higher returns for pensioners, declining institutional trust means that people will be looking to brands for support around their retirement needs.

UK Gen Xers’ retirement dreams don’t match up to reality

The healthcare multinational has launched a digital ecosystem that supports people on their journey to healthy ageing. As Britons’ appetites for digital health and wellness coaching continue to grow, there’s an opportunity to cater to older adults who are often underserved in this space.

Bayer personalises healthy ageing with tech companions

Stressed parents in America struggle with their kids leaving for college, and they're using tech to track them while micromanaging their college experiences. This over-involvement, driven by anxiety, distrust of institutions, and pressures to be perfect, is altering college life for Gen Z.

Parents seek control over their kids' college life

HMV’s vinyl and CD sales have boomed following the Oasis reunion announcement, possibly driven partly by the band’s Gen Z fanbase. With the tour shaping up to be a massive cultural phenomenon, we can expect to see fandom creativity come to the fore across diverse formats and artefacts.

Oasis reunion sparks surge in physical music sales

As the emerging sleep economy offers a variety of products and solutions for effective recharging, what is the place of sleep in Britons’ increasingly busy and hectic lifestyles? Canvas8 spoke to seven people across the UK about how, when, and why they sleep.

How are Britons sleeping amid the permacrisis?

A combination of responsibilities for their children and aging parents and economic challenges mean Gen Xers are feeling financially unprepared for retirement. Many are considering moving in with their kids to make ends meet and may need help broaching these conversations.

Gen X ‘Silver Squatters’ feel unprepared for retirement

A group of Brooklyn mothers have forged a supportive network at the local skate park, taking a more inclusive approach to the sport. Born of desires to escape responsibility and build community, the grassroots group represents a wider movement to redefine the cultural narrative around motherhood.

Skateboarding offers community for New York moms

As the older half of Gen Xers approach retirement age, many are without adequate pension funds to leave the workforce. As this group navigates a myriad of financial pressures, there’s an opportunity for brands to better support the needs of an often overlooked generation.

Retirement is becoming a distant dream for US Gen Xers

By targeting a market that’s been ignored, but one with immense spending power, Made of More spotlights a group of women with significant needs – and the buying potential to match. It's giving Gen X beauty lovers the science-backed products they seek and boosting the visibility of this generation.

How Made of More rethinks menopause beauty for Gen X

China’s ageing population is a concern for its government, but travel companies are excited about the opportunities around older travellers and domestic tourism. Catering to renewed desires for adventure, providers are adjusting their services to tap into a potentially lucrative consumer base.

‘Silver travel’ primed to boost China’s domestic tourism

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.


Spotify challenges generation gap in new campaign

Despite calls to de-stigmatise menopause, many women lack basic knowledge of its symptoms, let alone confidence to talk about it openly. Addressing this, Morrissons has unveiled dedicated bays to raise awareness of menopausal symptoms and offer women experiencing them targeted products.

Morrisons targets knowledge-gap with menopause campaign

Originally intended for people with diabetes, the marketing for Ozempic shifted to focus on weight loss for women in the late 2010s, and start-ups are now encouraging men to man up by slimming down. But is this approach to male weight loss just another form of toxic gender stereotyping?

Are Gen Y and X men in their ‘Brozempic’ era?

Primark is freezing prices for select back-to-school basics at 2021 levels to help parents with the financial challenges they face at the start of term. With people looking for tangible support during the cost of living crisis, price freezes are a smart strategy for brands to show they care.

Primark is freezing back-to-school prices at 2021 levels

Fashion has famously been an industry that favours the young, however, we’re seeing a rising trend of older models and celebrities starring in campaigns, from Maggie Smith for Loewe and Charlotte Rampling for Massimo Dutti. As brands embrace older stars, is age inclusion finally in vogue?

Is fashion finally tackling its ageism problem?

The ‘90s were peak alcohol. For Gen X growing up at the time, lads and ladettes reigned supreme, and drinking was synonymous with having a good time. But nearly 25 years later, this booze-loving generation has started to shift not only their perception of alcohol, but their drinking habits too.

