We are living through a period where generational labels are multiplying, yet understanding feels increasingly diluted. Baby Boomers are being rediscovered for their spending power. Gen X remains quietly resilient. Millennials are navigating midlife with digital fluency. Gen Z is redefining identity in public. Gen Alpha is growing up with AI as a companion rather than a novelty.
The temptation for marketers is to segment by age and optimise by channel. But age rarely explains behaviour on its own. Culture does. Context does. Technology certainly does.
According to McKinsey, Gen Z already represents more than $450bn in spending power globally, while Millennials remain the largest consumer gro
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