Abstract:

Research shapes our brands, inspires our content and helps us to communicate with our audiences. We know a lot about kids, families and young adults, so this year we embarked on a project to support our Adult-focused brands by exploring Gen X Today. What became of the cynical, rebellious, "slacker" youth generation of the 90s? They grew up and got boring...right? WRONG! Our global study, covering 21 countries and over 12,000 adults, found that the norms and expectations that once defined adulthood have dissolved. The youthful rebellion once associated with Gen X has matured into self-assured independence. They navigate the world with a confidence that needs no approval. They live life on their terms and in their own way. It's time we updated outdated views of Gen X...