What's the future of Gen X drinking?

Australia's surf scene is evolving, with older Gen Yers and Gen Xers riding the waves at higher rates than young people. From surf parks to mental health initiatives, the sport is becoming more accessible and diverse, reflecting broader societal trends in fitness and lifestyle.

Why there’s a swell of middle-aged surfers in Australia

An ageing population and declining birth rates are poised to significantly impact shopping trends in Japan’s booming luxury market. Luxury brands seem to be expanding their reach to include older generations with disposable income and wealth and younger generations who prioritise mindful spending.

How Japan's different generations are changing luxury consumption

Managers are struggling to give feedback to Gen Zers, and several high-profile examples have gone viral online, pointing to a growing generational divide in the office. As Gen Zers enter the workplace, employers need to treat their concerns more inclusively. 

The workplace generational divide is deepening

Dope Black Dads is a global digital community dedicated to uniting Black fathers through their shared experiences. The organisation also aims to dispel myths and stereotypes by fostering positive conversations on Black fatherhood and masculinity – creating a strong and supportive community.

Dope Black Dads unites thousands of Black fathers

Telehealth start-ups are emerging to offer Ozempic and similar GLP-1 weight-loss drugs to men, who are often left out of these appeals. While this represents an underserved market for these products, education, and sensitivity are needed when talking to men about weight-loss drugs.

Start-ups attempt to address male Ozempic gap

Families of children with special medical needs are often excluded from the labour market, which is not geared to accommodating their circumstances. Responding to this, a cafe in Sendai is staffed exclusively by such people to give them a sense of purpose and belonging beyond their homes.



Sendai cafe makes employment a reality to caregivers

Also known as the ‘sandwich generation’ with demands from both elderly parents and children, Gen X face a double whammy on their finances. While some take on C-suite positions, others are facing redundancy, so what are they looking for from work and how can organizations help them?

What do Gen Xers want from the workplace?

Sandra Hüller has become a household name for her emotionally resonant performances in non-English films Anatomy of a Fall and The Zone of Interest. Her journey from German stage actress to Oscar-nominee signifies the spotlighting of global talent and older women in media and fashion.

Why Sandra Hüller is a beacon of on-screen representation

The Senior Papa Project is an initiative to support older fathers in Japan who are struggling to balance responsibilities with demanding work schedules and continued social stigma. As milestones modernise, social structures will need to adjust to accommodate changing behaviours with empathy.

The Senior Papa Project supports older fathers in Japan

Despite three million Australian women affected by menopause, talking about it is still seen as taboo by many. Female-first wellness brand Phenxx set out to change that in its 'Australia's' Hottest Woman' campaign, calling attention to the hot flushes that many women suffer from.

Phenxx sparks conversations around menopause

A survey has found that Americans want authentic depictions of work and family in TV shows and movies. Amid the rising inflation and cost of living, people are connecting with honest on-screen portrayals, creating an opportunity for brands to provide positive representations in mainstream media.

US adults want work-life balance depicted on screen

Australian retirement village operator Aveo has launched a campaign highlighting how community and human connection don't have to stop at retirement. As people's ideas of retirement become more fluid and positive, brands can help them explore the rich possibilities of a life well lived.

Aveo rethinks retirement as community-oriented lifestyle

Despite the envious gaze of younger generations, older Britons with poor finances are being forced to re-enter the rental market – and when they get there, their options are often limited to house-shares. Where are the flexible housing solutions for these older Britons?

Older Britons forced to reenter rental market

Tesco's MTick labels identify menopause-friendly products, aiming to ease shopping for an often overlooked audience and remove taboos around menopause. The move aligns with changing menopause discourse, promoting support for continued self-care and shifting to pro-ageing sentiments.

