Today’s marketing and research reports are full of references to different generations and how they may (or may not) be changing the consumer and societal landscape. As Millennials have started to age, recent years have seen attention turn to the younger and apparently more exciting cohort that is “Generation Z”.

In our next episode we will be thinking about how we can put generational and demographic analysis to good use. We’ll explore some foundational (and not-always-easy-to-answer) questions about how best to approach these subjects. When should we use the various terms and what do we mean when we do so?

On the agenda:

How to Think about Generations: We need to be careful about the hot-takes and easy sound-bites, and appreciative of how a nuanced approach, exploring the lived experiences of different cohorts, can help us better understand how change happens.

Adapting to Change: India is now overtaking China as the world’s most populous country. We reflect on what the dynamics of economic and demographic change mean for different age groups, including those living in urban and rural areas.

Demographic Slowdown: Italy has one of the lowest fertility rates in the world, and its population is now starting to decline. What are the implications, both for today and tomorrow? We take the country’s recent experiences as the lens to explore how different generations think about politics and society.