The New Consumer Lifecycle
How changing family structures, delayed milestones, longer lives, and shifting generational expectations are reshaping customer behaviour.
Traditional assumptions about adulthood, family life, work, and wealth no longer hold in the same way they once did.
People are reaching life milestones later, living longer, forming families differently, and navigating more financially and emotionally complex lives. These shifts are changing not only how people live, but how they spend, save, work, consume, and make decisions.
We help organisations understand how changing patterns of life, family, ageing, and generational behaviour are reshaping customer expectations, consumer decision-making, and long-term growth.
Combining insight into both organisational and consumer behaviour, our work helps brands and leaders better understand how people live, connect, communicate, and make decisions in a rapidly changing world.
What this means for businesses
These shifts are changing how businesses communicate, build trust, design products, support customers, and think about long-term engagement.
From financial services and housing to healthcare, retail, workplace provision, and consumer brands, organisations are increasingly navigating more complex and multigenerational customer relationships.
Areas We Explore
Delayed adulthood and changing life stages
Longer lives and ageing populations
Changing family structures and intergenerational relationships
Generational attitudes to money, work, and identity
Shifting consumer expectations and decision-making
The social impact of technology and AI on everyday life
Selected Projects
Google x Marketing Week
Exploring how Gen Z’s changing search habits are reshaping digital discovery, intent, and online decision-making, and what this means for the future of consumer behaviour.
DTG Summit The Bigger Picture
Exploring how generational change is reshaping audience values, media consumption, and cultural relevance in an increasingly fragmented digital landscape.
Mongoose The Unfiltered Perspective
Exploring how brands can move beyond demographic assumptions to better understand generational behaviour, digital identity, and what drives meaningful connection in an increasingly fragmented online world.