Tesco MTick label supports menopausal shoppers

Research has found that the number of young people taking sick days has increased compared to older people, noting that Gen Z women are most affected. This emphasises how brands must go beyond conversation and lean into actionable, accessible support for a generation more open about mental health.

Gen Z is more likely to call in sick to work than Gen X

Recent data revealed that Gen Xers and Boomers are behind Temu’s rapid success. Young adults are taking this to TikTok, mocking their mums for buying questionable gadgets on the platform. Albeit ironically, this trend highlights the implications of Temu’s aggressive marketing for older consumers.

Gen Zers bring their moms’ Temu addiction to TikTok

British adults who are providing support to their parents, children, and even grandchildren are in a precarious spot as the cost of living crisis places strain on their finances. How are members of Gen X coping in their role as multigenerational financial anchors, and how can brands help them out?

How is the cost of living crisis impacting Gen Xers?

Older Chinese individuals are breaking away from traditional norms and exploring the tender world of modern dating. Their quest for companionship is marked by an openness to building relationships, increasingly facilitated by digital platforms like dating apps and livestreaming channels.

How China’s older adults navigate the world of modern love

Retirement specialist Just Group has published research showing that some Gen Xers are spending the equivalent of a full state pension on care for elderly relatives. With Gen X stressed by financial support from older and younger generations, there are opportunities to help them feel supported.

Gen Xers stretched by care costs for relatives

Amid China’s booming beauty market, there’s still a notable gap in mature beauty options. Brands face the task of appealing to the country’s thriving multi-billion dollar silver economy – the ageing who are digitally savvy, financially able, and discerning in their expenses.

‘Mom beauty’: the self-care boom among Chinese Gen Xers

Since its launch in 2022, Temu has become popular among online shoppers in the US. However, the platform’s gamified shopping experience could be taking advantage of its most committed patrons, Gen Xers and Boomers. Already distrustful, people expect brands to provide equitable customer service.

Temu’s gamified shopping can confuse older users

A survey has revealed a generational gulf between Gen X workers and their younger counterparts regarding how they cope with work-related stress. While the stigma around mental health has lessened for younger people, older workers remain uncomfortable discussing career-based wellbeing issues.

Gen Xers lag behind in erasing mental health stigma

The popular romantic fantasy All of Us Strangers explores mid-life loneliness, queer love, and past trauma. Media brands have the opportunity to challenge outdated narratives of Gen X queer sexuality by showcasing raw and diverse expressions of desire and emotional fulfilment.

'All of Us Strangers' spotlights queer Gen X experiences

The 2024 Generational Snapshot of Gen X explores how menopause has become an issue central to culture and wellbeing, how this cohort is prioritising age-specific needs in the workplace, the increased visibility of men’s mental health, and their quest to find relatable and inspiring role models.

2024 Generational Snapshot of Gen X

HomeEquity Bank's 'Ask Yourself' campaign encourages Gen X Canadians to explore the option of home equity for enhanced later-life financial flexibility. Inflation and the cost of living crisis has made many Gen Xers rethink their financial futures, prompting them to consider saving alternatives.

HomeEquity Bank tempts Gen Xers with reverse mortgages

Jane Garvey and Fi Glover’s podcast provides honest advice and relatable inspiration around the lived experiences of Gen X women. In a media landscape that often overlooks the experiences of older females, Off Air with Jane and Fi provides a warm and relatable platform that feels tailored to them.

How ‘Off Air with Jane & Fi’ empowers Gen X women

The Mexican state of Nayarit has jumped on the 'travel dupes' trend – a term used to describe lesser-known destinations comparable to touristy or expensive sites. The turn to dupe destinations reflects fatigue from cookie-cutter experiences and a growing financial savvy among travellers.

Mexican state woos with ‘dupe travel’ experiences

As people set their New Year fitness goals, many will be looking to sign up for a gym, which can be an intimidating first step. However, Planet Fitness is looking to appeal to people seeking out safe and welcoming spaces to exercise by calling out toxic fitness narratives.




