The research reveals new insights, indicating the 'juggling generation' is dead.

'Luminaries' are 35-54 year old entrepreneurial, confident, and aspirational, according to Bauer Media.

This generation has just under 10M people within the UK, and according to Bauer's research they are confident yet grounded, and enjoy new experiences, music, and seek to engage with bold, positive brand messages.

 

Group MD of Bauer Advertising, Abby Carvosso, said: “Our in-depth insight helps us to really understand changing consumer behaviour. We couple this with the instinct of our editorial and programming talent to create content with true cultural resonance. The learnings from this study will ensure that we develop deeply engaging and impactful advertising messages and partnerships that will connect with this often misunderstood audience who don't want to be put in a box”.

Bauer claims to reach 5.73M 'Luminaries' in the UK with brands including Grazia, Bella, Empire, Closer, and Q.