Chris Upton

They're being way more discerning as to where they spend the money because they don't feel...

As if they have as much.

Do they expect different stuff from Gen X?

Yes.

And this, again, is one of the side effects of moving into the personal.

So when you're in the collective space, you set out your vision.

We're all in it together.

And therefore, there's a lot of similarity across generations.

Once you get into the personal, what happens is...

there are different drivers, there's different motivations.

And when you look at, let's say, Gen Z and boomers, so Gen Z being in their 20s, let's say, and boomers being over 60s, what we're seeing is for Gen Z, they're very concerned at a national level about the economy, about housing, about how they're going to be able to live their lives.

Boomers, they're more settled.

Not so much.

They actually feel that things are actually going a lot better.

So they don't want anything to change.

So boomers, by their very nature, things are OK for them right now.

What they're focused on right now is their health and well-being.

The Gen X, which of course is my generation, they're concerned about the fact that their kids aren't going to be moving out until they're in their 30s.