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#Never Again: A Generation Finds Its Voice

  Rob Callender writes: Over the past week, the United States has watched the Centennial generation insert itself into the national dialogue. In doing so, it has asserted its right… 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 »

Generational difference

Generational differences

Our executive chairman, J. Walker Smith, has a piece on the American Marketing Association’s site about understanding generational differences. Here’s an extract: ​”Generations are misunderstood. As a consequence, generational analysis… Read More »

Generation Flex

Rob Callender, our Director of Youth Insights, with the second of three posts on the emerging Centennial Generation: Millennials are a famously inclusionary generation, and Centennials—the youth cohort born in… Read More »

Ungreening a generation?

Ashraf Choudhury writes: The Futures Company has quite strong views on Millennials, which have been covered in posts here in the past. So when I noticed an academic paper (opens… Read More »

My Millennial generation

Lawrence Wykes writes: The idea of the generational cohort as a unit of social research and analysis goes back to the definition of the ‘boomers’ – America’s immediate port-war generation,… Read More »

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 »

Why brands should love America’s LGBTQ+ consumers

Why brands should love America’s LGBTQ+ consumers

Rob Callender writes: After June’s Pride Month, a new survey published in Time magazine found that LGBTQ+ Americans feel increasingly vulnerable and at risk of losing hard-fought social and legal gains. The… 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 »