Given that boomers, Gen X are the global terms, most of the literature on generational shifts is western. We tried to piece together a view across generations – via our work across cohorts – for the Indian consumers. There have been dramatic shifts socio-culturally, in our economy and infra in these last decades. Many boomers have successfully adapted to the new world with their kids; sampling consumerism, living it up via travel, Insta and enjoying new experiences. Gen X is

Understand the different types of cognitive biases and how they help you decode consumer behaviour and shape your marketing strategy.