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The Kantar Futures podcast #2: Centennials

The second Kantar Futures podcast, on the subject of Centennials, the post-Millennial generation, has now gone live. It features co-hosts Andrew Curry and J Walker Smith in conversation with Jo… Read More »

How the Centennials are different

The Centennials, the generation that follows the Millennials, are just reaching adulthood. The oldest of them are 19 this year, and many of these have already started in college or… Read More »

Centennials: the “upstart generation”

Our report on the Centennials–the generation that follows the Millennials–has been picked up by London’s Evening Standard newspaper. Here’s an extract from their feature article, by reporter Phoebe Luckhurst: The millennial… Read More »

Centennials make their mark on media

Rob Callender writes: The media landscape continues to evolve rapidly, but even as Millennials soak up most of the attention Centennial teens are quietly driving many of the changes. We’ve… Read More »

Centennials: from self-esteem to self-direction

Rob Callender writes:  If you’re looking to track the changes between the outgoing youth cohort (Millennials) and the incoming one (Centennials), first understand the differences in the way their parents… Read More »

Three Millennial keys to the White House

Millennials and their younger counterparts are the biggest block of eligible voters. They need to be motivated.    Rob Callender writes: What if the Democrats had a Party and young people… Read More »

The bursting of the sharing bubble

Rob Callender writes: The teen years have traditionally been a time of insecurity, trial and error. Mistakes are made and secrets kept. Although a certain level of privacy during the… Read More »

LGBTQ: “engaged, experiential and experimental”

In the second of two posts, Futures Company Youth Insights Director Rob Callender argues that the LGBTQ community in the US is a leading edge market worth close to a… Read More »

Taking the “wreck” out of reckless

Rob Callender with the third of three posts on the emerging Centennials generation: Youth is a time to embrace life with passion: Nearly three-quarters of teen Centennials (the generation born… Read More »