Businesses have always known that informed decisiveness is a key ingredient to progress. Without this kind of bravery, businesses falter, even fail.

According to this article in The Conversation Australia’s number of deniers and sceptics was more than twice the global average, in 2020.

What do you get when you survey over 14,000 Gen Z and 8,000 millennials in 44 countries? The Deloitte Global 2023 Gen Z and Millennial Survey, that’s what. And it is truly an incredible read worth your time for a number of important reasons, regardless of which generation you’re from. The history of the idea of ‘generations’ is a fascinating one. In his New Yorker article from a couple of years ago, Pulitzer-winner Louis Menand traces the term and theory all the way back to Herodotus. I do find it interesting that, as Menand puts it - “People born within (a particular) period are supposed to carry a basket of characteristics that differentiate them from people born earlier or later.” And of course there are always exceptions, but in the world of marketing, this broad stroke is accepted, even embraced, as it allows brands to grab the middle and sell stuff!