World Data Lab

World Data Lab Data scientists and experts producing relevant, personal, and actionable data: Creators of population We aim to make big data accessible to a wider audience.

Our goal is to make data relevant, personal, tangible, and actionable. We believe that it can play an important role in understanding the social and economic developments of our time. Our hope is that people from all walks of life, in all ages and across all countries will explore a new perspective of their own life and find their own place in the world of today and tomorrow. Want to know more abo

ut World Data Lab, the team behind population.io? Visit www.worlddata.io or contact us at hello@worlddata.io :)

Gen X is shaping global consumer demand, today and for the decade ahead. With rising influence across categories and reg...
24/07/2025

Gen X is shaping global consumer demand, today and for the decade ahead.
With rising influence across categories and regions, this generation blends pragmatism with spending power. Whether in FMCG, Retail, or Tech & Durables, understanding Gen X is key to capturing growth

Read the full report here https://eu1.hubs.ly/H0l-nhJ0

🚨 Happening tomorrow. Gen X is in their prime spending years. Are you engaging them with the right message, in the right...
22/07/2025

🚨 Happening tomorrow.

Gen X is in their prime spending years. Are you engaging them with the right message, in the right moment?

Final call to register https://eu1.hubs.ly/H0lX6Zg0

Overlooked and Under-Marketed: “Gen X” Emerges as Most Influential Global Consumer Cohort, According to NIQ and World Da...
22/07/2025

Overlooked and Under-Marketed: “Gen X” Emerges as Most Influential Global Consumer Cohort, According to NIQ and World Data Lab

The X Factor, NIQ’s latest report on generational insights, builds on the groundbreaking Spend Z report on Gen Z’s spending power. While many brands have pivoted to courting Gen Z, they have been missing out on significant opportunities with Gen X consumers. In fact, Gen Xers (currently ages 45 to 60 years old) have been in their peak spending years since 2021, and will continue as the world’s highest-spending cohort until 2033. They will spend $15.2 trillion in 2025 alone and by 2035, their annual spend will peak at $23 trillion.

Read the release here: https://eu1.hubs.ly/H0lVy920.
Download the Full Report: https://eu1.hubs.ly/H0lVzmB0

This Thursday, unlock the truth about Gen X. Their influence is peaking, but most brands still overlook them. Join Marta...
20/07/2025

This Thursday, unlock the truth about Gen X.

Their influence is peaking, but most brands still overlook them. Join Marta Cyhan-Bowles and Wolfgang Fengler for a conversation that will shift how you think about modern consumers

Register for the webinar - https://eu1.hubs.ly/H0lSFKm0

How the world has achieved middle-class dominance, against the oddsDespite inflation, conflict, and slower growth, over ...
18/07/2025

How the world has achieved middle-class dominance, against the odds

Despite inflation, conflict, and slower growth, over 100 million people will join the global consumer class in 2025. But where they are and what they’ll spend on, is shifting.

Spending power is concentrating in older, wealthier consumers
Global cooperation could accelerate growth, or stall it

The middle class will soon outnumber the poor for the first time in history
From Bogotá to Beijing, the way people spend is transforming. Dive into the latest insights from the World Consumer Outlook and explore three future scenarios that show what’s at stake.

Read more: https://eu1.hubs.ly/H0lRvwn0

Gen X is in transition, but the clock is ticking. Their spending power is peaking now. By 2033, many will step into new ...
17/07/2025

Gen X is in transition, but the clock is ticking.

Their spending power is peaking now. By 2033, many will step into new financial realities, less direct consumption, more intergenerational support.

Join NIQ’s Chief Communications Officer & Head of Global Marketing COE Marta Cyhan-Bowles and World Data Lab’s Co-founder & CEO, Wolfgang Fengler, for a data-driven look at what brands must do to act before Gen X influence begins to wane https://eu1.hubs.ly/H0lR9sJ0

Gen X holds more influence than meets the eye. As the top spending generation from 2025 to 2033, Gen X is shaping the f...
16/07/2025

Gen X holds more influence than meets the eye.

As the top spending generation from 2025 to 2033, Gen X is shaping the future of commerce. They value trust, quality, and seamless experiences—online and in-store.

Explore the insights https://eu1.hubs.ly/H0lPGg_0

Gen X is carrying more than shopping bags, they're carrying their households. This “caretaker consumer” cohort is managi...
15/07/2025

Gen X is carrying more than shopping bags, they're carrying their households. This “caretaker consumer” cohort is managing care for children, aging parents, and themselves, all while driving global FMCG spend across key categories like Health & Wellness, Grocery, and Household.

How should brands respond? Join NIQ’s Chief Communications Officer, Marta Cyhan-Bowles, and World Data Lab’s CEO, Wolfgang Fengler, as we unpack the data and strategies to reach Gen X while they’re in their prime spending years.

🔗 Save your seat: https://eu1.hubs.ly/H0lMGG40

Manufacturers and retailers alike face a key question: Are we building for Gen X? With purchasing power and influence, G...
13/07/2025

Manufacturers and retailers alike face a key question: Are we building for Gen X?

With purchasing power and influence, Gen X demands clarity, quality, and value. This webinar will provide a roadmap for activating this pivotal generation now and into the future.

Webinar: The X Factor: Why you can’t afford to forget Gen X
Date: Thursday, July 24 @ 10 am EST

🔗 Register now to attend: https://eu1.hubs.ly/H0lJzSh0

Overlooked and Under-Marketed: “Gen X” Emerges as Most Influential Global Consumer Cohort, According to NIQ and World Da...
11/07/2025

Overlooked and Under-Marketed: “Gen X” Emerges as Most Influential Global Consumer Cohort, According to NIQ and World Data Lab

NielsenIQ (“NIQ”), in collaboration with World Data Lab (WDL), today issued a comprehensive generational spending report focused on Gen X. The X Factor: How Generation X is quietly driving trillions in consumer spending reveals that Gen X, those born between 1965 and 1980 is the most influential and overlooked consumer cohort of the next decade. An authority on generational spend, NIQ found that despite being smaller in size than Millennials or Gen Z, Gen X would form the world’s second-largest consumer market second only to the U.S. and roughly twice the size of China’s total spending in 2025.

Read the full Press release here: https://eu1.hubs.ly/H0lHdJ00

10/07/2025

The most profitable generation is one you may be overlooking.

Gen Xers, ages 45 to 60, are in their prime earning and spending years. In the FMCG space, they drive high-value purchases across categories like Household Goods and Personal Care.

Although this generation is smaller in number than Millennials and Gen Z, they deliver stronger ROI per shopper. Gen X values quality, consistency, and practicality—making them loyal, high-intent customers.

Read NIQ and World Data Lab’s latest generational spending report to see how Gen X is shaping the future of FMCG https://eu1.hubs.ly/H0lFSwY0

Coke Pops, Maruchan Cools: The Brands Winning and Losing Gen Z in 2025 The 10 brands growing with Gen Z and the 10 falli...
09/07/2025

Coke Pops, Maruchan Cools: The Brands Winning and Losing Gen Z in 2025
The 10 brands growing with Gen Z and the 10 falling behind

Brands are racing to win Gen Z consumers a cohort of young shoppers expected to control $12 trillion in spending power by 2030, according to a joint report from research firms GfK, NielsenIQ, and World Data Lab.

read more: https://eu1.hubs.ly/H0lFKJ50

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