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Who are the Savvy Midults? What drives the Playful Escapists? And how will you reach Consumers in Chaos?

In a volatile world, insight is your secret weapon. Our latest Consumer Zodiac offers consumer intelligence on 10 new segments, enabling you to fast-track your understanding of how people are changing.

Below is a small sample of the consumer insights available to Stylus members.

Our full, members-only Consumer Zodiac analysis is designed to help consumer-facing brands understand the shifting beliefs, values and needs of key audience segments, enabling them to create innovative products and experiences that connect with consumers.

To access in-depth reports on each of the 10 groups, complete the form below.

The Zodiac

1. Gen M: Millennial Muslim Entrepreneurs

Who are they? Across the globe, a rapidly growing segment of middle-class millennial Muslim consumers – Gen M – are driving demand for products and services that reflect both their faith and modernity. We highlight the opportunities ahead.

Key Insight: Middle-class millennial Muslims (aged 23 to 36) see faith as a cornerstone to their lives. As they increase in number, influence and access to disposable income, there is a huge opportunity for brands to serve them with products that meld the demands of the modern world with religious belief.

2. Power Boomers

Who are they? Power Boomers are set to change the consumer landscape through their purchasing power, ravenous appetite for experiences and positive approach to ageing. We reveal new opportunities to reach this influential demographic.

Key Insight: By 2050, one in five people will be over the age of 60 (United Nations, 2015). Boomers will account for more than 20% of urban consumption growth in the years to 2030 – a bigger increase than any other demographic (McKinsey, 2016).

3. Outgoing Overachievers

Who are they? Goal-oriented and influential, outgoing overachievers are striving for success and relishing opportunities to prove their worth. We examine this group's evolving attitudes and reveal the brand tactics and products capturing their attention.

Key Insight: Ambitious and status-driven, outgoing overachievers want to be trendsetters and are embracing recommendation-sharing networks that extend influence beyond career, friendship and social media circles.

Want access to the entire Consumer Zodiac?

For more key insights on the 10 new consumer segments, and to access in-depth reports on each of these groups, complete the form and we will be in touch shortly.

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  • 300+ cross-industry reports published annually
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