Kantar Futures Blog

Category: generations

Centennials, millennials, politics

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 »

consumers, generations, innovation

Brexit, innovation, and the fear of the future

We have a new post on Medium on what Brexit tells us about the mindset of Britain: a nation divided by sharply different sets of values. This has sharp consequences… Read More »

Centennials, generations, millennials

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, generations, millennials

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 »

marketing, millennials

Millennial parents speak to the “I” in family

Rob Callender writes: Millennials, born between 1979 and 1996, were the babies the “Baby on Board” signs warned about. They were the kids the Kids Choice Awards were invented for,… Read More »

Centennials, digital, generations, millennials

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 »

Generational difference

ageing, generations

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 »

consumers, gender, marketing, millennials

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 »

boomers, consumers, financial services

The changing financial services consumer

Andrew Curry writes: I spoke recently at Platforum’s Retail Services Conference in London, on changing consumer expectations in the sector. The Futures Company’s view of this is shaped strongly by… Read More »