Planet Fitness celebrates judgement free workouts

A decade since its first store in China, the retail store MINISO has seen itself become a global lifestyle brand offering affordable, top-quality products. With thousands of locations globally, it entices ‘kidults’ through blind boxes and themed stores that elevate the dollar-store experience.

Why MINISO spreads the ‘kidult’ lifestyle in global retail

Research by Waitrose has found that women are increasingly expressing interest in diets that help alleviate the symptoms of menopause. Amid greater cultural awareness of menopause, nutrition is fast becoming an important vehicle for symptom alleviation and better health outcomes.

Menopause diets help women manage symptoms

Amid the cost of living crisis, traditional retirement plans are becoming out of reach for many people. Instead, ageing populations are considering 'flextirement' to continue working in some capacity to ensure they have enough money to make ends meet without a regular income.

Older adults look to 'flextirement' for financial security

Societal shifts surrounding major life milestones have affected the housing market and it’s impacting all generations – from Gen Z to Boomers. And with many over-60s joining ‘Generation Rent’, what can brands and businesses do to accommodate an ageing population at home?

Why are older generations returning to renting? 

Gen X women make up a growing and influential demographic in the beauty industry. Boasting high spending power and busy lifestyles, what kinds of products are they interested in? And given the sector’s traditional focus on youth, what can brands do to meet demands for ‘pro-ageing’ representation?

What do Gen X women want from beauty brands?

Amid a post-pandemic loneliness epidemic, more and more older people are looking to find love, both IRL and on dating apps. Older adults, especially those with children or previous marriages, have different needs than their younger dating counterparts. How can brands cater to these needs?

How are older people rediscovering romance and dating?

Colibri Jimenez is redefining Mexican food by upending stereotypes that Mexican food is always cheap, fast, or just about Tex-Mex tacos. Provenance has become a driving force in shaping how people consume food, underscoring the need to platform the richness and diversity of global cuisines.

Amplifying Indigenous flavours evolves tired food tropes

Brands are largely ignoring Gen X – to their own detriment – according to data that paints a picture of the overlooked cohort as more loyal than their younger counterparts. Gen Xers are largely ignored in marketing, and brands have an opportunity to engage this underrepresented age group.

Advertisers in the US are overlooking Gen X

Norwich City FC’s latest campaign for World Mental Health Day has gone viral for its poignant take on men’s mental health. The campaign is leveraging the power of fandom to spark much-needed conversations, and it speaks to the shift towards a more socially conscious football culture in the UK.

Norwich City FC spotlights male mental health crisis

The yearly event became the catalyst for a conversation around ageing as some celebrities ditched hair dye and make up and chose to define what looks good away from societal expectations. As attitudes towards ageing continues to evolve, women are looking to take a less invasive approach to beauty.

Paris Fashion Week spurs discourse about healthy ageing

Breast Cancer Now has released a heartbreaking short film, If I Had More Time, depicting the realities of facing secondary breast cancer. Leveraging empathy and emotion through these stories, the charity aims to underscore the need for more research to extend people’s lives.

Breast cancer film highlights patients' lived realities

Menopause retreats are becoming an increasingly common practice as women look for spaces that support them at all their life stages. Their growing popularity could signal a need for employers and brands to provide better support that helps ease symptoms, improve representation, and tackle stigmas.

Menopause retreats showcase growing need for support

Gen Xers face the financial pressures of caring for their children and parents but remain prolific fashion shoppers. They value self-expression above all – but how are their priorities changing? Canvas8 spoke to nine Gen Xers across the UK to understand their evolving approach to fashion.

What do British Gen Xers want from fashion?

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.

What do American Gen Xers want from fashion? 

Parents and students are split when it comes to approaching careers, with parents favouring apprenticeships and students preferring university. More and more, people are rethinking their faith in academia and higher education, although questions remain about the benefits of alternative pathways.

Students and parents split on uni versus apprenticeships

Budweiser Canada has launched a friendship-focused campaign, asking men to consider what life would be like without their friends. Given that many adult men admit they struggle to maintain relationships with their buddies, the campaign aims to remind them of the power of friendship.

