Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?

It's hard to spot a Gen Xer in an ad these days. Wedged awkwardly between Boomers and Gen Y, this cohort is a smaller demographic – and often an afterthought for brands. With its latest ad, US-based Lincoln Financial is leading efforts to reconnect with these consumers.

Gen X women are often ignored by brands, who tend to target Boomers and Gen Yers. But they have a lot of spending power that isn't being tapped into. Enter The Midult, a site dedicated to giving these women a voice and defying stereotypes about what it means to be a Gen Xer today.

The stereotypical midlife crisis used to involve flash cars, younger models, dubious fashion choices and maybe a session or two of therapy. Fast forward to 2015 and those entering middle age don’t seem so rebellious. So what does a midlife crisis look like amongst those who refuse to grow up?