The youngest members of generation X are just over 40, but don’t call them middle-aged—midlife crisis is the last thing on their minds. Older millennials are more than 30, and adults in every sense—so why are marketers still lumping them in with 18-year-olds just out of high school?
The New Adulthood, the newest report from the Innovation Group, reveals a new cohort shaping the face of adulthood: The New Adults. Previously called Xennials, Midults and more, New Adults represent a group of 30 to 45-year-olds with more in common with each other than with any other generational label. The New Adulthood shines a spotlight on the world’s 30 and 40 somethings, delving deep into their motivations, values, how the financial crisis affected them, and their tech usage to identify how best for brands to communicate with this demanding but increasingly influential tribe.