The current global youth generation, called Centennials, is an influential and well-informed cohort. As the oldest of the generation enters young adulthood, marketers and brands need to understand their values and behaviors to understand how Centennials are shaping the world around them.

Kantar Futures has developed a framework for understanding what makes a generation tick, by digging deep into their starting points. And while Centennials’ daily lives differ across markets, all Centennials share similar experiences that shape the generation as a whole. Understanding where they came from and what they’re facing today will help you understand where Centennials will go in the future, and the critical impact they will have on your category.

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