Budweiser tackles male 'friendship recession' in Canada

MIPO's Hot Resignation campaign aims to end the stigma around menopause in the workplace, highlighting the damage caused to businesses when they ignore women’s health issues. Gen X women are looking for workplace support as they age, putting new pressure on DE&I programs.

Hot Resignation campaign addresses workplace menopause

Australian esports has changed drastically over the last five years. While major teams have declared bankruptcy, dozens of smaller, community-level events have sprung up around the country. Is this a short-lived recovery or a sign that the scene is transforming but becoming stronger than ever?

How grassroots efforts are helping Aussie esports grow 

A study has revealed that the loneliest demographic in Australia is middle-aged men, who often deprioritise friendships for familial and financial reasons. Understanding of men’s mental health issues is shifting, and people are looking for support for communities whose needs may often be overlooked.

Middle-aged men in Australia suffer with loneliness

A survey has revealed that American gamers are significantly older than many would expect – an equal amount of people play video games over the age of 45 as those under 18. People are taking their hobbies with them as they age, and brands are adapting strategies to reflect this shift.

Older gamers are taking their hobbies into their 40s

Pizza Hut has reignited a collaboration with Teenage Mutant Ninja Turtles – which originated in the '90s – via an underground experience. The activation lasted 24 hours and tapped into the Ninja Turtles fandom to deliver a dose of nostalgia, all while keeping the pizza brand front of mind.

Pizza Hut takes to the sewers with TMNT collaboration

Health and wellness retailer Holland & Barrett has made a significant investment of £2 million as part of an inclusive menopause support campaign. Tagged ‘Every Menopause Matters’, the move emphasises the company's ongoing commitment to addressing the needs of its diverse customer base.

Holland & Barrett boosts inclusive menopause support

TikTok's addition of a live stream shopping feature has boosted sales in Indonesia, leading the company to announce more upcoming investments. The rapid advancement and mainstream adoption of retail tech in the country is reflected in the success of content creators-turned-entrepreneurs.

TikTok bets on Indonesia's live stream shopping craze

Partnering with renowned vintage collector and designer Sean Wotherspoon, Gap has launched a capsule collection of items found primarily in American thrift stores. By utilizing their archives, brands can capitalize on Gen Z's love of vintage and consolidate brand awareness among younger audiences.

Gap x Sean Wotherspoon targets vintage shoppers

As people seek a reprieve from negative experiences on social media platforms, Pinterest is highlighting the importance of safe spaces when marketing online, with research finding that people are more receptive to brand communications when encountering them in uplifting environments. 

Pinterest reveals impact of positive spaces online

The cost of living crisis in France is serving as a catalyst for change in entertainment habits as high ticket prices turn trips to the cinema into a rare luxury. The introduction of a price cap is aiming to change this, making cinema affordable for all and contributing to the industry's growth.

Bill aims to democratise cinema in France with price cap

SAP and BBDO have launched digital billboards for reactive advertising creations that showcase the opportunities of AI working alongside human creativity. Despite concerns that AI will take away jobs, SAP’s campaign highlights how the tech can improve the efficiency of existing roles.




SAP's AI billboards signal transformation in advertising

A new crop of conservative comedians, commentators, and creators are finding audiences who feel alienated by mainstream media in a polarized America. What does their success say about how Republican and more right wing viewers want to be entertained? 

Why is Greg Gutfeld so popular among Republicans?

Older people in Australia are being kept out of the workforce due to ageism in the hiring process. As more brands roll out age-inclusive campaigns, the survey results show how there is more to be done to drive tangible action around meaningful inclusion for older people.

Higher salary expectations drives workplace ageism

EGO Power Plus confirmed its long-term environmental commitment with a  campaign protesting petrol use in outdoor equipment. While many people are questioning weak brand sustainability pledges, EGO Power Plus used Earth Day to cement its place as a leader in its sector.


