ADULTS. Adulthood has many faces
Poles aged 30-60 are the focus of most briefs. They are at the peak of their purchasing power and are building their place in life. In the ADULTS report, you’ll find everything you’d want to know about their everyday lives, relationships, loneliness, tensions and aspirations, as well as their measures of success.
Adulthood can follow very different paths, which is why our report looks at Adults across three decades: their 30s, 40s and 50s. Each decade has its own “checkpoints” and different sources of satisfaction and frustration.
The report comprises 7 thematic modules:
• Three decades of Adults - attitudes towards work, housing and finances, outlook on life, and sources of satisfaction and disappointment
• The rhythm of everyday life - the working week versus the weekend, energy levels, the most disliked chores and favourite moments of the week
• Tensions - the burden of everyday problems, sources of stress, and a self-portrait of one’s own shortcomings
• Aspirations - measures of success, displays of status, archetypes of adulthood, the ingredients of a “good life”, and activities for which there is not enough time or money
• Relationships - relationships and dynamics between children, parents and friends, and feelings of loneliness
• Health - physical and mental health, motivations and barriers to self-care
• Touchpoints - a map of the potential of media touchpoints, including social media, influencers and AI, as well as favourite types of advertising
The report is a quantitative and qualitative study. It comprises more than 200 slides exploring the realities of adulthood and offering inspiration for a wide range of brands.