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.

The conventional roster of life milestones is under review. Having kids in your 30s is no longer a given, if kids are part of the plan at all. Career progression is non-linear. Older Adults are finding new forms of independence. And Gen Z are embracing a more fluid definition of home.

Beta Lives

Diverse representation is an expectation, but as individuals no longer allow themselves to be defined in singular terms, there's mounting pressure on brands to understand and sensitively reflect how the intersections between race, gender, class, and ability impact people's everyday lives.

Collective Equity

Boomers (born 1947-1966)

Older Adults (born pre-1946)

China

Media and Entertainment

Gaming

Community and grassroots

Esports has long been synonymous with young people but brands operating in the space are now looking to widen their target audiences, encompassing older groups and showing that anyone can game. Following this sentiment, Meituan is providing sponsorship for an aspiring esports team of elderly gamers.