The Generation Factor

The Generation Factor was a cross-generational, deep-dive study created to help inform and influence campaign planning. Recognising outdated, often ageist stereotypes across advertising and an industry saturated with Gen Z and Millennial-focused studies, Mail Metro Media surveyed more than 1,500 people aged 10-73 to understand the factors that unite and divide every age group – what makes them tick, which brands they like and, crucially, how brands can engage them.