Why a cohort’s starting point is key to understanding generational trends

A key concept to generational analysis is the idea of starting points: namely, where respective generations begin with their attitudes and behaviours, and not where they are today.

Skinny jeans and Facebook or wide-leg jeans and TikTok?

As hinted at by dozens of online quizzes to determine whether you’re a member of Gen Z or a Millennial, a stalwart Gen X-er or a Baby Boomer, one thing is abundantly clear: distinctions between generations...

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