Coronavirus, Millennials, and the Limits of Shared Experience

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Coronavirus, Millennials, and the Limits of Shared Experience

At Trajectory, we’re fairly sceptical of generational analysis – it has its place but must…

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Sobriety is Better than Sex: The Interplay of Economics, Health and Play

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Sobriety is Better than Sex: The Interplay of Economics, Health and Play

Our first question here is as follows. Imagine the global economy jolts itself out of…

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Memo to the Marketing Director : Why older people do not spend as they should (and what might be done about it)

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Environmental Issues: An Opportunity to Consolidate Relationships with Younger Consumers

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Ambivalent identity: a Difficult Question for Consumers and Brands

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The Quantum Generation

This month, our trends breakfast featured an exploration of Generation Z, asking “What’s next for…

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The Quantum Generation

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There’s no such thing as ‘A Millennial’: understanding the lack of a shared generational experience for young adults

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Digital Divides and Decreasing Margins

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Home Ownership and the limits of generational analysis

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Millennials: The Self-loathing Generation

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