EGO Power Plus protests petrol in Earth Day activation

Several well-established, high-end hospitality brands are offering treatments expressly aimed at executives suffering from burnout in the US. With physical and mental exhaustion affecting work culture at large, there's room for brands to help people achieve a better work-life balance.

Lavish wellness clinics offer rehab for burnt-out execs

As purchase decisions are increasingly driven by sustainability concerns, many brands are taking steps to develop eco-friendly solutions and empower customers. Sephora is strengthening a 15-year sustainability commitment by launching a take-back program, helping people recycle beauty products.

Sephora’s take-back program aims to tackle beauty waste

A survey from the American Pet Products Association has found that Gen Zers and Yers make up half of the pet-owning population. These findings reflect the changing profile of pet owners, with animals taking a central role in Gen Z's lives, often before they start families or find partners.

Gen Zers are shaking up the pet owner profile

A scheme has been launched in England to cut menopause prescription costs, making it cheaper to access treatment. With cost being one of the main barriers that women face in effectively managing their menopause symptoms, the initiative is a positive step in addressing health inequity.

Government scheme boosts access to menopause treatment

Japanese people in their 40s and 50s are increasingly jumping between jobs and redefining traditional career paths. As people continue to alter working life conventions, the shift demonstrates how the evolving notion of what a career should be is showing no signs of stopping.

Middle-aged people in Japan are shaking up their careers

Saga Holiday's campaign challenges misconceptions about travellers over 50 by subverting tropes and showing their adventurous side. The campaign is indicative of this audience's appetite for travel post-pandemic as they seek new experiences and overthrow archaic attitudes about later life.

Saga Holidays ad subverts ageist holiday stereotypes

Chapter Two offers an empathetic return to the dating scene for widows who are ready to love again. Unlike the fast-paced swipe culture of most dating apps, the platform prioritises a sense of community healing, the openness of which is representative of changing attitudes towards death.

Chapter Two helps widows return to the dating scene

A survey has found that an increasing number of Canadian employers are expected to retire in the coming year. In addition to more workers retiring early, many are also looking for flexible options, like semi-retirement, that allow them to transition between major life stages.

More Canadians look for flexible 'semi-retirement' plans

The 2023 Generational Snapshot of Gen X explores why this generation is reclaiming cultural relevance, how another crisis is impacting their approach to saving and personal finances, and why this generation is getting experimental when it comes to healthcare and holistic wellbeing.

2023 Generational Snapshot of Gen X

Morrisons has seemingly lost favour among UK shoppers, with price increases causing people to flock to more affordable competitors. As brand expectations rise amid the cost of living crisis, a failure to provide financial support during hard times may lead brands to lose loyal customers.

Morrisons price hikes spark erosion of brand loyalty 

Gen Xers have experienced economic crisis and cultural loss since they were young, with both accelerating in the decades since. But they have proven extremely resilient. The way they view the current set of crises – and themselves – will drive the economy and culture for years to come.

How have crises shaped the Gen X psyche?

Older Americans are navigating the obstacles of modern dating in an effort to find authentic connections, but many are struggling to find significant others. This presents an opportunity for brands to step up as match-makers to help create spaces where older people can find each other more easily.

Older Americans want help with modern dating

A survey has found that as Americans get older they feel less prepared for retirement, regretting having not saved enough money. Gen Zers and Yers are also feeling unprepared, signaling opportunities to better educate people on how they can take stock for their retirement years.

Older Americans don’t feel prepared for retirement

As the cost of living crisis raises the threat of homelessness for many households, Crisis is seeking to draw attention to the issue with a hyper-realistic sculpture. It's forcing people to face an uncomfortable reality through a radical campaign that puts personal stories at the forefront.

Crisis sculpture makes homelessness impossible to ignore

How do Gen Xers think and act as citizens and consumers? Canvas8’s expert insights offer a view into the world of this significant generation.

Gen X (born 1967-1981)