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.

In the turbulent economic environment, money is losing its value. Consumers are reevaluating their spending across sectors. With a looming crisis of trust in financial institutions, how are people managing their budgets? And how can brands navigate the complex relationship between value and cost?

More Americans are getting married for the first time in their 40s and 50s, with the rates of first marriage in mid-life increasing for both men and women. As traditional life milestones are delayed, people are looking for brands and products that better speak to those forging their own path.

Dating is taking a hit as a result of the cost of living crisis, as fewer Americans have disposable income to pursue new relationships as a result of stagnant wages and rising prices. Young people are choosing between their wallets and their hearts, portending long-term social consequences.

The Happy & Childless app provides a space for adults without kids to connect. As more people decide not to become parents, the audience for these kinds of services is set to soar, creating an opportunity for brands to connect with Gens Y and Z over non-traditional milestones.

Divorce is no longer being associated with failure, with many now viewing it as something to be celebrated. The narrative is shifting from irreconcilable differences to a mutual ‘freeing’, and the notion of a ‘nuclear family’ is falling away. Why and how are these attitudes evolving?