Read the full report Generational Differences in Europe

November 19, 2025 – Europe has a higher median age than other regions of the world and continues to age, posing risks for brands that have traditionally focused product innovation and marketing on youth. Companies will need to shift toward common ground that crosses generations and ramp up efforts targeted to the evolving needs of aging consumers to maintain their customer bases. So brands will need to understand areas of agreement where products can win universally vs. the best opportunities for differentiation between ages, as outlined in this report.

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