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Mining for meaning

From Memes to Mistletoe: How Gen Z, Millennials, and Gen X Are Talking About Christmas

In a landscape shaped by TikTok creativity, wellness priorities, and sustainability demands, it’s no longer about whether your brand fits into Christmas, but if it can lead the conversation.

Exploring Financial Behaviors of Gen Z and Millennials: A Comparative Look through Social Meaning

The ways in which Gen Z and Millennials approach finance reflect the unique challenges and opportunities of their respective generations.

Analog Adventures vs. Digital Detours: How Different Generations Escape the Daily Grind

To explore how individuals across different age groups express their need for escape, we tap into the crowd-sourcing power of Sphere’s Culture Lens app.

Getting to Know Gen Alpha

What comes after Gen Z? The highly anticipated Generation Alpha, who are shaping up to be pretty transformative successors.

Gen Z and Millennials Are Obsessed with Water: Here's What They're Drinking

Today, good hydration habits are believed to be the key to health and beauty, so people are drinking water more now than ever before.