From Roblox to Retirement: What Every Gen Wants Now
Turns out Gen-Alpha runs the household and Boomers want friends with benefits.
SPECIAL FRIDAY EDITION: The Future Consumer 2027
aka what our customers (and their kids) are really on.
I went to Stylus' latest talk on The Future Consumer 2026/27, here’s a tour through the evolving moods, habits, and vibes of Gen Alpha to Boomers.
Spoiler: everyone is stressed
👶 Gen Alpha (2010–2025): The Gamified, JellyCat Generation
Yes, they’re the TikTok-babies. But don’t box them in—this isn’t just about screen time. Their favorite brands aren’t all digital (hello, JellyCat and Crocs), and while they’re growing up tech-native, IRL friendships and emotional well-being still matter.
1 in 5 US parents say their kids don’t have enough friends—but digital connections are stepping up. Netflix’s NextWorld on Roblox lets kids stream and chat in tandem, while devices like SEGA (not that Sega) let you send emoji-texts via touch.
STEM is the future: by 2033, demand for STEM jobs will be 10% higher. So naturally, TikTok now teaches science (@big.manny1 is doing God’s work), and apps like THINKACADEMY and Reyvze are filling in the curriculum gaps.
Gen Alpha already has brand preferences—and influence. 39% of UK kids say social media affects the brands they like. TikTok Shop, Deliveroo’s one-touch ordering, Roblox Shop and Shein gamification all make spending a one-click habit.
They’re making purchase decisions and influencing their parents’. Banks like OCBC are building tools to teach money early.
Eco-anxiety is real. One-third of US Gen Alpha kids are experiencing it. Brands like Clif Kid and Lego are stepping up—with eco parks and art galleries to ease the pressure.
✨ What adidas can do: Make stores more like playgrounds. Partner with parent-kid communities. Prioritise joy and wellness (good thing we went with You Got This).
👾 Gen Z (1996–2009): Lonely, Lovelorn & Vibe-Driven
This is the Rejected Generation™ (coined by Business Insider, not us), and it tracks. They’re redefining success, romance, and happiness—and doing it with run clubs, meme-sends, and financial stress.
Loneliness is soaring, and so are clever IRL solutions: community clubs like Strangers in the City and apps like AFTER (AI-powered dating) are helping Gen Z reconnect.
Memes > bouquets. 73% say things like liking posts or sharing content count as intimacy. And while 86% want to get married, some are open to “lavender marriages” (aka weddings for convenience).
Gen Z think they need to earn $580K/year to be financially successful. 46% say they’d rather be unemployed than stuck in a miserable job.
Financial stress is daily. Banks are launching soothing strategies—like the Royal Bank of Canada’s anti-anxiety podcast or National Bank of Greece’s ASMR campaign. PLUM and BeMe Health are gamifying saving and tracking moods.
Gen Z women are deeply concerned about body image—Heritility offers fertility health tools to help. Meanwhile, wine bars like Cherry on Top are carving out joyful, soft spaces.
✨ adidas takeaway: Help consumers balance dreams with reality. They want to believe in more—but they need help getting there.
👨👩👧 Millennials (1981–1995): Burnt Out but Still Vibing
46% of millennial parents say they’re totally burnt out—but they’re still trying to raise little legends. Parenting, careers, and financial pressure are all evolving—so are their hobbies and priorities.
Smart homes are stepping in: Skylight calendars keep the whole family in sync.
Parenting = individualism now. Kids are encouraged to define themselves early, which is leading to more identity expression among Gen Alpha.
“Portfolio careers” are booming on TikTok. Think: multi-hyphenate, multiple income streams, and flexible working over corporate ladder.
Enter: Inheritocracy. 31% of first-time buyers in UK/US/Canada got help from parents. Some banks are even incentivising “Bank of Mum & Dad” accounts.
Millennials are hitting mid-life crises at 34 (yep), but they’re soothing it with plants, Reddit threads, and wellness breaks.
77% say having a good time is vital. Cue a surge in childhood nostalgia, vintage toys, and Pokémon purchases.
✨ adidas vibes: Show consumers that not all success looks the same. Embrace the chaos of modern adulthood.
📈 Gen X (1965–1980): The Overlooked Powerhouse
They’re going through it—but they’re also quietly spending a lot. With rising divorce rates, ageism, and work stress, Gen Xers are redefining what mid-life looks like (hint: it involves solo travel and reading gentle fiction).
79% say work stress led to a breakup. The UK Gov is now trialling men’s mental health programs in the office.
64% of US Gen Xers say they’ve experienced ageism. But brands like Campaign are flipping the script with 50-over-50 recognition.
48% believe it’ll take a miracle to retire on time. But Gen X are the biggest spenders in the US and Australia.
Menopause tech is booming—apps like Peri help with tracking symptoms and support.
Self-care is important to 96%… but 41% say they’re not getting enough. FlashPack is creating solo travel communities for the over-45s.
✨ adidas memo: Time is precious. Use product and in-store moments to help Gen X feel seen, heard, and indulged.
🧓 Baby Boomers (1946–1964): The Curious, Wealthy, Silver Spenders
This isn’t the quiet retirement generation—it’s the SKI generation. (That’s Spending Kids’ Inheritance, FYI.) They’re traveling, dating, and even side-hustling their way through later life.
Boomers are passing down $83 trillion in the next 5 years in the US alone. But they’re also working more—some out of passion, others out of anxiety.
Golden Gap Years are trending. So are solo SKI trips and “PODWOGs” (Parents of DINKs Without Grandkids).
60+ dating is up 340% on Feeld. Boomers are having more fun (and FWB situationships) than any other age group.
33% are concerned about chronic illness—but they’re still active. Lululemon’s Strong for My Age campaign, led by a 65-year-old lifter, crushed.
New narratives are emerging—see Niceaunties art or Bruichladdich’s cheeky campaign.
✨ adidas, take note: Address concerns around health, finances, and aging—but make it fun. Boomers are thriving.
Any questions? Hit me up.
Have the best weekend!