Same Shi(f)t, Different Age: new report on generational shifts  

FleishmanHillard’s Retail, Sports and Lifestyle’s Culture Unit has released “Same Shi(f)t, Different Age,” a new report that explores the evolving dynamics between generations and what brands need to know. 

In a landscape often marked by generational discord – highlighted by terms like “OK Boomer” – the report reveals that Gen Z, Millennials and older generations share more common ground than often assumed. As workplace stereotypes and age-related myths shift, the report details the shared values and interests that bridge these generational gaps.  

“Same Shi(f)t, Different Age” challenges outdated narratives and stereotypes, and offers actionable insights for brands to connect meaningfully with these diverse groups.  

Download the full report here.